E129: Fit vs. Intent: What Really Drives B2B Growth?

Episode notes

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 behavior evolve, our panel of marketing leaders unpacks 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, this episode explores how top marketers are redefining precision, timing, and trust in 2025. Participants: • Lisa Schwartz – Director of Digital Marketing, Digitate Leading digital strategies for complex enterprise accounts and exploring how “fit vs. intent” shifts when precision outweighs scale. • Amanda Moran – Director, Global ABM & Sales Development, Smarsh Driving a structured ABX approach in a finite TAM, balancing segmentation, brand consistency, and awareness creation. • Courtney Bigum – Performance Marketing Manager, Sage Blending data and human insight to bridge the sales-marketing gap and uncover what intent data often misses.