Is the marketing persona dead? With Wipro's CMO, David Keene

Are marketing personas as we know them extinct? Or do we just need to change the way we understand them? David Keene, Wipro's CMO, has the answers. In this episode of B2B Marketing: The Provocative Truth, host Benedict Buckland speaks with David about what brand building should really look like for B2B marketers in 2025, from establishing a focused buying committee to using content to 'mirco target' with authenticity. And what does Dominic Cummings have to do with it..?

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