THE LEAN B2B MASTERCLASS

Learn to build products businesses buy. Follow the process used by thousands of entrepreneurs and quickly get from idea to product-market fit in B2B.

Get the Masterclass ($299.99)

Overview

Learn how to build products businesses buy by joining The Lean B2B Masterclass.

The Lean B2B masterclass will show you exactly what to do, when, and most importantly, how! Instead of flailing around trying random things, you’ll be able to follow a clear path.

The methodology you’ll learn has been developed over 7+ years and combines insights from hundreds of successful B2B entrepreneurs.

Thousands of entrepreneurs and innovators are already using the Lean B2B methodology.

What Will I Learn?

The masterclass curriculum is designed for action, to help you get positively addicted to success, and to do it one tiny win at a time. It contains everything you need to reach product-market fit in B2B.

The B2B Opportunity & Setting Yourself Up for Success (25 mins)
In the first section, we’ll talk about B2B product opportunities. By the end of it, you’ll know the differences between selling to businesses and selling to consumers, and you’ll have a clear idea of the time and setup you’ll need to reach product-market fit.

Evaluating Markets & Finding Early Adopters (1.5 hour)
Next, we’ll look at ways to generate business ideas and evaluate markets. By the end of this section, you’ll know what market you should be going in, and will have mastered the art of finding and recruiting early adopters.

Finding the Pains of Buyers (1 hour)
Next, we’ll start drafting interview scripts, conducting interviews, and finding problems worth solving. By the end of it, you’ll know how to conduct interviews and you’ll be able to turn interview data into actionable insights.

Defining a Product & Validating it With Customers (2 hours)
Next, we’ll define a minimum viable product to start validating our solution. We’ll also learn how to presell a product. By the end of this section, you’ll know what goes into an early MVP, and know how to make valuable offers to prospects.

Speeding Things Up & Overcoming Common Challenges (30 mins)
Lastly, you’ll learn to address common challenges faced by B2B innovators. You’ll also learn tricks to speed up product-market validation. By the end of it, you’ll be able to identify stalling techniques and speed things up.

Extras
The masterclass also includes 9+ hours of exclusive interviews with B2B thought-leaders like Dan Martell, Hiten Shah, Sachin Rekhi, and Bob Moesta, pioneer of the Jobs To Be Done Theory, fill-in-the-blank templates and worksheets, and 6 months of access to The Lean B2B Support Community.

“I’m still applying the concepts I learned from the course every day. The Lean B2B masterclass gave me a clear strategy for validating product-market fit within businesses. Very practical, highly recommended!”

Stephan Huez

Wiser Hare Founder & CEO

Who is teaching this course?

Étienne Garbugli is a 3-time startup founder (Flagback, HireVoice and Highlights), the author of Lean B2B: Build Products Businesses Want, and a recognized customer research expert.

Over the years, he has validated no less than 25 businesses for clients and personal projects, met hundreds of entrepreneurs, ran countless tests, and tried all existing methodologies to learn how to cheaply validate business ideas.

Étienne Garbugli – Lean B2B Masterclass Instructor

Who is Using the Lean B2B Methodology?

Companies Using The Lean B2B Methodology

Table of Content

Section 1: The B2B Opportunity & Setting Yourself Up for Success
Lesson #1 – Introduction	3 mins	Get access
Lesson #2 – Why B2B?	8 mins	Get access
Lesson #3 – What Makes B2B Different?	10 mins	Get access
Lesson #4 – How Much Time Do I Need?	3 mins	Get access
Lesson #5 – Do I Need to Quit My Job?	3 mins	Get access
Section Links		Get access

Section 2: Evaluating Markets & Finding Early Adopters
Lesson #6 – Where It Starts	9 mins	Get access
Lesson #7 – Choosing a Market	9 mins	Get access
Lesson #8 – Finding Problems and Opportunities that Matter	5 mins	Get access
Lesson #9 – Finding Early Adopters	16 mins	Get access
Lesson #10 – Finding Early Advocates	4 mins	Get access
Lesson #11 – Selecting Early Adopters	2 mins	Get access
Lesson #12 – Leveraging Domain Credibility & Visibility	11 mins	Get access
Lesson #13 – Contacting Early Adopters	12 mins	Get access
Lesson #14 – How to Get Customer Interviews with Cold Emails	26 mins	Get access
↳ Lesson #14 – Cold Email Sample Script		Get access
Section Links		Get access

Section 3: Finding the Pains of Business Buyers
Lesson #15 – Why Interviews?	9 mins	Get access
Lesson #16 – The Code of Conduct for Customer Interviews	12 mins	Get access
↳ Lesson #16 – Tips for Great Customer Development Interviews		Get access
Lesson #17 – Customer Discovery Interview Questions	11 mins	Get access
↳ Lesson #17 – Customer Discovery Interview Questions		Get access
Lesson #18 – Conducting Problem Interviews	16 mins	Get access
Lesson #19 – Analyzing the Results	12 mins	Get access

