diff --git a/website/api/controllers/deliver-talk-to-us-form-submission.js b/website/api/controllers/deliver-talk-to-us-form-submission.js
index fae7de41c8..9232fed824 100644
--- a/website/api/controllers/deliver-talk-to-us-form-submission.js
+++ b/website/api/controllers/deliver-talk-to-us-form-submission.js
@@ -46,10 +46,10 @@ module.exports = {
       required: true,
       description: 'What this user will be using Fleet for',
       isIn: [
-        'vulnerability-management',
-        'device-management',
-        'endpoint-ops-it',
-        'endpoint-ops-security',
+        'vm',
+        'mdm',
+        'eo-it',
+        'eo-security',
       ],
     },
 
diff --git a/website/api/controllers/entrance/signup.js b/website/api/controllers/entrance/signup.js
index df3b8853aa..652b20e802 100644
--- a/website/api/controllers/entrance/signup.js
+++ b/website/api/controllers/entrance/signup.js
@@ -68,10 +68,10 @@ the account verification message.)`,
       description: 'What the user will be using Fleet for.',
       required: true,
       isIn: [
-        'endpoint-ops-security',
-        'endpoint-ops-it',
-        'device-management',
-        'vulnerability-management'
+        'eo-security',
+        'eo-it',
+        'mdm',
+        'vm'
       ],
     }
 
@@ -153,6 +153,7 @@ the account verification message.)`,
       signupReason,
       password: await sails.helpers.passwords.hashPassword(password),
       stripeCustomerId,
+      primaryBuyingSituation,
       tosAcceptedByIp: this.req.ip
     }, sails.config.custom.verifyEmailAddresses? {
       emailProofToken: await sails.helpers.strings.random('url-friendly'),
diff --git a/website/api/models/User.js b/website/api/models/User.js
index 0f90184da1..513c4d083e 100644
--- a/website/api/models/User.js
+++ b/website/api/models/User.js
@@ -202,6 +202,18 @@ without necessarily having a billing card.`
       defaultsTo: false
     },
 
+    primaryBuyingSituation: {
+      type: 'string',
+      description: 'The primary buying situation the user selected when they signed up.',
+      extendedDescription: 'User records created before 2024-03-14 will have this attribute set to ""',
+      isIn: [
+        'eo-security',
+        'eo-it',
+        'mdm',
+        'vm',
+      ]
+    }
+
     //  ╔═╗╔╦╗╔╗ ╔═╗╔╦╗╔═╗
     //  ║╣ ║║║╠╩╗║╣  ║║╚═╗
     //  ╚═╝╩ ╩╚═╝╚═╝═╩╝╚═╝
diff --git a/website/views/pages/contact.ejs b/website/views/pages/contact.ejs
index 3aaeb3e87d..386ace9101 100644
--- a/website/views/pages/contact.ejs
+++ b/website/views/pages/contact.ejs
@@ -79,10 +79,10 @@
             <div class="selectbox">
             <select class="form-control" id="primaryBuyingSituation" name="primaryBuyingSituation" :class="[formErrors.primaryBuyingSituation ? 'is-invalid' : '']" v-model="formData.primaryBuyingSituation">
               <option disabled hidden value="undefined">Choose an option</option>
-              <option value="endpoint-ops-security">Endpoint operations for security engineers</option>
-              <option value="endpoint-ops-it">Endpoint operations for IT admins</option>
-              <option value="device-management">Device management</option>
-              <option value="vulnerability-management">Vulnerability management</option>
+              <option value="eo-security">Endpoint operations for security engineers</option>
+              <option value="eo-it">Endpoint operations for IT admins</option>
+              <option value="mdm">Device management (MDM)</option>
+              <option value="vm">Vulnerability management</option>
             </select>
             </div>
             <div class="d-block invalid-feedback" v-if="formErrors.topic">Please select an option.</div>
diff --git a/website/views/pages/entrance/signup.ejs b/website/views/pages/entrance/signup.ejs
index 7027d8115c..af992bc0c9 100644
--- a/website/views/pages/entrance/signup.ejs
+++ b/website/views/pages/entrance/signup.ejs
@@ -46,10 +46,10 @@
             <div class="selectbox">
             <select class="form-control" id="primaryBuyingSituation" name="primaryBuyingSituation" :class="[formErrors.primaryBuyingSituation ? 'is-invalid' : '']" v-model="formData.primaryBuyingSituation" @input="typeClearOneFormError('primaryBuyingSituation')">
               <option disabled hidden value="undefined">Choose an option</option>
-              <option value="endpoint-ops-security">Endpoint operations for security engineers</option>
-              <option value="endpoint-ops-it">Endpoint operations for IT admins</option>
-              <option value="device-management">Device management</option>
-              <option value="vulnerability-management">Vulnerability management</option>
+              <option value="eo-security">Endpoint operations for security engineers</option>
+              <option value="eo-it">Endpoint operations for IT admins</option>
+              <option value="mdm">Device management (MDM)</option>
+              <option value="vm">Vulnerability management</option>
             </select>
             </div>
             <div class="d-block invalid-feedback" v-if="formErrors.primaryBuyingSituation">Please select an option.</div>