Impact Pricing

• Learn about account-based marketing’s role in pricing your service 

• Know how to lead an effective pricing strategy and sales enablement by working closely with stakeholders 

• Discover how to effectively deliver strategic product marketing to your target market that increases your win rates 

Natalie Louie is the Director of Product Marketing at Hired where she leads pricing strategy, and sales enablement while working closely with stakeholders to ensure alignment and executional excellence.  

With over 20+ years of experience in Silicon Valley and Wall Street, Natalie delivers strategic product marketing and pricing expertise. Prior to Hired, Natalie was in PMM at Responsys and during the Oracle acquisition and was Head of Cloud Pricing Operations at the Oracle Marketing Cloud. She also serves as an advisor for Impact Pricing. Natalie currently loves living in the Bay Area with her husband and 3 children. 

In this episode, Natalie shares her pricing expertise, deep knowledge, and specialties on improving operations, revenue, profits, integrations, partnerships, managing, SaaS pricing and packaging, product marketing, planning, and development. She also digs deeper into what account-based marketing is all about, how it is related to pricing and product marketing, also the different cross-functional duties of the organization in order to close deals and increase win rates. 

“The trend is that marketing actually has a seat at the revenue table. Because with things like marketing automation, where we can impact top of the funnel leads coming in, we now have a direct lever that impacts revenue.”  

– Natalie Louie 

Topics Covered: 

00:46 – Natalie’s path into pricing 

01:52 – Her big AHA moment at the PMM Summit, pricing’s trend in relation to product marketing 

03:46 – Accelerate Your Subscription Business: Your Blueprint to Packaging & Pricing for Growth Course’s impact, the outcome on the actual on the pricing session that she did at the PMM Summit event 

05:04 – Account-based marketing, what is this all about in relation to product management 

08:37 – Looking at all the different personas inside an account, why you should dig deeper into it 

09:54 – Creating conversations whose role is it, sales or marketing, or both? 

10:16 – Keeping an eye on what’s happening on accounts and how people are interacting with the different digital and in-person touchpoints 

11:31 – Personalizing content for your target market as a sample of account-based marketing making sure that the content you create is based on the company that you’re going after, and the actual people that are in the market 

16:12 – Account-based marketing going hand in hand with pricing strategy 

16:44 – What Portfolio Marketing is all about, tracking buyer personas to make sure that you know, there are results that have a good impact on the business 

18:51 – Watching potential customers or buyers touchpoints – what do they care about, what kind of solutions should you be presenting to them or what should you be talking to them about 

19:53  – Cross-functional coordination, why is this important, how daily stand-ups help your team strategize to win deals 

22:00 – Product Marketing and sales enablement 

22:31 – Natalie’s one piece of pricing advice that she thought could have a big impact on people’s business? 

Key Takeaways: 

“I see a lot of product marketers now focusing on pricing, on the packaging, on revenue much more, because now marketing can influence every revenue bucket.” – Natalie Louie 

“Ideal portfolio marketing is not just one group or one team it’s everybody working together, being on the same page to make sure that we’re giving the customer what they want.” – Natalie Louie 

“What we do is we bring in people from different cross-functional groups to come into our meetings and tell us what’s happening. And so the more alignment there is, we find that the better we are able to react and deliver what our customers want.” – Natalie Louie 

• PMM Summit San Francisco 
• Ep9: Natalie Louie – Product Marketing and Pricing Expert 
• Product Marketing Alliance
• Pragmatic Marketing
• Salesforce
• Oracle
• IBM
• https://www.championsofvalue.com

Connect with Natalie Louie 

• LinkedIn 

Connect with Mark Stiving  

• Email: [email protected]  
• LinkedIn  
• Twitter  

• Learn about the five interrelated elements of value creation 
• Know how to build  your communications strategy and messaging  so your prospects and customers can see you, like you and buy more from you 
• Understand why you need to work with your customers to understand what they value so you can match what you’re selling… to what they want to buy. 

