Jeanne Hopkins loves a good price increase, or so she told us during her talk at SaaSFest. As your product advances, your value proposition changes. As your value proposition changes, your customers’ perceived value changes. Seems logical, no? So why isn’t your price changing as well? Most likely, it’s because you’re scared you’ll lose customers.
Jeanne challenges that assumption by reminding us of the four P’s of marketing: product, promotion, place, and pricing. Each one is integral to a good marketing strategy but pricing is an extremely effective measurement of continuous communication of value to customers. As a marketer in SaaS, it’s impossible to not constantly be measuring your performance whether it’s through tracking site visits, monitoring content engagement, or studying MQL to SQL conversions. A great indicator that your marketing is working and that your product’s value is being perceived by your customers is pricing…
