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.

Together, they explore:

• When intent data is a reliable predictor of opportunity and when it falls short

• How fit-based targeting uncovers hidden high-value accounts

• The operational challenge of integrating multiple data sources at speed and scale

• How to find the right balance between fit and intent for greater pipeline impact

• Actionable advice for marketers combining both approaches into one unified strategy

Whether you’re refining your ABM motion or rethinking your targeting strategy, this episode offers real-world lessons on making fit and intent work together for measurable success.

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