Challenges Facing B2C Marketing Leaders And Their Teams
B2C marketing leaders face increasing pressure to drive growth, meet rising customer expectations, prove business impact, and build trust in an AI-driven marketplace.
Key challenges for marketing leaders include:
- Creating relevant and connected customer experiences across channels
- Building trust while scaling personalization and AI-driven engagement
- Demonstrating marketing’s impact on growth, revenue, and customer value
- Aligning data, technology, and teams around customer needs
- Prioritizing investments and resources to maximize business impact
Addressing these challenges requires a modern marketing strategy built on customer insight, clear measurement, and cross-functional alignment.
The Data Behind Today’s B2C Marketing Challenges
of US B2C marketing executives say personalization initiatives are important
believe they have optimized measurement and analytics capabilities
cite proving marketing ROI as their top challenge
Accelerate Marketing Transformation
B2C marketing leaders need actionable frameworks to align strategy, improve measurement, and deliver connected experiences at scale. Forrester frameworks help you navigate complexity, modernize capabilities, and turn customer insight into measurable growth outcomes.
Drive Customer-Obsessed Growth
The Forrester Flywheel for Customer-Obsessed Marketing helps leaders align marketing strategy, measurement, and execution around customer value. By creating a continuous cycle of customer understanding, meaningful engagement, and performance optimization, organizations can strengthen relationships, improve loyalty, and accelerate sustainable growth.
Improve Total Experience Impact
Forrester’s total experience research helps B2C marketing leaders understand how brand, customer, and employee experience work together to influence customer perceptions, loyalty, and drive business performance. By identifying where experiences reinforce or undermine one another, organizations can strengthen trust, align investments, and unlock growth.
Questions We Answer
B2C Marketing Leader Questions Forrester Helps Answer
Forrester helps B2C marketing leaders identify growth opportunities by aligning marketing strategy with evolving customer needs and behaviors. Our research, frameworks, and data-driven insights help organizations prioritize investments, improve customer value, strengthen loyalty, and create repeatable growth engines that drive measurable business outcomes despite shifting market conditions.
Forrester helps B2C marketing leaders balance personalization with privacy and transparency. Through research on zero-party data, preference management, customer value exchange, and responsible use of AI, we provide practical guidance for creating relevant experiences that strengthen trust. Our frameworks help organizations improve engagement and loyalty while respecting customer choice and evolving regulatory requirements.
Forrester helps organizations break down silos across marketing, customer experience, and digital teams to deliver seamless interactions throughout the customer journey. Through frameworks such as Total Experience Score, we provide guidance for aligning teams, processes, and technology around customer needs, helping organizations improve consistency, strengthen relationships, and increase business impact.
Awareness Is Up. Why Isn’t Growth? Fix The Brand-To-CX Drop-Off.
If your brand is winning attention but customers don’t stay, then value is being lost after the purchase. Learn how to align brand and CX to protect ROI, retention, and growth.
Forrester Decisions for B2C Marketing Executives
Forrester Decisions for B2C Marketing Executives provides research, tools, and expert guidance to help you align marketing strategy to business growth, improve measurement credibility, and deliver consistent experiences across channels.
What’s Included In This Service
Forrester Decisions services are uniquely built to give you strategic insights for your role as a business leader in your organization and help you deliver on your functional role as a division or department leader. Here’s what’s inside:
Insights
Shape strategy, guide transformational change, and stay ahead of the curve with leading research and insights.
- Customer obsession research
- Customer insights
- Trends and predictions
- Market forecasts
- Industry highlights
- Planning guides
- Technology and service provider landscapes
- Forrester Wave™ evaluations
Tools
Empower your team to conquer your priorities with proven strategic models and plug-and-play templates.
- KPIs and peer benchmarks
- Assessments
- Strategic models and frameworks
- Execution tools and templates
- Forrester Wave™ evaluations for your function
- Certification courses
Tools
Empower your team to conquer your priorities with proven strategic models and plug-and-play templates.
- KPIs and peer benchmarks
- Assessments
- Strategic models and frameworks
- Execution tools and templates
- Forrester Wave™ evaluations for your function
- Certification courses
Forrester AI Where You Work
Powered by generative AI, Forrester AI helps clients make progress on their top initiatives faster, with trusted answers from Forrester research. Get AI-powered insights and advice from Forrester directly in the tools you use every day.
Support For B2C Marketing Leaders And Their Teams
Forrester supports marketing organizations at every level, from executive leadership to functional teams, enabling alignment across strategy, operations, and execution. With role-specific guidance, your entire team can improve performance and deliver better customer outcomes.
Team Executive
Set strategy with a dedicated executive partner, executive-level engagement, and support aligned to your organization’s most critical priorities.
