Ryan Skinner

Senior Analyst serving B2C Marketing PROFESSIONALS

Ryan primarily contributes to Forrester's offerings for B2C Marketing Professionals. He analyzes how brands should develop content and experiences that customers will desire, and even seek out, ultimately building closer relationships with customers that drive preference, advocacy, and loyalty. His research topics include defining a content discovery strategy (with search and social); understanding content consumption and engagement patterns; managing processes and tools for the production and distribution of content and experiences (technologies, agencies, and media partners); and using tools and methodologies that help marketers measure the business impact of content and experiences they have created, and how to continually optimize them.

Ryan is an expert on both content marketing and the analytical sides of content marketing and marketing automation. He regularly delivers speeches and seminars to large organizations on content marketing strategy, production, execution, and measurement.

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.

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

Ryan Skinner's Research

  • For B2C Marketing Professionals

    Report: Take This Four-Step Approach To Branded Video

    Today's customers rely more than ever on content — from brands, from peers, from experts, and even from strangers — to decide what products they need and what products they should buy. When it c...

    • Downloads: 112
  • For B2C Marketing Professionals

    Report: Content Marketing Must Support Customer Experience

    Valuable customer experiences will be the primary factor differentiating brands that win from those that lose in the global economy for at least the next decade, and content marketing has a cruc...

    • Downloads: 129
  • For B2C Marketing Professionals

    Report: Deliver Valuable Media And Customer Experiences With Valuable Content

    Today's customers have never had richer options when it comes to accessing media and information, from anywhere, on a variety of devices, and from multiple sources. They avoid ads in ever-greate...

    • Downloads: 909
  • For B2C Marketing Professionals

    Report: Measurement Powers Content Marketing Success

    How is content influencing audiences? Is your brand forging the basis of better long-term and more efficient relationships with existing and future customers? And how is all of this activity con...

    • Downloads: 791
  • For B2C Marketing Professionals

    Report: Seize Control Of Your Content Strategy

    Today's empowered and digitally connected customers engage less with traditional advertising messages. However, they are interested in useful and valuable content that can improve their lives, h...

    • Downloads: 1040
View all of Ryan Skinner's Research

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