Do B2B SaaS companies ever do holiday or seasonal sales (like a Black Friday deal), or is that mostly a B2C practice? Would running such a promotion help us acquire customers or just attract bargain-hunters?

Based on the insights from our pricing strategy book, Price to Scale, holiday or seasonal sales (like a Black Friday deal) aren’t a common tool in the B2B SaaS playbook. Here are some key points to consider:

• In B2B, discounting is generally structured around deal size and volume rather than short-term seasonal promotions. Our book explains that smaller deals often see discounts of up to 20%, while enterprise deals may involve deeper discounts (up to 80%) tailored to volume and longer-term commitments.

• B2B buyers focus on long-term value and ROI rather than one-off price drops. Seasonal sales typically risk attracting bargain-hunters, which may not translate into the strong, enduring customer relationships B2B companies need. Instead, discounting should be deployed strategically, often as part of volume discounts or cross-sell opportunities, where the discounting structure is aligned with broader customer acquisition and retention objectives.

• A holiday promotion might provide a temporary boost in sign-ups, but without a thoughtfully designed pricing framework and clear long-term value proposition, you run the risk of diluting brand value and luring price-sensitive buyers who aren’t your ideal long-term customers.

In summary, while B2B SaaS companies can experiment with seasonal deals under very specific circumstances, our book Price to Scale advises focusing on strategic, volume-based discounting and long-term pricing structures. This approach is generally more effective in driving sustainable growth and aligning with the overall business strategy.