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Episode 30 - Price for Retention with Daniel Hellerman (Saleo)
Daniel Hellerman, co-founder and CPO of Saleo, shares his journey from developing iPhone apps to building a platform for personalized demos. He discusses the importance of user experience and hyper-personalization in B2B software. Saleo offers a unique choice in the demo software market by providing truly live demos that replicate the needs of prospects. The company has experienced rapid growth, particularly in the enterprise market. Hellerman also explores the future of AI and machine learning in transforming enterprise software and predicts a shift towards performance-based pricing. The conversation explores the topics of pricing, packaging, and monetization in B2B SaaS companies. Dan shares his insights and experiences from his time at Terminus and his current role at Saleo. He discusses the importance of aligning pricing with customer value and retention, as well as the need for personalized pricing packages. He also talks about the role of entitlements in monetization and the challenges of managing them. Additionally, he emphasizes the importance of getting new features in the hands of customers and avoiding the mistake of gating them or charging for them, before they have proven to drive adoption.
Takeaways
- User experience and hyper-personalization are crucial in B2B software.
- Saleo offers truly live demos that replicate the needs of prospects.
- The company has experienced rapid growth in the enterprise market.
- AI and machine learning will transform enterprise software and may lead to performance-based pricing.
- Align pricing with customer value and retention to increase contract size and net revenue retention.
- Personalize pricing packages based on customer needs and roles.
- Manage entitlements effectively to ensure customers have access to the right features.
- Get new features in the hands of customers to create value and drive adoption.
- Avoid the mistake of not creating value for customers with new features.
Sound Bites
"I love when people say this is really cool."
"The market was the inverse of what I expected."
"If you don't have personalized packages, you sort of failed at your own mantra from day one."
"What are people going to pay more for, substantially more, to increase their size of their contract each year?"
Chapters
00:00 Introduction and Going Offline
06:03 The Thread of User Experience and Hyper-Personalization
09:25 Salio's Unique Offering in the Demo Software Market
11:40 Focus on Scaling and Implementation
13:24 Surprises and Lessons Learned
16:23 The Reverse Order of Enterprise Market Success
19:25 Inflections and Curiosity for the Next 10 Years
22:22 AI and Machine Learning in Enterprise Software
25:35 Pricing and Packaging Challenges
29:09 Personalized Pricing Packages for Customer Needs
32:35 Creating Value with New Features
34:48 Avoiding the Mistake of Not Creating Value
Keywords
product development, personalized demos, B2B software, live demos, enterprise market, AI, machine learning, performance-based pricing, pricing, packaging, monetization, B2B SaaS, customer value, retention, personalized pricing, entitlements, features, value creation
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By SchematicDaniel Hellerman, co-founder and CPO of Saleo, shares his journey from developing iPhone apps to building a platform for personalized demos. He discusses the importance of user experience and hyper-personalization in B2B software. Saleo offers a unique choice in the demo software market by providing truly live demos that replicate the needs of prospects. The company has experienced rapid growth, particularly in the enterprise market. Hellerman also explores the future of AI and machine learning in transforming enterprise software and predicts a shift towards performance-based pricing. The conversation explores the topics of pricing, packaging, and monetization in B2B SaaS companies. Dan shares his insights and experiences from his time at Terminus and his current role at Saleo. He discusses the importance of aligning pricing with customer value and retention, as well as the need for personalized pricing packages. He also talks about the role of entitlements in monetization and the challenges of managing them. Additionally, he emphasizes the importance of getting new features in the hands of customers and avoiding the mistake of gating them or charging for them, before they have proven to drive adoption.
Takeaways
- User experience and hyper-personalization are crucial in B2B software.
- Saleo offers truly live demos that replicate the needs of prospects.
- The company has experienced rapid growth in the enterprise market.
- AI and machine learning will transform enterprise software and may lead to performance-based pricing.
- Align pricing with customer value and retention to increase contract size and net revenue retention.
- Personalize pricing packages based on customer needs and roles.
- Manage entitlements effectively to ensure customers have access to the right features.
- Get new features in the hands of customers to create value and drive adoption.
- Avoid the mistake of not creating value for customers with new features.
Sound Bites
"I love when people say this is really cool."
"The market was the inverse of what I expected."
"If you don't have personalized packages, you sort of failed at your own mantra from day one."
"What are people going to pay more for, substantially more, to increase their size of their contract each year?"
Chapters
00:00 Introduction and Going Offline
06:03 The Thread of User Experience and Hyper-Personalization
09:25 Salio's Unique Offering in the Demo Software Market
11:40 Focus on Scaling and Implementation
13:24 Surprises and Lessons Learned
16:23 The Reverse Order of Enterprise Market Success
19:25 Inflections and Curiosity for the Next 10 Years
22:22 AI and Machine Learning in Enterprise Software
25:35 Pricing and Packaging Challenges
29:09 Personalized Pricing Packages for Customer Needs
32:35 Creating Value with New Features
34:48 Avoiding the Mistake of Not Creating Value
Keywords
product development, personalized demos, B2B software, live demos, enterprise market, AI, machine learning, performance-based pricing, pricing, packaging, monetization, B2B SaaS, customer value, retention, personalized pricing, entitlements, features, value creation