B2B companies can often grow faster by fixing pricing, packaging, onboarding, and payment strategy instead of just focusing on lead generation. In this episode of B2B Vault, Allen Kopelman interviews Roee Hartuv of Willingness to Pay about SaaS pricing models, customer retention, packaging strategy, implementation, AI-driven margin pressure, and how software companies can unlock more revenue by charging the right way.
B2B Vault: Biz to Biz Podcast with Allen Kopelman and Roee Hartuv
Software and fintech companies often obsess over leads and traffic while ignoring the highest-ROI Growth lever: pricing and packaging. Roee Hartuv explains that how you package a product and onboard customers after the sale often creates the fastest revenue lift. The conversation explores the shift toward software companies becoming payments companies and how AI is rewriting the traditional SaaS playbook.
It isn’t just about how much you charge; it is about how you charge. Proper pricing and packaging directly impact:
Instead of internal feature buckets, Roee recommends packaging around the customer’s specific needs. This involves identifying the customer’s pain points, maturity level, and necessary capabilities. This creates a natural growth path where customers move up tiers as their business becomes more advanced.
A major trend in SaaS is the realization that long-term revenue scales through payment flows rather than just subscriptions. Many platforms are now:
Founders often focus on the sale but ignore activation. If customers aren’t trained or migrated properly, they stall before becoming real users. Allen suggests using implementation fees to create “skin in the game,” ensuring customers are committed to the onboarding process.
AI is increasing the “cost to serve” due to computing and API expenses. This forces companies to move away from unlimited flat pricing. Additionally, AI tools allow buyers to compare vendors instantly, making transparent and consistent pricing more critical than ever.
Growth doesn’t always require more demos; often, it requires fixing what happens after a customer says yes. The winners in a crowded market are the companies that make their products easy to buy, easy to adopt, and easy to justify through clear value.
Podcast: B2B Vault: Biz to Biz
Host: Allen Kopelman, Nationwide Payment Systems
Guest: Roee Hartuv, Willingness to Pay
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