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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 To Build A Premium Airline In The Sky Of Sameness

Dipanjan Chatterjee 2 days ago
Even in today’s environment of rock-bottom consumer sentiment, there remains a clear opportunity to grow with a premium product, with a vast middle willing to pay a premium for something sufficiently differentiated to justify the privilege.
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Navigate The Next Era Of Search At Forrester’s CX Forums

Nikhil Lai 7 days ago
As answer engines divert discovery and squeeze the funnel, B2C marketing leaders are looking for the fastest, most durable way for their brand to become more visible and authoritative. Join us at an upcoming CX Forum to explore the new rules of visibility.
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Building The Human Foundation Of The AI-Powered Enterprise

Rusty Warner April 30, 2026
As organizations rush to deploy AI, too many forget the people it’s meant to serve. A human‑first foundation is what separates AI that frustrates from AI that truly drives better experiences.
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Blog

GenAI Is Rebuilding Search, And Google is Still Winning (Q1 2026 Search Revenue Up 19% YoY)

Keith Johnston April 30, 2026
Every tech cycle needs a good funeral: a villain to bury and a hero to crown. In genAI’s version of the story, kill advertising (again) and Google (search) is dead. The plot is tidy: GenAI replaces searching, ads become obsolete, and the web finally escapes the “attention tax.” It’s a satisfying story. Clean. Moral. Wrong. […]
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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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AI Forum Sydney

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Meet A Few Of Our B2C Marketing Analysts

Brad Haag

Senior Analyst

Joe Stanhope

VP, Principal Analyst

Jay Pattisall

VP, Principal Analyst

John Pedini

Principal Analyst

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