Fit vs Intent: Where Should Marketers Really Place Their Bet?

B2B marketers face a constant strategic challenge: should they prioritize accounts that perfectly match their ICP or focus on buyers showing active intent in the market?

In this episode of B2B Marketing Futures, sponsored by Adzact, a global panel of senior marketing leaders explores how to balance fit and intent for smarter targeting. They discuss ICP development, intent signal accuracy, sales and marketing alignment, website engagement signals, and ABM complexity, offering actionable frameworks and real-world examples that marketers can apply immediately.

Whether you work in digital marketing, ABM, demand generation, or marketing operations, this conversation is packed with insights to help your team drive impact and growth.

Participants:

• Corey Kyte, Senior Digital Marketing Manager, Clarity
• Elizabeth Irvine, Growth Marketing Lead, Siteimprove
• Anish Jariwala, Martech Insights and Operations, Synopsys
• Gary Maggiolino, Senior Manager of Global Marketing Technology, InterSystems
• Giorgia Favaretto Illig, Global Head of Marketing, S&P Global Mobility