Is there anything more terrifying for a marketer than having to work on the pricing page? How do you handle packaging, listing out features, and deciding whether to put the actual price, or “contact sales”?
In this session from our Ultimate Roast of B2B Pricing Pages, Emily Kramer (Co-Founder & Advisor of MKT1), Bill Wilson (CEO & Founder of Pace Pricing), and Karan Sood (Director Sales Operations at Rakuten Kobo) share their secrets to a killer B2B pricing page. Then, they do a live teardown of real pricing pages that you can learn from.
Emily, Bill, and Karan also cover:
- How to make your pricing page clear and transparent
- The most common mistakes SaaS companies make with pricing
- How to structure pricing tiers and communicate value effectively
Timestamps
- (00:00) - - Introduction to Bill, Emily, and Karan
- (02:24) - - Why pricing pages are critical to conversions
- (04:37) - - The FAST framework
- (06:35) - - The four key functions of a pricing page
- (10:28) - - Common mistakes companies make with pricing page clarity
- (13:43) - - The role of social proof and risk reversal in building trust
- (15:56) - - Should B2B companies display pricing on their website?
- (18:30) - - How to structure pricing tiers for clarity and conversion
- (20:47) - - Live pricing page roast: Mention
- (32:57) - - Live pricing page roast: Flagsmith
- (41:10) - - Live pricing page roast: Contact Monkey
- (44:24) - - Why request pricing forms create unnecessary friction
- (46:45) - - Should you display pricing if your competitors don’t?
- (48:47) - - The importance of value-based pricing in B2B
- (53:13) - - Final takeaways and recommendations
Send guest pitches and ideas to hi@exitfive.com
Join the Exit Five Newsletter here: https://www.exitfive.com/newsletter
Check out the Exit Five job board: https://jobs.exitfive.com/
Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership
***
Today's episode is brought to you by Knak.
Email (in my humble opinion) is the still the greatest marketing channel of all-time.
It’s the only way you can truly “own” your audience.
But when it comes to building the emails - if you’ve ever tried building an email in an enterprise marketing automation platform, you know how painful it can be. Templates are too rigid, editing code can break things and the whole process just takes forever.
That’s why we love Knak here at Exit Five. Knak a no-code email platform that makes it easy to create on-brand, high-performing emails - without the bottlenecks.
- Frustrated by clunky email builders? You need Knak.
- Tired of ‘hoping’ the email you sent looks good across all devices? Just test in Knak first.
- Big team making it hard to collaborate and get approvals? Definitely Knak.
And the best part? Everything takes a fraction of the time.
See Knak in action at knak.com/exit-five. Or just let them know you heard about Knak on Exit Five.
***
Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.
- They give you unlimited podcast editing and strategy for your B2B podcast.
- Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.
- Visit hatch.fm to learn more
