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
• (02:40) - - Why pricing pages are critical to conversions
• (04:53) - - The FAST framework
• (06:51) - - The four key functions of a pricing page
• (10:44) - - Common mistakes companies make with pricing page clarity
• (13:59) - - The role of social proof and risk reversal in building trust
• (16:12) - - Should B2B companies display pricing on their website?
• (18:46) - - How to structure pricing tiers for clarity and conversion
• (21:03) - - Live pricing page roast: Mention
• (33:53) - - Live pricing page roast: Flagsmith
• (42:06) - - Live pricing page roast: Contact Monkey
• (45:20) - - Why request pricing forms create unnecessary friction
• (47:41) - - Should you display pricing if your competitors don’t?
• (49:43) - - The importance of value-based pricing in B2B
• (54:09) - - 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 brought to you by Navattic.

B2B websites are filled with too much story, too much narrative these days. You visit a website and you have no idea what the product does and how it works. 

This is why Navattic has become a popular product for B2B Marketers. They help you build interactive demos so you can give buyers a real look at the product before they ever talk to sales.

And guess what - it works. They found that companies using interactive demos with Navattic have seen up to a 25% lift in website conversion rates and a 10-20% increase in inbound leads. 

They just released their 2025 State of the Interactive Product Demo report, and it proves just how much more control B2B buyers want over the buying process. Buyers have more access to information than ever, and companies are finally catching up by making their product front and center.

Their report breaks down the top-performing demos, why ungated demos drive higher engagement and the best use cases and strategies for making them work.

So if you want to learn more about using product demos on your site, go check out Navattic’s State of the Interactive Product Demo report now. 

***

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