Pricing and Packaging
Self Employed Product Marketing Leadership (Interim & Fractional) | Formerly Xero, Karbon, ApprovalMax • 2mo
I’ve seen price increases land better when they’re positioned as a reflection of momentum – not just new features, but a platform that’s clearly evolving.Over the course ...
193 Views
What are the key differences between SaaS pricing and consumer software pricing?
Specifically the differences in: objectives, unique challenges, processes and approaches, data and tools, and success metrics. Greatly appreciated your insights!
Former SVP of Product Marketing at Quickbase • 2mo
This is a really nuanced question and honestly could be its own full session. But at a high level, the fundamental difference is that SaaS pricing is pricing a relationsh...
483 Views
How would you package a set of features from different products that when used together, provide new value to a specific persona?
Today all our packaging is solution-based, or bundles, and we help multiple personas in each solution. this is the first time we want to package something for a persona using multiple products/features
Self Employed Product Marketing Leadership (Interim & Fractional) | Formerly Xero, Karbon, ApprovalMax • 3mo
I’d approach this as a JTBD (jobs-to-be-done) problem, not a packaging one.When you start bundling features across products for a persona, it’s easy to end up with someth...
179 Views
Giant Stride Marketing Group President • 3y
Glad that you're already planning to 1:1's. Taking the time to understand your stakeholders' perspectives is an important first step in building trust. I don't have a sta...
1331 Views
How do we compare our pricing if all our SaaS competitors require an Enterprise Demo?
What is our niche is so untapped, we really don't have direct competitors yet? Great problem to have... but no review sites have our competitors listed, where should we start?
Former SVP of Product Marketing at Quickbase • 5mo
Yeah, this happens a lot. When everyone hides pricing behind a demo, you gotta get a little scrappy.1. Start with customer intel - Ask prospects what they’ve seen from co...
524 Views
Upcoming AMAs
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
Product Marketing House Product Marketing Strategy Consultant | Formerly Alyce, NextRoll • 3y
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 au...
1165 Views
How can Product Marketing best influence pricing when owned by a function other than PM? For example, Strategy or Bids/Tender Rev Ops team
In the industry I work in (B2B healthtech) almost all contracts go out to public tender, and sales cycles are extremely long. I'd like to be more involved in pricing, but at the moment I don't even have visibility of contracts that are negotiated/pricing, only overall value of deals. The decisions around pricing are all decided during that Bids/Tender application process, through a combination of C-suite /Strategy/Rev Ops. I am responsible for competitive positioning, and our entire GTM approach centres around the 'more for more' position, but I just have nothing to do with actually setting pricing.
Former SVP of Product Marketing at Quickbase • 5mo
In a lot of B2B (esp enterprise segment) companies, pricing sits with Strategy or RevOps, esp when the deals are huge and tied to public tenders. So PMM ends up owning th...
473 Views
How do you decide wether or not to charge for a new functionality(saas)? it improves productivity, but it also helps lower time to value for certain kinds of users. How do you weigh up the relative value of shorter time to value vs MRR?
B2b saas company (video maker for enterprise) premium pricing starter, standard & enterprise
Kajabi VP Product Marketing & Lifecycle • 3y
Whenever we launch a new product or feature, I make sure we're aligned on the core business metric we want to drive. Is this a churn reducer? A top of funnel acquisition ...
2207 Views
Former SVP of Product Marketing at Quickbase • 5mo
I usually think about value based pricing as working backwards from what the customer actually cares about, instead of starting with your cost or what competitors charge....
470 Views
What advice do you have on packaging and pricing APIs?
Any recommended pricing models?
Former SVP of Product Marketing at Quickbase • 5mo
When you are thinking about packaging and pricing APIs, the main thing to remember is that you are not really selling endpoints. You are selling access, scale, and someth...
478 Views
What are all the key considerations while pricing a product per region/sub region in general?
