E126: Fit vs. Intent: What Really Drives B2B Growth?

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.