Section 4: Defining a Product & Validating it With Customers
Lesson #20 – Problem-Solution Fit	13 mins	Get access
↳ Lesson #20 – All Types of Endorsement		Get access
Lesson #21 – Creating a Minimum Viable Product	18 mins	Get access
Lesson #22 – Mapping the Buying Influencers	9 mins	Get access
Lesson #23 – Preparing Your Pitch	18 mins	Get access
Lesson #24 – Reengaging Prospects	5 mins	Get access
↳ Lesson #24 – Reengagement Template		Get access
Lesson #25 – Conducting Solution Interviews	10 mins	Get access
↳ Lesson #25 – Solution Interview Questions		Get access
Lesson #26 – Dealing with your First Purchase	4 mins	Get access
↳ Lesson #26 – How to Deal With Your First Purchase		Get access
Lesson #27 – What to Do if the Prospect Doesn’t Buy?	6 mins	Get access
↳ Lesson #27 – The Reasons Why Prospects Don’t Buy		Get access
Lesson #28 – Product-Market Fit	12 mins	Get access
↳ Lesson #28 – Iterating the Product and Reaching Product-Market Fit (🎁 Bonus Content)		Get access
Lesson #29 – To Pivot or Not to Pivot?	7 mins	Get access
↳ Lesson #29 – All Types of Pivots		Get access
Lesson #30 – What Happened With the Business?	6 mins	Get access
Section Links		Get access

Section 5: Speeding Things Up & Overcoming Common Challenges
Lesson #31 – Common Challenges	18 mins	Get access
Lesson #32 – Speeding up Product–Market Validation	11 mins	Get access
Section Links		Get access

Conclusion
Lesson #33 – Conclusion	3 mins	Get access
↳ Lesson #33 – Next Steps and a 🎁 Final Bonus		Get access

📄 Exercise Templates, Scripts & Task Lists
Lean_B2B_Printable_Task_List.docx	69.9 KB	Get access
Founder_Institute_10_Rules_Worksheet.pdf	297 KB	Get access
Lean_B2B_Money_Map.xlsx	23.7 KB	Get access
Lean_B2B_Value_Proposition_Hypotheses.xlsx	29.2 KB	Get access
Lean_B2B_Early_Adopters_List.xlsx	13.3 KB	Get access
Lean_B2B_Problem_Assessment_Grid.xlsx	24.4 KB	Get access
Lean_B2B_Customer_Interview_Script.xlsx	11.8 KB	Get access
Tony-Zambito-Buyer-Persona-Canvas.pdf	251 KB	Get access
Lean_B2B_Test_Plan.xlsx	23.1 KB	Get access
Lean_B2B_Printable_Jury_Map.docx	71.9 KB	Get access
Lean_B2B_Canvas.pdf	52.4 KB	Get access

🎁 Extras & Bonuses
🎥 How to Find and Evaluate B2B Business Ideas	40 mins	Get access
📘 Lean B2B: Build Products Businesses Want (ebook, PDF)	6.55 MB	Get access
📘 Lean B2B: Build Products Businesses Want (ebook, ePub)	18.2 MB	Get access
📘 Lean B2B: Build Products Businesses Want (ebook, MOBI)	35.9 MB	Get access
📘 Lean B2B: Build Products Businesses Want (Paperback discount)		Get access

🎙️ Expert Interviews With B2B Thought-Leaders
Alex Berman: Cold Email Pro & Serial Entrepreneur (Experiment 27, Lorelia Films, etc)	34 mins	Get access
Alex Hillman: Serial Entrepreneur (Indy Hall, Stacking the Bricks) & Author	(1h 02m 54s)	Get access
Ashwin Gupta: Growth & Product Management at Visual Website Optimizer (VWO) and Wingify	34 mins	Get access
Bob Moesta: President & CEO of the Re-Wired Group, Co-Creator of the Jobs to be Done Framework	26 mins	Get access
Claudio Perrone: Lean Startup Coach & Creator of PopcornFlow for Continuous Innovation & Change	30 mins	Get access
Dan Martell: Serial Entrepreneur (Clarity, Flowtown, Spheric Technologies), Coach & Angel Investor	41 mins	Get access
Daniel Zacarias: Product Management Expert & Career.pm Founder	32 mins	Get access
David Cancel: Serial Entrepreneur (Drift, Performable, Compete, Lookery, Ghostery) & Angel Investor	31 mins	Get access
Hiten Shah: Serial Entrepreneur (FYI, Product Habits, Crazy Egg, Kissmetrics) & Angel Investor	44 mins	Get access
Ian Gervais: VP of Product at Statflo, Founding Team Member	38 mins	Get access
Jeff Gothelf: Co-Author of Lean UX and Sense & Respond, Author of Lean vs Agile vs Design Thinking	29 mins	Get access
Jim Kalbach: Author of The Jobs-to-be-Done Playbook & Head Of Customer Experience at MURAL	29 mins	Get access
Karl Gilis: UX, CRO and Customer Experience Expert & Co-Founder AGConsult	48 mins	Get access
Kieran Flanagan: Growth Though-Leader & VP Marketing at HubSpot	30 mins	Get access
Nir Eyal: Bestselling Author of Hooked: How to Build Habit-Forming Products & Indistractable	24 mins	Get access
Patrick Campbell: Founder & CEO of ProfitWell, Pricing Expert	39 mins	Get access
Sachin Rekhi: Serial Entrepreneur (Notejoy, Feedera, Anywhere.FM) & Product Management Expert	40 mins	Get access
Zoran Kovacevic: Product Manager at TripActions & Serial Entrepreneur	27 mins	Get access

