Perspectives
05/17/2024

The Essentials of B2B SaaS Pricing Strategies – Part 1

Software as a Service (SaaS) pricing is about so much more than assigning a number to your product; some would even argue it’s an art form. However you may view it, one thing is for sure: effective SaaS pricing hinges on two pivotal factors – charging for value and pinpointing the right audience.

In the first of a series of blogs on SaaS pricing strategies, let’s delve into the core elements of SaaS pricing and review tried and true methods on how to craft a pricing strategy that drives growth and profitability.

Here are a few things to keep in mind when you’re getting started:

First, finding the right price goes beyond the numbers.

Pricing your SaaS offering involves more than plucking numbers out of thin air. It’s about aligning your pricing structure with the value your product delivers and the needs of your target market. Here are several value metrics that form the backbone of your pricing strategy:

Subscription-based: Customers pay a recurring fee for access to a product or service

Usage-based: Customers pay based on how much they use a product or service within a given billing cycle

Per user: Customers pay based on the number of users that will have access

Per feature: Customers pay based on the specific features they use

Flat-rate: Customers pay a fixed price, regardless of the amount of time the product or service was used and to what extent

These metrics determine not only how you charge but also how you structure your product tiers and features.

Secondly, every organization needs a North Star pricing strategy.

Your pricing strategy goes hand-in-hand with your value metrics. These three primary pricing strategies offer different approaches to packaging and presenting your product:

Tiered pricing: Offers options for level of purchase where customers can access the best pricing plan for them, based on product usage, features needed, or how many user seats

Freemium: Offers basic features for free, then charges for additional features

Free trial/reduced-price trial: Offers a product or service to customers for a limited time at no or reduced cost

Each strategy caters to distinct customer segments and buying behaviors, making it crucial to choose the one that best aligns with your business goals and target market.

Thirdly, consider your realistic growth trajectory.

Once you’ve defined your value metrics and pricing strategies, it’s time to map out your growth trajectory. Whether you opt for a product-led or sales-led approach, your go-to-market strategy needs to integrate with your pricing model. Product-led growth emphasizes a frictionless customer experience, which often leads to lower customer acquisition costs and broader user adoption. On the other hand, a sales-led approach enables higher pricing flexibility but requires a more personalized sales process.

Lastly, align your growth goals with your value perception. 

Determining your growth goals—whether focused on user acquisition or targeting ideal customers—informs your pricing and go-to-market strategies. Regardless of your approach, understanding the perceived value of your product is critical. What ROI does your solution offer? How effectively does it address customer pain points? By aligning your value proposition with customer needs and market trends, you can refine your pricing strategy to maximize revenue and customer satisfaction.

In conclusion, keep in mind this is an ongoing process.

Pricing isn’t a one-time decision; it demands continuous iteration and adaptation. Market dynamics will evolve and customer needs will shift – and your pricing strategy should reflect that. Regularly test different pricing models, gather feedback from customers, and stay attuned to industry trends to ensure your pricing remains competitive and aligned with market demands.