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Mastering B2B Product Innovation

Discover the ultimate innovation program for B2B Product Managers creating complex products, everything from IoT to enterprise software solutions.

With this online, self-paced program, you’ll go from feeling stressed and overwhelmed by the complexities of launching new B2B products to feeling confident in your ability to lead your company from idea to early customers.

A staggering 80% of new B2B products fail within their initial years, wasting time and money and frustrating Product teams.

But this doesn’t have to be your story.

After years of B2B experience and extensive collaboration with innovators, I’ve pinpointed four key factors contributing to B2B product failures:

  • Lack of a repeatable, easy-to-follow innovation process
  • Focus on technology instead of solving real customer needs
  • Sales-led approach resulting in one-off custom solutions
  • The complexity of understanding the needs of B2B customers

This program addresses these factors head-on, giving you the skill set to confidently develop successful B2B products.

By enrolling in the program, you'll gain a structured approach to B2B Product Innovation that will help you identify, communicate, and address any blind spots in your product. As a result, you’ll gain the confidence and influence to drive your product forward, delivering impactful solutions for your customers and the world.

Who Is This Program For?

Product Managers or Innovators adjusting to the pace, risk, and uncertainty of working with new B2B products (and feeling frustrated by most PM material focusing on B2C).

Product Leaders struggling to balance innovative thinking with practical constraints like budget, resources, timelines, and politics.

 Leader (or aspiring leaders) from Innovation, Engineering, Marketing, Sales, Design, etc., feeling overwhelmed trying to wrap your head around everything required to get a new B2B product to market.

If any of these sound familiar, then this program is for you!

You’ll gain the knowledge, practical tools, and confidence to deliver complex B2B solutions that your customers need.

This Online, On-Demand Program Gives You a Blueprint for Your Product’s Success.

In this program, you will learn:

1. An actionable roadmap for B2B Product Innovation

A powerful step-by-step framework to guide you through the B2B innovation journey. I call this framework The B2B Innovator's Map.

2. How to get buy-in and win the trust of your Leadership team

You’ll learn how to win your stakeholders’ trust and support at each stage of the innovation journey.

3. How to discover and prioritize the needs of all your B2B users

You’ll gain a toolset for discovering all users through the enterprise customer lifecycle and uncovering their most profitable product opportunities.

4. How to narrow down your focus to increase your chances of success

You’ll learn a step-by-step method for selecting the target market with the biggest ROI.

5. How to find, engage, and exceed the expectations of your early customers

You’ll walk away with proven techniques to work with early customers and ensure you’ll master the art of the pilot project.

With this practical program, you also gain access to my B2B Innovator’s Workbook, which includes all the questions you need to answer to feel confident your idea has potential in the market. The workbook gives you a hands-on opportunity to apply the program’s concepts to your own product, and it will become your blueprint for success.

Hi, I’m Your Instructor,

Daniel Elizalde.

With 25 years of technology experience, I can help you excel in B2B. My background includes:

  • Trained over 1,500 product professionals on how to deliver successful B2B IoT and SaaS solutions
  • Author of the book The B2B Innovator’s Map
  • Former VP, Head of IoT, at Ericsson
  • Former Head of Products at Stem, a fast-growing B2B scale-up in Silicon Valley
  • Startup advisor at top Climate Tech accelerators
  • 6+ years teaching IoT Product Management at Stanford University Continuing Studies

I know how tricky it is to build B2B products because I've been there. I've helped thousands of Product Managers like you get better at their jobs without the pain of learning from mistakes.

I Wrote the Book on B2B Product Innovation.


I’ve spent my career working with B2B Product teams, and I’ve captured all that experience in my bestselling book, The B2B Innovator’s Map.

The Mastering B2B Product Innovation program is a deep dive into the six stages of the B2B Innovation Journey described in the book. Plus, it goes deeper with hands-on exercises, case studies, and additional tools not included in the book.

Here's a snapshot of the six stages of the B2B Innovator's Map:

"Building successful technology products for enterprises (B2B) is dramatically different from consumer tech (B2C) products. Much of the popular writing on product strategy, innovation and scale-up assumes simpler consumer-focused markets where our buyers are also our users; sales cycles are short; problems have a human face; and no single customer dominates our quarter’s revenue.  

Daniel Elizalde is a 20-year veteran of enterprise product innovation and market success. The B2B Innovator’s Map is a book that every B2B strategist, product manager, investor and company founder needs."

