Rob Walker has worked in B2B media and marketing since 2000, building a 25-year+ career across demand generation, audience activation, and enterprise go-to-market strategy. He has held senior roles within specialist Demand Gen organisations and Media Agency Dentsu, partnering with Microsoft and other global B2B brands to shape programmes that influence complex buying groups.

Today at B2B IQ, Rob’s work focuses on helping organisations navigate modern buying behaviour—where digital-first research, fluid committees, and self-directed evaluation mean brands must earn engagement. Known for turning complexity into commercially grounded action, he advises senior marketing and agency leaders on creating demand programmes that deliver measurable revenue impact.

This perspective underpins his 2026 B2B Marketing Live session, “The Buyer Doesn’t Owe You a Conversation – Rethinking Customer-Centric Demand”. Drawing on decades of practitioner experience, Rob challenges conventional lead engagement models and introduces a more proportionate, expertise-led approach to buyer interaction.