Forrester's Customer Insights

NOVEMBER 18, 2020

How should European consumer marketing leaders prepare for the coming year? 2020 has been a year of unprecedented political, social, economic, and healthcare disruption — and 2021 shows no signs of these trends slowing down.

2021 50

2021 B2C Marketing Healthcare 50

Forrester's Customer Insights

JANUARY 26, 2023

We know that fluctuating market signals have you mired in scenario planning around “economic uncertainty.” But fret not, Forrester’s got you covered with our just published report “Navigating The 2023 Downturn: B2C Marketing Executives.” CMOs: You’ve made it to 2023.

B2C 26

B2C 2023 Brands Marketing 26

Forrester's Customer Insights

SEPTEMBER 9, 2019

Do you work with marketing resource management (MRM) or mobile engagement automation (MEA) tools? I’m Steph, the newest member of Forrester’s B2C martech research team. I’ve been at Forrester for four years, first as a research associate and most recently as a researcher on the B2C marketing […].

B2C 41

B2C Marketing Engagement Management 41

Experience Investigators by 360Connext

JUNE 13, 2023

Related: Experience Action Podcast Episode 5 – 5 Questions for Customer Experience (CX) Leaders CX Embedded in Marketing Historically, many organizations have positioned CX within the marketing department. The role of the Chief Marketing Officer is a tough road these days.

Customer Experience 162

Customer Experience Chief Customer Officer Culture Customer Centricity 162

Forrester's Customer Insights

MARCH 20, 2015

After all, loyal and satisfied B2B customers provide testimonials, case studies, and referrals that result in a fuller and more qualified pipeline of new business. In my latest report, " B2B Loyalty, The B2C Way ," I explore how B2B companies can use consumer loyalty principles to deepen their business relationships.

B2C 46

B2C B2B Loyalty Loyalty Programs 46

Forrester's Customer Insights

MARCH 26, 2024

To meet customers in their moments, marketers must design, execute, and optimize interactions across the full range of devices, channels, and touchpoints where consumers engage with a brand. Meanwhile, the marketing landscape continues to evolve with new technologies, data deprecation, and sophisticated consumers.

Technology 61

Technology Marketing Touchpoint Consumers 61

Forrester's Customer Insights

MARCH 21, 2023

Empowered customers expect seamless cross-channel experiences. B2C marketers must understand customers and create value exchanges in their individual moments of need. A cross-channel marketing hub (CCMH) can help marketers overcome data and channel integration complexity to consistently engage […]

B2C 26

B2C Marketing Customer Expectations Engagement 26

Forrester's Customer Insights

JUNE 27, 2022

For B2C marketers, first-party data is a lot like “Zoolander’s” Hansel: “so hot right now.” Facing massive headwinds amid data deprecation, marketers want to capture zero- and first-party data from customers and build direct relationships.

B2C 49

B2C 2022 Marketing Customer Relationship Management 49

One Millimeter Mindset

SEPTEMBER 24, 2018

When your sales CRM tells you what the next step to close the customer should be, do you ever ask yourself whether this step makes sense? Based on the quality of customer insights you have gleaned by going off-script in your conversations? At this particular time?

B2C 213

B2C Workshop Customer Retention B2B 213

Forrester's Customer Insights

FEBRUARY 12, 2020

Let’s face it, the marketing technology ecosystem is harder to navigate than ever before. In December, B2C […].

Technology 31

Technology Marketing B2C Presentation 31

Forrester's Customer Insights

OCTOBER 26, 2018

The timing was right; CDPs were driving attention towards a historically sleepy corner of the martech universe centered around data management, gaining traction among vendors, and racking up mentions in the marketing trade press. Questions, hope, and more than a little confusion ensued. […].

B2C 47

B2C Marketing Management Customers 47

Forrester's Customer Insights

AUGUST 2, 2023

Hey B2C marketers, who else is feeling the pain of: A proliferation of consumer touchpoints? B2C marketing has undergone so much change since the 2010 dawning of the age of the customer that companies have no choice but to become customer-obsessed now. Marketing […]

B2C 26

B2C Marketing 2010 Touchpoint 26

Forrester's Customer Insights

SEPTEMBER 11, 2020

Over the next decade, four factors will fundamentally drive how firms must evolve to meet consumer buying demands. Start exploring them.