- Rich Mironov, CEO and "smokejumper" CPO

Here's What's Inside The Program

The program will teach you the tools to master both the internal and market-facing areas you need to succeed as a B2B Innovator, including:

  • A proven process to analyze the market, test and validate your product ideas with customers to avoid creating products nobody wants.
  • A powerful toolbox to get constant alignment, trust, and support from your stakeholders throughout the innovation journey

The program includes seven hands-on modules that cover everything you need to bring successful B2B products to market. The modules include video lectures, hands-on exercises, and a library of curated innovation-focused resources.

Module 1 – Navigating the B2B Innovation Journey

Learn a step-by-step process to execute and communicate your B2B Innovation strategy across the six stages of the B2B Innovator’s Map.

You’ll learn:

  • The nuances and challenges of the B2B Innovation Journey, from idea to scale.
  • Why product-market fit is a useless metric and why you should focus on your first ten customers as your crucial milestone.
  • The six stages of the B2B Innovator’s Map.

Module 2 – Strategic Alignment Stage

Learn the tools and techniques you need to reach an agreement with your leadership team on the customers' pain you plan to explore. Without this alignment, your innovation efforts won’t go very far. This is a critical module that can make or break your innovation efforts!

You’ll learn:

  • How to align your leadership team on the right problem to explore.
  • Why you need an Advisory Board (and how to build one).

Module 3 – Market Discovery Stage

Many B2B products fail because companies fear focusing on a narrow market. But the broader your focus, the more difficult it will be to identify a concrete problem to solve and determine if your product can deliver value to a particular customer.

Learn a robust framework for identifying the markets with the most significant opportunities. You’ll also learn proven techniques to identify and engage with potential customers, including:

  • How to narrow your Target Market to avoid one-off solutions and increase your chances of success.
  • How to bypass Sales and build your own advocate network you can use for customer discovery.
  • The five components of a Target Market (with practical examples).
  • The four key questions to uncover the needs of your Champion.

Module 4 – User Discovery Stage

In B2B products, you need to address the individual pains of ALL the users who will interact with your product.

You’ll learn valuable lessons, including:

  • How to discover all users across the Enterprise Customer Lifecycle.
  • How to clearly understand your User Ecosystem’s challenges and opportunities.
  • How to communicate the insights from your Discovery efforts to get buy-in from your executive team.

Module 5 – Solution Planning Stage

Learn how to work with your teams to design technical solutions to solve your customer’s needs.

You’ll learn:

  • How to create simple diagrams to define and communicate your product vision.
  • The types of experiments proven to work in a B2B context.
  • How to develop an experiment roadmap to reduce risk and guide your development efforts.

Module 6 – Prototyping Stage

Learn how to test your solution, from simple paper prototypes to building a solution your customer is willing to pay for. In this module, you’ll learn:

  • Proven techniques to quickly test your assumptions with easy-to-build prototypes.
  • How to test for Desirability, Feasibility, and Viability in a B2B context.
  • How to test your business model.

Module 7 – Early Adopter Stage

Before thinking of growth or scale, you must deliver value to your first ten customers. The Early Adopter Stage will show you what it takes to successfully deploy your new solution and earn the hearts and minds of your early customers.

You’ll learn:

  • How to plan for delivering value to your first ten pilot customers.
  • 7 principles of successful pilot programs.
  • How to prepare for “next-stage” decisions after your first ten customers.

This class, along with the B2B Innovator’s Map, has been an absolute game-changer for me.

It equipped me with invaluable tools and templates that have significantly improved my ability to communicate effectively with internal stakeholders like engineering and sales teams throughout the product development journey.

Thanks to this class, I've been able to foster greater organizational alignment, set tangible success criteria, and ultimately increase the likelihood of commercial success.”


-Susan Peterson – Product Executive

“Having previously attended and enjoyed his IoT Product Management course, my expectations were high, but the class exceeded them. It was an incredibly informative and engaging experience. Daniel's ability to apply the methodology to real-world examples made the content even more relevant and valuable.

Daniel provided clear and insightful guidance and recommended tools that specifically apply to the B2B context.
I came away from the class with a newfound confidence in my ability to make the right decisions to bring innovation to life successfully while onboarding stakeholders (and discarding ideas that are not worth pursuing along the way!)."


- Geraldine Corrales – Chief Product & Technology Officer

"Innovation and Product Management for B2B are different, and I believe harder than B2C.

The B2B Innovator’s Map brings a practical framework you can apply during the fuzzy front end of creating great products that deliver value for your B2B customers.

Daniel's years of practical experience come through while also being extremely accessible to product people of any level.”


- Phil Hornby, Product Coach and former Head of Product Management at Continental Automotive

Mastering B2B Product Innovation Also Includes

Hands-On Exercises with The B2B Innovator’s Workbook

Throughout the program, I’ll prompt you to fill out your B2B Innovator’s Workbook (included with the course) so you can apply the concepts to your own product.

