ABM

Swap the self-serve CTA for a sales CTA on big accounts

PromisingFor B2B (SaaS and lead gen)

When to use it

When one self-serve CTA serves every visitor and enrichment shows a real share of traffic from companies too large to buy without sales.

How to run it

1Route visitors above your sales threshold to "Talk to sales" or "Book a call" while everyone below keeps the self-serve CTA.
2Keep both CTAs for large accounts but flip which is primary, so a self-serve champion inside a big company isn't blocked.

Why it works

Match what the visitor came for

A 12,000-person company can't put a card in and start, so "Start free" tells its buyers the page isn't for them. HubSpot's long-running dataset has personalized CTAs converting far better than generic ones.

Source: HubSpot personalized-CTA dataset; PLG sales-assist practice

What Tailor customers saw with this play

Enterprise and hybrid-sales teams (anonymized)

Target accounts named for sales

Turning high-intent anonymous traffic into identified accounts and pipeline

The situation: Teams with enterprise or hybrid sales motions get high-intent traffic on pages like /enterprise and /contact-sales, but can't see which companies those visitors come from.
What they changed: Combined IP enrichment with site engagement data.
Identified visitors from the right companies and roles.
Used the identified visitor dashboard to hand those accounts to sales.
The result: Sales sees which target accounts are showing intent on the site. The same signal can also drive tailored page experiences per segment.
Watch out: Identification comes from IP enrichment, so coverage varies by visitor. Treat it as an intent signal for sales.