The Entrepreneur's Secret Marketing Weapon

by Dhiren Bhatia / June 29, 2020

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 setting up 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 drive 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

43:34 – Surbhi shares her experience in working with Ron Kaufman’s Uplifting Service brand

51:46 – How an entrepreneur should approach marketing strategies during the COVID- 19 pandemic 

Connect with Surbhi

Surbhi’s Guide on how to Hack Digital Marketing for Small Businesses

Book Recommendations mentioned in this episode:

  • Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant (by W. Chan Kim)

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  • Transcript
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