By the end of the course, your workbook will be a blueprint to guide your team toward a successful product launch.

Real-World B2B Examples and Case Studies

This program is based on real-world experience and includes many B2B examples to show you how the concepts apply in the real world.

Curated Resources to Go Deeper on All Topics

In addition to the video lectures and templates, I’ve included my B2B innovation archive for you to explore each topic further, including:

  • An electronic copy of my book, The B2B Innovator's Map.
  • My ultimate book list for B2B Product Managers.
  • A curated list of innovation resources specifically selected to enhance the course and accelerate your B2B journey.

Certificate of Completion

Once you complete all the lectures, you'll receive a certificate of completion to show your achievement.

Let’s Recap. Inside Mastering B2B Product Innovation, You Get…

Lifetime access to all seven self-study modules so you can access them when you need them.

The B2B Innovator’s Workbook to apply the knowledge to your own product.

Curated content, including a copy of my book, The B2B Innovator’s Map, and additional recommended books, podcast episodes, and articles to accelerate your journey.

“Fabulous real-world examples from a person who has been there, done that.

Daniel Elizalde has created an excellent guide for anyone navigating the treacherous waters of building enterprise software.

I wish I had this 10 years ago. It would have saved me from lots of pain!”

-Eric Simone, Co-Founder and CEO at ClearBlade, Inc.

Plus, You’ll be Backed by a Risk-Free 14-Day Guarantee.

If you don’t feel confident that the program can make a difference in your B2B Product Management journey, no problem. Just email me before your 14-day period expires, and I’ll refund 100% of your money. No questions asked.

Frequently Asked Questions

Is this program live or pre-recorded?

The program includes pre-recorded videos you can study at your own pace. Plus, you’ll have lifetime access to the material, so you’ll have the information ready when you need it.


When does the program start?

The program is self-paced and on-demand. You’ll get access to all the material as soon as you enroll.

How long will it take me to complete the program?

The program is self-paced, so it’s up to you. The course includes about 4 hours of video broken down into short, easy-to-consume modules. You can watch all the lessons on a weekend or take it slow based on what’s going on at work. Your choice.

Working on the exercises and completing your workbook might take longer since the program is built around the understanding that you’ll be doing the work and engaging with customers and stakeholders, which usually takes longer.

What is your refund policy?

Joining the course is a risk-free proposition. If, for whatever reason, you decide this program is not for you, email me within 14 days of enrollment. I’ll reimburse you 100% of your investment, no questions asked.

How long will I have access to the program?

Enrolling in the program gives you lifetime access, so you can always return to the material at any point.

Will my company reimburse me for this program?

There's a good chance they will since most companies invest in developing their employees and often reimburse for ongoing education. Many of my students are able to get approval from their manager or HR department.

You've Tried Looking for Answers, But Still, You Feel Something Is Missing.

If you are like most B2B Product Managers I know, you probably live with a feeling of uncertainty that keeps you up at night. You constantly ask yourself questions like:

  • Am I focusing on the right problem?
  • Is my team making actual progress or just spinning our wheels?
  • Am I leading the team in the right direction?

This uncertainty is difficult to shake off. It raises doubts about whether you have the right skills to see this through. Imposter syndrome kicks in, and you start to second-guess yourself.

Maybe you've spent hours reading Product blogs, watching webinars, or attending meetups and conferences trying to get to that “aha moment.” But you end up with more questions than answers as you try to piecemeal how all these conflicting B2C ideas fit into your B2B situation.

Ultimately, you don’t have 5-10 years to apply quick tips and hacks or to “gain experience” launching failed products. You need to boost your B2B PM skills fast to feel confident driving innovation at your company.

And that’s where this program comes in. It was created for B2B PMs by B2B PMs to give you the skills and confidence you need to thrive in a B2B world.

Don't wait. Scroll to the bottom of the page and enroll today.

Master the Art of Winning in B2B Product Innovation


Let’s be honest: most companies launching B2B products are unsuccessful. They spend years and millions of dollars developing technology-first solutions that go nowhere. I’ve seen too many product teams demoralized by wasting years working on a solution that crashed in the market.

But it doesn’t have to be that way. By enrolling in this program, you’ll have a huge advantage.

You’ll have a structured approach to B2B Product Innovation that will help you identify, communicate, and address any blind spots in your product. As a result, you’ll gain the confidence and influence to drive your product forward, delivering impactful solutions for your customers and the world.

I hope you join me in this program. I’m excited to meet you, teach you, and see the fantastic impact your product will have on the world.

Here’s to your success!


Three Packages to Accelerate Your B2B Innovation Journey

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