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B2C Marketing Leaders

Take The Lead As An Empowered Champion Of Customer Obsession

Today’s customers demand more from brands — increased transparency, greater commitment to values, enhanced convenience, and seamless and immersive experiences. For B2C marketing leaders, these rising customer expectations collide with lagging budgets and amped-up pressure to prove financial results.

To succeed, B2C marketing must reclaim its strategic remit across the organization, embrace the evolution of technology and analytics, and secure C-suite advocacy by boldly demonstrating the value of marketing and its impact on growth and value.

How Forrester Can Help

Challenges You Face

Marketing leaders today must consider how to achieve the maximum financial, social, and environmental value for the company. This remit requires a deeper understanding of customer experience and how it intersects with the brand experience. We understand the challenges you face as you explore innovative ways to distinguish your brand and cement customer loyalty, including:

  • Competing against nontraditional entrants in an increasingly complex landscape.
  • Reluctance of the business to inject key customer insights into strategy.
  • Securing budgets and demonstrating the value of marketing across the organization.
  • Balancing quick wins against long-term ROI.
  • Keeping pace with changing customer behaviors, including waning loyalty and technology demands.

Bold Solutions Fit For You

Forrester empowers B2C marketing executives to establish the marketing function as an indispensable business driver, leading the intersection of customer and brand experience and innovating new ways of securing long-term value and growth.

Secure Long-Term Value And Growth

Forrester Decisions for B2C Marketing Executives helps leaders increase their brand loyalty and develop an agile marketing function to stay ahead of change and quickly pivot to evolving market and customer demands.

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Blog

Customer Data Platforms Show That Playing The Long Game Pays Off

Joe Stanhope 11 hours ago
Forrester has published The Forrester Wave™: Customer Data Platforms For B2C, Q3 2024. It’s an exciting moment because this is the very first Forrester Wave evaluation for this category. Given the heavy buyer and vendor interest in customer data platforms (CDPs), it evokes the obvious question: “What took you so long?!” For context, consider the […]
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Podcast

The CMO Role Is Alive And Well

What It Means 1 day ago
Reports of the demise of the CMO role have been greatly exaggerated, say VP and Principal Analyst Ian Bruce and VP and Research Director Mike Proulx. On this week’s What It Means episode, they dive into new research that paints a highly nuanced picture of the prevalence and tenure of CMOs.
Listen Now
Blog

Not Talking About A Revolution: GenAI Is An Evolution For Customer Feedback Management

Colleen Fazio 3 days ago
You’d be forgiven if you assumed tools like ChatGPT will quickly replace the need for customer feedback management solutions. Indeed, large language models excel at summarizing unstructured text like customer feedback collected in survey verbatims and customer service calls. In reality, customer experience (CX) pros need to temper their expectations. The risks and effort required […]
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Blog

Today’s TikTok Appeal Pressure-Tests The First Amendment

Mike Proulx 3 days ago
This morning, attorneys for TikTok appeared before the federal appeals court in Washington — challenging a law signed in April that forces the app to either cut ties with its China-based parent company (ByteDance) or be banned. What’s at stake? TikTok’s 170 million US users and 7 million businesses that rely on the app. TikTok believes […]
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Read More Insights For B2C Marketing Leaders

Upcoming Events For B2C Marketing Leaders

CX Summit EMEA

London & Digital

CX Summit North America

Nashville & Digital

Meet A Few Of Our B2C Marketing Analysts

Collin Colburn

Senior Analyst

Stephanie Liu

Senior Analyst

Jessica Liu

Principal Analyst

Jen Sanning

Executive Partner

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