Ryan   Skinner

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

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

Most RecentMost Popular
  • 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.

  • For B2C Marketing Professionals

    REPORT: The Forrester New Wave™: Influencer Marketing Solutions, Q4 2018

    The 11 Providers That Matter Most And How They Stack Up

    October 18, 2018Ryan Skinner

    In Forrester's evaluation of the emerging market for influencer marketing solutions (IMSes), we identified the 11 most significant providers in the category — Ahalogy, AspireIQ, Collective Bias, Influential, IZEA, Klear, Launchmetrics, Linqia, Mavrck, Octoly, and Traackr — 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 solution needs.

  • For B2C Marketing Professionals

    REPORT: The Forrester Wave™: Marketing Resource Management, Q3 2018

    The Eight Providers That Matter Most And How They Stack Up

    August 22, 2018 Rusty Warner, Ryan Skinner

    In our 35-criteria evaluation of marketing resource management (MRM) providers, we identified the eight most significant ones — Aprimo, BrandMaker, IBM, Percolate, SAP, SAS, Stylelabs, and Workfront — and researched, analyzed, and scored them. This report shows how each provider measures up and helps B2C marketing professionals make the right choice.

  • For B2C Marketing Professionals

    REPORT: When And How To Start The Shift To Omnichannel Content

    August 13, 2018Ryan Skinner

    Marketers must abandon the content mindset of "do more, better." In 2018, the goal must be to "do smarter." Customers demand content that better answers their unique needs. Businesses demand more efficiency in content creation and sharing. The move to omnichannel content that Forrester described in the report, "Omnichannel Strategies Demand A New Content Approach" can answer both demands. However, it will force major changes in how marketers operate. This report defines a clear path for marketers to succeed with these transformative changes.

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