In this episode of B2B Marketing Futures, we dive into one of the most debated questions in B2B marketing today: Fit vs. Intent, What Really Drives Growth?

As data, technology, and buying behavior evolve, our panel of marketing leaders unpacks how the balance between fit-based and intent-based targeting is reshaping go-to-market strategies. From understanding when intent data truly signals opportunity to knowing when to double down on high-fit accounts not yet in-market, this episode explores how top marketers are redefining precision, timing, and trust in 2025.

Participants:

• Lisa Schwartz – Director of Digital Marketing, Digitate

Leading digital strategies for complex enterprise accounts and exploring how “fit vs. intent” shifts when precision outweighs scale.

• Amanda Moran – Director, Global ABM & Sales Development, Smarsh

Driving a structured ABX approach in a finite TAM, balancing segmentation, brand consistency, and awareness creation.

• Courtney Bigum – Performance Marketing Manager, Sage

Blending data and human insight to bridge the sales-marketing gap and uncover what intent data often misses.

• Cecilia Mancini – Marketing Campaign Manager, IFS

Running integrated ABM and demand gen programs across energy, utilities, and defence, experimenting with AI tools like Microsoft Copilot to identify growth opportunities.

Together, they explore:

• What truly separates fit-based and intent-based targeting

• When intent data drives results and when it misleads

• How to define and prioritise “fit” across markets and segments

• Balancing short-term intent capture with long-term demand creation

• How enterprise and SMB strategies differ in applying fit vs. intent

Whether you’re running ABM programs or refining your targeting strategy, this episode will challenge how you think about data, timing, and what really drives B2B growth.

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