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Fit vs. Intent: What Really Drives B2B Growth?

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 behaviour evolve, our panel of marketing leaders unpack 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, the conversation explores how top marketers are redefining precision, timing, and trust in 2025. This episode offers a practical, experience-led discussion on how enterprise and SMB teams apply fit and intent differently, how AI is changing account prioritisation, and why strategy must always come before tools. Participants • Lisa Schwartz — Director of Digital Marketing, Digitate • Amanda Moran — Director, Global ABM & Sales Development, Smarsh • Courtney Bigum — Performance Marketing Manager, Sage • Cecilia Mancini — Marketing Campaign Manager, IFS Chapters 00:00 Introduction: Fit vs. Intent in B2B Marketing 02:36 Understanding Fit-Based Targeting 05:06 The Role of Intent Data 07:44 Navigating Complex Enterprise Sales 10:45 Why Sales and Marketing Alignment Matters 13:02 Leveraging AI in Modern Marketing Strategies 15:43 CRM Challenges and Data Fragmentation 18:22 How AI Is Shaping B2B Marketing Decisions 22:32 Navigating the Expanding AI Tool Landscape 23:53 Repurposing Content at Scale with AI 25:18 Balancing Short-Term Intent and Long-Term Fit 27:32 Scaling Marketing Efforts Without Losing Precision 29:09 Fit vs. Intent Explained Through a Dating Analogy 34:29 Can AI Predict Intent Before It Happens? 39:40 Closing Thoughts: Combining Fit and Intent for Sustainable Growth