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 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.

  • For B2C Marketing Professionals

    REPORT: To Adapt To Direct-To-Consumer Trends, Use A Direct-To-Value Strategy

    Brands Benefit From Direct Consumer Relationships That Offer Unique Value

    April 2, 2019Ryan Skinner

    Direct-to-consumer (DTC) startups like Warby Parker and Casper used to be rare; now they number in the hundreds, and they'll soon be in the thousands. Marketers whose response to this competition is any mixture of disdain, fear, or envy miss the message these startups' growth sends: Consumers are radically open to new value propositions right now. This report provides B2C marketers with a template for adapting their strategy to consumers' evolving purchase drivers and succeeding in the new era of direct-to-value.

  • For B2C Marketing Professionals

    REPORT: Now Tech: Content Marketing Platforms, Q4 2018

    Forrester's Overview Of 33 Content Marketing Platform Providers

    December 17, 2018Ryan Skinner

    You can use content marketing platforms (CMPs) to increase collaboration around content, improve content performance, and accelerate production. But to access these benefits, you'll first have to select from a diverse set of vendors — vendors that vary by size, functionality, geography, and vertical market focus. B2C and B2B marketers should use Forrester's Now Tech report to understand the value they can expect from a CMP provider and select vendors based on size and functionality.

  • For B2C Marketing Professionals

    REPORT: Now Tech: Content Production Agencies, Q4 2018

    Forrester's Overview Of 24 Content Production Agencies

    December 17, 2018Ryan Skinner

    You can use content production agencies (CPAs) to accelerate your go-to-market strategies, produce higher quality content consistently and at scale, and keep content costs manageable. But to access these benefits, you'll first have to select from a diverse set of vendors — vendors that vary by size, capability, geography, and vertical market focus. B2C marketers should use Forrester's Now Tech report to understand the value they can expect from a CPA and select vendors based on size and capability.

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Webinar: The Current State Of Content Marketing Platforms From A B2C And B2B Perspective

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