AMA: Brex Product Marketing Lead, Jesse Lopez on Pricing and Packaging
October 25 @ 10:00AM PT
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👋 Jesse Lopez
👋 Hi, I'm Jesse Lopez, based in Dallas, TX
💼 Currently the Head of Product Marketing at Dandy (digital dental lab); formerly Square, Brex, Intuit
👀 Unmoderated testing to validate segment messaging
🤝 Product Strategy, Segment Marketing, B2B Marketing, and Pricing & Packaging
🍦 Rocky Road
Gusto Product Marketing Lead | Formerly Square, Intuit, Brex, Dandy, Klaviyo, PepsiCo, Heineken, Mondelez • 3y
The role of PMM in pricing strategy varies across companies. There is never an "ideal" time to make pricing changes. My core belief is that a pricing strategy should be a...
1302 Views
3 requests
Gusto Product Marketing Lead | Formerly Square, Intuit, Brex, Dandy, Klaviyo, PepsiCo, Heineken, Mondelez • 3y
Rolling out pricing and packaging for a new product launch requires a well-planned execution plan that informs multiple audiences as to "what you are selling," "how you d...
1983 Views
4 requests
What have been your key learnings from any "Pricing/Re-pricing launch" that you have led/seen within your company?
Please share your experiences from successful efforts and also the launches that didn't go well. Any tools/templates that worked for your teams?
Gusto Product Marketing Lead | Formerly Square, Intuit, Brex, Dandy, Klaviyo, PepsiCo, Heineken, Mondelez • 3y
A pricing launch is never easy; you must educate internal and external audiences on your pricing model's "what" and "why." Some key learnings based on my past experience...
1082 Views
6 requests
Gusto Product Marketing Lead | Formerly Square, Intuit, Brex, Dandy, Klaviyo, PepsiCo, Heineken, Mondelez • 3y
Your pricing and packaging are components of your competitive positioning - the way you group features or the value metric you use to charge a SaaS fee helps frame your o...
2538 Views
2 requests
Gusto Product Marketing Lead | Formerly Square, Intuit, Brex, Dandy, Klaviyo, PepsiCo, Heineken, Mondelez • 3y
It would be best if you considered both options when determining a pricing strategy for a product - based on my experience, the answer typically lies between both options...
550 Views
2 requests
Gusto Product Marketing Lead | Formerly Square, Intuit, Brex, Dandy, Klaviyo, PepsiCo, Heineken, Mondelez • 3y
Education, education, and more education! Adoption takes time and education. Many companies plan for a pricing rollout by writing an informative email, which drives awar...
699 Views
2 requests
Gusto Product Marketing Lead | Formerly Square, Intuit, Brex, Dandy, Klaviyo, PepsiCo, Heineken, Mondelez • 3y
Both - pricing is a team effort. PMM and PM should be in lock-step when building, executing, and optimizing a pricing strategy. Some considerations on critical phases of...
2875 Views
3 requests
Gusto Product Marketing Lead | Formerly Square, Intuit, Brex, Dandy, Klaviyo, PepsiCo, Heineken, Mondelez • 3y
With limited context into your exact situation, I can share some initiatives/tactics I have employed in the past to execute price increases or restrictions to features: ...
2095 Views
3 requests