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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” customer12:47 – Can a business have more than one ideal customer?13:57 – What is a persona?16:29 – Practical tips in building personas22:28 – Challenges in creating a persona26:18 – Tips after doing surveys for building a persona27:48 – 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 them37:04 – Benefits of building personas and the process that comes after it42:51 – How an entrepreneur should approach marketing strategies during the COVID-19 pandemic  Head on over to https://elevatedentrepreneur.fm/8 for a full transcription and the special downloadable guide