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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

Back To The (Contextual) Future: It’s Still A Core Component In Consumer Personalization

Jessica Liu 1 day ago
First, for some context: AI is creating a resurgence for “context” in the industry lexicon. Large language models rely on context to understand intent, resolve ambiguity, and generate accurate responses. As consumers and organizations adopt new AI technology, context plays a key role in creating relevant customer-brand interactions. Organizations don’t need to know the most about […]
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Blog

If Everyone Has AI, Where Will Advantage Come From?

Sharyn Leaver 2 days ago
The organizations that thrive won’t be those with the most AI. They’ll be the ones that best combine AI-generated insight with human experience and judgment to create customer value.
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Blog

AI Agents For Marketing Are Here: Are You Ready?

Joe Stanhope September 8, 2026
AI agents for marketing are no longer a future state — they have arrived. Eighty-three percent of B2C marketing decision makers report actively implementing agentic AI into their workflows, and 85% agree that it’s delivering meaningful business value in their marketing efforts. With the rise of AI platforms like Claude and ChatGPT, and the majority of […]
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Video

Welcome Back, Peter Kim: Forrester’s VP, Principal Analyst Covering The AI-Enabled B2C Marketing Org

Mike Proulx September 3, 2026
One of the top questions we get from Forrester’s B2C marketing clients is, “How should I restructure my marketing org?” And to be honest, that’s a loaded question, as it assumes that the org chart is the problem. (Spoiler: Most often, it’s not.) But AI is already changing how marketing gets done, who does it, […]
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Read More Insights For B2C Marketing Leaders

Upcoming Events For B2C Marketing Leaders

CX Forum West

San Francisco

CX Forum EMEA

Amsterdam

CX Forum East

New York City

Forrester Forum Sydney

Sydney

Meet A Few Of Our B2C Marketing Analysts

Dipanjan Chatterjee

Vice President, Principal Analyst

Jay Pattisall

VP, Principal Analyst

Shar VanBoskirk

VP, Principal Analyst

Emily Collins

VP, Research Director

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