Marketing is more than posting regularly or running ads. It's about building a careful strategy.
For a small business, marketing can quickly become a long list of activities — Instagram posts, WhatsApp messages, referrals, marketplaces, partnerships, ads and more. But doing more does not always mean getting better results.
Before deciding where to spend your time or money, you need clarity on the basics: Who is your most valuable customer? What makes them choose you? Is your positioning clear? And where is your marketing actually breaking down?
In this Business Mastery session, Rachna Prasad, Founder of The Outside Edge, will help you look at marketing as a connected business system rather than a collection of channels. Through a practical framework, you’ll learn how to identify what needs attention first and make smarter marketing decisions for your business.
Four things you'll walk away with
Start with the customer, not the channel
Identify your most valuable customer segment, understand what drives their purchase decisions, and use that clarity to guide your marketing.
Get your positioning right
Understand how content, social media, referrals, WhatsApp, marketplaces, partnerships and paid media can work together instead of as separate activities.
Build a simple marketing engine
A simple referral-driven system that keeps bringing in customers even when you're not actively selling.
Know what to fix before spending more
Use a practical framework to identify whether the real gap is in your customer understanding, positioning, visibility, leads, follow-up or conversion.
Rachna Prasad is a marketing leader and Founder of The Outside Edge, where she works as a Fractional CMO with startups and growth-stage businesses. With 30+ years of experience across marketing, brand building, demand generation and business growth, she has worked across organizations and high-growth businesses including Ogilvy, American Express, MetLife, Oxigen and Vinculum. Today, she works closely with founders to build marketing strategy, sharpen positioning, create demand and build marketing teams — combining strategic thinking with hands-on execution. She also mentors startups through IvyCap Ventures.
