E126: Fit vs. Intent: What Really Drives B2B Growth?
B2B Marketing Futures · 2025-10-29 · 32 min
Episode notes
In this episode of B2B Marketing Futures, we dive into one of the most debated topics in B2B marketing today, Fit vs Intent. Our panel of marketing leaders share how they identify, prioritize, and engage accounts by balancing fit-based and intent-based strategies and what happens when the two don’t align. From unifying multiple data sources to navigating the limits of intent signals, they reveal practical insights for maximizing pipeline efficiency and deal quality. Participants: • Ian Martinez-Christian – Marketing Operations Leader at Tricentis, bridging data, automation, and sales alignment to turn insights into action. • Jamal Layne – ABM Manager, Retail & Consumer Goods at Snowflake, focused on scaling ABM in Fortune 500 accounts through data-driven personalization and strategic validation. • Lisa Schwartz – Director of Digital Marketing at Digitate, exploring the art of precision targeting in large enterprises through AI, orchestration, and layered messaging.