Skip to main content

Unlocking the Pricing Code // The People of Digital Marketing Podcast

In this episode of The People of Digital Marketing, Kenny Soto and I, get right into the thick of digital marketing’s most debated topics. We’re talking about the freemium model—its place in the software industry, its upsides, and where it falls short. We discuss the critical impact of pricing and packaging on SaaS businesses. We also address the nitty-gritty of B2B sales: the hurdles of implementation and adoption, and the pivotal factors that should guide any company’s pricing analysis.

Key topics we covered in this episode:

  • Free trials over Freemium
  • Appropriate Use of Freemium in Competitive Environments
  • Importance of Product Marketing in Pricing Decisions
  • The interplay between pricing and packaging
How Marketers Can Have A Say Regarding Pricing with Dan Balcauski

Timestamped Outline

04:27 Product marketing responsible for pricing and positioning.
12:56 Freemium is not as effective as a free trial
26:21 Time to value is important for products.
37:31 Packaging’s importance in SaaS pricing.

Potent Quotables

The Importance of Pricing in Maximizing Long-Term Profitability:

“When you’re talking brass tacks, I’m going to recommend that companies use pricing to maximize long-term profitability.”
— Dan Balcauski
The Downside of Freemium:

“I would suggest, anytime you hear the term freemium being thrown around, instead you substitute with free trial. Free trial is a much better strategy.”
— Dan Balcauski
The Importance of Time to Value in Pricing:

“One of the elements of subscription that very much differs from a perpetual license transaction is my value has to be continually delivered over time in order for me to feel like I get a good deal.”
— Dan Balcauski

Want more B2B SaaS pricing and packaging insights? Follow Dan on LinkedIn and Twitter.