Important strategies to help you with B2B pricing

As you begin taking stock of your business and making plans for the remainder of the year in the new year, make sure you’re evaluating all areas where you may improve. Looking for areas where you might improve is a crucial component of this reflection process. One question to ponder: how often did you consider your price in 2018?

Experts have both good and terrible news for you if you only replied partially or not at all. First, the bad news: you most likely underperformed last year because you left money on the table. 

What is the difference between B2B and B2C pricing?

The process of putting prices on goods or services with the intention of promoting and selling them to other companies rather than directly to consumers is known as B2B pricing.

Pricing Strategies for B2B Transactions

Value-Based Pricing, Cost-Plus Pricing, and Competitor-Based Pricing are three typical B2B pricing techniques. Value-Based Pricing is the most effective B2B price approach because it compels you to look outward at your customers to determine the best pricing plan for your company.

Mistake #1: Using a pricing plan that is “set it and forget it.”

Although price is an important part of every SaaS business, most firms concentrate their efforts on product development and marketing, leaving pricing to the last minute. For any B2B SaaS firm to flourish, effective marketing, pricing, and product development must all function together; if one of the three links is weak, the entire chain will fall short of its full potential. 

The second error is not experimenting with your price.

We’ve established the need of testing and analysing your pricing plan on a regular basis, but many businesses are unsure how to do so. A/B testing allows you to compare the results of several tactics to find which ones work best. This can assist your company in determining the best combination of product features and prices to appeal to your clients, allowing you to better price your products. 

Mistake #3: Conducting insufficient persona analysis

Many SaaS businesses make the mistake of allocating pricing levels to the customer personas they create for marketing purposes. Is there a hole in your personas? Consider the following for B2B price optimisation: The best option is to create new price personas that take into account feature preferences and willingness to pay. 

Charging on the basis of erroneous criteria

A value metric is simply what you charge and how you charge it. The importance of utilising the proper value measure in the B2B SaaS industry cannot be emphasised. The best value metrics guarantee that your consumers are paying for your product based on the value they receive. For example, most CRM providers, such as Salesforce, charge customers according to the number of users they have—the client pays more as the number of users grows.

Over-providing (or under-providing) price options

Every firm should attempt to make its price page as simple as possible, striking a balance between informing customers and making the information on the page obvious and easy to grasp. Some firms make the mistake of offering too many price tiers, while others fail to provide enough. The right number of pricing levels for your organisation will be determined by your buyer personas.

Providing discounts that are not essential

A number of SaaS providers give their clients unnecessarily low prices to encourage them to renew their subscriptions. We’re all for improving customer pleasure, but offering discounts for renewals is a risky practise that sets a negative precedent for your consumers. You’ve taught your consumers to anticipate discounts, and it’s difficult to break that habit.


In a world of constant change, inefficient pricing tools and procedures impede merchants’ capacity to react to or anticipate competition and acquire a competitive edge. B2B companies are looking for advanced pricing solutions that can help them set and manage base and contract pricing to increase revenue and profit as a result of increasing competitive pressure from online, advances in digital technologies, and changes to the marketplace such as those associated with COVID-19.

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