Pricing and Packaging
18 Answers
April Rassa
Cohere Marketing Executive • September 29
It's key to align around a high-level story that powers success—in sales, marketing, fundraising, product development and recruiting—by getting everyone on the same page about strategy and differentiation. Alignment is difficult. If you can start with your CEO, that is key. Ultimately, your CE......Read More
915 Views
12 Answers
Chris Mills
Wrike Vice President Product Marketing / GTM • April 10
It depends on the competitive dynamics in your market. Are you the market leader or a new emerging alternative? What are the important buying factors in your market and with your buyers? Is price a primary buying consideration (hint: it often is not unless you make it that way)? It's always impor......Read More
869 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.
15 Answers
Sharadhi (Gadagkar) Patel
Hopin Director, Product and Solutions Marketing • June 2
This is a great question, and one that I ask most of the candidates I interview at some point in the process. The kinds of materials I like to see are dependent on the job they’re being hired for, but generally speaking pitch decks, sales one-pagers, competitive battlecards, messaging docs, launc......Read More
5506 Views
5 Answers
Alex Chahin
Titan VP of Marketing • May 19
While there’s no perfect answer here, there can be too much of a good thing. Behavioral economics research has shown that we tend to have a hard time deciding from a large array of options. This phenomenon is known as choice overload. It’s also often referred to as the paradox of choice, being......Read More
370 Views
4 Answers
Christy Roach
Airtable Senior Director, Portfolio & Engagement Product Marketing • December 28
1. 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 use them to checkpoint the packaging of new features, study why and how they make the pricing decisions they do,......Read More
703 Views
2 Answers
Jesse Lopez
Brex Product Marketing Lead - Travel and Expense Management • October 26
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
613 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
Amplitude Senior Director, Product Marketing • April 26
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
842 Views
3 Answers
Chris Mills
Wrike Vice President Product Marketing / GTM • April 10
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
730 Views
11 Answers
April Rassa
Cohere Marketing Executive • April 3
There are probably three major questions to answer when operationalizing a GTM plan: What is the governance? Meaning who is in charge? What is the division of labor? Who holds what decision rights (e.g., decide, influence, escalate)? When do you scale? There are two broad options: launch-and-......Read More
1541 Views
8 Answers
Jeffrey Vocell
Panorama Education Head of Product Marketing • December 11
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
1453 Views