B2B Marketing with Fexingo · 2026-08-25 · 12 min
Episode 170 of B2B Marketing with Fexingo: Enterprise Demand Gen, ABM, and Long Sales Cycles. Lucas and Luna dive into pricing strategy as a competitive weapon in enterprise deals. They unpack the 'value-based pricing' approach used by companies like Salesforce and HubSpot, contrasting it with cost-plus and competitor-based pricing. The discussion centers on a 2025 Forrester study showing 78% of enterprise buyers choose vendors who clearly articulate ROI on the pricing page. Lucas explains the 'good-better-best' tiering tactic and why anchoring matters, drawing on the classic example of The Economist's subscription pricing. Luna pushes back on the idea that pricing is purely rational, citing behavioral economics nudges. They also cover how to handle discount requests from procurement, the role of pricing in product-led sales motions, and why price changes are a test of customer trust. A concrete takeaway: a pricing page that maps to the customer's budget line can shorten sales cycles by several weeks. Tune in for a tactical breakdown of turning pricing from a back-office function into a front-line sales tool.
Other episodes covering the same guests and topics, from across The B2B Podcast Index.
Shifting to Value-Based Pricing the Right Way with Lori Williams and Kirsten ProstRattle & Pedal: B2B Marketing Podcast · on Value-based pricing88 / 100
Three Money Stories You Need To Tell | Rich MironovProductized Podcast · on Pricing strategy83 / 100
A Different Law Firm Model: Up Front Pricing and Billing. | New SoloLegal Talk Network · on Value-based pricing82 / 100
ConCon26: How to beat the big consulting firms | The power of niche boutiques - #66The Consulting Pulse by CMap · on Value-based pricing81 / 100
Episode 72: How Alan Collins Used the 1-Page Marketing Plan to Build Two BusinessesLean Marketing · on Pricing strategy80 / 100
How a Solo Dev Hit 10K MRR by Tripling Prices OvernightThe Indie Hacker Podcast with Fexingo · on Value-based pricing75 / 100
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