B2C 58

B2C Consumers Customer Relationship Management Customer Relationships 58

Forrester's Customer Insights

APRIL 15, 2024

Learn the five most common barriers impeding widespread customer adoption of sustainable offerings and how to encourage sustainable behaviors among B2C buyers.

Consumers 33

Consumers B2C Customers Marketing 33

Forrester's Customer Insights

APRIL 30, 2024

Buyer expectations for immediacy, relevance, and instant gratification have carried over from B2C to B2B and been amplified with Millennials and GenZ comprising more than half of the modern workforce.

B2B 31

B2B Interaction B2C Consumers 31

Forrester's Customer Insights

AUGUST 24, 2022

Read Forrester’s advice on where to invest, where to cut, and where to experiment to create a smart B2C marketing budget in 2023.

B2C 49

B2C 2023 Marketing Customers 49

Forrester's Customer Insights

FEBRUARY 20, 2024

Every year, Forrester surveys over 1,000 marketing decision-makers around the world to learn about their priorities, challenges, and plans.

B2C 54

B2C Marketing Advertising Consumers 54

Forrester's Customer Insights

SEPTEMBER 24, 2019

Customer experience (CX) is clearly top of mind for marketers. When we asked B2C marketers about their annual priorities, only growing revenue beat improving CX. Marketers want better CX more than they want to improve their ability to innovate or accelerate their shift to digital business.[i]

Marketing 30

Marketing B2C Innovation Customer Experience 30

Forrester's Customer Insights

DECEMBER 11, 2020

It’s time for B2B marketers to close the gaps in their customers’ digital experiences with the assistance of automated conversations created by chatbots and virtual assistants (VAs). These solutions are already popular in B2C and B2B markets, creating experiences that: Meet modern buyers’ expectations of immediacy.

B2B 67

B2B B2C Marketing User Experience 67

Forrester's Customer Insights

MARCH 12, 2024

Google unveiled Meridian, an open-source marketing mix modeling (MMM) tool aimed at tackling crucial measurement challenges. MMM gauges the impact of marketing and media investments on vital performance indicators like sales or revenue, while also forecasting the revenue potential of marketing endeavors.

Marketing 54

Marketing B2C Measurement Sales 54

Forrester's Customer Insights

JANUARY 27, 2023

It's a critical time for B2C marketers to get involved in their organizations’ privacy programs. The privacy landscape is shifting quickly.

B2C 26

B2C Marketing Customers 26

Forrester's Customer Insights

OCTOBER 29, 2019

Efficiency gains and improving brand affinity via customer experience will dominate B2B marketers' thinking in 2020.

2020 28

2020 B2C Customer Expectations Marketing 28

GetFeedback

JANUARY 6, 2020

In this article, I’ll take a deeper dive into personas and customer feedback as it relates to B2B and B2C journey maps. What is the difference between B2B and B2C? Let’s start with some basics about what it means to be a business-to-business (B2B) and business-to-consumer (B2C) company. . B2C companies sell to consumers.

Customer Journey Mapping 195

Customer Journey Mapping B2C B2B Customer Journey 195

Forrester's Customer Insights

OCTOBER 26, 2021

Retrouvez trois tendances 2022 pour les marketers B2C dans ce billet de blog. L'avenir que nous envisagions il y a seulement deux ans n'a pas changé, mais il est devenu notre présent. beaucoup plus rapidement que prévu.

B2C 26

B2C 2022 Marketing Blog 26

Forrester's Customer Insights

JUNE 3, 2016

We're struggling to get our business and operational areas to take action on insights - heck, sometimes we don't even know what happens to the insights we provide. Market research. And satisfaction with analytics functions in 2016 is only 46% (up 4 percentage points from 2015). Read more Categories: #big data. digital analytics.

