Economic Uncertainty And Data Are B2C Marketing’s Top Challenges For 2023

In Forrester’s Marketing Survey, 2023, B2C marketing decision-makers cited changing economic conditions and quality of customer data among the top five challenges for their marketing organization to achieve their goals. Problems with data include quality, measurement, inability to act on buyer and customer data, lack of defined metrics, and accessibility. They also cited limited budget and headcount, trouble recruiting talent, and lack of executive support. These aren’t new hurdles, and brands must continue to innovate to achieve their customer experience and engagement priorities. This snapshot identifies the 15 most-cited challenges for B2C marketing decision-makers over the next 12 months.