They're considering more. The next plan still looks like a brochure.

Connected

Plan, usage relative to limits, billing-page views, and the role of the person in-session.

Example eligibility rule

Qualify an account after two billing or upgrade views in 30 days, or when sustained usage exceeds 80% of a relevant limit for two weeks, provided the current workflow is healthy. A single billing visit does not establish expansion intent.

Usage is healthy, or they viewed billing. The next plan is a generic grid: more seats, more logs, more "advanced". No proof from accounts like them, no picture of their own results on the next tier. They do not need a harder sell. They need to believe the jump is for them.

Avoid this assumption

A usage meter that turns red is not proof. A verified example is: "A 30-person support team moved to this tier to automate ticket routing and add audit logs."

Expansion confidence is "this worked, the next step looks like that, for us". Feature lists are what you show strangers. Hold out the brochure against proof that uses their own usage.

Reach

How many eligible people can you reach in the chosen channel and time period?

Cost

What will content, delivery, QA and ongoing maintenance cost?

Return

What incremental outcome would cover that cost, and what is it worth?

Planning inputs, not measured results. Estimate reach × incremental outcome rate × value per outcome, then subtract cost. Use a range and a consistent time period.

Example format: Content

Upgrade page framed with their results and a matching next plan.

Compare lighter and deeper responses

Choose the lightest response that solves the need.

Assist: Offer useful help

Keep the grid. Add one relevant proof point, such as a 30-person support team using automated routing, or show the account's own usage recap.

Adapt: Change a meaningful part

Upgrade page framed with their results and a matching next plan.

Transform: Tailor the journey

In-product, at the moment they need the next thing, with proof and a human for high-fit accounts.

What to watch out for

• Inventing savings they will not recognize.
• The same enterprise case study for a ten-person team.
• Blocking the current plan to force the conversation.

Control

Default upgrade or pricing page.

Treatment

Account-aware proof on the next plan, with a holdout.

Success measure

Expansion conversion of accounts that viewed the next plan.

Guardrail

Trust. Invented ROI, or a scare about hitting the limit, should fail.

Among accounts that met the expansion-consideration rule, compare account-aware proof with the standard upgrade page. Report upgrade starts, completed expansion, and 30-day adoption of the added capability.

Win or lose, record what worked, for whom and why. What you learn becomes the next signal.

• Mutiny B2B website personalization tool that identifies visiting companies (via IP/firmographic match) and swaps page content (headlines, proof, CTAs) by account, segment, or industry. As of April 2026 it relaunched as an AI GTM agent, expanding beyond the original website-personalization product.
• Pendo in-app guides Product experience platform combining usage analytics with in-app guides targeted by user or account segments.
• Demandbase Personalization ABM platform module that identifies visiting accounts via AccountID (firmographic, intent, technographic signals) and swaps page copy, images, CTAs, and links for those accounts, plus auto-fills company data on forms.
• Customer.io Event-triggered lifecycle messaging across email, push, SMS, and in-app, built on a customer profile and behavior-data layer.

They keep doing it the hard way. Show the easier way while they're still doing it by hand.

They hit the limit of the plan they're on. Tell them they hit a wall, and how to keep going. Don't throw up a paywall.