E148: Fit vs. Intent: What Really Drives B2B Growth?

In this episode of B2B Marketing Futures, senior marketing and commercial leaders come together for a roundtable conversation on “Fit vs Intent Targeting,” exploring one of the most important debates in modern B2B marketing: how to identify the right accounts and engage them at the right time.

From unpacking the difference between fit-based and intent-based targeting to understanding when each approach is most effective, the discussion dives into how organizations can better balance scale and predictability with real-time buying signals.

Drawing from real-world experience, the group shares insights on defining and prioritising ideal customer profiles, leveraging intent data without over-relying on it, and navigating the challenges of targeting in complex, global organizations.

Participants:

• Amber Sellens, Global Portfolio Manager – Digital Marketing at Shell

• Anna Laurila, Head of Enterprise Marketing at Meltwater

• Francesca Rinni, Head of Marketing at TÜV SÜD

• Kaynan Kaplan, Digital Marketing Manager at Introhive