Today on the show, we have Susan Keplinger, CEO of Force of Nature, a boutique performance marketing shop behind the growth of brands like Ring, Oofos, and other category leaders. With experience building data-driven growth engines across e-commerce and DTC, Suzanne has helped companies shift from chaotic marketing to orchestrated, scalable systems.

In this episode, we uncover why the future of performance marketing isn’t about hacking audiences or chasing the “one winning creative”—but building portfolio-driven creative systems, trusting your data, and showing up clearly for both humans and algorithms.

We explore why Google and Meta still dominate the ecosystem, why clean data is the new competitive edge, and how brands should think about programmatic everything—from ads to email to retargeting.

We also discuss how Suzanne built the original performance infrastructure at Ring, how brands like Oofos leverage their “growth signal system,” and why the best-performing companies today treat robots as part of their audience.

Finally, we dig deep into retention: why 10 customers leaving is the same as your 11th leaving, why the “leaky bucket” kills great brands, and how to know when it's time to stop relying on founder intuition — and start trusting the data.

As always, I’d love to hear from you. You can email me directly at andrew@churn.fm, and don’t forget to follow us on X.

Churn FM is sponsored by Vitally, the all-in-one Customer Success Platform.

Today on the show, we have Kevin White, Head of Marketing at Scrunch AI, a platform helping brands stay discoverable in the era of AI-powered search. Kevin brings experience from leading go-to-market and marketing teams at Segment, Retool, and Common Room, as well as advising fast-growing startups like Ashby, Deepnote, and Gretel.ai.

In this episode, we explore how the rise of answer engines like ChatGPT and Perplexity is reshaping how people find information online—and what it means for marketers. We discuss how Scrunch helps brands optimize their sites for large language models (LLMs), why bots are becoming the new audience, and how AI-driven search is redefining visibility and discovery.

We also delve into lessons from Segment and Retool on balancing self-serve and enterprise growth, how activation-first onboarding drives retention, and why doing “white-glove at scale” can triple user success.

We wrap up by unpacking Kevin’s biggest learnings on churn and growth—from Reforge’s “don’t fill a leaky bucket” principle to why something as simple as naming conventions can make or break a company’s ability to scale.

Churn FM is sponsored by Vitally, the all-in-one Customer Success Platform.

Today on the show we have Vova Feldman, the Founder and CEO of Freemius.

In this episode, Vova shares his experience in launching Freemius from a side project into a platform powering thousands of indie software businesses.

We then discussed how Freemius is repositioning itself from its WordPress roots to become the go-to solution for small SaaS and desktop software businesses.

We wrapped up by discussing their new transparent pricing model — designed to align with growth and reduce graduation churn.

Mentioned Resources

• Freemius
• LinkedIn | Vova Feldman
• RatingWidget.com
• Senexx | Gartner
• Techstars
• WordPress
• Paddle
• Stripe
• PayPal

Churn FM is sponsored by Vitally, the all-in-one Customer Success Platform.

Today on the show we have Casey Hill, CMO of DoWhatWorks, a patented growth experiment tracking engine that reveals which website changes actually drive results. Casey brings experience from ActiveCampaign, his work as a Stanford instructor and advisor, and years of research into how leading companies like Slack, Shopify, and Asana run experiments.

In this episode, Casey breaks down why most A/B tests fail and how to focus on the few elements that truly move the needle. We explore why two CTAs often outperform one, why customer logo bars underdeliver, and why expectation-to-reality alignment is the hidden driver of both conversions and retention.

Casey also shares how DoWhatWorks blends large-scale data with human research to surface reliable best practices, why expansion revenue has become its biggest growth lever, and how enterprise clients are tackling churn by setting clear expectations from day one.

We also discuss how onboarding experiments reduce early churn, why traffic sources should shape your CTA strategy, and why simplicity always wins on pricing pages.

As usual, I'm excited to hear what you think of this episode, and if you have any feedback, I would love to hear from you. You can email me directly on andrew@churn.fm. Don't forget to follow us on X.


