Unlocking the Potential of B2B Discovery

The approach to product discovery in B2B is distinctly different from its B2C counterpart. While most literature and case studies focus on B2C, Julia from Alasco – a leading company digitizing the real estate industry – offers a fresh perspective on the unique nuances of B2B product discovery.

This talk highlights the challenges and possibilities inherent to product management in the B2B sector - from multifaceted stakeholder expectations, long sales & onboarding cycles to complex decision-making pathways primarily driven by qualitative data. Contrasting these with B2C’s direct-to-consumer, quantitatively driven, high-volume approach, Julia draws from Alasco’s first hand experiences to illuminate the patterns of B2B discovery.

Julia Bastian

Product Lead AI

Alasco

About Julia

Julia Bastian is a Product Leader and AI Consultant with over 10 years of experience building and scaling digital products.

As the former VP of Product at Alasco, a venture-backed proptech, she built the product organization from the ground up. Today, she leads the company's transformation from a SaaS business into an AI-first company, driving efficiency through AI agents, streamlining internal processes, and shipping AI-powered features to customers.

Alongside her work at Alasco, Julia is an AI consultant and keynote speaker, helping product teams go from AI curiosity to real results — with hands-on experience doing the work herself, not just advising from the sidelines.

Unlocking the Potential of B2B Discovery

About Julia

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