The eCommerce Marketing Podcast walks you through everything that goes into ecommerce marketing — from inbound marketing to paid advertising to conversions. Learn the strategies top marketing experts use to grow their businesses.
Marketing Strategies Revealed in this Episode:
- The #1 thing software companies get wrong about pricing
- What product managers need to know about packaging and pricing
- How a company can create a product category for itself
- The role that product marketing plays in creating unicorn and IPO silicon valley companies
- The hallmarks of great product marketers
Episode Title: Effective Pricing Strategies for SaaS Companies with Ajit Ghuman
Host: Arlen Robinson
Guest: Ajit Ghuman, Head of Product Marketing at Narvar
In this episode of the E-commerce Marketing Podcast, Arlen Robinson interviews Ajit Ghuman, Head of Product Marketing at Narvar. Ajit shares his expertise in software pricing, the challenges software companies face, and how to effectively structure product pricing. He also discusses his upcoming book, “Price to Scale,” which provides an end-to-end approach to packaging and pricing for high-growth technology companies.
Key Takeaways:
- Introduction and Ajit’s Background [00:00 – 04:00]
- Ajit’s role at Narvar and his expertise in software pricing [00:00].
- His academic background and writing experience [01:30].
- Common Pricing Mistakes [04:00 – 09:00]
- Disconnect between pricing and product development [04:30].
- Importance of regularly revisiting pricing structures [07:00].
- Product Manager’s Role in Pricing [09:00 – 14:00]
- The need for product managers to be involved in pricing decisions [09:30].
- Basic tools and techniques for market feedback [11:30].
- Creating New Product Categories [14:00 – 20:00]
- Formula for creating a new product category: old problem + new solution + market evangelization [14:30].
- Importance of long-term investment and market education [16:00].
- Role of Product Marketing in Company Success [20:00 – 25:00]
- Integrated efforts across all business functions lead to IPO success [20:30].
- How good product marketing can prevent good products from failing [23:00].
- Importance of Pricing in Business Strategy [25:00 – 30:00]
- Pricing should be a regular part of business processes, not a one-time project [25:30].
- Need for consistent review and adjustment of pricing strategies [28:00].
Guest Info:
- Name: Ajit Ghuman
- Position: Head of Product Marketing at Narvar
- Website: Ajit Ghuman
