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For B2C Marketing Professionals

Balance User Needs With Business Goals

December 29, 2016


Why Read This Report

This report articulates a strategic plan for how marketing leaders can improve their email programs and create messaging programs that balance user needs with business goals —appropriate for our post-digital world. Do this by first discerning user needs through panel data, observed behaviors, and direct market research. Then determine your business goal, whether it's to sell products, build loyalty, acquire customers, or educate channel partners. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. We revised this edition to factor in new ideas and examples.

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Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

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