Speaker Biography

Ryan Skinner

Principal Analyst

Sessions Featuring This Speaker

Forrester's Forum For Marketing Leaders

05/13/2014

  • 01:20 PM - 02:05 PM

    Boosting Customer Relationships With Content Marketing

    Businesses are finally responding to their customers’ clearly expressed desire for more useful content — to guide decisions, to understand the values that drive brands, and get more out of purchases. Ryan will share how leaders use content marketing to enhance relationships at each point of the customer life cycle, including how to:

    • Build your content marketing foundations on your brand’s values.
    • Apply content marketing using the Marketing RaDaR.
    • Use automation and analytics to increase value and momentum.

Research Focus

Ryan primarily contributes to Forrester's offerings for B2C marketing professionals. He analyzes how marketers should pivot from campaign- and channel-focused strategies to content- and customer-focused ones. In this context, Ryan leads Forrester’s research on content marketing, content strategy, customer engagement, and content intelligence for marketers.

This work has naturally led into other areas of focus, such as agile marketing, customer experience, native advertising, and brand narratives. In workshops, speeches, and consulting assignments, Ryan has advised large consumer brands in the US and Europe on their efforts to engage with customers across channels. Further, he advises marketing leaders on a variety of technology and service provider decisions that relate to content and customer engagement.

Ryan is the thought leader for Forrester’s cross-disciplinary team researching content-related topics, and he takes part in a similar group researching personalization initiatives.

Previous Work Experience

Prior to Forrester, Ryan worked at London-based Velocity Partners, a specialist and pioneer in content marketing and digital marketing strategy for the B2B market. Prior to that, he worked for 12 years in PR and communications for a number of large Scandinavian corporations, where he focused on digital outreach and engagement, as well as social media and community-building.

An American, Ryan speaks Norwegian fluently, giving him working proficiency in Swedish and Danish. He also speaks French at a conversational level.

Education

Ryan studied at Duke University, where he graduated with a B.A. in English.