E158: Fit Beats Intent: The New Rule of B2B Demand

In this episode of B2B Marketing Futures, marketing leaders explore why account fit has become a stronger predictor of revenue than buyer intent alone, and how modern B2B teams can build more effective demand generation strategies by prioritising the right accounts before they show buying signals.

The conversation examines the relationship between fit, intent, timing, and personalisation, discussing how marketers identify high-value accounts, avoid chasing misleading intent signals, and balance AI-powered targeting with human judgement.

The discussion highlights where marketers create the greatest impact, from defining ideal customer profiles and interpreting buying signals to developing personalised engagement strategies, aligning with sales teams, and making informed decisions about where to invest marketing resources in an increasingly AI-assisted B2B landscape.

Participants:
Saralee Katz, Demand Generation Manager at Adyen

Tom Kay, Sr. Digital Marketing Manager at AudioEye