Planning Guide Report

Planning Guide 2023: B2C Marketing Executives

Dial Up Marketing Discipline To Deal With Uncertainty

August 23rd, 2022


Unpredictable economic conditions, geopolitics, and supply chain instability compound marketing-specific concerns like data deprecation, and the constant allure of emerging digital channels raises the stakes for CMOs’ growth agenda. While some companies are responding to the market turbulence by cutting advertising, lessons learned from previous periods of uncertainty show this to be a reactionary approach that’s counter to our recommendation. Companies that continue marketing in a downturn recover faster than the competition and grow. This report provides B2C marketers with data-driven guidance on where to increase, decrease, or defend their budgets for 2023.

Want to read the full report?

This report is not available for purchase at this time.

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.