Insights 29

Insights Customer Insights 2015 2016 29

Forrester's Customer Insights

OCTOBER 26, 2021

Forrester sees 2022 as a tale of two B2C CMOs: Some will be sidelined by the likes another chief “something” officer. However, elite CMOs (those with data, martech, customer experience, and product chops) will capitalize on this moment in time to duly expand their remit across the marketing mix.

2022 48

2022 B2C Marketing Customer Experience 48

Forrester's Customer Insights

JANUARY 29, 2019

Customers demand that marketing coordinate with sales, service, and commerce to deliver better experiences. That’s why enterprise marketing technology (martech) is melding with customer experience (CX) to deliver consistency and relevance (see Forrester’s “Predictions 2019: B2C Marketing” report).

B2C 45

B2C 2019 Touchpoint Marketing 45

Forrester's Customer Insights

NOVEMBER 28, 2023

We provided a list of 30 items in Forrester’s Q4 2023 B2C Marketing CMO Pulse Survey from which 171 US marketing […] Knowing that they can’t go it alone, we asked what areas they foresee needing the most external help with in 2024.

B2C 31

B2C 2024 2023 Marketing 31

Forrester's Customer Insights

SEPTEMBER 14, 2022

But even loyalty marketers struggle to effectively collect and use data. Whether it be a lack of respect for customer privacy, datasets saturated with useless information, or an inability to make customer insights actionable, loyalty […].

Loyalty 26

Loyalty Marketing Loyalty Programs Customer Insights 26

Forrester's Customer Insights

MARCH 14, 2023

In fact, 53% of B2C marketing decision-makers plan to increase their spend on loyalty technology this year. But economic uncertainty adds […]

Loyalty Programs 26

Loyalty Programs Loyalty Technology B2C 26

Forrester's Customer Insights

OCTOBER 16, 2023

According to Forrester’s Marketing Survey, 2023, financial services marketers in Asia Pacific (APAC) find improving marketing’s ROI or effectiveness more difficult than their peers in other regions and industries.

Financial 58

Financial Marketing B2C Technology 58

Forrester's Customer Insights

OCTOBER 25, 2022

Read our B2C marketing predictions for 2023. Short-term wins will be the name of the game next year. Yet a few savvy CMOs will blend both offense and defense into a smart growth strategy.

B2C 26

B2C 2023 Marketing Technology 26

Forrester's Customer Insights

FEBRUARY 2, 2023

In the era of data deprecation, many B2C marketing clients are asking me “how can I get more first-party data?” or “how do I get more customers to share data with me?” It’s a valid question and a totally understandable one – a common recommendation (including from Forrester) to contend with the loss of third-party […]

B2C 26

B2C Customers Marketing Customer Insights 26

Forrester's Customer Insights

OCTOBER 26, 2023

Generative AI is among the hottest topics that B2C marketers in APAC wanted to hear from us in 2023. The top asked questions include: What are the most applicable use cases of generative AI in marketing today? What are generative AI’s key potentials to improve marketing efficiency?

Marketing 54

Marketing B2C 2023 Brands 54

Forrester's Customer Insights

APRIL 5, 2021

Mary Pilecki here, reintroducing myself as your Forrester analyst covering loyalty marketing.

Loyalty 38

Loyalty B2C Financial Customer Insights 38

Forrester's Customer Insights

JULY 16, 2023

Following my previous blog post, The What, Why, And How Of Values-Driven Marketing and speech at CX APAC 2023, I wrote a report to elaborate on values-driven marketing more thoroughly: How To Embed Values-Driven Marketing Into Customer Journeys. Many online adults regularly purchase from […]

Marketing 26

Marketing 2023 Customer Journey Blog 26

Forrester's Customer Insights

AUGUST 14, 2020

A few weeks ago, I teamed up with some treasured colleagues to discuss the marketing technology landscape in a conversational webinar: Steve Casey, who joins me in covering B2B marketing technology, and our compatriots Joe Stanhope and Rusty Warner who cover B2C marketing technology, engaged in a spirited (‘cause we don’t always agree) conversation (..)

B2B 59

B2B B2C Webinar Technology 59