Fit vs Intent: Where Should Marketers Really Place Their Bet? скачать в хорошем качестве

Fit vs Intent: Where Should Marketers Really Place Their Bet?

Should marketers prioritize targeting companies that perfectly match their ICP or focus on buyers showing active buying signals in the market? In this episode, industry experts break down the realities of ICP development, third party intent accuracy, sales and marketing alignment, website engagement signals, ABM complexity, and how to balance both fit and intent for smarter targeting. Whether you work in digital marketing, ABM, demand generation or marketing operations, this conversation offers practical frameworks and real-world examples you can use immediately. Participants: Corey Kyte, Senior Digital Marketing Manager, Clarity Elizabeth, Growth Marketing Lead, Siteimprove Anish, Martech Insights and Operations, Synopsys Gary Maggiolino, Senior Manager of Global Marketing Technology, InterSystems Giorgia Favaretto Illig, Global Head of Marketing, S&P Global Mobility Chapters: 00:00 Introduction 02:08 Defining the core debate fit based targeting versus intent based targeting 02:30 Why fit matters and how it aligns with product market potential 03:23 The limits of intent signals and noise from non ICP audiences 04:09 Why marketers need a balance of both fit and intent 05:25 How marketers plant future demand and create long term value 06:26 Using fit and intent scoring models 07:18 Matrix grading and ICP tiering approaches 08:05 Lead queues, stagnation and segment prioritization 08:41 Adding website activity as a third signal in the targeting trifecta 10:33 Where third party intent falls short 11:33 Should sales or marketing own ICP identification 13:28 Why sales and marketing must co build ICP lists 14:08 Tiered segmentation and organic intent signals 15:29 Using intent for customer retention and expansion 16:14 Monitoring competitor research behavior among active customers 16:49 Bottom up and top down methods for building ICP 17:11 Granularity and limitations of account level intent 18:06 Evaluating accuracy, noise and real buying signals 18:51 How teams manage intent data in CRM and MAP systems