Marcos Rivera is the founder and CEO, Pricing I/O. Marcos has a long career as a B2B Software operating executive and now leverages that experience to help B2B SaaS and AI-Native companies optimize monetization, pricing, and packaging.

• 9 ingredients for a winning pricing strategy

• 9 psychology concepts for pricing

• Differences between SaaS and AI pricing

• The value of pricing frameworks

Marco was the head of pricing and packaging at Vista Equity, one of the top Private Equity firms in the B2B SaaS industry - an incredible foundation to see how leading companies leverage pricing as a strategic growth lever.

Marcos started by sharing the key ingredients to developing a winning strategy, explains all nine, and highlighted why he believes the top four are most critical:

• Knowing the compelling value that our software delivers

• Establish a clear market position

• Pricing that builds trust

• Case studies and ROI proof

• Have a pricing point of view

• Consistent pricing messaging

• Data-Driven pricing insights

• Social proof and testimonials

• Ongoing price optimization

Another key topic discussed was the 9 psychological concepts for pricing, including:

• Halo effect

• Loss aversion (FOMO)

• Social proof

• Confirmation bias

• Scarcity effect

• Mere exposure effect

• Anchoring effect

• Authority bias

• Goal gradient effect

If you are responsible for creating, testing, refining, or selling B2B SaaS or AI-Native products - this episode is a great way to understand the "why and how" of pricing - not just the what!!!