Common Pricing Strategies in B2B Marketing

There are a few common pricing strategies that are used in B2B marketing.

The first and most popular is cost-plus pricing, which simply means setting the price of a product or service at a level that covers the costs incurred plus a reasonable profit margin. This strategy is often used when there is little or no competition for the product or service being offered.

Competitor-based pricing is another common strategy, particularly in markets where there is more than one player offering similar products or services. In this case, companies will try to stay in line with what their competitors are charging, while still trying to offer a competitive price that will attract customers.

There are many more pricing strategies out there. However, which pricing strategy is the right one for B2B marketing depends on many factors and the individual situation. This is true especially when you’re trying to determine the pricing strategy for a new product.

Other common B2B pricing strategies

There are a few other common pricing strategies that are not mentioned above but are definitely worth mentioning.

There is the strategy of price skimming. This is when a company sets a high initial price for its product or service to maximize profits. They will then gradually lower the price as demand decreases. This strategy can be effective if done correctly, but can also backfire if customers find a cheaper alternative before the price is lowered.

Another common pricing strategy is called penetration pricing. This is when a company sets a low initial price for its product or service to gain market share. They will then gradually raise prices as demand increases. This can be an effective way to gain market share quickly, but can also lead to lower profits if not done carefully.

Yet another alternative in B2B marketing is bundle pricing. This is when a company offers multiple products or services at a discounted rate if they are purchased together. This can be an effective way to increase sales and encourage customers to buy more than one item at a time. It is important to make sure that the products or services being bundled complement each other well so that customers are getting a good deal and are not left feeling disappointed with their purchase.

Benefits of cost-plus pricing

Cost-plus pricing offers many benefits, including minimal resource requirements and full-cost coverage. This pricing strategy is also relatively easy to implement, as it does not require extensive market research. Additionally, cost-plus pricing can help to hedge against incomplete knowledge of the market.

What are the drawbacks of competitor-based pricing?

There are several drawbacks to competitor-based pricing.

  • This model is not designed to meet long-term goals. You may be able to undercut your competition in the short term, but over the long term you will likely end up losing your profits.
  • Pricing strategies that are based on other people’s products will need to change if your competition changes its prices. This can be a hassle and may require you to constantly adjust your prices.
  • If you focus too much on your competition, you may end up neglecting your own products and customers. It’s important to remember that your ultimate goal is to provide value to your customers, not just beat the competition.
  • Competitor-based pricing can lead to a race to the bottom where companies are constantly trying to undercut each other. This can be detrimental to both businesses and consumers alike.
  • Competitor-based pricing can also encourage unethical behavior such as price fixing or collusion among competitors. If companies are working together to fix prices, it can create an unfair market and lead to higher prices for consumers.

The markup percentage for cost-plus pricing

There are a few different ways to determine the markup percentage for cost-plus pricing. One method is to subtract the unit price from the sales price, and then divide that number by the unit cost. To calculate the markup percentage, multiply the final result by 100.

Another way to calculate markup is to take the difference between the selling price and cost and divide it by the cost. This will give you the decimal form of markup. To convert this to a percent, simply multiply by 100. So if your product costs $10 and you sell it for $15, your markup would be 0.5 (or 50%).

You can also use a formula that takes into account both the selling price and quantity sold:

(Selling Price - Unit Cost) / Unit Cost x 100 = Markup Percentage

Final thoughts

There are many factors that you need to consider when choosing a pricing strategy for your B2B marketing. Here’s an overview of the most important aspects:

Market research

You need to understand your target market and what they’re willing to pay for your goods or services.


Your prices should reflect the value that your customers perceive in your products or services.

Cost of goods

You need to account for the cost of manufacturing or acquiring your goods or services.


If you have employees, you need to factor in their wages when setting your prices.


The cost of distributing your products or services will impact your pricing strategy.

Scale and economies of scale

If you’re able to produce large quantities of goods or services, you may be able to lower your prices due to economies of scale.

About the Author
Hi there, I'm James, founder of Melbado. I have over 20 years of experience as a leader and entrepreneur. Recently, I turned to leadership coaching and writing to pass on my knowledge to the next generation. If you have any questions or comments, please contact me via our contact page.


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