In B2B sales and marketing, it is never a good idea to assume that your prospects will convert after being put through a pre-planned nurture cadence. In order for B2B sales teams or SaaS sales teams to boost their sales funnel conversions, it is crucial to use certain sections on a product website, like a product pricing page, to increase traffic and generate conversions from best-fit prospects.
Features-based pricing, user-based or subscription-based pricing, even persona-based pricing are all different types of pricing models used in B2B SaaS markets. But when it comes to driving more sales interactions through a product pricing page, what does it take for SaaS sales teams and marketers to build out and format pricing pages that can achieve these goals? Let’s dive in.
Convey Pricing / Product Packages Clearly, but allow Prospects to ‘’Talk to Sales’’ through the Page
Most typical B2B SaaS pricing pages will sport a couple of packages (like: pro/popular/enterprise or similar others). But your prospects may be looking for something very specific or may need a customized plan or package based on the stage their business is at.
Here’s a takeaway from HubSpot’s pricing page, along with product package options, they give prospects the option of directly speaking to a sales executive to clear out specific concerns.
Standardized pricing policies and pricing pages can work for certain kinds of services and products, but in a dynamic marketing and sales environment, allowing prospects the chance to discuss what exactly they are looking for or need by keeping the communication channel with sales teams open throughout can actually help boost more sales conversations.
Marketing and sales teams can create workflows that include chatbots or direct email options in order to keep the conversation going with interested prospects and prevent competitor churn.
Ask Prospects Questions Through your Pricing Page
Setting up a workflow that allows prospects to understand your product or service and different pricing models clearly is one way of going about things. But like most sales and marketing leaders say today, the dynamics of today’s B2B marketplace mean that marketing and sales teams have to be able to customize offers, understand what their prospects need and want and create messaging and campaigns that can comply with these interests.
Most B2B and SaaS companies will choose to have a product or service pricing page on their website. Using this page to drive marketing and sales conversations is a trick that can help boost prospect interest and conversions more effectively.
Using Q&A formats, an interactive form for example that can be used to ask prospects what exactly they are looking for, alongwith questions on what their budget is for that kind of service can allow marketing and sales teams to use the data collected to create custom offers and campaigns to drive product purchases or sign-ups at some stage.
A short, interactive Q&A style form built below the main pricing standards can effectively allow sales and marketing leaders to also understand more about the nature of the kind of prospects (and the size of those accounts) that are interested in their products and services.
Tracking Website Visitors to your Pricing Page
Tools like HubSpot or Clearbit and several others can allow marketing and sales teams to know more about the web visitors landing on their product pricing pages. When these tools are set up with alerts and notifications going to the relevant marketing or sales teams members, it is easier to track the kind of people visiting the pricing pages and have sales or account executives reach out to them via email nurtures and sales follow ups without delay.
These tools can also be used to collect information about these product pricing page visitors to help filter who is worth reaching out versus others.
Your Pricing Page can be a Goldmine for Sales!
It is a standard requirement to sport a pricing page on a SaaS website. But what isn’t common is building out this section or page appropriately to boost actual marketing and sales output.
A chatbot, a ‘’talk to sales’’ option, the ability to write to the brand via an email through this section, all of this can allow prospects to continue the conversation with the brand while allowing the brand more time to nurture and convert this audience successfully into long-term customers.