Last November, we did something that would give most B2B marketers hives: we published our pricing on our website. All of it. Right there for the world to see. (Cue dramatic gasp.)
It started as a simple internal conversation: Why are we still hiding our pricing?
We weren’t trying to make a statement. We just got tired of the back-and-forth. It slowed things down, annoyed buyers, and created unnecessary friction. So, we decided to fix it.
We published our pricing on the website. Clear, public, no forms, no “Let’s chat first.” And we've had solid results by doing this—and it’s made things smoother for us, too.
“When costs rise (or people think they will rise), it’s the marketer’s job to message it, protect brand trust, retain conversions, and do more with less. Use phrases like ‘Price Transparency’ or ‘No Surprises.’”
Yes. Exactly that. That’s why we posted our prices. And six months in, here’s what happened:
When people can see the value difference between a basic onboarding and our full-service onboarding, they don’t just pick the cheapest option—they pick what makes sense for them. We’re not nudging them. They’re nudging themselves.
It’s way easier for partners to recommend us when they don’t have to say, “Uh, I’m not sure what they charge—let me connect you.” Now they can just drop a link.
We’re not the cheapest. And that’s fine. But we’re also not wildly overpriced. Being upfront helps
When someone clicks through multiple pricing pages on our site, we know. And we follow up. These are high-intent leads raising their hand without ever filling out a form.
Transparency forced us to standardize what we were quoting ad hoc. That’s not just easier for prospects—it’s easier for us. Faster quotes, less internal chaos.
No mystery pricing = fewer calls to explain what things cost = shorter deals and fewer ghosted follow-ups.
Look, if you’re still rocking the “Contact Us for Pricing” button, we get it. It feels scary. What if competitors use it? What if people think we’re too expensive? What if…?
But let’s flip it: What if they already assume you’re too expensive because they can’t find a price? What if your competitors are just as vague, and you being transparent gives you the edge?
As Jay noted, smart marketers aren’t just riding out economic shifts—they’re leaning into them. That means pricing transparency. That means showing value. That means removing friction wherever you can.
If you're working with clients—especially as a fractional CMO—this is the kind of stuff that helps you stand out. You’re not just recommending platforms and campaigns. You’re creating comfort during discomfort. And that goes a long way.
If you’re curious how we did it—or you want to build your own version of a “no surprises” strategy—we’re happy to share what we’ve learned.