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B2C Marketing Leaders

Take The Lead As An Empowered Champion Of Customer Obsession

Today’s customers demand more from brands — increased transparency, greater commitment to values, enhanced convenience, and seamless and immersive experiences. For B2C marketing leaders, these rising customer expectations collide with lagging budgets and amped-up pressure to prove financial results.

To succeed, B2C marketing must reclaim its strategic remit across the organization, embrace the evolution of technology and analytics, and secure C-suite advocacy by boldly demonstrating the value of marketing and its impact on growth and value.

How Forrester Can Help

Challenges You Face

Marketing leaders today must consider how to achieve the maximum financial, social, and environmental value for the company. This remit requires a deeper understanding of customer experience and how it intersects with the brand experience. We understand the challenges you face as you explore innovative ways to distinguish your brand and cement customer loyalty, including:

  • Competing against nontraditional entrants in an increasingly complex landscape.
  • Reluctance of the business to inject key customer insights into strategy.
  • Securing budgets and demonstrating the value of marketing across the organization.
  • Balancing quick wins against long-term ROI.
  • Keeping pace with changing customer behaviors, including waning loyalty and technology demands.

Bold Solutions Fit For You

Forrester empowers B2C marketing executives to establish the marketing function as an indispensable business driver, leading the intersection of customer and brand experience and innovating new ways of securing long-term value and growth.

Secure Long-Term Value And Growth

Forrester Decisions for B2C Marketing Executives helps leaders increase their brand loyalty and develop an agile marketing function to stay ahead of change and quickly pivot to evolving market and customer demands.

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Build A Total Experience That Amplifies Your Brand

Brand achieves its full potential when aligned with customer and employee experience. Forrester’s Total Experience research reveals how these forces work together — so you can identify gaps and prioritize the investments that will drive the greatest impact.

Learn More About Our Total Experience Research
Blog

Build The Human Foundations Before You Scale AI

Martin Gill 5 minutes ago
CX Summit EMEA explored the real AI opportunity: building trust, strengthening foundations, and reimagining experiences — not just making them more efficient.
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Blog

Total Experience Score, 2026: Growth Breaks When Experiences Fragment

Keith Johnston 2 days ago
The brands pulling ahead aren’t optimizing brand, customer, and employee experience in isolation — they’re aligning them into a system that drives measurable growth. Forrester’s 2026 global Total Experience Score and research show that when promise, delivery, and the people behind both move in sync, companies build strong, sustainable momentum.
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Blog

Forrester’s 2026 BX Index™ Rankings: North American Brands Make Gains; Europe And Asia Are More Constrained

Dipanjan Chatterjee 2 days ago
Forrester’s 2026 Brand Experience Index reveals where brand perception is strengthening and where it’s stalling. Read about the high-level shifts across regions and industries this year.
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Blog

Ad Creative Is A Technology Problem And Opportunity

Nikhil Lai June 2, 2026
The market for creative advertising technologies should have boomed by now. Despite waves of innovation, it has struggled to translate technological promise into business outcomes. Its potential remains highly significant but constrained by cultural disconnects between creative and media subject matter experts (SMEs) and intransigent bottlenecks in creative and media processes. The market appeared poised […]
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Read More Insights For B2C Marketing Leaders

Upcoming Events For B2C Marketing Leaders

CX Summit EMEA

Amsterdam

CX Forum East

New York City

CX Forum West

San Francisco

AI Forum Sydney

Sydney

Meet A Few Of Our B2C Marketing Analysts

Mike Proulx

VP, Research Director

Shar VanBoskirk

VP, Principal Analyst

Jay Pattisall

VP, Principal Analyst

Emily Collins

VP, Research Director

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