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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
Podcast

Olympic Sports Sponsorships, AI Agents In Customer Success And Manufacturing

What It Means 4 days ago
As we move into September, we dig into new sponsorship options for brands and find out how AI agents are impacting the customer success function as well as the industrial manufacturing and supply chain industries.
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Blog

What A Possible Dentsu Sale Means For CMOs

Jay Pattisall 6 days ago
The news that dentsu has secured M&A partners to identify potential buyers for its international business is just the latest shakeup in the agency landscape. Find out what makes dentsu attractive and who the most likely buyers are.
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Blog

Build Trust In Marketing Measurement With A Data Strategy

Brad Haag August 27, 2025
Marketers’ confidence in their ability to accurately measure marketing is at an all-time high. This is good news since proving the value of marketing has never been more important.
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Podcast

Anthropic Lawsuit, AI And Energy, CMO Trends

What It Means August 21, 2025
As we hurtle toward the end of August, it’s time to look toward the future. More specifically, the future of Anthropic (and other AI firms), the future of AI as a technology, and the future of the CMO role.
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Read More Insights For B2C Marketing Leaders

Upcoming Events For B2C Marketing Leaders

CX Summit EMEA

Amsterdam

CX Summit North America

Nashville

CX Summit APAC

Sydney

Meet A Few Of Our B2C Marketing Analysts

Emily Collins

VP, Research Director

Rusty Warner

VP, Principal Analyst

Joe Stanhope

VP, Principal Analyst

Dipanjan Chatterjee

Vice President, Principal Analyst

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