Ryan   Skinner

Ryan Skinner

Principal 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

Principal 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 B2C Marketing Professionals

    REPORT: The State Of Influencer Marketing

    Marketers' Investments In Influencers Continue To Rise, And A Push Toward Authenticity Leads To A Broader Set Of Influencer Partners

    August 13, 2019Ryan Skinner

    Using influencers to achieve marketing objectives is no longer novel, but interest in the tactic continues to rise as marketers steadily increase their investment. A focus on authenticity is dramatically changing how marketers work with influencers. B2C marketers should read this report to understand where influencer management practices are going and how they should respond.

  • For B2C Marketing Professionals

    REPORT: How To Apply Agile Methodology To Marketing

    If You Implement Agile Right In Your Marketing Teams, You'll Go From Blind Faith In Strategy To Customer-Tested Decision Making

    July 11, 2019Ryan Skinner

    Applying Agile methodology to marketing isn't about working faster. It's about something far more important — a vastly improved approach to marketing's purpose, learning, and communication. The result: better, more reliable outcomes from happier marketers. B2C marketers should read this report to learn how to apply Agile principles to their marketing activities.

  • For CMO Professionals

    REPORT: Agile Methodology Embeds Customer Obsession In Marketing

    Intermediate Level: Process Practices For The Marketing Innovation Playbook

    July 1, 2019Ryan 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. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For B2B Marketing Professionals

    REPORT: The Forrester Wave™: Content Marketing Platforms For B2B Marketers, Q2 2019

    The 10 Providers That Matter Most And How They Stack Up

    May 6, 2019 Laura Ramos, Ryan Skinner

    In our 30-criterion evaluation of content marketing platform (CMP) providers for B2B marketers, we identified the 10 most significant ones — BrandMaker, Contently, Kapost, NewsCred, Percolate, ScribbleLive, Seismic, Showpad, Skyword, and Uberflip — and researched, analyzed, and scored them. This report shows how each provider measures up and helps B2B marketing and sales professionals select the right one for their needs.

  • For B2C Marketing Professionals

    REPORT: The Forrester Wave™: Content Marketing Platforms For B2C Marketers, Q2 2019

    The Nine Providers That Matter Most And How They Stack Up

    May 6, 2019Ryan Skinner

    In our 30-criterion evaluation of content marketing platforms (CMPs) for B2C providers, we identified the nine most significant ones — Bloomreach, Contently, NewsCred, Opal, Percolate, ScribbleLive, Sitecore, Skyword, and Sprinklr — and researched, analyzed, and scored them. This report shows how each provider measures up and helps B2C marketing professionals select the right one for their needs.

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