Zaponomics at work: How Zapier turns customer value into revenue growth with Giang Hoang

"Unpack Pricing" with Scott Woody

In this episode of Unpack Pricing, Scott Woody, co-founder and CEO of Metronome, talks with Giang Hoang, Director of Business Operations at Zapier.

Giang shares how Zapier has evolved pricing from a single product PLG motion to a multi-product platform with an enterprise motion, requiring fundamental changes to their pricing and packaging strategy. She reveals Zapier's five core pricing principles, how they built a dedicated cross-functional pricing team, and the significant 2024 pricing overhaul that introduced flexible "pay-per-task" billing to reduce customer friction. The conversation explores how Zapier successfully launched new products like Tables and Interfaces, their approach to bundling, and how they balance adoption-focused pricing with enterprise monetization. Giang also discusses their "Zaponomics" exercise for continuously evaluating value metrics, the challenges of multi-product pricing complexity, and why change management is the most underestimated aspect of pricing transformations.

FULL TRANSCRIPT AVAILABLE HERE: https://metronome.com/podcast/unpack-pricing/zaponomics-at-work-how-zapier-turns-customer-value-into-revenue-growth
–

Follow:
Scott:
https://www.linkedin.com/in/scott-woody-21677121/

Giang:
https://www.linkedin.com/in/gianghoang/

–

Check out:
Zapier: https://zapier.com/
Metronome: https://metronome.com/

–
Timestamps:
(00:00) Intro
(02:25) Giang's journey into pricing and packaging
(04:24) Zapier's pricing evolution
(06:47) Strategic lever: pricing as a growth driver
(08:35) Zapier's pricing principles
(12:14) Building a cross-functional pricing team
(15:24) Major pricing and packaging changes in 2024
(19:54) Customer reactions and feedback
(24:08) Enterprise pricing strategies
(28:28) Launching new products and add-ons
(36:57) The role of AI in pricing
(42:15) Experimentation and iteration in pricing
(44:33) Hot takes and final thoughts
(49:38) Wrap