Data Snapshot

B2B2C Marketers Prioritize A Consistent Brand Experience And Aligned Measurement

September 10th, 2024
Dipanjan Chatterjee, VP, Principal Analyst
Dipanjan Chatterjee VP, Principal Analyst
Melissa Bongarzone, Researcher
Melissa Bongarzone Researcher
With contributors:
Mike Proulx , Shynise McElveen , Peter Harrison

Many B2C companies have a hybrid selling model where they sell to consumers directly and through intermediaries (a model we refer to as “B2B2C”). B2C marketers who must adapt to this hybrid go-to-market model face a host of unique challenges, including managing multiple audiences, brand experiences, and commercial interests. Among these many priorities, two stand out as most important: having a consistent brand and an aligned measurement system. This is a snapshot of Forrester’s data on the strategic priorities of B2C marketing decision-makers.

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