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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

Key Takeaways From The Forrester Wave™: Loyalty Platforms, Q4 2025

John Pedini 8 hours ago
The latest edition of our loyalty platform vendor evaluation, “The Forrester Wave™: Loyalty Platforms, Q4 2025,” reveals how the loyalty platform market continues to evolve to meet the growing demand to profitably retain the best customers with personalization at every touchpoint, relevant engagements, and differentiated experiences.
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Six Months In: What 2025 Taught Me And Why I’m Fired Up For 2026

Tavar James 10 hours ago
2025 has been a year of learning, listening, and building momentum. From packed workshops to powerful storytelling, our events sparked connection and action across industries. Now, we’re raising the bar for 2026 with a bold promise: ideas into action. Here’s what we learned — and what’s next.
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Creator Strategy Is A Core Strategy This Season

Kelsey Chickering 4 days ago
Social media’s influence is stronger than ever. Brands that want to resonate with younger audiences must put creator strategy front and center.
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Bolster Your B2C Marketing Operations Function With This Step-By-Step Blueprint

Jessica Liu 6 days ago
As consumer marketing grows more complex in the age of AI, B2C marketing operations must evolve to provide structure, efficiency, and governance. Our new initiative blueprint offers a step‑by‑step framework to help marketing leaders establish purpose, define remit, and leverage technology to strengthen their operations function.
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Read More Insights For B2C Marketing Leaders

Upcoming Events For B2C Marketing Leaders

CX Summit North America

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CX Summit EMEA

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CX Summit APAC

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Meet A Few Of Our B2C Marketing Analysts

John Pedini

Principal Analyst

Mike Proulx

VP, Research Director

Joe Stanhope

VP, Principal Analyst

Jessica Liu

Principal Analyst

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