Trends Report

Marketing Through An Experience Lens

Executive Overview: The Experience-Led Marketing Playbook

June 30th, 2021
With contributors:
Chahiti Asarpota , Christine Turley


In marketers' quest to embrace customer-centricity, they've focused too much on what they can do and not enough on what they should do. It's time for marketers to embrace an experience-led approach to their practices to ensure that the customer is always at the center. This report introduces executives to our experience-led marketing playbook, which guides CMOs and their teams on their journey to customer-focused marketing.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.