Pricing and Packaging

4 Answers
Tamara Grominsky
Tamara Grominsky
Kajabi VP Product Marketing & LifecycleNovember 4
Competitive intel for pricing will vary based on the type of industry you're in, as well as the go-to-market motion.  If you're competing in sales-led go-to-market motion and Enterprise market, it will be significantly more difficult to gather intel on pricing as it won't be easily located on ......Read More
407 Views
2 Answers
Jesse Lopez
Jesse Lopez
Dandy Director of Product MarketingOctober 25
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: 1. Understand your customer base, assess the impact of pricing or feature changes for different customer audiences, and bu......Read More
1012 Views
Any advice for creating a pricing strategy for a value-based B2C subscription product for a brand new company?
I know what my competitors and similar products are charging, but I'm trying to figure out how to estimate conversion, churn, and customer lifetime for my product. We are a brand new company (so no existing branding or customer trust), we are B2C in the healthcare & fitness space, and we have a value-based product - i.e. not media streaming, or physical goods - like Medium. Any thoughts or resources about how to approach this analysis would be helpful. Thanks!
1 Answer
Nate Franklin
Nate Franklin
Hex Head of Product MarketingApril 25
Let me preface my response and say that B2C is not the bulk of my experience, but here's how I would approach it. You have to talk to customers. I would start by trying to understand what customers alternatives are to your product and how much time, energy and of course $$ it costs them. That'......Read More
1024 Views
3 Answers
Chris Mills
Chris Mills
Wrike Vice President Product Marketing / GTMApril 9
I've done pricing & packaging projects both in-house with the support of external consulting help. If you or others in your org have never done a big pricing & packaging project before it might be worthwhile to bring in external help. I've worked with Simon Kucher in the past and they have a ton ......Read More
1080 Views
8 Answers
Jeffrey Vocell
Jeffrey Vocell
Panorama Education Head of Product MarketingDecember 10
At HubSpot we have a “master” positioning guide that exists for every core product and is shared on a central wiki that everyone can access. This positioning guide helps inform the work of marketers, sales enablement, and many other customer-facing teams. To ensure alignment we work closely with ......Read More
1828 Views
1 Answer
Megan Pratt
Megan Pratt
MP Marketing Product Marketing Strategy ConsultantFebruary 7
This is a really good opportunity to take a step back and look at your platform from the eyes of your customer. Are there groups of products that resonate with similar audiences? Or maybe they all drive toward the same goal?  I'd recommend doing some deep customer research, both with current c......Read More
783 Views
3 Answers
Christy Roach
Christy Roach
AssemblyAI VP of MarketingDecember 27
1. Too many to count! I’ll give you a rundown of my top ones: 1. Keep the conversation focused on value not price: The more you focus on price, the more the customer will. The more you focus on value in your messaging, the more your customer will see your product as valuable......Read More
1225 Views
4 Answers
Megan Pratt
Megan Pratt
MP Marketing Product Marketing Strategy ConsultantDecember 21
I'd start by evaluating a few things:  - How have you positioned yourself? Are you positioned with lower-priced competitors?  - What's your ideal customer and does this customer fit that criteria?  - Are you actually priced too high for the value you provide?  Let's take each question in ......Read More
243 Views
2 Answers
Jackie Palmer
Jackie Palmer
Pendo VP Product MarketingJanuary 24
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 found most useful: * Competitor websites (hopefully you'll be lucky and they'll publish their pricing!). Know that whateve......Read More
800 Views
2 Answers
Daniel Kish
Daniel Kish
Conveyor VP Product MarketingNovember 10
Someone is theoretically in charge of the product roadmap (Head of Product, CEO).  They're your best friend. Use them! I find that a bi-monthly sync on state of the roadmap is helpful.  The agenda I would ordinarily run is: 1. What's shipping in the next month 2. How is that impacting......Read More
1017 Views