David Richards is the managing director at Talk about Value , a company that helps entrepreneurial businesses to accelerate their growth by designing, validating and communicating their customer-focused value propositions so they shine in a competitive marketplace. 

Listen in to this episode, as he shares about the different elements of values that help in optimizing the price. With his relevant experience in the world of pricing and value, David surely articulated so well the important points we have to know about pricing and value.  

“Find out what [customers] they’re willing to pay. Do as much as you can to understand your customers at a really deep level so that you can understand the value that you’re offering to them and then charge what you’re worth and value rather than necessary your time or your product.”

 – David Richards 

Topics Covered: 

01:11 - David Richards’ ambition: "My ambition is to put value at the top of the agenda in businesses. "

02:33 - What is Value all about according to David 

04:45 - What are the ways you can create value 

08:19 -  What is in a Relationship Value  

09:13 - Understanding Perceived Value 

09:41 - Getting deeper with Experiential Value 

11:04 - What help does his company Talk About Value provide 

12:49 - Discussion around what segmentation is all about 

14:14 - This thing called Value Conversation 

15:49 - How to add value to the relationship 

17::10 - All about Van Westendorp’s Price Sensitivity Meter, a market technique for determining consumer price preferences. 

21:16 - Best pricing advice from David Richards

Key Takeaways: 

“Value is in the eye of the customer, not in yours. They define what value is, not you. And I think it's really important that people understand that because too many times, particularly, my fellow marketeers believe that just saying what you sell is enough, what you need to do is to link that with what people want to buy.” - David Richards 

“What is a good value for money? It's quite an interesting word. So, the way I like to describe it, mainly, is the activities you undertake that can add a benefit to the success of the customer that you're working with.” - David Richards 

“If you want to be really successful, you need to be the best you can in each of the segments you're playing in and just trying to cover everything and never saying no is, is not a sustainable competitive advantage in my opinion.” - David Richards 

Connect With David Richards: 

• talkaboutvalue.com 
• LinkedIn 

Connect with Mark Stiving  

• Email: [email protected]  
• LinkedIn  
• Twitter  

• Learn about the five interrelated elements of value creation 
• Know how to build  your communications strategy and messaging  so your prospects and customers can see you, like you and buy more from you 
• Understand why you need to work with your customers to understand what they value so you can match what you’re selling… to what they want to buy. 

David Richards is the managing director at Talk about Value , a company that helps entrepreneurial businesses to accelerate their growth by designing, validating and communicating their customer-focused value propositions so they shine in a competitive marketplace. 

Listen in to this episode, as he shares about the different elements of values that help in optimizing the price. With his relevant experience in the world of pricing and value, David surely articulated so well the important points we have to know about pricing and value.  

“Find out what [customers] they’re willing to pay. Do as much as you can to understand your customers at a really deep level so that you can understand the value that you’re offering to them and then charge what you’re worth and value rather than necessary your time or your product.”

 – David Richards 

Topics Covered: 

01:11 - David Richards’ ambition: "My ambition is to put value at the top of the agenda in businesses. "

02:33 - What is Value all about according to David 

04:45 - What are the ways you can create value 

08:19 -  What is in a Relationship Value  

09:13 - Understanding Perceived Value 

09:41 - Getting deeper with Experiential Value 

11:04 - What help does his company Talk About Value provide 

12:49 - Discussion around what segmentation is all about 

14:14 - This thing called Value Conversation 

15:49 - How to add value to the relationship 

17::10 - All about Van Westendorp’s Price Sensitivity Meter, a market technique for determining consumer price preferences. 

