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Frameworks, core principles and top case studies for SaaS pricing, learnt and refined over 28+ years of SaaS-monetization experience.
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Introduction
In today's hyper-competitive SaaS landscape, influencer marketing platforms face a unique challenge: how to package and price their offerings in a way that captures value while meeting diverse customer needs. According to Gartner, companies that implement a value-based pricing strategy typically achieve 2-3 times higher profit growth compared to industry averages. Yet many influencer marketing platforms struggle with outdated pricing models that leave significant revenue on the table and fail to communicate their true value proposition.
This article outlines a systematic approach to conducting a pricing and packaging strategy project specifically tailored for influencer marketing platform executives. Whether you're launching a new platform or refreshing your existing pricing structure, this framework will help you make data-driven decisions to maximize growth and profitability.
The Business Case for Strategic Pricing
Before diving into the methodology, let's understand why pricing strategy deserves executive attention. According to a study by Simon-Kucher & Partners, a 1% improvement in price optimization can result in an 11% increase in profits. For influencer marketing platforms specifically, strategic pricing is even more critical due to:
- Rapid market evolution and shifting customer expectations
- Increasing feature parity among competitors
- Growing pressure to demonstrate clear ROI
- The need to serve diverse customer segments from SMBs to enterprise
As McKinsey research shows, SaaS companies with sophisticated pricing strategies tend to grow 25% faster than those with basic models. Your pricing isn't just about revenue—it's a strategic lever that communicates your platform's value and positions you in the market.
Phase 1: Research and Discovery
Step 1: Gather Internal Data and Insights
Begin by collecting and analyzing:
- Customer usage patterns: Which features do different customer types use most? Where is the engagement highest?
- Cost structure analysis: Understand your cost to serve different customer segments
- Win/loss data: Why are you winning or losing deals? Is pricing a factor?
- Customer churn reasons: Are customers leaving due to pricing concerns?
- Sales team feedback: What objections do they hear about pricing? What packages are easiest to sell?
Step 2: Market and Competitive Analysis
Comprehensive competitive analysis is crucial:
- Map out direct competitors' pricing structures
- Identify primary value metrics used in the industry
- Analyze feature sets and how they're packaged
- Note pricing page messaging and positioning
- Research industry pricing benchmarks for similar SaaS products
According to OpenView Partners' SaaS Benchmarks report, influencer marketing platforms typically use either campaign volume, number of influencer relationships, or social media accounts as their primary value metrics.
Step 3: Customer Research
This phase is absolutely critical:
- Customer interviews: Conduct 15-20 in-depth interviews across customer segments to understand perceived value
- Willingness-to-pay surveys: Use methodologies like Van Westendorp Price Sensitivity Analysis
- Feature value ranking: Have customers rank features by importance to inform packaging decisions
- Conjoint analysis: For more sophisticated insights on how different attributes affect purchase decisions
Phase 2: Strategy Development
Step 1: Define Your Value Metric
Your value metric is the foundation of your pricing strategy. For influencer marketing platforms, common options include:
- Number of influencer campaigns
- Size of influencer database access
- Number of brand users/seats
- Social media accounts connected
- Audience reach potential
The ideal value metric should:
- Align with customer value perception
- Scale with customer success
- Be easily understood and predictable
Step 2: Determine Package Tiers
Most successful SaaS companies offer 3-4 tiers. For influencer marketing platforms, a typical structure might include:
Tier 1: Starter
- For smaller brands or agencies just beginning with influencer marketing
- Limited campaigns and basic analytics
- Self-service onboarding
Tier 2: Professional
- Mid-sized brands with established influencer programs
- Advanced analytics and campaign management
- Email support
Tier 3: Business
- Larger brands with significant influencer activity
- Advanced features like AI matching, fraud detection, and custom reporting
- Dedicated support
Tier 4: Enterprise
- Global brands with complex requirements
- Custom integrations, white-labeling options
- Dedicated success manager
According to data from ProfitWell, having the right number of pricing tiers can increase customer lifetime value by up to 30%.
Step 3: Feature Allocation
Determine which features belong in which packages using the data from your customer research:
- Must-have features (include in all plans)
- Differentiator features (use to separate tiers)
- Add-on features (offer as paid extras)
Use the "value-based feature differentiation" approach—don't just limit by volume, but also by features that deliver increasing value as customers grow.
Step 4: Price Point Determination
Set actual price points based on:
- Willingness-to-pay research data
- Competitive positioning (premium, mid-market, value)
- Your growth strategy and target segments
- Cost structure and margin requirements
Remember that according to Price Intelligently, underpricing is far more common than overpricing in SaaS. Don't be afraid to charge for the full value you deliver.
Phase 3: Implementation Planning
Step 1: Develop Messaging and Positioning
Your pricing page should:
- Clearly articulate the value proposition for each tier
- Use customer language (not internal feature names)
- Emphasize ROI and business outcomes, not just features
- Include social proof and success metrics
Step 2: Create Transition Plan for Existing Customers
If you're changing your pricing structure, develop a thoughtful transition plan:
- Consider grandfathering existing customers or offering gradual transitions
- Prepare clear communication explaining the changes and the added value
- Train customer success teams to handle questions and concerns
- Possibly offer incentives for early adopters of the new structure
Step 3: Sales Enablement
Prepare your sales team with:
- New pricing playbooks and battle cards
- Objection handling guidance
- ROI calculators and value demonstration tools
- Training on how to position each tier
According to Salesforce research, sales teams with comprehensive enablement tools around pricing achieve 17% higher win rates.
Phase 4: Testing and Optimization
Step 1: Controlled Testing
Before full rollout, consider:
- A/B testing different pricing page layouts
- Testing with a segment of new prospects
- Running limited-time promotions to gauge elasticity
Step 2: Establish Metrics for Success
Define clear KPIs to measure the effectiveness of your new pricing strategy:
- Conversion rate changes
- Average contract value
- Customer acquisition cost
- Time to close
- Feature adoption rates
- Net revenue retention
Step 3: Create an Ongoing Optimization Schedule
Pricing is never "done." Plan for:
- Quarterly pricing reviews
- Annual comprehensive pricing analyses
- Regular competitive monitoring
- Continuous customer feedback collection
Common Pitfalls to Avoid
- Feature-based pricing only: Focus on outcomes and value, not just features
- One-size-fits-all approach: Different segments have different needs and willingness to pay
- Ignoring customer feedback: Your customers know what they value—listen to them
- Underpricing premium features: Don't be afraid to charge significantly more for high-value capabilities
- Overcomplicated structures: Keep your pricing easy to understand and calculate
Conclusion
A strategic approach to pricing and packaging can transform your influencer marketing platform's growth trajectory. By aligning your pricing with customer value perception, clearly communicating your differentiation, and building packages that grow with your customers, you can significantly increase both acquisition and retention.
Remember that pricing is one of the most powerful levers available to SaaS executives, yet it's often the most neglected. According to Price Intelligently, the average SaaS company spends just 6 hours on pricing strategy in their entire company history. By investing the time and resources into a proper pricing strategy project, you're already ahead of most of your competition.
Your pricing tells a story about your platform's value and position in the market. Make sure it's telling the right one.