#216: Website Teardown | How to Nail your B2B Pricing Page with Emily Kramer (Co-Founder & Advisor of MKT1), Bill Wilson (CEO & Founder of Pace Pricing), and Karan Sood (Director Sales Operations at Rakuten Kobo)

Feb 3, 2025

Guest

Karan Sood

Emily Kramer, co-founder of MKT1, Bill Wilson, founder of Pace Pricing, and Karan Sood, director at Rakuten Kobo, dive into the often daunting world of B2B pricing pages. They share crucial insights on crafting clear and transparent pricing, identifying common pitfalls in pricing strategies, and structuring tiers effectively. Listeners will learn about the importance of social proof, risk reversal, and the debate over displaying prices versus contact forms. Live teardowns of real pricing pages offer actionable lessons for improving conversions.

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ADVICE

Pricing Page Clarity

Use your value proposition, not just "Pricing," as the main page heading.
Clearly state who the product is for and what it does.

ADVICE

Package Naming

Avoid generic package names like "Pro" or "Plus."
Use names that hint at the target user or the job to be done.

ADVICE

Feature Clarity

Use clear and simple language in feature descriptions.
Avoid jargon and made-up product names; use customer language.

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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

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