Home > Who We Serve > B2C Marketing

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.

Learn More

Unify Brand And Experience To Drive Growth

The Total Experience Score helps you connect brand perception with customer reality so you can ensure that your marketing investments are delivering on your brand promise. Align with CX and digital teams around a shared metric that reveals what’s driving loyalty, advocacy, and revenue.

Learn More About The Total Experience Score
Blog

Tim Cook To Step Down As Apple’s CEO

Dipanjan Chatterjee 2 days ago
Apple has announced that John Ternus, senior vice president of Hardware Engineering, will become Apple’s next CEO, effective on September 1, 2026. Tim Cook will step down from his current role and become executive chairman of Apple’s board of directors, marking the end of a distinguished career leading one of the world’s most beloved and […]
Read More
Blog

What The History Of Ad Agencies Tells Us About CMO Power: Order-Takers To Strategic Partners — And Back Again

Keith Johnston 4 days ago
A Love Story Older Than Television The tension between CMOs and advertising agencies didn’t start with AI, procurement, or any media disruption. And history makes one thing clear: Agencies only gain power when CMOs don’t — or can’t — fully exercise theirs. It’s embedded in the very origin of the advertising agency itself. To understand […]
Read More
Blog

Consumers Put A WBD-Paramount Merger On Probation

Mike Proulx 5 days ago
Following a dramatic and politically charged bidding process, Warner Bros. Discovery’s proposed acquisition of Paramount has entered its most consequential phase. On April 23, WBD shareholders will vote on whether to approve the deal — a decision that would further concentrate market power across film, TV, streaming, and news. At stake is the future of […]
Read More
Blog

Turn AI Distrust Into Customer Trust — And Win The CX Future

Enza Iannopollo 7 days ago
Consumer use of AI is growing, yet their trust in it remains low. That gives organizations a unique opportunity.
Read More
Read More Insights For B2C Marketing Leaders

Upcoming Events For B2C Marketing Leaders

New York City

CX Forum East

Learn more
San Francisco

CX Forum West

Learn more
Amsterdam

CX Summit EMEA

Learn more

AI Forum Sydney

Learn more

Meet A Few Of Our B2C Marketing Analysts

Rusty Warner

VP, Principal Analyst

Brad Haag

Senior Analyst

Jessica Liu

Principal Analyst

John Pedini

Principal Analyst

How can we help?

Fill out the form, and we will contact you.

0/500 Max characters reached

Thanks, we will be in touch soon.

Ready to learn more now? Give us a call:

Americas: +1 615.395.3401
EMEA: +44 (0) 2073 237741
Asia Pacific: +65 6426 7060