AMA: Demandbase VP Product and Industry Marketing, Jackie Palmer on Pricing and Packaging
January 24 @ 9:00AM PT
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👋 Jackie Palmer
I am an accomplished product marketing leader with 20+ years of experience in product strategy, product marketing, and product management for fast-growing software companies. As a hands-on leader, I love to build and mentor teams and am an expert at cross-functional team building, bridging the technical and non-technical divide.
In my current role as VP of Product Marketing at ActiveCampaign, I lead a team of rockstar product and customer marketers that help small teams power big businesses via our autonomous marketing platform and AI agents that imagine, activate, and validate your marketing.
In my current role as VP of Product Marketing at ActiveCampaign, I lead a team of rockstar product and customer marketers that help small teams power big businesses via our autonomous marketing platform and AI agents that imagine, activate, and validate your marketing.
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 3y
I've found that it is a best practice to evaluate your prices at least once a year for most products. If your market changes very rapidly, you may consider bi-annual or q...
1650 Views
1 request
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 3y
The first thing I do when considering a price increase rollout is research. Some of the key pieces of information you need to gather are: Past average selling price (for...
1097 Views
3 requests
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 3y
You may not think that product positioning and pricing are necessarily related. However, something you should definitely consider as you look at pricing a product is how ...
361 Views
1 request
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 3y
Taking an existing product into a new market should always include pricing and packaging research. First, I would begin with some of the research methods that I've mentio...
515 Views
1 request
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 3y
As mentioned before, taking an existing product into a new market should always include pricing and packaging research. Research methods include competitor websites, revi...
808 Views
1 request
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 3y
I've usually taken the approach that a product bundle should have at least a slight discount as an incentive to purchase the bundle. Many times people want most but not a...
518 Views
1 request
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 3y
As mentioned before, competitive intel is important to at least understand when thinking about pricing and packaging. You certainly shouldn't price a particular way just ...
464 Views
1 request
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 3y
There are lots of resources to leverage when thinking about pricing and packaging. Here are some that I've found most useful: Competitor websites (hopefully you'll be lu...
692 Views
2 requests
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 3y
I would definitely advise building out a pricing committee even if it was just a temporary one for this specific project only. In previous answers, I've outlined the team...
729 Views
1 request
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 3y
If Product Marketing doesn't own pricing in your organization today, here are some things you can include in a proposal to get it moved: Competitor knowledge - PMM is of...
413 Views
2 requests
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 3y
I've been in both product marketing and product management and in both cases I have owned pricing so I can see it both ways for sure. But (and I admit I might be biased!)...
409 Views
1 request
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 3y
I've always taken the approach that you don't touch existing customers until at least renewal time. So if you lower your pricing there is no need to address your current ...
336 Views
1 request
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 3y
I would approach this similarly to how I approach any re-pricing exercise. It is a best practice to evaluate your prices at least once a year for most products. Your VP o...
325 Views
1 request
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 3y
I've always found that the sales team is a huge partner for you on pricing and packaging. Both in terms of knowledge (competitor prices, what the market will bear, direct...
682 Views
2 requests
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 3y
In my experience, a pricing committee is the most important team you can have for pricing and packaging. Maybe if your company is super small, you can get away without on...
576 Views
2 requests
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 3y
If you have a relatively simple product, you don't have to offer a lot of packages. But if you have the ability to do different packages because you have enough features ...
542 Views
1 request
How do we capture competitor pricing in a sales-led enterprise business?
My sales team at my B2B software company wants to know more about how our competitors price their products.
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 3y
Similar to other questions above, there are lots of resources to leverage when thinking about pricing and packaging including competitor pricing. Here are some that I've ...
2399 Views
1 request
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 3y
Definitely check out some of the research resources I've mentioned in previous answers. I would also interview people at your company, salespeople, your CEO, finance, etc...
1600 Views
1 request
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 3y
This is a tough question as it causes a lot of fear especially for salespeople who think it will limit their ability to maintain their current average selling prices but ...
404 Views
1 request
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 3y
Product deployments should really not affect pricing significantly especially weekly changes. Really you should only focus on pricing and packaging changes for big featur...
361 Views
1 request