Ryan   Skinner

Ryan Skinner

Senior Analyst Serving B2C Marketing Professionals

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.

Ryan Skinner

Senior Analyst Serving B2C Marketing Professionals

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.

Ryan Skinner's Research

Most RecentMost Popular
  • For CMO Professionals

    REPORT: Forrester Analytics: Marketing Automation Technology Forecast, 2017 To 2023 (US)

    ForecastView Document

    May 17, 2018 Jennifer Adams, Jay McBain, Ryan Skinner, Rusty Warner, Lori Wizdo

    Marketing automation technologies allow marketers to market effectively via multiple channels while automating repetitive tasks. This US data-driven report gives a five-year view of growth for six technologies within the marketing automation ecosystem: cross-channel campaign management software; content marketing platforms; lead-to-revenue management automation platforms; marketing resource management software; real-time interaction management solutions; and through-channel marketing automation platforms.

  • For CMO Professionals

    REPORT: Forrester Data: Marketing Automation Technology Forecast, 2017 To 2023 (Global)

    ForecastView Document

    April 30, 2018 Jennifer Adams, Jay McBain, Ryan Skinner, Rusty Warner, Lori Wizdo

    Marketing automation technologies allow marketers to effectively market via multiple channels while automating repetitive tasks. This data-driven report gives a five-year view of growth for six technologies within the marketing automation ecosystem: cross-channel campaign management (CCCM) software, content marketing platforms (CMPs), lead-to-revenue management (L2RM) automation platforms, marketing resource management (MRM) software, real-time interaction management (RTIM) solutions, and through-channel marketing automation (TCMA) platforms.

  • For B2B Marketing Professionals

    REPORT: Evaluate Your Approach To Successful B2B Content Marketing

    Five Areas Create And Deliver More Customer Value

    April 13, 2018 Laura Ramos, Ryan Skinner

    To attract attention and build a following, B2B marketers must shift their content marketing from being product-focused to building relationships. This report helps marketers identify the capabilities required — and the gaps that can exist — across five dimensions. When taken together, these help marketers not only attract the right audience but also increase engagement with them across the entire customer life cycle.

  • For B2C Marketing Professionals

    REPORT: The Forrester Tech Tide™: Martech For B2C Marketers, Q2 2018

    Twenty Technologies Underpin Modern Marketing

    April 5, 2018 Mary Pilecki, Stephanie Liu, Erna Alfred Liousas, Tina Moffett, Ryan Skinner, Joe Stanhope, Rusty Warner

    Marketing technology (martech) is essential to delivering contextually relevant experiences to consumers. Firms are continuously evaluating and adopting a range of martech to support customer obsession, but the hundreds of technology solutions present a tangled web of options for today's marketer. This Forrester Tech Tide™ report presents an analysis of the maturity and business value of the martech categories that support modern marketing. B2C marketers should use this report to help shape their firm's investment approach to these technologies.

  • For CMO Professionals

    REPORT: Agile Methodology Embeds Customer Obsession In Marketing

    Intermediate Level: Process Practices For The Marketing Innovation Playbook

    March 16, 2018Ryan Skinner

    Once you've established customer-obsessed processes, you're ready to advance them using Agile methodologies. The forces that drove Agile into developer communities have hit marketers just as hard. CMOs must respond to constantly changing requirements, cross-functional demands, high-performance expectations, and most of all, climbing customer expectations — all benefits of a more formal approach to Agile methodologies in marketing. Read this report to understand how Agile methodologies apply to marketing innovation principles.

View all of Ryan Skinner's Research

Clients Who Work With Ryan Skinner Also Work With:

View all related analysts