21:16 - Best pricing advice from David Richards

Key Takeaways: 

“Value is in the eye of the customer, not in yours. They define what value is, not you. And I think it's really important that people understand that because too many times, particularly, my fellow marketeers believe that just saying what you sell is enough, what you need to do is to link that with what people want to buy.” - David Richards 

“What is a good value for money? It's quite an interesting word. So, the way I like to describe it, mainly, is the activities you undertake that can add a benefit to the success of the customer that you're working with.” - David Richards 

“If you want to be really successful, you need to be the best you can in each of the segments you're playing in and just trying to cover everything and never saying no is, is not a sustainable competitive advantage in my opinion.” - David Richards 

Connect With David Richards: 

• talkaboutvalue.com 
• LinkedIn 

Connect with Mark Stiving  

• Email: [email protected]  
• LinkedIn  
• Twitter  

• Get into grips with the latest thinking on assessing and formulating subscription pricing strategies 
• Challenges of people and companies in understanding, creating and talking about pricing and value to the customers 
• Learn how   the Accelerate Your Subscription Business course can help your business create and capture more value in your business 

Why don't you win deals at higher prices? You don't get paid enough for the value you create. Or do you build products that your customers don’t value (and don’t buy)? 

Today, we have no guests. It’s just going to be Mark talking about  Impact Pricing’s latest course Accelerate Your Subscription Business: Your Blueprint to Packaging & Pricing for Growth. A course will help YOU drive growth in your subscription business by giving you clarity and certainty around which tasks drive growth at your current stage.   

Listen in to hear the exciting things that Mark has in store for companies, entrepreneurs, and experts that will help them price offerings to capture more of the value they create. Please afford a few minutes to tell you about the course, share a couple of nuggets from the course, and stories behind the journey of creating the course.  

“There's so much to learn. Many people and companies don't understand about value, how to sell it, how to create it, how to talk about it, how to figure out what it is to the customer. These are fascinating topics for me.” 

- Mark Stiving 

Get Accelerate Your Subscription Business: Your Blueprint to Packaging & Pricing for Growth Course at https://www.championsofvalue.com, Use the DISCOUNT CODE: ‘EARLYBIRD’, valid until October 31st, 2019. 

Topics Covered:  

00:39 – Mark’s passion for creating courses to help people and experts about pricing and value, why he left Pragmatic Marketing despite loving creating and teaching about pricing 

01:51 – All about Subscription Businesses, Mark’s  AHA after AHA moment that made him decide to create a course around this industry 

04:03 – 'Love Win. Keep Grow. Makes it simple.'  and more...what people say about the course  

06:35 – Where to get Accelerate Your Subscription Business: Your Blueprint to Packaging & Pricing for Growth: Checkout: https://www.championsofvalue.com 

People and Resources Mentioned  

• Zoom 
• LinkedIn 
• Pragmatic Marketing 
• Tomasz Tunguz' Red Point Ventures 
• Bessemer Ventures 
• www.zuora.com 
• Patrick Campbell of ProfitWell 
• Natalie Louie-Kao 

Connect with Mark Stiving  

• Email: [email protected]     
• LinkedIn  
• Twitter  
• https://www.championsofvalue.com 

• Get into grips with the latest thinking on assessing and formulating subscription pricing strategies 
• Challenges of people and companies in understanding, creating and talking about pricing and value to the customers 
• Learn how   the Accelerate Your Subscription Business course can help your business create and capture more value in your business 

Why don't you win deals at higher prices? You don't get paid enough for the value you create. Or do you build products that your customers don’t value (and don’t buy)? 

Today, we have no guests. It’s just going to be Mark talking about  Impact Pricing’s latest course Accelerate Your Subscription Business: Your Blueprint to Packaging & Pricing for Growth. A course will help YOU drive growth in your subscription business by giving you clarity and certainty around which tasks drive growth at your current stage.   

Listen in to hear the exciting things that Mark has in store for companies, entrepreneurs, and experts that will help them price offerings to capture more of the value they create. Please afford a few minutes to tell you about the course, share a couple of nuggets from the course, and stories behind the journey of creating the course.  

“There's so much to learn. Many people and companies don't understand about value, how to sell it, how to create it, how to talk about it, how to figure out what it is to the customer. These are fascinating topics for me.” 

- Mark Stiving 

Get Accelerate Your Subscription Business: Your Blueprint to Packaging & Pricing for Growth Course at https://www.championsofvalue.com, Use the DISCOUNT CODE: ‘EARLYBIRD’, valid until October 31st, 2019. 