Verses negotiating special pricing with sales agreements to specific partners or advertizing campaigns. How can we make sure the global optimal reach of the product to the maximum clients possible? where there could be some compromizes in pricing for achieving longer sales life/continuum of the product.
Former SVP of Product Marketing at Quickbase • 5mo
When you price by region, you’re basically trying to balance fairness, competitiveness, and revenue without turning it into a giant math puzzle. A few things I always loo...
850 Views
Would you share a pricing and packaging strategy project you've experienced? I'm interested in understanding the project - objectives, challenges you faced, process & approach you took, data & tools used, and outcome.
I'm new to SaaS pricing strategy after MBA, and eager to learn from you here! Your insights would be incredibly valuable to me as I navigate this complex field. Really Appreciate your time and sharing!!
Snowflake Product Marketing Lead • 11mo
This is a great question! As PMMs, we're uniquely positioned to drive pricing conversations because we understand both market realities and how customers get value from o...
4042 Views
Natixis Former Chief Marketing Officer, Dalenys & Xpollens Payment Solutions • 5y
This is a tough one. Each market will need to have a tailored approach but don't make it more complicated than it needs to be.
At PayFit, we have similar pricing and pack...
987 Views
Superhuman Senior Director, Head of Product Marketing, Mail | Formerly Google, Plaid, early Venmo • 8mo
The right methodology really depends on the shape of your business and what you’re optimizing for. In my experience, the most effective pricing work usually blends a few ...
1068 Views
What is your approach to a new feature launch and how to price & package it in relation to existing plan tiers?
E.g. Should the new feature be an add-on or bundled? Should there be an increase in price?
Stripe Head of Product Marketing, APAC • 2y
For new products especially, pricing and packaging should inform, and be informed by the broader GTM strategy (it's why I'm so bullish about the role PMMs play in contrib...
8121 Views
Superhuman Senior Director, Head of Product Marketing, Mail | Formerly Google, Plaid, early Venmo • 8mo
I love this question! It actually took me longer than I wanted to get involved in pricing, so I’m glad you’re thinking about it early. Pricing sits right at the intersect...
869 Views
Meta Product Marketing Lead, AI Glasses • 4y
This is a great question because, as every PMM knows, each launch holds a surprise hiccup. If you can mitigate as much risk as possible before that time comes, then you’l...
36811 Views
FICO Sr Director Strategy & Pricing • 3y
Really depends where you stack up in the competitive ranking.
Let's say there are three products: Mercedes, Toyota, Pontiac.
The price reflects the package. That's why...
3744 Views
Gusto Head of Product Marketing, Benefits • 4y
Start with data. Ground your messaging in first and third party data that illuminates what is important to your target customers, key pain points, aspirations, how they l...
2552 Views
AssemblyAI CMO • 3y
You’ll likely have a shortlist of the competitors you go head to head against. They should always be on your checklist and the folks you look at most closely. We always ...
1587 Views
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...
1651 Views
Lemon.io Head of Growth Product Marketing | Formerly LottieFiles, WeLoveNoCode (made $3.6M ARR), Abstract, Flawless App (sold) • 3y
Self-serve monetization models are business models that allow customers to purchase products or services without the need for direct interaction with a sales team. Some e...
987 Views
Intuit Fmr Head of Product Marketing, QuickBooks Live • 1y
Usage-based pricing (UBP) has gained popularity for several reasons. It allows for a customer to only pay for what they use, which makes it a very attractive and fair whe...
1269 Views
What can I include in my marketing portfolio to standout from the crowd as a product marketing candidate.
I'm new to Product Marketing. In the interviews that I've done, I am being asked to present a marketing portfolio.
Anthropic Product Marketing • 4y
Try to align your portfolio with the job description:
If the job description focuses on messaging and positioning, share an example of a messaging framework or landing p...
4921 Views
How do you enable sales reps to sell higher priced packages vs your lower priced offerings?
Our lower priced offerings seem to be the biggest competitors of our enterprise packages.