Team Leader
Deliver outcomes with analyst guidance, peer discussions, events, research, tools, and data designed to accelerate decisions and progress.
Team Member
Drive initiatives forward with curated access to research, tools, data, certification, and events, plus the ability to initiate analyst guidance sessions.
AI Access Plus
Take action fast with self-service access to trusted, AI-powered insights and advice, plus four analyst inquiry sessions annually for additional context and decision validation.
AI Access
Get trusted advice fast through AI in a flexible self-service model designed to extend research access across your organization.
Key Benefits For B2C Marketing Leaders
Forrester helps B2C marketing leaders accelerate growth, strengthen customer relationships, and make confident decisions in a rapidly changing market.
- Align marketing investments with business growth objectives
- Turn customer insight into more effective growth strategies
- Demonstrate marketing’s impact on revenue and business performance
- Deliver consistent, connected experiences across the customer lifecycle
- Build customer trust while scaling personalization efforts
- Improve organizational agility and maximize the value of marketing investments
Starting Your Forrester Journey
From day one, your Forrester partnership is focused on helping you move faster on your most important initiatives. Together, we’ll turn your priorities into a clear, actionable plan for achieving your goals.
- Align on priorities and outcomes
Start with a structured kickoff to clarify your top initiatives and define success. - Activate insights and expertise
Work with a Forrester research leader to translate your top initiatives into an action plan. - Drive progress and prove value
Stay on track with ongoing guidance and support that advance initiatives and show impact over time.
What Our Clients Are Saying
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Upcoming Events For B2C Marketing Leaders
Complimentary Webinars
Beyond Journey Mapping: Put Customer Insight Into Action
Agentic Commerce In 2026: What’s Real, What’s Coming, And What To Do Now
From Experience Scores To Revenue Impact: A Total Experience Playbook For Growth
Explore Related Roles
B2C marketing leaders partner with customer experience and digital business leaders to strengthen customer relationships and accelerate growth. Forrester helps these teams align strategy, insights, technology, and execution to deliver greater customer value and measurable business impact.
Customer Experience
For leaders responsible for designing and improving customer experiences, our research and guidance support customer understanding, journey improvement, experience measurement, and customer-centric business transformation.
Digital Business
For leaders responsible for digital strategy, transformation, and innovation, our research and guidance support digital experience optimization, customer-centric growth, emerging technology adoption, and aligned business and technology investment that delivers measurable outcomes.
Frequently Asked Questions
How can we prove marketing’s impact on revenue and business outcomes?
Demonstrating marketing’s contribution requires more than traditional attribution. Leading organizations combine approaches such as incrementality testing, marketing mix modeling, customer value analysis, and business outcome measurement to understand performance. A modern measurement strategy helps marketing leaders connect investments to growth, improve decision-making, optimize spending, and build greater confidence with executive stakeholders.
How should we modernize our martech stack?
Successful martech modernization begins with aligning technology investments to business objectives and customer needs. Organizations should evaluate overlapping capabilities, prioritize interoperability, and improve integration across platforms to create a connected ecosystem. By simplifying technology environments and strengthening data foundations, marketing teams can improve operational efficiency, accelerate execution, and support more effective customer engagement.
How should marketing leaders approach AI adoption?
To move beyond experimentation, marketing leaders should focus AI investments on high-value use cases that support strategic goals. Establishing governance, measuring outcomes, and integrating AI into existing workflows helps organizations improve productivity and decision-making. A disciplined approach enables teams to scale AI responsibly while enhancing customer experiences, increasing efficiency, and managing potential risks.
How can we improve customer retention and loyalty?
Retention and loyalty improve when organizations consistently deliver value throughout the customer lifecycle. Marketing leaders should use customer insights, experience measurement, and lifecycle engagement strategies to deepen relationships and increase relevance. By focusing on customer needs and reducing friction across interactions, organizations can strengthen loyalty, increase lifetime value, and improve long-term business performance.
How can we align marketing strategy with changing consumer behavior?
Consumer expectations, preferences, and buying behaviors continue to evolve rapidly. Marketing leaders must continuously monitor customer insights, market trends, and emerging technologies to adjust strategies accordingly. Organizations that combine customer understanding with agile planning and execution are better positioned to identify opportunities, respond to market shifts, and maintain competitive advantage.
Meet Our B2C Marketing Analysts
Insights
Elite B2C Marketing Processes Operate Like Spain’s National Soccer (Football) Teams
Back To The (Contextual) Future: It’s Still A Core Component In Consumer Personalization
If Everyone Has AI, Where Will Advantage Come From?
AI Agents For Marketing Are Here: Are You Ready?
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