Enterprise Thought Leadership 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 intensity
- Why content personalisation is more about "micro-personalisation" than full document generation
- How different regulatory approaches between Europe and the US are creating uncertainty and difficulty
- The challenges of running marketing operations across multiple jurisdictions with different data laws
- Why maintaining trust and ethical standards remains essential for success
- What aspiring marketing leaders should focus on to become great in 2025
Timestamps:
01:04 David's role at Wipro and market challenges
02:00 Changes in buyer behaviour and larger buying committees
04:11 The paradox of AI productivity and competitive intensity
05:43 Account-based marketing and content personalisation
09:22 Effective AI tools for segmentation and buyer profiling
11:38 Why AI-generated content often fails to engage audiences
14:03 Using Perplexity vs Claude for different AI tasks
17:37 Regulatory differences between US and Europe
20:58 Data governance challenges across jurisdictions
24:45 The internet is "starting to forget" as people clean their data
27:19 Why trust and ethics matter more than "moving fast"
28:02 Advice for aspiring marketing leaders
Want 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/
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