The Entrepreneur's secret marketing weapon
Play • 54 min

Today’s episode features Surbhi Dedhia, an astute digital marketing specialist and the CEO of Digital Genie, a company that partners with businesses to create customer personas, which is the foundation of all marketing activities to acquire and serve the targeted buyer’s needs.
Before starting her own business, Surbhi’s work experience included delivering effective and value-based marketing programs for organizations at different growth phases. From building the marketing function ground up to leading the marketing arm of a large multinational, Surbhi’s work experience has been enriched with critical elements of marketing that drives business results. With professional experience in different geographies, Surbhi is passionate to match the business requirements with specific elements of modern marketing be it buyer personas, branding, and building thought leadership for founders and CEOs.
 Episode Highlights:
7:06 – What is an ideal customer?
11:07 – Why not everyone will be your “ideal” customer
12:47 – Can a business have more than one ideal customer?
13:57 – What is a persona?
16:29 – Practical tips in building personas
22:28 – Challenges in creating a persona
26:18 – Tips after doing surveys for building a persona
27:48 – How do shifts in the industry, such as the COVID-19 Pandemic affect a business’ blueprint for their ideal customer and persona?
34:11 – Surbhi enumerates the challenges in building personas and how she overcame them
37:04 – Benefits of building personas and the process that comes after it
42:51 – How an entrepreneur should approach marketing strategies during the COVID-19 pandemic 
Head on over to for a full transcription and the special downloadable guide

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