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.

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.

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.


Blog

Rewind And Fast-Forward TV Advertising

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One of advertisers’ greatest challenges with TV advertising is “streaming TV’s high CPMs,” according to Forrester’s Q2 2025 CMO Pulse Survey. Find out why TV advertising’s sellers benefit at TV buyers’ expense and how consumers are caught in the middle.
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The Remedy That Wasn’t: Answer Engines Outpace Antitrust Law

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To remedy Google’s monopoly in search, Judge Amit Mehta ruled that Google merely has to share limited search data with rivals and stop making exclusive deals for Google’s preferential placement on devices. Find out what this means for marketers.
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Insights From Our New Evaluation, The Forrester Wave™: Digital Analytics Solutions, Q3 2025

Chiara De Gasperin 3 days ago
Explore the top digital analytics solutions of 2025 in the Forrester Wave™. Discover key trends, such as generative AI, data integration, and holistic insights.
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Announcing The Forrester Wave™: Translation Management Systems, Q3 2025, Our Inaugural Evaluation Of The Market

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Localization in 2025 is about delivering personalized, context-aware experiences at every touchpoint. It’s more outcome-oriented than ever, aimed at helping businesses thrive in multilingual, multicultural global markets.

Upcoming Events For B2C Marketing Leaders

Meet A Few Of Our B2C Marketing Analysts

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