B2B SaaS and AI-Native Pricing Frameworks - with Marcos Rivera, Founder and CEO Pricing I/O
AI to ROI (fka Metrics that Measure Up) · Ray Rike
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Show Notes
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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