Topics Covered:  

00:39 – Mark’s passion for creating courses to help people and experts about pricing and value, why he left Pragmatic Marketing despite loving creating and teaching about pricing 

01:51 – All about Subscription Businesses, Mark’s  AHA after AHA moment that made him decide to create a course around this industry 

04:03 – 'Love Win. Keep Grow. Makes it simple.'  and more...what people say about the course  

06:35 – Where to get Accelerate Your Subscription Business: Your Blueprint to Packaging & Pricing for Growth: Checkout: https://www.championsofvalue.com 

People and Resources Mentioned  

• Zoom 
• LinkedIn 
• Pragmatic Marketing 
• Tomasz Tunguz' Red Point Ventures 
• Bessemer Ventures 
• www.zuora.com 
• Patrick Campbell of ProfitWell 
• Natalie Louie-Kao 

Connect with Mark Stiving  

• Email: [email protected]     
• LinkedIn  
• Twitter  
• https://www.championsofvalue.com 

• Learn an insight on what goes into an SEO service that SEO National offers 
• Important considerations to take into account for SEO building and his unique pricing strategy that truly adds value 
• How SEO creates more organic sales than paid ads 

Damon Burton helps companies show up higher on Google for words that they can monetize. Damon’s clients include the Utah Jazz and businesses that have been featured on Shark Tank and recognized by Inc. 

In this episode, Damon talks about what goes into the SEO service that his company offers and how it works in adding value to the customers, the market segments with which it works best and the pricing strategy he uses to truly add value to customers. 

 “I think the importance in pricing based on value and being transparent is it builds a reputation.” 

– Damon Burton 

Topics Covered: 

04:35 – His career background and how he got started into his SEO business at the moment 

05:54 – His unique pricing strategy 

07:06 – How are milestones and deliverables set in an SEO business where traffic to a website is concerned 

08:56 – The primary considerations to look into how to go about pricing in his niche 

11:09 – Setting prices with customer’s value in mind 

13:07 – Getting into the perspective of the service his company offers 

16:09 – In what market segment does SEO product work best 

17:20 – Why is SEO better than pay-per-click, generally speaking 

19:53 – Consequences of building SEO on a generic term 

21:24 – His valuable piece of pricing advice 

Key Takeaways: 

“I mean, pay-per-click has its purpose. It’s not that pay-per-click is bad and you can also run them parallel sometimes, like, if SEO is profitable and pay-per-click is profitable, then run above that. But the advantages and disadvantages are, as we said earlier, is that one, if you want to scale paid ads, you have to pay more. Or if you run into a tight quarter and you need to tighten your budget, you’re going to decrease your leads. So, the appeal, the sexiness of SEO is a little bit of that wild card.”– Damon Burton 

“My business has grown almost entirely, we haven’t spent any money on advertising, almost entirely on our reputation because once you get in with a certain level of clients and provide value, they’re going to bring you into their inner circle of other clients that you can bring value to. So it might be a slower play, but it’s going to pay off in the end.” – Damon Burton 

Connect with Damon Burton:  

• seonational.com 
• damonburton.com  
• Facebook
• Twitter
• Instagram

Connect with Mark Stiving  

• Email: [email protected]  
• LinkedIn  
• Twitter 

• Learn an insight on what goes into an SEO service that SEO National offers 
• Important considerations to take into account for SEO building and his unique pricing strategy that truly adds value 
• How SEO creates more organic sales than paid ads 

Damon Burton helps companies show up higher on Google for words that they can monetize. Damon’s clients include the Utah Jazz and businesses that have been featured on Shark Tank and recognized by Inc. 

In this episode, Damon talks about what goes into the SEO service that his company offers and how it works in adding value to the customers, the market segments with which it works best and the pricing strategy he uses to truly add value to customers. 

 “I think the importance in pricing based on value and being transparent is it builds a reputation.” 

