777: Differentiate and Win the Pricing Game with Marketing Expert Ajit Ghuman

Ajit Ghuman is the head of Product Marketing at Narvar, an enterprise-grade customer engagement platform. He is also involved in the pricing community at Revenue Collective, where he leads discussions on improving SaaS pricing strategies. Today, Ajit shares his insights on the importance of pricing in software businesses, highlighting how it can be a powerful lever for companies to capture more value from the market and position themselves effectively.

In this episode of Marketer of the Day, Ghuman shares insights on creating effective pricing models tailored to different market types—blue ocean, competitive, or renaissance markets—and the importance of segmenting customers and designing value-based packages. He illustrates the impact of thoughtful pricing with examples, such as shifting from per-agent to MAU-based pricing for mobile gaming customer service software, which significantly increased revenue. Ghuman also highlights product-led growth, free trials, and virality as strategic tools for scaling. His upcoming book on pricing offers a framework for CEOs and product managers to independently optimize pricing strategy, with updates and resources available at ajitghuman.com and via LinkedIn.

Quotes

“You can have the best product, great positioning, but if you don't really have the pricing structure down right, you could be leaving a lot of money on the table.”

“It’s not about the price point, but about the structure that you put in place and how you communicate it to the customers.”

“My agenda is to train product managers and CEOs to do pricing on their own—it’s not really hard, it’s just a mental block.”

“Depending on the type of market, your pricing approach will be very different—blue ocean, competitive, or renaissance markets each require a unique strategy.”

Resources

Podcast: Play in new window | Download (Duration: 22:08 — 20.5MB) | Embed

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Filed in: Archive 4: 2020-2023 • Interview • Podcast

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