Product Marketing · March 1, 2026 · 7 min read
B2B SaaS pricing strategy: what product marketers need to know (and own)
Pricing is the most consequential number in a B2B SaaS business, and product marketing usually meets it last. A price has to be readable on its own. When every deal needs a rep standing next to the number to explain it and discount it, we haven't set a price. We've built something that needs an attendant. Five pieces belong to PMM. Willingness-to-pay research, the value metric, packaging, competitive framing, and the price increase. Own the research and we end up in the room where the number gets set.