– Damon Burton 

Topics Covered: 

04:35 – His career background and how he got started into his SEO business at the moment 

05:54 – His unique pricing strategy 

07:06 – How are milestones and deliverables set in an SEO business where traffic to a website is concerned 

08:56 – The primary considerations to look into how to go about pricing in his niche 

11:09 – Setting prices with customer’s value in mind 

13:07 – Getting into the perspective of the service his company offers 

16:09 – In what market segment does SEO product work best 

17:20 – Why is SEO better than pay-per-click, generally speaking 

19:53 – Consequences of building SEO on a generic term 

21:24 – His valuable piece of pricing advice 

Key Takeaways: 

“I mean, pay-per-click has its purpose. It’s not that pay-per-click is bad and you can also run them parallel sometimes, like, if SEO is profitable and pay-per-click is profitable, then run above that. But the advantages and disadvantages are, as we said earlier, is that one, if you want to scale paid ads, you have to pay more. Or if you run into a tight quarter and you need to tighten your budget, you’re going to decrease your leads. So, the appeal, the sexiness of SEO is a little bit of that wild card.”– Damon Burton 

“My business has grown almost entirely, we haven’t spent any money on advertising, almost entirely on our reputation because once you get in with a certain level of clients and provide value, they’re going to bring you into their inner circle of other clients that you can bring value to. So it might be a slower play, but it’s going to pay off in the end.” – Damon Burton 

Connect with Damon Burton:  

• seonational.com 
• damonburton.com  
• Facebook
• Twitter
• Instagram

Connect with Mark Stiving  

• Email: [email protected]  
• LinkedIn  
• Twitter 

• Learn what are the key things you have to learn to become a pricing champion 
• Know why listening to your market is a key thing to deliver value 
• Discover the critical role of a pricing manager  

Vignesh Thiyagarajan has been a strategy and pricing manager at Sears Holding Corporation. And is now doing the same for a large German company named Trelleborg Sealing Solutions. He got his MBA from the Fisher College of Business at Ohio State University. 

In this episode, Vignesh talks about how to become a pricing champion and the skills you need to employ to be able to help businesses determine and set competitive value-based prices to gain market share and achieve revenue goals. 

“You need to truly understand the customers problems by just asking one question and let the customer talk and reinforce the pain point to the customer if you use that approach across every interaction that’d be phenomenal.”

– Vignesh Thiyagarajan

Topics Covered: 

03:01– How Vignesh got into a pricing career, being in the retail industry then joining Sears 

05:00 – Hi thoughts about people’s understanding and perception about pricing, is it still ‘the blind leading the blind’ scenario?  

05:15 – Importance of influence in the pricing industry, being in the tipping point of pricing adoption  

14:00 – How value-based pricing is transforming the B2B and B2C industry 

16:20 – How data help you determine and calculate customer’s willingness to pay  

20:23 – His strategy as a pricing manager, how he leads and influence his team? 

25:03 – Vignesh’s pricing advice: “Always experiment and always learn. Never set and forget about it.” 

Key Takeaways: 

“Upstream possibilities of product development, and trying to increase the perceived value, and the different tactics or the marketing tactics to capture that will be dramatic. All the industry excites me.” – Vignesh Thiyagarajan 

“What is value-based pricing. It is about truly bringing an optimization to deliver value, which means the customer should feel that.” – Vignesh Thiyagarajan 

Connect with Vignesh Thiyagarajan: 

• mailto:[email protected] 

• LinkedIn 

Connect with Mark Stiving 

• Email: [email protected] 
• LinkedIn 

• Twitter 

• Learn what are the key things you have to learn to become a pricing champion 
• Know why listening to your market is a key thing to deliver value 
• Discover the critical role of a pricing manager  

Vignesh Thiyagarajan has been a strategy and pricing manager at Sears Holding Corporation. And is now doing the same for a large German company named Trelleborg Sealing Solutions. He got his MBA from the Fisher College of Business at Ohio State University. 

In this episode, Vignesh talks about how to become a pricing champion and the skills you need to employ to be able to help businesses determine and set competitive value-based prices to gain market share and achieve revenue goals. 

“You need to truly understand the customers problems by just asking one question and let the customer talk and reinforce the pain point to the customer if you use that approach across every interaction that’d be phenomenal.”

