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Jessica Liu

Senior Analyst

Jessie serves B2C Marketing Professionals with a focus on social marketing. Her research covers the types of strategies and technologies marketers can use to win, serve, and retain customers in a rapidly changing social media landscape.

Previous Work Experience

Prior to joining Forrester, Jessie spent 10 years on the marketing agency side, working closely with leading B2C and B2B brands to define and execute their digital go-to-market, acquisition, and retention strategies. She led and managed agency teams specializing in branded content, social media, native advertising, influencer marketing, sponsorship and events, and offline-to-online customer journeys. Her industry experience spans Fortune 100 brands in financial services, technology, telecom, and retail.

Education

Jessie holds an MBA from The University of Chicago Booth School of Business and a B.A. from The University of California, Berkeley in political science.

Jessie serves B2C Marketing Professionals with a focus on social marketing. Her research covers the types of strategies and technologies marketers can use to win, serve, and retain customers in a rapidly changing social media landscape.

Previous Work Experience

Prior to joining Forrester, Jessie spent 10 years on the marketing agency side, working closely with leading B2C and B2B brands to define and execute their digital go-to-market, acquisition, and retention strategies. She led and managed agency teams specializing in branded content, social media, native advertising, influencer marketing, sponsorship and events, and offline-to-online customer journeys. Her industry experience spans Fortune 100 brands in financial services, technology, telecom, and retail.

Education

Jessie holds an MBA from The University of Chicago Booth School of Business and a B.A. from The University of California, Berkeley in political science.

Jessica Liu's Most Recent Research

Research

The Social Technology Convergence Stalls Out

Tools And Technology: The Social Marketing Playbook
June 4th, 2021 | Jessica Liu , Sarah Dawson

The convergence of social media management solutions, social listening platforms, social advertising technology (adtech), and other social tech categories...

7 min read
Research

Get Smarter On Social Media Measurement

Performance Management: The Social Marketing Playbook
May 14th, 2021 | Jessica Liu

B2C marketers struggle to quantify the value of their social marketing programs. This report demonstrates how to measure three types of social marketing...

11 min read
Research

Now Tech: Social Suites, Q1 2021

Forrester's Overview Of 15 Social Suite Providers
March 25th, 2021 | Jessica Liu , Sarah Dawson

You can use social suites to consolidate many of your social media needs into a single cohesive platform that integrates into a broader enterprise technology...

6 min read
Research

Know Your Social Media Audience In 2021 — And If They Want To Interact With You

Landscape: The Social Marketing Playbook
January 29th, 2021 | Jessica Liu , Sarah Dawson

The question B2C marketers should be asking is not whether consumers use social media but how best to use social media to interact with consumers. Forrester's...

7 min read
Research

Make Social Media Bigger Than Marketing

Executive Overview: The Social Marketing Playbook
November 25th, 2020 | Jessica Liu

B2C marketers know that social marketing works but can't articulate how. That's because too many of them launched social programs without a clear strategy...

6 min read