Skip to main content
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 Forrester Tech Tide™: Martech For B2C Marketers, Q3 2020

    Tools And Technology: The Enterprise Marketing Technology Playbook

    July 30, 2020 Mary Pilecki, David Novitzky, Jessica Liu, Stephanie Liu, Tina Moffett, Jim Nail, Ryan Skinner, Joe Stanhope, Rusty Warner

    Marketing technology (martech) is critical to a firm's ability to plan, execute, and measure its marketing efforts. This Forrester Tech Tide™ report presents an analysis of the maturity and business value of the 20 most used or talked-about technology categories that underpin moments-based marketing. B2C marketers should read this report to shape their firm's investment approach to martech.

  • For B2C Marketing Professionals

    REPORT: The Forrester Tech Tide™: Adtech For B2C Marketers, Q3 2020

    14 Technologies Underpin The Adtech Ecosystem

    July 30, 2020 Mary Pilecki, Sarah Dawson, Collin Colburn, Tina Moffett, Joanna O'Connell, Ryan Skinner, Joe Stanhope

    Advertising technology (adtech) has been fundamental to B2C marketers' efforts to raise their brand profiles, connect with customers, and sell their products and services. The adtech ecosystem is evolving, and external forces such as data deprecation are accelerating disruption. This Forrester Tech Tide™ report presents an analysis of the maturity and business value of the 14 tech categories that support omnichannel advertising. B2C marketers should read this report to shape their firm's investment approach to these technologies.

  • For B2C Marketing Professionals

    REPORT: Q&A: What Marketers Need To Know About Social Media Consumer Segmentation

    Social User Data Allows Marketers To Build Novel Segments For Uniquely Relevant Insights

    July 22, 2020Ryan Skinner

    Social media data, in the form of profiles, connections, likes, shares, and posts, can be the raw material for remarkably relevant marketing. The data serves as a map to consumers' preferences, interests, and beliefs. But marketers struggle to mine the data, identify and build valuable segments based on the data, and target those segments with uniquely relevant products, offers, and messages. This report answers B2C marketers' biggest questions on how these segments work, how they can be used, and whom to turn to in order to generate them.

  • For B2C Marketing Professionals

    REPORT: The Forrester New Wave™: Influencer Marketing Solutions, Q2 2020

    The 12 Providers That Matter Most And How They Stack Up

    May 28, 2020Ryan Skinner

    In Forrester's evaluation of the emerging market for influencer marketing solutions (IMSes), we identified the 12 most significant providers in the category — AspireIQ, Captiv8, CreatorIQ, Impact, IZEA, Klear, Launchmetrics, Linqia, Mavrck, Tagger Media, Traackr, and Upfluence — and evaluated them. This report details our findings about how well each vendor scored against 10 criteria and where they stand in relation to each other. B2C marketers can use this review to select the right partner for their influencer marketing needs.

  • For B2C Marketing Professionals

    REPORT: New Tech: Influencer Marketing Solutions, Q2 2020

    Forrester's Landscape Overview Of 47 Providers

    May 11, 2020Ryan Skinner

    Today, most marketing organizations use influencers — often hundreds of them — to drive product awareness, brand storytelling, and sales. But managing influencers, from identification and negotiation to compliance and measurement, is notoriously difficult. Fortunately, influencer marketing solution (IMS) vendors are here to help. This report gives B2C marketers an overview of the emerging vendors in this busy and buzzy field of software and services providers.

View all of Ryan Skinner's Research

Clients Who Work With Ryan Skinner Also Work With:

View all related analysts