Say you’re a potential conference sponsor choosing between two events.

The first provides specific pricing information as it describes sponsorship benefits. The second does not.

Both will allow you to generate leads and promote your brand equally. As you research both events online, you see pricing described in two different ways.

Both approaches then ask potential sponsors to provide contact information so a salesperson can be in touch.

To answer this question quantitively, A/B testing, pipeline metrics and conversion rates are necessary. B2B publishers can do this internally.

B2B publishers use both strategies. Which is most effective?

Engaging prospects without providing pre-defined pricing allows the salesperson to understand the potential sponsor’s motivations and interests, adjusting pricing accordingly. For sponsors ready to make an immediate purchase decision, salespeople can present the best possible price. For noncommittal buyers, sales can be closed at a lower price point.

With this approach, a media kit provides guidelines for salespeople in their negotiations with potential sponsors, rather than commitments that publishers make to prospects up front.

The same goes for other high value sales for B2B publishers, including site licenses, group participation in events, company training, etc.

To answer it qualitatively, I’d answer this way.

The best price is always the highest price that a prospect will pay for a service. Involving salespeople immediately in the understanding and negotiation of these prices maximizes profitability even in high margin sponsorship sales.