– Vignesh Thiyagarajan

Topics Covered: 

03:01– How Vignesh got into a pricing career, being in the retail industry then joining Sears 

05:00 – Hi thoughts about people’s understanding and perception about pricing, is it still ‘the blind leading the blind’ scenario?  

05:15 – Importance of influence in the pricing industry, being in the tipping point of pricing adoption  

14:00 – How value-based pricing is transforming the B2B and B2C industry 

16:20 – How data help you determine and calculate customer’s willingness to pay  

20:23 – His strategy as a pricing manager, how he leads and influence his team? 

25:03 – Vignesh’s pricing advice: “Always experiment and always learn. Never set and forget about it.” 

Key Takeaways: 

“Upstream possibilities of product development, and trying to increase the perceived value, and the different tactics or the marketing tactics to capture that will be dramatic. All the industry excites me.” – Vignesh Thiyagarajan 

“What is value-based pricing. It is about truly bringing an optimization to deliver value, which means the customer should feel that.” – Vignesh Thiyagarajan 

Connect with Vignesh Thiyagarajan: 

• mailto:[email protected] 

• LinkedIn 

Connect with Mark Stiving 

• Email: [email protected] 
• LinkedIn 

• Twitter 

Why you have to check out Today’s podcast: 

• Check out what market segmentation is 
• Know the strategies used to get information from customers without the survey questions feel 

• Learn why it is essential to communicate and know the problems of persons inside your client’s company and help them improve their jobs 

Valentin Radu is the founder and CEO of OmniConvert, a growth enabler for mid-size eCommerce websites looking to become customer-centric.  It is being used by top companies worldwide, like Avon, Orange, WWF, Wordstream, Whirlpool, etc. Valentin has spoken to over 100 International events over the last six years, including DMEXCO, Mobile Web Congress, SMXL, etc.   

In this episode, Valentin talks about how his company, OmniConvert, uses technology that allows its customers to choose different market segments.  Through these segments, customers get personalized experiences on all touchpoints Learn more of this in this episode and discover how valuable it is for their customers to get that buying experience. 

“I think you should take a look at your churns. So, if you are in the software as a service industry, take a look at your churn. Because once you understand how your churn works for various segments of customers, you might want to change your pricing from being a month to month to annual.” 

 – Valentin Radu 

Topics Covered: 

01:32 – Valentin describes what his company OmniConvert does 

02:35 – How OmniConvert does market segmentation and its relevance to the buyer’s experience 

04:45 – How he orchestrates different messages to different segments 

07:33 – Detailing how they educate their customers on what they offer 

10:24 – How knowing their target customers and the services they offer relates to pricing 

12:27 – Tactics used to determine the segments when customers go to their client’s website 

16:19 – Valentin tells other sales strategies to ask questions to customers that don’t look like survey questions 

19:21 – The importance of communicating to people inside the customer’s company on their problems and how to help them do their jobs better 

21:05 – Valentin answers the question if they teach pricing to their customers  

22:10 – Narrating an example when he helped their customer put the right wording around their product that improved their conversion rate by 18% 

27:17 – A price of pricing advice that would impact the business of the listeners 

Key Takeaways: 

“I feel it's highly important that unless you don't know who you need to target, you don't need to spend any penny in an acquisition.” – Valentin Radu 

“The first thing and the most important thing is that if you don't know the value that you're giving, and if you don't know who's your target, and if you don't know if you are selling a painkiller or a vitamin, you don't have to mess with the pricing” – Valentin Radu 

“This job of optimizing and crafting different website experiences, it's a job of crafting psychological experiences so that people are behaving differently. And that's why you always need to adjust your strategy.” – Valentin Radu 

“Things like a buyer's guide for customer experience software is pretty important. And that's why you need to do this kind of material so that you are revealing the value of your product for people, which are different and will look product from different angles.” – Valentin Radu 

Connect with Valentin Radu: 

• mailto:[email protected] 
• LinkedIn 

Connect with Mark Stiving 

• Email: [email protected] 
• LinkedIn 
• Twitter