Customers don't know all competitors in a space like you do. A company might need a solution and only research a couple of days. I think it's not a matter of better marketing, just different marketing. In my industry niche some companies have fixed pricing per month, some per usage, some per seat, some target < 100 USD customers, some have only a free tier and the first paid tier is already 250 USD. There's no one pricing strategy that captures every customer. I have customers that only work with me because we're based in Europe (different data protection legislation), not related to anything in the product or pricing itself.