CHURN FM EP299 | How to Build a Brand That Speaks to Robots and Humans with Susan Keplinger | Force of Nature
Dec 5, 2025
In this discussion, Susan Keplinger, CEO of Force of Nature and a strategist for brands like Ring and Oofos, reveals the future of performance marketing. She emphasizes the need for brands to build creative systems that appeal to both humans and algorithms. Susan explains how clean data is crucial for identifying high-value customers and highlights the importance of programmatic marketing for retention. With insights on leveraging generative AI for creative processes, she encourages brands to embrace data and innovation for sustainable growth.
AI Snips
Chapters
Transcript
Episode notes
Be Systematic And Algorithm-Ready
- Be systematic in your marketing and steer proactively rather than reactively.
- Design messaging for both humans and algorithms so everyone hears the same clear story.
Growth Signal System Reveals Where To Invest
- Use a 'growth signal system' with discovery, pulse, and analysis stages to direct growth.
- Unified external and internal data tells you where to invest time, capital, and resources.
How Ring Used Data To Scale
- Susan described building Ring's performance infrastructure with Jamie Siminoff and Micah Stone.
- They trusted data to guide big bets like celebrity TV buys that drove acquisition and retention.