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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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Build A Total Experience That Amplifies Your Brand

Brand achieves its full potential when aligned with customer and employee experience. Forrester’s Total Experience research reveals how these forces work together — so you can identify gaps and prioritize the investments that will drive the greatest impact.

Learn More About Our Total Experience Research
Blog

Answer Engines’ Next Act: From Visibility To Growth

Nikhil Lai 3 days ago
Treating answer engine optimization (AEO) best practices like checklist activities ignores answer engines’ impacts on brand strategy and interdisciplinary workflows. Effective, differentiated AEO requires marketers to understand answer engines’ role in the funnel and the new ways they orchestrate influence. Answer Engines Are More Like Billboards Than Search Engines Answer engines act like brand media […]
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Blog

Europe Builds The Blueprint For Social Platform Accountability

Jess Lloyd 4 days ago
Europe is moving platform accountability upstream, placing new scrutiny on the algorithms and design choices that shape social media experiences. For marketers, the bigger story isn't regulation itself — it's what growing consumer distrust means for the future of audience insights and targeting.
Read More
Blog

Use 2027 Budget Optimism To Drive An AI Reset

Sharyn Leaver 6 days ago
Budget optimism is rising as 2027 approaches — but more spend alone won’t improve outcomes. Use this moment to reset your AI investments. Prioritize the readiness, governance, and context required to make it truly work.
Read More
Blog

New Analysis Suggests The CMO’s Role In The Fortune 500 Is At A Crossroads

Ian Bruce July 7, 2026
For years, the chief marketing officer has been one of the most scrutinized roles in the C-suite, and that scrutiny isn’t easing, according to Forrester’s third annual analysis of CMOs in the Fortune 500. But the data suggests that the prevailing narrative of CMO decline masks the real story: reinvention.
Read More
Read More Insights For B2C Marketing Leaders

Upcoming Events For B2C Marketing Leaders

AI Forum Sydney

Sydney

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San Francisco

CX Forum EMEA

Amsterdam

CX Forum East

New York City

Meet A Few Of Our B2C Marketing Analysts

Dipanjan Chatterjee

Vice President, Principal Analyst

John Pedini

Principal Analyst

Jessica Liu

Principal Analyst

Shar VanBoskirk

VP, Principal Analyst

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