Key Resources:

• DoWhatWorks
• LinkedIn | Casey Hill
• Ep 235 The Lifecycle of Loyalty: Tackling Churn at Critical Stages in the User Journey
• Slack
• Asana
• Klaviyo
• Shopify
• Ramp
• HockeyStack
• Linear
• Y Combinator
• Hotjar
• Clay
• Hex
• Buffer
• Rippling
• Optimizely
• Amplitude
• Webflow
• Adobe Target
• BetScores

Churn FM is sponsored by Vitally, the all-in-one Customer Success Platform.

Today on the show we have Kevin Indig, Growth Advisor and Partner at HyperGrowth Partners, a stage accelerator that invests time into early-stage startups to help them achieve and sustain rapid growth post-Series A. Kevin is also the former Director of SEO at Shopify and VP of SEO & Content at G2, with a rich background advising top startups like Glean, Toast, and Reddit.

In this episode, Kevin breaks down how AI is fundamentally changing the world of SEO. We explore why 2024 might have been the last year of peak organic traffic, how AI is creating higher-intent traffic that converts better, and why brand trust matters more than ever in search results.

Kevin also dives into how LLMs use search engine data to ground responses, why traditional content strategies are losing relevance, and how modern companies should pivot toward first-party data, robust documentation, and strong communities.

We also discuss the evolving role of Chrome, why Reddit is having a moment, and why retention—not just clicks—is becoming the ultimate SEO metric.

As usual, I'm excited to hear what you think of this episode, and if you have any feedback, I would love to hear from you. You can email me directly on andrew@churn.fm. Don't forget to follow us on Twitter.

Key Resources:

• Website
• LinkedIn
• Growth Memo
• HyperGrowth Partners
• Google I/O
• OpenAI
• ChatGPT
• Reddit
• Perplexity
• PostHog

Churn FM is sponsored by Vitally, the all-in-one Customer Success Platform.

Today on the show, we welcome Alexander Theuma, founder of SaaStock and general partner at BackFuture VC. In this episode, Alexander dives deep into the shifting SaaS landscape, exploring how AI is redefining capital efficiency, company structure, and startup strategy.

We discuss how VC trends are evolving, the rise of M&A and SaaS consolidation, and how lean, AI-powered startups are replacing bloated headcounts. Alexander also shares the lessons he’s learned from running SaaStock for over a decade and how his unique vantage point shapes the way he backs early-stage founders.

As always, let us know what you think by emailing me at andrew@churn.fm, and don’t forget to follow us on X.

Mentioned Resources:

• SaaStock
• BackFuture VC

Churn FM is sponsored by Vitally, the all-in-one Customer Success Platform.

Today on the show we have Ramli John, founder of Delight Path and author of Product-Led Onboarding and the upcoming book Eureka.

In this episode, Ramli shares why activation and onboarding are some of the most overlooked yet impactful levers for reducing churn, and how early-stage friction, especially emotional and social, can silently kill growth.

We dive deep into what he calls the “Hierarchy of B2B Friction,” how companies can identify moments of delight and confusion, and why taking a cross-functional approach to onboarding is crucial as you scale.

We wrap up by discussing how top companies like Miro and Figma empower users to look good to their teammates, and why making your champion the hero is the ultimate onboarding win.

As usual, I'm excited to hear what you think of this episode, and if you have any feedback, I would love to hear from you. You can email me directly on andrew@churn.fm. Don't forget to follow us on Twitter.

Mentioned resources:

• Delight Path
• Product-Led Onboarding
• Eureka
• ProductLed
• Appcues
• Mural
• Miro
• Figma
• Amplitude
• Pendo

Churn FM is sponsored by Vitally, the all-in-one Customer Success Platform.

Today on the show we have Jamie Davidson, the CEO and Co-Founder, and Kelley Turner, the SVP of Global Customer Success at Vitally.

In this episode, Jamie and Kelley share their experience in helping over 600 companies scale customer success operations through Vitally’s platform.

We then discussed how AI is reshaping CS workflows—from reducing manual data entry to enriching conversations with actionable insights.

And we wrapped up by discussing the evolving role of CSMs, the importance of human connection, and how AI is enabling CS teams to drive strategic business outcomes.

Mentioned Resources

• LinkedIn (Jamie Davidson)
• LinkedIn (Kelley Turner)
• Vitally
• Clay
• Duolingo’s Memo of Shifting to AI

Churn FM is sponsored by Vitally, the all-in-one Customer Success Platform.