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

  • For B2C Marketing Professionals

    Report: The Forrester Wave™: Content Marketing Platforms, Q2 2017

    In our 37-criteria evaluation of content marketing platform (CMP) providers, we identified the nine most significant ones — Contently, Kapost, NewsCred, Opal, Percolate, ScribbleLive, Skyword, S...

  • For B2C Marketing Professionals

    Report: Content Intelligence: Algorithms Assign Meaning And Value To Content

    Your content is dumb — the systems that store and deliver it have no inkling of what it's actually about. Tagging is, at best, unsystematic; at worst, it's absent or inappropriate. Content intel...

  • For B2C Marketing Professionals

    Report: Breakout Vendors: Content Intelligence For Marketing

    Marketers understand the crucial role that content plays in their brands' growth and business development, but they lack the manpower, budget, or — sometimes — the capability to maintain and opt...

  • For B2C Marketing Professionals

    Report: Your Brand Needs Content Governance Now

    Your brand is churning out all kinds of content at a high rate, but inconsistencies in that content are confusing your customers. Content marketers make things worse with their quixotic audience...

  • For B2C Marketing Professionals

    Report: Five Marketing Asset Management Secrets

    Asset management has evolved in a few short years from a quick fix for sharing or storing large, rich media files to a crucial differentiator of successful marketing teams. As dispersed teams ac...

  • 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...

  • For B2C Marketing Professionals

    Report: Master Content Marketing To Drive Engagement, Credibility, And Preference

    The content marketing playbook helps marketing leadership professionals design and deploy successful content marketing to drive engagement, credibility, and — ultimately — preference by: 1) deve...

  • 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...

  • For B2C Marketing Professionals

    Report: Stop Pushing Unwanted Content To Customers

    Customers have abundant sources of information to drive their purchases, and a new one's never more than a click away. This dynamic hurts marketers who push unwanted content and rewards those wh...

  • For B2C Marketing Professionals

    Report: The Forrester Wave™: Content Marketing Platforms, Q2 2015

    Marketing teams turn to specialist software to manage a tremendous velocity of content production, approval, and publication; these specialist offerings are what Forrester calls content marketin...

View all of Ryan Skinner's Research

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