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Ryan Skinner

Principal Analyst

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 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 Most Recent Research

Research

The Forrester Tech Tide™: Creative Technologies, Q2 2021

Ten Technologies Underpin Marketing And Advertising Creative
May 24th, 2021 | Ryan Skinner

Creative technology is increasingly critical to firms' ability to win, serve, and retain their customers. To accelerate their performance in creative technologies...

11 min read
Research

Modular Content Is The Key To Customizing Experiences At Scale

A Small-Scale Approach Enables Immediate Business Benefits
May 13th, 2021 | Ryan Skinner

Marketers should begin working with modular content — smaller components, separate from presentation, and informed by logical or semantic connections ...

11 min read
Research

How To Get The Most Value From An Influencer Marketing Solution

Focus On Depth Of Data, Reporting Capabilities, And Technical Proficiency
April 23rd, 2021 | Ryan Skinner

Marketers' investments in influencer marketing have grown quickly in recent years, and their interest and investment in influencer marketing solutions...

7 min read
Research

Three Ways Marketers Can Use Content Intelligence To Drive Business Outcomes

Look To Generate Clear Business Value Through Assistance For Creators, Better Content Analysis, And More Effective Response Copy
January 4th, 2021 | Ryan Skinner

Over the past five years, content intelligence — the use of AI and machine learning (ML) to uncover content's inherent qualities — has matured into a real...

5 min read
Research

Scale Your Content Creation With 3D Modeling

Technological Advances And Consumer Content Demands Push 3D Models From The Car Ad Periphery To The Marketing Mainstream
December 8th, 2020 | Ryan Skinner , Nick Barber

Brands are struggling to keep up with the demand for content due to budget limitations and pandemic-related challenges. Here we explore the anatomy of...

11 min read