From Chaos to Clarity: Building B2B Demand When Your Market, Stakeholders, and Strategy Are Still Taking Shape

Have you ever been expected to build demand for a product that doesn’t exist yet, in a market you don’t fully understand, with internal stakeholders who aren’t in alignment? If you’ve been there before (or find yourself there now), this session is for you.

Most B2B go-to-market frameworks assume you start with clarity: defined positioning, aligned stakeholders, validated assumptions. In reality? You’re launching into ambiguity with executives who may not even agree on the audience with a product that’s still evolving.

Erin Walker will share a field-tested approach to building demand during the chaos, not after it settles. Whether you’re entering a new market, pivoting strategy, or just trying to navigate internal misalignment, Erin will give you a practical playbook for action when clarity feels far away.

In Erin’s session, you’ll learn how to:

• Use thought leadership engagement as signals to inform product development and build an audience of prospective buyers
• Turn messy voice of customer research into messaging that actually moves buyers
• Build internal alignment when stakeholders are pulling you in opposing directions

Get your B2B Forum ticket now!