Last year the Atlanta Falcons started a move called Fan-First Pricing in their brand new Mercedes Benz Stadium, significantly lowering concession prices at their games. These included $2 for a Coca-Cola in a refillable cup; $2 for a hot dog, pretzel or popcorn; $3 for waffle fries, a pizza slice or nachos with cheese; and $5 for a Bud Light or a cheeseburger.

"We went to a client recently and found out their marketing budget was completely tapped," recalled Krystle Kopacz, CEO, Rev, on a SIPA webinar earlier this month titled Lead Generation Strategies for High-Priced Products and Services: A Holistic Approach. "It dissuaded us that we were late—we were pitching a solution for account based marketing, a new product we were offering.