Key takeaways from SaaS-special Webinar

How ICP and segmentation linked to pricing and packaging drive growth for SaaS companies

In a fast-changing SaaS market, the right pricing and packaging strategy can be the difference between steady growth and exponential success. But how do you get there? The answer lies in understanding your Ideal Customer Profile (ICP) and leveraging segmentation to create pricing and packaging models that match customer needs and maximize revenue.

These were the key themes explored during our recent webinar on SaaS growth strategy, where experts Frida Ahrenby (CMO at Rillion) and Felix Mörée (Partner at Axeholmen) shared how connecting segmentation with pricing leads to long-term profitability. Let’s break down the highlights.

‍

🎯 Why Segmentation and ICP matter for Pricing

One of the key insights from the webinar was how segmentation directly affects pricing and packaging. As Felix put it:

Segmentation should reveal differences in customers' willingness to pay and what results they want to achieve. This helps design packages and set price levels.

In other words, understanding what your customers value most allows you to craft pricing strategies that resonate with them. For example:

• Price-sensitive customers may prefer a budget-friendly basic package.
• Feature-driven customers might pay a premium for advanced functionality.
• Time-sensitive buyers may be willing to pay extra for faster implementation.

‍

💡 Key Insight: Link Pricing Strategy to Customer Value

Connecting segmentation to pricing means going beyond demographics like company size or industry. As Frida explained:

“It’s about aligning pricing strategies with segmentation to create sharper offerings and improve revenue predictability.”

This is where the magic happens: Customer value perception drives pricing decisions. For SaaS companies, this means using segmentation data to design:

• Good-Better-Best Models: Offering different packages tailored to distinct customer needs.
• Premium Add-Ons: Charging extra for features like onboarding, training, or enhanced support.
• Usage-Based Pricing: Adapting prices based on factors like user count or data volume.

‍

📊 Effective criteria for B2B SaaS segmentation

To link ICP to pricing, you need to prioritize segmentation criteria that fit your market. During the webinar, three important factors were discussed:

1. Industry or Vertical — Identify industries with high demand or specific challenges
2. Company size and Revenue — Identify whether your product suits SMBs, mid-market, or enterprise
3. Behavior factors — Analyze customers' technology stack, churn risk and commitment to fine-tune segmentation.
   ‍

🚀  How this translates to Growth

Segmentation is a fundamental strategy for focusing on the right customers and optimizing resources. Felix summed it up like this:

“With segmentation, you avoid wasting resources on the wrong customers and can instead focus on the segments that are most likely to convert and remain loyal.”

By understanding what drives customers’ willingness to pay, SaaS companies can:

• Increase Average Contract Value (ACV)
• Improve customer retention through better-fit packages
• Identify new revenue opportunities from overlooked customer segments
  ‍

✅ Conclusion: Make it actionable

A successful ICP and segmentation strategy is more than just an idea—it should drive decisions across sales, marketing, and product teams. This alignment ensures that every team understands how pricing and segmentation work together. As Frida concluded:

“Defining your ICP is one thing, but anchoring it across sales, marketing, product, and even finance is critical for growth.”

Ready to optimize your SaaS pricing strategy? Start by defining your ICP, leveraging customer segmentation, and aligning your entire team around customer-driven growth.

Dig even further by downloading our White Paper now!