Customer marketing in B2B companies has evolved from its narrow-scope origin of managing cross-sell and upsell campaigns as a subfunction of the demand marketing team to a crucial frontline marketing contributor tasked with building customer loyalty, driving product adoption at scale, and engaging customer advocates. This report uses data from Forrester’s State Of Customer Engagement Survey, 2024 to show where customer marketing practitioners spend their time and resources on engagement and growth programs and where they’d like to do more.