Michel Van Velde One Shoe, Utrecht, Netherlands It is a daily item in the news, the Brexit. Many people wonder how we got into this situation and how we get out of it. The answer to the first question can be answered. The Brexit referendum has been won by the use of innovative, groundbreaking and pioneering digital marketing techniques. Whether we like it or not, the Brexit provides insight into the future of digital marketing and content management. In this presentation I’ll give a behind the scenes insight in the leave campaign and what can we learn from this. I'll show how this will influence the way we look at persona’s and Drupal. This talk is specifically interesting for people who work in digital marketing and developers who want to be on the forefront of digital marketing.