The B2B Innovator’s Map: Let Customer Champions Do Selling for You with Daniel Elizalde

<p><strong>Daniel Elizalde</strong> was an IoT Product Manager Instructor at Stanford University. He used to work as the VP Head of IoT at <a href="https://www.ericsson.com/en">Ericsson</a>, but he has now narrowed his focus from IoT to climate tech firms. Daniel now helps climate tech product teams accelerate their product’s time to the market.</p> <p>In this episode, Daniel talks about his book, The B2B Innovator’s Map, as he explains why delivering value to your champion is a huge game-changer in the business world.</p> <p> </p> <p><strong>Why you have to check out today’s podcast:</strong></p> <ul> <li>Discover what the book The B2B Innovator’s Map is all about;</li> <li>Understand why you, as a vendor, should understand what value means both to your company and to your customers; and</li> <li>Find out why you should look for champions and not for buyers, especially when you’re still starting in doing business</li> </ul> <p> </p> <p align="center"><strong>“When you are testing a potential solution, pricing has to be one of those things that you have to prototype. You have to prototype the packaging and the offering and how you actually present it to the customer.”</strong></p> <p align="center"><em>– Daniel Elizalde</em></p> <p> </p> <p><strong>Topics Covered:</strong></p> <p>01:55 – A Narrower Focus: Daniel shares the backstory on how he’s decided to shift his focus from IoT to climate tech firms</p> <p>04:11 – Daniel talks about the benefits of running his own consulting practice</p> <p>06:18 – Helping other people, still, in the space of IoT</p> <p>07:41 – Why Daniel wrote his book, The B2B Innovator’s Map</p> <p>09:46 – The difference between B2B and B2C in terms of the way people do innovation + the content of Daniel’s book</p> <p>14:35 – Relating Mark’s Selling Value book to Daniel’s B2B Innovator’s Map</p> <p>18:51 – Understanding the strongest problems that your customers have as one of the main points in the book</p> <p>21:50 – Looking for a champion, not a buyer persona + the goal of innovation</p>