#216: Website Teardown | How to Nail your B2B Pricing Page with Emily Kramer (Co-Founder & Advisor of MKT1), Bill Wilson (CEO & Founder of Pace Pricing), and Karan Sood (Director Sales Operations at Rakuten Kobo)

Is there anything more terrifying for a marketer than having to work on the pricing page? How do you handle packaging, listing out features, and deciding whether to put the actual price, or “contact sales”?In this session from our Ultimate Roast of B2B Pricing Pages, Emily Kramer (Co-Founder & Advisor of MKT1), Bill Wilson (CEO & Founder of Pace Pricing), and Karan Sood (Director Sales Operations at Rakuten Kobo) share their secrets to a killer B2B pricing page. Then, they do a live teardown of real pricing pages that you can learn from.Emily, Bill, and Karan also cover:How to make your pricing page clear and transparentThe most common mistakes SaaS companies make with pricingHow to structure pricing tiers and communicate value effectivelyTimestamps(00:00) - - Introduction to Bill, Emily, and Karan (01:16) - - Why pricing pages are critical to conversions (03:29) - - The FAST framework (05:27) - - The four key functions of a pricing page (09:20) - - Common mistakes companies make with pricing page clarity (12:35) - - The role of social proof and risk reversal in building trust (14:48) - - Should B2B companies display pricing on their website? (17:22) - - How to structure pricing tiers for clarity and conversion (19:39) - - Live pricing page roast: Mention (30:38) - - Live pricing page roast: Flagsmith (38:51) - - Live pricing page roast: Contact Monkey (42:05) - - Why request pricing forms create unnecessary friction (44:26) - - Should you display pricing if your competitors don’t? (46:28) - - The importance of value-based pricing in B2B (50:54) - - Final takeaways and recommendations Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletterLearn more about Exit Five's private marketing community: https://www.exitfive.com/***Brought to you by:Optimizely - the AI platform for marketers. Build your own AI agents or pull from a directory of 50+ pre-built ones for marketing use cases. Their new Virtual Teammates can join meetings, complete tasks, support campaigns, and keep your website optimized. Learn more at optimizely.com/exitfive.Webflow - A website platform built for the agentic web, letting modern marketing teams build fully custom sites that perform in AI search with no developer needed. Learn more at webflow.com/for/exitfive.Zoom Webinars & Events – The virtual event platform built to help B2B marketers run webinars that actually drive pipeline, with branded registration pages, live engagement features, and built-in tools to repurpose sessions into clips and content. Learn more at zoom.com/exitfive.Compound Growth Marketing - A full-funnel demand gen agency helping high-growth cybersecurity and enterprise software companies show up earlier in the buying journey, combining AEO, modern paid advertising, and a dedicated go-to-market engineering team. Podcast listeners get two free media planning sessions to find out what channels are driving the best ROI. Learn more at compoundgrowthmarketing.com/exitfive. ***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more