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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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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

How AI Raises The Stakes For CMO-CIO Collaboration

Thomas Husson 1 day ago
Marketing and technology have never been more intertwined, yet effective collaboration between these functions remains elusive for many organizations. As AI accelerates transformation across workflows, this misalignment can become a liability. While collaboration improved during the pandemic, progress has stalled due to lack of goal alignment, communication failures, and conflicting priorities and budgets. GenAI And […]
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Blog

Brand Safety Essentials: Protection Meets Performance

Evelyn Mitchell-Wolf 2 days ago
Explore Forrester’s latest research on brand safety and suitability for 2026. Learn how marketers can balance risk, relevance, and ROI with strategic frameworks and insights from 2025 trends.
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Blog

Demystifying Latent Demand

Peter Wannemacher 3 days ago
In 1978, there was little to no evidence that people longed for a device to let them wander around playing cassette tapes through headphones. In 1997, there was little to no evidence that people were hankering for a company to send them DVDs by mail. And in the early aughties, there was little to no […]
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Blog

The Truth About Principal Media

Jay Pattisall January 15, 2026
Love it or hate it, principal media is a necessity for agencies, advertisers, and publishers grappling with revenue and budget uncertainty.
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Read More Insights For B2C Marketing Leaders

Upcoming Events For B2C Marketing Leaders

New York City

CX Forum East

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San Francisco

CX Forum West

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Amsterdam

CX Summit EMEA

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Meet A Few Of Our B2C Marketing Analysts

Joe Stanhope

VP, Principal Analyst

Jen Sanning

Executive Partner

Jessica Liu

Principal Analyst

John Pedini

Principal Analyst

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