Honesty in Marketing
• Episode 2
Wipro’s David Keene on honest data and an analogue revival
David Keene is our guest for this season's second episode. Listen in as he talks brand values, truth in data, and dating and football metaphors on marketing.
Listen to
the episode
David Keene steps into the booth to continue our new series: Honesty In Marketing.
As the highly decorated Europe CMO of Wipro, David’s perspective and big picture thinking shines a much-needed light on the topic. He is a global top 100 B2B CMO and brings his 20 years of top-level experience to the fore in this wide-ranging conversation.
Alongside host Todd Jordan, David goes in-depth on the move away from values-based marketing in B2B, how human connection is still his north star, the dishonesty of third-party data, and the hopeful return of analogue creative excellence.
Listen in as we get to the bottom of it all thanks to some very helpful metaphors about dating and football, as well as deeply insightful points from one of the marketing industry’s brightest minds.
Insights you can look forward to in this episode include:
[01:04] Why audiences have lost trust in marketing
[04:05] Likability and connection in B2B organisations vs B2C
[05:40] The move away from values-based marketing in B2B
[11:05] Measuring marketing success along the entire customer journey
[15:24] The crucial importance of the very first engagement
[21:08] Getting to know the truth of your customer base without third party data
[27:00] Hopes for matured marketing data and a creative resurgence
[30:52] Remember to acknowledge the analogue world alongside digital
[32:40] A case for high-level generalists and collaboration vs siloed specialists
"I think tracking cookies should go... if I had a big red button that I could hit and get rid of third-party tracking cookies, or even first-party tracking cookies, I would do it."
– David Keene, CMO for Europe, Wipro
About
the guest
David Keene,Chief Marketing Officer for Europe, Wipro
A dynamic, growth-oriented global B2B CMO and sales leader, consistently ranked among the Top 100 Global B2B CMOs. With more than 20 years of deep technology and consulting services experience, David has a proven track record of driving transformative go-to-market strategies, marketing effectiveness, and revenue operations across significant technology organisations. This expertise has enabled him to deliver increased market share, foster ambitious brand engagement, and consistently grow revenue.
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Honesty in Marketing
Today more than ever, what matters is how well brands deliver on what’s promised. As audiences lose trust in social media, success means connecting with people, not platforms. But when anyone can compare every possible option within seconds, how do you capture attention while remaining truthful?
Join us as we take a deep dive into the crucial matter of Honesty In Marketing.
The full podcast is available now on all major streaming services,including Apple Podcasts, Spotify and more.