SaaS Backwards - Reverse Engineering SaaS Success
Join us as we interview CEOs and CMOs of fast-growing SaaS firms to reveal what they are doing that’s working, and lessons learned from things that didn’t work as planned. These deep conversations dive into the dynamic world of SaaS B2B marketing, go-to-market strategies, and the SaaS business model. Content focuses on the pragmatic as well as strategic, providing a well-rounded diet for those running SaaS firms today. Hosted by Ken Lempit, Austin Lawrence Group’s president and chief business builder, who brings over 30 years of experience and expertise in helping software companies grow and their founders achieve their visions.
SaaS Backwards - Reverse Engineering SaaS Success
Ep. 106 - Unlocking Growth Through Effective Pricing in SaaS - with Patrick Meegan, Senior Partner at Maple Street Advisors
Pricing is often the most overlooked “P” in the SaaS marketing mix. We see it in our marketing practice often.
Companies may be averse to raising prices for fear of losing customers, focusing on other priorities like product development, or simply don’t understand the impact on the business.
In this episode, we caught up with Pat Meegan, Senior Partner at Maple Street Advisors, who talks about assessing the opportunity for pricing growth regularly by looking at four key indicators:
- Leadership doesn't have a clear pricing strategy that everyone can point to and have confidence in.
- Inactivity in pricing for a significant period (six months to a year).
- Market data that indicates the potential for better pricing or an optimized pricing structure.
- Value-added to the product without corresponding pricing adjustments
And given the risks such as customer churn or dissatisfaction, Meegan provides insights into how companies can approach pricing to drive growth and satisfy both their customers and investors.
Key Takeaways from this episode:
- How to evaluate a DIY approach to pricing or bringing in an external advisor
- How to determine if pricing is a lever you can pull for growth and profitability
- How to pressure test new pricing strategies to mitigate churn risk
Other resources to check out:
Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publishes a yearly report about how B2B buyer behavior is changing.
The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.
And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.
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Thanks for listening to the SaaS Backwards Podcast, brought to you by Austin Lawrence Group. We help SaaS firms reduce churn, accelerate sales, and generate demand. Learn more at AustinLawrence.com.
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