Workhuman Head of Product Marketing • 4y
It sounds like you may be cannibalizing yourself with overlapping product offerings. If customers are happy to use your cheaper product, it means the value of your enter...
525 Views
Kajabi VP Product Marketing & Lifecycle • 3y
There are several different triggers that could spark this converstion - the launch of a new product/feature that is monetizable, competitive movement in the market, the ...
1400 Views
Stripe Head of Product Marketing, APAC • 2y
I say it a lot, but I believe good pricing and packaging is informed by, and informs GTM strategy. Good pricing and packaging strategy isn't just a tactical decision; it'...
2418 Views
Stripe Head of Product Marketing, APAC • 2y
Companies, particularly those that take a portfolio of products or solutions to market need to establish pricing and packaging principles. These foundational values and p...
4411 Views
Airtable Senior Director, Product Marketing • 3y
3 or 1. Please don't do more. Getting customers to spend money on your product is hard, don't make it harder by giving them too many options. Three is easy, standard, and...
1894 Views
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
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!
Airtable Senior Director, Product Marketing • 3y
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...
2875 Views
Wrike Vice President Product Marketing / GTM • 6y
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 & pa...
1559 Views
Wrike Vice President Product Marketing / GTM • 6y
Generally, product marketing creates messaging guides for new products, features, pricing, campaigns, company positioning, etc. While develop the messaging guide, we typ...
1246 Views
AssemblyAI CMO • 3y
Too many to count! I’ll give you a rundown of my top ones:
Keep the conversation focused on value not price: The more you focus on price, the more the customer will. Th...
2208 Views
AssemblyAI CMO • 3y
I’ll start by saying that if you’re consistently hearing that feedback, your job as a PMM is not just to come up with messaging to handle the objection but also to make ...
1908 Views
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 ...
2421 Views
Kajabi VP Product Marketing & Lifecycle • 3y
Deeply understand your target customer and their buying preferences. How do they want to purchase from you? Will knowing the price up front help in the buying process? Ar...
449 Views
WalkMe Senior Vice President, Product Marketing | Formerly Clari, Observe.AI, Vendavo, Amdocs • 3y
Start by articulating internally why you want to increase price - do you have new functionality that is delivering additional value, are you bleeding margins, have your c...
553 Views
FICO Sr Director Strategy & Pricing • 3y
I like to start from a place of trust: give customers a credit for the difference.
Think about how much more likely you are to come back to a restaurant who made a mista...
758 Views
Giant Stride Marketing Group President • 3y
Fundamentally, a pricing project is like any other research project, combined with a major product launch.
Set your research goals. Obviously, better monetizing your pro...
275 Views
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...
519 Views
Twilio Former Director of Product Management - Pricing & Packaging, CXP | Formerly Narvar, Medallia, Helpshift, Feedzai, Reputation.com • 6y
Enterprises and SMBs have interesting trade offs of flexibility, utility and price.
SMBs may have valued an instant deployment self service solution, that accomplished ...
955 Views
AssemblyAI CMO • 3y
Going upmarket is hard, but important to do. I think increasing your price and tackling a new customer segment should always start by looking through the product lens. T...
1663 Views
AssemblyAI CMO • 3y
This is a GREAT question and one that I don’t think a lot of PMMs are asking. My take: Your overall product positioning is about so much more than your specific features ...
951 Views
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
Natixis Former Chief Marketing Officer, Dalenys & Xpollens Payment Solutions • 5y
Get them involved as quickly as possible. I run a monthly win/loss meeting with my Sales team to understand why we win and why we lose. Based on this information, there's...
1628 Views
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...
414 Views
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...
696 Views
Twilio Former Director of Product Management - Pricing & Packaging, CXP | Formerly Narvar, Medallia, Helpshift, Feedzai, Reputation.com • 4y
This is a good question. Multiple products, sold successfully together can take a company from good to great. You now have multiple revenue streams and a chance to increa...
579 Views