Jessica is giving some great insights and while pricing isn't my specialty, i've been involved in it a lot. Just a few quick points:
- Cost based pricing is ridiculous.
- Value pricing sounds great but in B2B getting to the right value number is harder than you think.
Stanford's B School used to tell software entrepreneurs to do the following:
1. Dream up the highest price you can and use it.
2. If the client doesn't throw you out of their office, double it in the next proposal until you start losing deals because of it.
Seems a bit off, right? But think about it, it allows you to find the highest value based price. Sure you can obtain some sense of perceived value by doing interviews and research and really engaging with buyers on the buying journey but their responses are prospective and theoretical. You can only really find a price someone is willing to pay by making an offer at that price and getting a real reaction in a real buying situation.
There is also a huge psychological aspect to price. People value what they pay for. This is why I dislike freemium models intensely as they essentially delay the value conversation, and in a sense lower the threshhold of value you have to deliver to get the signup, but then SaaS companies kid themselves that they have "200 freemium customers". Uh, no you don't. You have 200 people are signed up for something at not cost and with little effort. That isn't a sale, and is of course why "upselling" is so hard for freemium vendors.
There are limits of course, and the point of experimental pricing is to find those limits and optimize them. My last point? I don't think a lot of analysis yields better results on pricing. I think coming up with a good hypothesis (based on value) and engaging with that pricing and then increasing until you lose is the best way to go.
Fyi, I help a lot of folks like you with these go-to-market types of issues. Let me know if I can help.