10 Tips for Better Marketing with PwC Global CMO Antonia Wade | Festival of Marketing

Why It Matters

AI will redefine B2B marketing efficiency, and leaders who combine business acumen with top talent and curiosity will secure a sustainable competitive advantage.

Key Takeaways

• Prioritize business leadership before focusing on marketing tactics.
• Hire top talent and cultivate a thriving team culture.
• Stay curious; continuously learn emerging technologies like AI.
• Leverage AI to scale B2B outreach within limited budgets.
• Experiment now; future AI impact remains unpredictable for marketers.

Summary

Antonia Wade, PwC Global CMO and Marketing Week’s Marketer of the Year, delivered a rapid‑fire rundown of her top ten recommendations for modern marketers. She framed the advice around a hierarchy: first act as a business leader, then as a marketer, while building a high‑performing team and staying personally curious.

Wade highlighted four core pillars: leadership mindset, talent acquisition and development, relentless curiosity, and the strategic use of artificial intelligence. She noted that AI is now ubiquitous and offers a way to stretch modest B2B budgets to reach customers across any channel, turning scalability from a pain point into an opportunity.

Memorable moments included her pride in the award (“I was really honored…”) and her candid optimism about AI (“Everywhere you look, it’s all about AI”) paired with humility (“What it will look like in 12 months is anybody’s guess”). These quotes underscore both excitement and uncertainty.

The takeaway for executives is clear: embed business leadership in marketing, invest in people, and experiment with AI now. Companies that align these elements will out‑pace competitors as AI reshapes the B2B landscape.

Original Description

"Everything is about AI, but how do you scale it with the budgets you actually have? " PwC Global CMO Antonia Wade shares her "unfiltered" insights on staying relevant in a fast-changing industry.

Antonia Wade, Marketing Week’s Marketer of the Year, joins Festival of Marketing to break down the "real-world case studies" and "practical expertise" required to lead in B2B. From becoming a business leader first to the future of AI-driven customer relevance, this session is designed to help you "grow your impact, influence, and expertise."

Find out more about Marketing Week's Festival of Marketing here: https://www.marketingweek.com/festival-of-marketing/