📩 Contacts & Links
All Course Links		Get access
Startup Tools, Posts & Resources for B2B Entrepreneurs (211+)		Get access
Get in Touch		Get access

Frequently Asked Questions

Is The Lean B2B Masterclass right for me?

Most of the time, if you’re asking this question you’re really asking one of the following:

– Will it work for my existing idea/product?
– Will it work for my audience?
– Will it work for me, personally?

The Lean B2B methodology was successfully leveraged to bring new products to market by startups, in-house product teams, intrapreneurs, accelerators, incubators, educators, and service companies.

Although it was created with web, desktop and mobile products in mind, the key concepts should resonate with entrepreneurs trying to get any kind of technology or service adopted by businesses.

The start points may vary, but it is possible to use the masterclass to validate/iterate an idea, a concept, or a full product already well positioned on the market.

If you’re unsure, please email me at etienne@leanb2bbook.com before buying!

What happens after I buy?

When you log in for the first time, you’ll get access to all 33 lessons, the templates, task lists, and the bonuses. You’ll be able to hit the ground running right there.

Within the next few days, you’ll get invited to The Lean B2B Support Community.

If you have any questions in the meantime, feel free to reach out to etienne@leanb2bbook.com.

Will you be available if I get stuck?

My priority is for you to succeed, so when you have specific questions about understanding and applying what you’re learning, I’ll absolutely do my best to help.

But to keep expectations clear, enrolling in The Lean B2B Masterclass doesn’t turn me into your private 24/7 business coach. If you email me for help, I ask that you’re respectful of my time and more importantly, that you’re following the course lessons, and doing the work.

Can The Lean B2B Masterclass help me validate my existing idea?

Definitely! The course will help you flesh out your hypotheses, find early adopters for interviews, and come up with the right script to truly learn from prospects.

From there, you’ll be able to uncover business problems, opportunities, and validate that business stakeholders are willing to pay for your product.

If they’re not, you’ll have a clear path to improving your product.

Okay… can I learn how to make more sales with my existing product?

If you already have a product that’s already making sales, the techniques will help you make more sales and grow your product further, by understanding your customers even better, and marketing and selling more effectively.

Read more here on how that could work for you or email me at etienne@leanb2bbook.com with more details about your existing product business if you’re not sure.

Are there support channels for The Lean B2B Masterclass?

Yes! You’ll get access to The Lean B2B Support Community and you can always send me an email.

The community was designed to help students connect with one another, get feedback on their business progress, or just get answers on their most pressing business challenges.

I’m NOT technical. Will The Lean B2B Masterclass work for me?

It should! You don’t need to be a designer, a developer, or a product manager to successfully use the concepts I teach in The Lean B2B Masterclass. You don’t need to have technical or programming skills.

If you’re not technical, bring your technical partners along. The more ears to the ground, the better it will be for your product-market validation.

What if I’m based outside of North America? Will the lessons still work if I’m based in a different country?

You won’t find any US/Canada-centric concepts in the masterclass. All of the customer development work you’ll be doing can be done from anywhere, on audiences from anywhere.

I have success stories from many countries around the globe. The Lean B2B Masterclass has students in 60+ countries.

Since The Lean B2B Masterclass is something you can complete on your own time, you also don’t have to worry about time zones.

If you’re concerned about language issues—specific to the course or the exercises—or if you’re not sure if The Lean B2B Masterclass is right for you, email me at etienne@leanb2bbook.com!

How long will the course material be available?

Forever. 🙂 Once you’re enrolled, you’ll have continued access to The Lean B2B Masterclass video lessons, the worksheets, the templates, and the bonuses.

You’ll also get access to any future content I add as I make The Lean B2B Masterclass better and better.

How soon will I be able to launch my product?

The timeline is entirely dependent on your ability to learn from your target market.

If you’re motivated and focused on your audience, it’s entirely possible for you to get results fast. Your results are entirely based on the work you put in: doing customer interviews, shipping MVPs, and preselling your product to business customers.

How much time will I need to dedicate to this course?

Naturally, the more time you invest, the more and better results you’ll get in less time.

Reaching product-market fit in B2B can take anywhere between two months and two years. However, you should be able to start making sales much sooner than that if you use the Lean B2B methodology.

Can I expense the purchase in my company?

Probably. It’s worth trying. I even put together a script to help ask for it.

I still have questions!

I should be able to answer any questions you have. Just drop me an email at etienne@leanb2bbook.com.