Learn strategies for accelerating your marketing levers to drive business growth and hear best practices first-hand from businesses that have done it. Learn how to use pricing and packaging as a tool to increase customer acquisition, value per customer and reduce churn.

1. Innovative Pricing & Packaging Strategies
Marketing Panel
Brian Bell
CMO
Joe Andrews
Sr. Director, Product
Marketing
@brianbell123 @andrewsjoe

2. In
The
Subscrip/on
Economy,
Focus
Is
On
Rela/onships
Product Relationships
BUY NOW SUBSCRIBE

3. Three
Strategic
Growth
Levers
in
Subscrip/on
Based
Businesses
Increase
Value
of
Your
Customers
Reduce
Churn
Acquire
New
Customers

4. Pricing
&
Packaging
Supports
Your
Key
Growth
Strategies
$
PRICE
ITERATE

5. How
Do
I
Get
My
Arms
Around
My
Pricing
Strategy?
CMO
How do I balance
growth & revenue?
How
to
I
think
about
choice
vs.
simplicity?
Do
I
price
for
new
accounts
or
exis@ng?
How
do
I
price
vis-­‐à-­‐vis
compe@@on?
How
do
I
improve
Time-­‐To-­‐Market
&
opera@onalize?

6. Pricing
in
a
product
world?
Cost
Price
TIME
$
PROFIT

7. In
the
Subscrip/on
World,
Pricing
is
Based
on
Recurring
Usage

8. Consumers
Have
Unique
Needs

9. It’s
a
Compe//ve,
Dynamic
Market

10. The
challenge:
Where
to
focus
&
where
to
start?
Company
Launch
International
Growth
Revenue
Enhancement
Product
Expansion
Pricing
Optimization
B U S I N E S S
M A T U R I T Y
COMPLEXITY
Product
Upgrade
Different
Billing
Frequencies
Simple
Monthly
Recurring
Product
Bundles
Add-­‐On
Products
A/B
Tes@ng
Usage
&
Overage
Pricing
Tiers
Regional
Pricing
Mul@ple
Currencies

11. This
is
Not
Where
to
Start

12. Con/nued…

13. Con/nued…

14. And
con/nued
again…

15. Start
Simple,
Iterate
1
2
3
Simple
Recurring
Model
More
Advanced
Op/ons
Basic
Itera/ons

16. Four
Basic
Subscrip/on
Price
“Metrics”
1. One-­‐/me
1. One-­‐/me
(setup)
2. Fixed
recurring
3. Per
unit/user
4. Usage
models
Relationships
Product

17. Consider
Fixed
Recurring
Model
to
Start
Focus
on
Core
Value
Prop
for
Target
Customers

18. Edi/on
Strategy
To
Address
Segments
Serve
Different
Customers
With
Right
Features
and
Price
Points

19. As
You
Iterate,
Add
More
Basic
Op/ons
1
2
3
Simple
Recurring
Model
More
Advanced
Op/ons
Basic
Itera/ons

20. Use
a
Promo/onal
Strategy
Offer
Full
Trials
to
Drive
Adop/on

21. Consider
a
Freemium
Strategy
Give
Away
Base
Product
to
Rapidly
Acquire
Customers

22. Bundling
Strategy
Offer
Flexibility
&
Cross-­‐Sell
Offerings

23. Longer-­‐Term
Op/ons
to
Lock
in
Customers
Reduce
Churn
&
Increase
Commitments
(TCV)

24. More
Advanced
Op/ons
1
2
3
Simple
Recurring
Model
More
Advanced
Op/ons
Basic
Itera/ons

25. Usage
Based
Pricing
Pay
as
You
Go
&
Limit
Risk
for
Customers

26. Interna/onal
Pricing
Address
Different
Market
&
Segment
Requirements
US
Pricing
A
Asia
Pricing
B

27. Tes/ng
&
Itera/ng
Op/mize
Both
Promo/onal
&
Core
Pricing
Strategies
ITERATE

28. Be
Mindful
When
Making
Changes
Talk
to
Customers
&
Communicate
Changes
Effec/vely

29. Lessons
From
Our
Customers
1. Pricing and packaging is a new strategic weapon
2. Start simply…then iterate with more basic strategies
3. Four basic pricing metrics for subscription businesses
4. Leverage a free promotional strategy
5. Test, test, test…
6. Be mindful of communicating and deploying changes to your
customers

30. Meet
the
Panelists
HTK
Justin Bowser
Head of Online
Business
@jkbowser
Eclipse
Pete Tomlinson
Sales & Marketing
Director
@pete_tomlinson
Centrastage
Christian Nagele
CEO
@ChristianNagele
CloudBees
Francois Dechery
VP, International
Development
@francoisdechery
Zuora
Brian Bell
CMO
@brianbell123
#subscribed13
Headspace
Shona Mitchell
Managing Director

31. End.