Learn pricing strategy fundamentals beyond cost-plus. Implement value-based pricing tied to outcomes. Design Good-Better-Best tiers. Package features so buyers self-select. Present pricing that reduces sticker shock.
Pricing strategy determines profitability. Use value-based pricing tied to outcomes, anchor high with premium tiers, create Good-Better-Best options and avoid cost-plus or hourly pricing.
Value-based pricing charges for outcomes. Calculate customer ROI, identify their willingness to pay, price as a percentage of value created and charge more for high-value segments.
Pricing tiers guide decision-making. Create a basic tier to anchor low, a premium tier to anchor high and make the middle tier the obvious choice with the best value.
Feature packaging clarifies value. Group features by user role, use case or company size. Put core features in all tiers, differentiate on limits and advanced features.
Pricing presentation affects conversion. Show annual pricing to reduce perceived cost, add Most Popular badges, use customer logos per tier and make CTAs obvious.
Use what you already have. But if you're starting from scratch or want recommendations, these are the tools I use with clients and personally rely on. Consider this a bonus: helpful if you need it, completely optional if you don't.
The books that shaped how I think about growth. Read summaries here, then buy what resonates. Learn from the best thinkers in B2B.
Define your organic growth strategy with traffic goals. Build a content production workflow. Create content that educates and converts. Optimise for search engines and AI. Repurpose across channels.
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Choose lead magnet types that match buyer stage. Create offers so valuable buyers would pay for them. Design forms that balance conversion with qualification. Promote across channels. Nurture downloads toward demos.
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Install Google Tag Manager and GA4 properly. Define what to track before implementing. Set up event tracking for key actions. Build reports that surface insights. Filter internal traffic.
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Design experiments with clear hypotheses and success metrics. Prioritise tests by impact and ease. Build experiments properly so results are trustworthy. Document learnings so future tests get smarter.
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Define pipeline stages that match your sales process. Set up deal properties and custom fields that give visibility. Build automation that removes manual work. Connect to marketing and support tools.
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Optimise your profile so it converts visitors to leads. Warm up your network before posting. Build a content calendar that keeps you ahead. Write posts that drive action. Time publishing to maximise reach.
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