B2B SaaS and Cloud founders, CEOs, and Go-To-Market operating executives share their journey as they scaled their business from $0M ARR to $100M and beyond. The guests share their insights on measurements of success, performance metrics, and benchmarks they use to guide and inform their decision-making and growth journey.Guests include founders and CEOs of amazing success stories such as LinkedIn, DocuSign, Marketo, Gainsight, Salesforce Commerce Cloud, ringDNA, InsightSquared, Cloudera and Gong. Beyond founders and CEOs, we also speak with leading Venture Capitalists, Go-To-Market executives and industry thought leaders who share their experience and insights into customer acquisition, customer retention, and customer expansion best practices.
Marcos Rivera is the founder and CEO, Pricing I/O. Marcos has a long career as a B2B Software operating executive and now leverages that experience to help B2B SaaS and AI-Native companies optimize monetization, pricing, and packaging.
- 9 ingredients for a winning pricing strategy
- 9 psychology concepts for pricing
- Differences between SaaS and AI pricing
- The value of pricing frameworks
Marco was the head of pricing and packaging at Vista Equity, one of the top Private Equity firms in the B2B SaaS industry - an incredible foundation to see how leading companies leverage pricing as a strategic growth lever.
Marcos started by sharing the key ingredients to developing a winning strategy, explains all nine, and highlighted why he believes the top four are most critical:
- Knowing the compelling value that our software delivers
- Establish a clear market position
- Pricing that builds trust
- Case studies and ROI proof
- Have a pricing point of view
- Consistent pricing messaging
- Data-Driven pricing insights
- Social proof and testimonials
- Ongoing price optimization
Another key topic discussed was the 9 psychological concepts for pricing, including:
- Halo effect
- Loss aversion (FOMO)
- Social proof
- Confirmation bias
- Scarcity effect
- Mere exposure effect
- Anchoring effect
- Authority bias
- Goal gradient effect
If you are responsible for creating, testing, refining, or selling B2B SaaS or AI-Native products - this episode is a great way to understand the "why and how" of pricing - not just the what!!!
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
