Key Points:

• How G makes winning a repeatable science (02:38)
• How G starts establishing opportunities for growth (04:10)
• My thoughts on maintaining 'scent' and keeping pre and post-click messaging consistent to drive conversions (07:19)
• How G works with a client, step-by-step (08:20)
• My thoughts on how drift managed to lead by introducing a new narrative (11:15)
• G's thoughts on category creation and how to stand out whilst avoiding a feature war (11:55)
• My thoughts on successfully creating new categories by adding 'must-have' features (17:05)
• G's thoughts on establishing the full extent of your theoretical customer base (18:00)
• My thoughts on choosing the ideal market segment from the pool of potential customers (19:50)
• How G uses data to work out who to target and how to effectively communicate with them effectively (20:55)
• My thoughts on brand-based differentiation (or lack of) between competitors (25:35)
• G on how to ensure a connection with your audience using brand ambassadors (28:10)
• G on how to build up an insight-based customer persona in order to differentiate your brand and offer the right solutions (30:40)
• Wrap-up (33.40)

Mentioned:
Drift
Segment
Gorgias
Gainsight
G2
Owler
Forrester Research
Gartner Research 

My Links:
Twitter
LinkedIn
Website
Wynter
Speero
CXL