8 answers
Head of Product Marketing at Loom
Usually, your existing customers are the most impacted by pricing and packaging changes – so you may need to focus on communicating any updates clearly to your users. If all the changes are positive (e.g. they get more for the same) your job is much easier. If there are negative impacts, you need to diligently segment all your cohorts and identify how each group will be impacted, and then create a comms strategy from there. A blog explaining the changes and customized emails to each group is how we have approached this before.
VP Product Marketing at Zuora
We roll out new pricing and packaging in conjunction with our seasonal launch
cadence. (See context in question below).
There are 4 milestones in every seasonal launch:
* Product Readiness
* Cross-functional Readiness
* Internal Enablement
* External Promotion
There are two parts that to...more
Vice President, Product Marketing at Gong.io
I see Pricing and Packaging as both a science and an art.
What do I mean by that? It’s a science in the sense that you have to run a lot
of business simulations and crunch the numbers to do the revenue projections.
That is the science aspect of it.
Yet there's also an emotional aspect to your p...more
VP of Marketing at Mode
At Gusto, we aspire to do this with absolute excellence -- with rapid A/B
testing and optimization. Come join our team!!
That being said, here are some observations (I polled folks on my team to
contribute based on what they've seen in their careers as well). Bottom line,
pricing projects are h...more
Global Head of Product Marketing at Grammarly | Formerly at: GOOG, MSFT, AMZN, SFDC + startups
Pricing is both a science and art -- which means in many cases, it is hard to
predict if you have hit the right price (high enough to capture maximum value
but low enough that you can scale it to a broad customer base). Because of that,
it can sometimes feel like pricing is based on the wind, but...more
Head of Product Marketing at Drift
The roll-out should happen at the same time you train your internal teams about
the messaging & positioning, product value, use cases etc. But, the work with
pricing & packaging has to start much early. Ideally you have some idea of the
products and features that are going to be released a few mo...more
Chief Marketing Officer, Dalenys & Xpollens Payment Solutions at Natixis
* Step 1: Get access to biz ops data to understand business performance
(clients per pricing plan, discounting per pricing plan, size of the company
per pricing plan)
* Step 2: Analyze the business opportunity to build a business case for a new
product or pricing launch.
* Ste...more
VP of Marketing at Ambition
I've answered some of this in previous questions, but here are some thoughts...
1) Understand your buyers needs, budgeting/buying process, problem you are
solving for them (and/or their users) and the relative value of solving that
problem
2) Look at competitive solutions or alternatives to s...more
