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Estd 4.22.2023
Based on our saas pricing book, Price to Scale, seasonal deals like Black Friday or Cyber Monday are not typically a core tactic in B2B SaaS. Here are some key points to consider:
• Direct Strategic Discounts:
In B2B settings, discounting is usually built into your pricing strategy in a controlled and structured way. Our book discusses how commercial deal discounting for smaller customers might be around 20%, with larger enterprise discounts going even higher. This is generally planned as part of your tiered or volume-based pricing, rather than through time-limited, seasonal promotions.
• Longer Sales Cycles and Negotiation Dynamics:
B2B deals generally involve longer sales cycles, negotiations, and customized contracts, which means the one-off nature of Black Friday or Cyber Monday deals doesn’t quite fit. Instead, discounts are often designed to reflect usage volumes or bespoke contract terms. In contrast, seasonal sales are a hallmark of B2C tactics where immediate, impulse-driven purchases are more common.
• Strategic Pricing Frameworks:
Our book emphasizes getting the pricing structure right—whether it’s through good-better-best packaging or modular pricing—to match customer segments and their specific needs. In many cases, deliberately designed pricing tiers have a more significant impact on scaling effectively than temporary discounts.
In summary, while there may be isolated instances or creative experiments, seasonal sales events are generally not the norm in B2B SaaS. The focus is instead on building a pricing strategy that consistently reflects value propositions and aligns with longer-term customer acquisition and retention strategies.