B2B SaaS and AI-Native Pricing Frameworks - with Marcos Rivera, Founder and CEO Pricing I/O

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!!!

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