Eps.55 | Marketing: Wipro's European CMO David Keene on account - based marketing, AI and navigating global regulatory challenges

In this episode, Tim Bond speaks with David Keene, European CMO of Wipro, the changing landscape of account-based marketing and how buyer journeys are becoming more complex with larger buying committees, why this requires more targeted content strategies and where AI fits in.The paradox of AI productivity - how AI tools enable more work but also increase competitive intensityWhy content personalisation is more about "micro-personalisation" than full document generationHow different regulatory approaches between Europe and the US are creating uncertainty and difficultyThe challenges of running marketing operations across multiple jurisdictions with different data lawsWhy maintaining trust and ethical standards remains essential for successWhat aspiring marketing leaders should focus on to become great in 2025Timestamps:01:04 David's role at Wipro and market challenges02:00 Changes in buyer behaviour and larger buying committees04:11 The paradox of AI productivity and competitive intensity05:43 Account-based marketing and content personalisation09:22 Effective AI tools for segmentation and buyer profiling11:38 Why AI-generated content often fails to engage audiences14:03 Using Perplexity vs Claude for different AI tasks17:37 Regulatory differences between US and Europe20:58 Data governance challenges across jurisdictions24:45 The internet is "starting to forget" as people clean their data27:19 Why trust and ethics matter more than "moving fast"28:02 Advice for aspiring marketing leadersWant to learn more?Visit Wipro's website: https://www.wipro.com/Connect with David Keene on LinkedIn: https://www.linkedin.com/in/davidkeenex/Connect with Tim Bond: https://www.linkedin.com/in/tngbond/If you like our podcast, please follow us and rate each episode. Do you have burning topics or questions you'd like us to explore on the podcast? Email our team at [email protected] out more about TechPros.io: https://techpros.io/Upcoming Events and Roundtables: https://techpros.io/virtual-experiences/Join our budding podcast community on LinkedIn: https://www.linkedin.com/company/enterprise-thought-leadership/

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