Most brands focus on where they are.

-Top 3. 
-Fastest-growing. 
-Market leader.

But markets move fast.
People change how they shop.
Competitors drop something new overnight.

But the real edge is how fast you move with it.

Best brands use it as a signal.

They launch campaigns when interest peaks.
They pivot messaging when search trends change.
They double down when demand spikes.

Agility > Authority

How fast are you reacting to where the market’s going?

Susan Coelius Keplinger

force-o-nature

susanck

(62) Notifications | LinkedIn

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I am Susan Coelius Keplinger, a San Francisco Entrepreneur and avid athlete.

I help companies use data to tell stories and grow their business through quantitative marketing.

Previously I was Founder and President of Triggit, an ad technology company.  Triggit helped big brands like Booking.com, Home Depot, and Walmart leverage customer data to serve personalized ads.  Triggit was sold to Gravity4 in 2015. Prior to Triggit, I co-founded Votes For Students, a Pew Charitable Trusts funded non-profit dedicated to measuring the efficacy of Internet and Email marketing as a Get-out-the-Vote technique.

I earned my BA from Northwestern University, where the USA Today named me one of the nations top college students in 2004.   The Fortune Most Powerful Women Community recently named me a top emerging entrepreneur.

Beyond my entrepreneurial forays I love to sport and can be found chasing the wind and waves while kitesurfing or hurling down the sides mountains on skis or downhill bike.

CEO at Force of Nature | Performance Marketing at Scale

Everyone wants the highlight reel.
Few want the grind.

Consistency isn’t flashy.

It’s late nights.
It’s unglamorous reps.
It’s doing it again when no one’s clapping.

That’s the part that builds noise later.
Momentum doesn’t shout — it builds pressure.

Keep going.
The quiet work always cashes out. 💥

“Is being on every marketing platform the fastest way to grow?”

That’s a rookie move!

Trying to be everywhere from day one doesn’t make you unstoppable..

It makes you unfocused.

Because reach means nothing if the message isn’t resonating.

Start by knowing where your customers actually are.
If they’re not on that platform, neither should your budget be.

What actually scales faster:

→ Go all-in on the one or two platforms where your buyers actually hang out.
→ Get scary-good at speaking their language.
→ Then expanding once you have proof it works.

The fastest-growing brands don’t chase every spotlight.
They own the stage they’re on.

Have you found focus or reach drives better results for you?

Remote hiring flipped how I think about talent.

I used to believe the best people had to be in the same city — or at least the same time zone.

But building a global team proved me wrong.

Some of our strongest players are 6000+ miles away.

Different cultures. 
Different perspectives. 
Different ways of solving problems.

And that’s become a real edge for us.

Here’s what I’ve learned:
🌎 Talent isn’t about location — it’s about impact.
🧠 Diverse thinking builds better ideas.
⚡ Results matter more than hours online.

Now, we hire for outcomes, not geography.

And once we made that shift, the way we build and scale changed for good.

Would you still hire the same way if location didn’t matter? 👀

3 things every high-performing marketing team does 🧠

When I talk to other business owners, I hear the same thing over and over:

“We’re spending more on marketing... but I’m not sure my team is actually running it right.”

I’ve seen this play out with startups and 9-figure brands, and the pattern is always the same. 

The teams that perform lock in these three processes:

1. Weekly audits
We don’t wait for performance to tank. Every week, we check targeting, tracking, and spend. Small leaks don’t get the chance to become expensive.

 2. Fast feedback loops
Data → action happens in days, not weeks. No endless Slack threads. No “let’s wait for next month’s report.” We move faster, so we learn faster.

3. One source of truth
Everyone — media buyers, analysts, leadership — works from the same dashboard. No conflicting numbers. No confusion. Just alignment.

Every time I see ROI slipping, it’s because one of these three is missing.

So let me ask you: 

Which one would tighten things up in your team right now? 👇

3 things every high performing marketing team does

“Data is power” but only if you know what to ask from it.

Most teams struggle because marketing data is messy, and many data folks don’t speak “marketing.”

Some ways I do:

1️⃣ Start simple — use no-code tools to pull and organize data.
2️⃣ Sit with your data team — help them frame the right questions.
3️⃣ Add context — connect insights back to real business goals.

When you simplify the data process, answers show up faster.

Don’t overcomplicate it.
Carity beats complexity every time.

Could your team get more from the same data?

Omni-channel works best when a brand becomes part of your everyday rhythm.

Think about how you decide to buy something:

 → You spot it on Instagram while scrolling with your morning coffee.
 → A helpful email about it lands in your inbox later.
 → At lunch, you look up reviews and see their ad on Google.
 → That night, a TikTok answers the exact question you were wondering about.

By the time you’re ready to purchase, it doesn’t feel like a hard sell — it just makes sense.

That’s the power of omni-channel: guiding you naturally through the day until “buy now” feels like the next step.

Where does your brand show up in their daily routine?

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"Am I overtesting or should I scale already?"

Here’s the thing:
Most wins don’t come from testing 100 things.

They come from the few that really move the needle.

Call it the 80/20 rule: 
80% of growth = 20% of tests.

So when do you stop testing and hit the gas?

✅ When results keep holding steady

✅ When ROAS isn’t tanking as budgets rise

✅ When CAC stays under control

✅ When you’ve seen enough data to trust the winner

Chasing “perfect” can kill momentum.

