Founder Interview Video
Paddle's Head of Product Marketing on Pricing and Monetization in a Downturn (Stephen Ngo, SaaSOpen 2023)
Chapters
- 0:00Introduction: Stephen Ngo and His Role at Paddle
- 0:22Paddle's Product Suite and the ProfitWell Acquisition
- 0:48Talk Agenda: Process, Strategy, and Tactics
- 1:09Paddle's Subscription Data: 20-25% of the SaaS Market
- 1:31Bad News: B2C Growth Flatlined, B2B Slowing
- 2:38Pricing Is a Process, Not a One-Time Decision
- 3:24The Three Revenue Levers: Acquisition, Pricing, Expansion
- 4:30Building a Pricing Committee
- 6:25Establishing a Research Process
- 6:47Mapping Buyer Segments and Personas
- 9:48Value Metrics: What They Are and Why They Matter
- 11:50Feature Packaging: Core, Differentiable, and Add-On Features
- 14:49How to Change Prices the Right Way
- 15:14Messaging Guidelines for Price Changes