Turn pricing from a hurdle into a greenlight. Package a concise video explainer and a simple ROI model on one page - so champions can justify spend and secure approvals without back-and-forth.
Who it’s for
Founders, Marketing, and Product Marketing
Enterprise AEs & Sales Engineers in budget reviews
Finance-friendly champions who need board/exec buy-in
Why it matters
Clear pricing + credible ROI shortens cycles and reduces discount pressure. Most pricing pages answer “how much,” not “why now.” A concise explainer plus a calculator gives buyers and champions what they need to secure budget without friction.
How it works (TOF → MOF → BOF)
TOF (Set expectations fast):
2–3 short clips: “How pricing works” (tiers/usage) and “Typical ROI in 90 days.” Share on LinkedIn/X/Shorts and in follow-up emails. Each links to the Pricing Explainer page.
MOF (On-site “Pricing Explainer” page):
A Replay page that includes:
Chapters: Pricing model → What’s included → ROI in 90 days → Examples
Simple calculator: inputs (team size/usage), outputs (payback, annual ROI)
Transcript + searchable timeline
Artifacts: PDF pricing guide, procurement checklist, security/compliance links
BOF (Approval-ready actions):
Primary CTAs: “Get a tailored quote” · “Start free trial.”
Secondary: “Download finance pack” (pricing guide + ROI model) · “Book a 15-min approval run-through.”
KPIs: Quote requests · Trial starts · Discount rate (↓) · Time-to-approval · Finance pack downloads
Automation tips: If completion >70% and “ROI” chapter opened → alert the AE to follow up the same day. Calculator used → email the assumptions/result as a PDF + booking link. Finance-pack download from an exec domain → ping AE and create an approval task.
Clarity converts. By pairing cost with credible outcomes, you shorten procurement loops and defend value - before discounts enter the conversation.