Where do you draw the line?

The most powerful ad Guinness ever made... barely showed the beer. 🍺

In 1999, Guinness and AMV BBDO took a risk:

→ A minute of crashing waves

→ White horses charging through surf

→ A surfer waiting for the perfect wave

→ Ending with: “Good things come to those who wait.”

It was bold.
Some research even predicted it would flop.

But it became one of the UK’s most awarded ads ever — because it turned waiting into something epic.

Some brand stories need space to build tension.

Rush them… and you lose the magic.

How much time are you giving your story to hit?

Going remote was the best decision we ever made for scaling our agency.

Not because it’s trendy.
Not because it cuts costs.
But because it removed limits.

No more talent pool defined by ZIP codes.
No more 9-to-5 bottlenecks that slowed decisions down.

We built a team that runs around the clock, brings global perspectives to every strategy, and operates with more focus and ownership than we ever had in-office.

Yes, it takes stronger systems. 
Clearer communication. 
More trust.

But the trade-off?

A business that scales without borders.
And a team truly built for growth.

If you’re still in-office, what’s holding you back from going remote?

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Brand awareness without tracking?
That’s like cruising with no map!

Before you go all-in on ads, here are 5 KPIs we keep an eye on so we don’t wipe out:

1️⃣ Reach Growth

→ Are we hitting NEW audiences or recycling the same ones?

2️⃣ Branded Search Volume

→ Are more people actually Googling your name?

3️⃣ Engagement Rate

→ Do your creatives spark clicks, comments, and shares?

4️⃣ Video Completion Rates

→ Are people watching your content or skipping it?

5️⃣ CTR on Retargeting Ads

→ The real test: Warm traffic → actual clicks.

Brand awareness isn’t about vanity metrics.

It’s about creating attention that converts later.

What’s one metric you track before scaling? 👇

Your next customer is hiding in plain sight. 👀

They’re not ignoring you — they’re just waiting for the right signal.

That’s where AI steps in. Instead of just telling you who your audience is, it shows you what they’re about to do.

It spots patterns humans overlook:

→ That “window shopper” who always converts after their 3rd visit.
→ The subscriber whose behavior screams “ready to upgrade.”
→ The lurker who engages just enough before a high-ticket buy.

We’ve seen brands double revenue from existing audiences just by letting AI show them where to focus.

So before you pour more money into acquisition

Make sure you’re not ignoring the gold already sitting in front of you. 

Where do you think the hidden revenue is in your funnel?

We honor those who’ve served — and continue to serve. 🇺🇸

The strength.
The discipline.
The quiet commitment that never wavers.

Today’s a reminder that leadership starts with service.

Thank you, veterans!

I used to think intent only showed up once someone clicked.

AI proved me wrong.

We started spotting patterns before people ever took action (hover time, scroll rhythm, return visits), and most of those turned into sales.

It changed how we market — now we retarget earlier, personalize sooner, and shift budgets before making a decision.

Crazy how much clarity you get when you stop chasing clicks... and start noticing what happens before them.

We don’t see things as they are. 
We see things as we are.

Two people can look at the same situation:

One sees a problem,
The other sees a chance to grow.

The same numbers.
The same feedback.
The same challenge.

But mindset changes the story.

If you’re in a good place, you see progress.
If you’re stuck in doubt, everything feels like a setback.

How you feel shapes what you see.

Maybe the problem isn’t the situation.
Maybe it’s the story you’re telling yourself.

How are you choosing to see it today?

Remember Olay’s #FaceAnything campaign?
Not just a PR win — a performance play.

Olay wanted to move past “mom’s skincare”

So instead of selling products..
They built a movement.

Real women. 
Real stories. 
Real confidence.

They sold empowerment.
Cause met community.
Purpose met performance.

Lesson:
The best campaigns are the ones that connect.

Did you see this one back then — or just feel its impact later?

The market’s unpredictable. Growth isn’t linear.
But your capacity to adapt? Limitless.

Why brand mentions matter more than you think 👀

We ran an analysis for a client recently, and before revenue budged, one thing gave it away: 

MENTIONS.

→ Tiny bump = awareness was heating up.
→ Small dip = attention was cooling off.

Most brands wait for sales to change.
By then... the signal’s old news.

Mentions move first.

They show what’s coming — not what’s already happened.

Are you watching the conversation?

Most brands think geo data is just about where people live.

It is!

But it's bigger than that..

It’s about how they buy.

Location shapes behavior. 📍

Colder regions = higher AOV for winter apparel.
Weekdays vs. weekends = different shopping intent.
Pay cycles in certain markets = spikes you can predict.

Geo data is your clue to buyer behavior.

It tells you:

→ When people are most likely to spend
→ What matters to them
→ How they respond to offers

Sometimes the story behind the numbers only shows up once you factor in location.

How deep do you go with geo analysis?

Your customers are already telling you what they want, are you listening? 👂

We analyzed a brand recently, and the story was hiding in plain sight.

Every click.
Every search.
Every repeat purchase.

They weren’t just numbers.
They were signals.

“Fleece jacket” searches spiked every winter 
→ Time to double down on seasonal campaigns.

One product kept selling all year 
→ Build more offers around that hero item.

Quick-ship gear surged before the holidays 
→ Speed matters; make it part of the story.

Your next big move is probably already in the data.

The real question: 

Are you listening closely enough to hear it?

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