E148: Fit vs. Intent: What Really Drives B2B Growth?

E148: Fit vs. Intent: What Really Drives B2B Growth?

From B2B Marketing Futures by Adzact

April 20, 2026 · 35 min · Season 2 · Episode 148

About this episode

This episode features a roundtable discussion on the debate between fit-based and intent-based targeting in B2B marketing.

In this episode of B2B Marketing Futures, senior marketing and commercial leaders come together for a roundtable conversation on “Fit vs Intent Targeting,” exploring one of the most important debates in modern B2B marketing: how to identify the right accounts and engage them at the right time. From unpacking the difference between fit-based and intent-based targeting to understanding when each approach is most effective, the discussion dives into how organizations can better balance scale and predictability with real-time buying signals. Drawing from real-world experience, the group shares insights on defining and prioritising ideal customer profiles, leveraging intent data without over-relying on it, and navigating the challenges of targeting in complex, global organizations. Participants: • Amber Sellens, Global Portfolio Manager – Digital Marketing at Shell • Anna Laurila, Head of Enterprise Marketing at Meltwater • Francesca Rinni, Head of Marketing at TÜV SÜD • Kaynan Kaplan, Digital Marketing Manager at Introhive

People in this episode

Guests: Amber Sellens, Anna Laurila, Francesca Rinni, Kaynan Kaplan

Topics covered

  • Fit vs Intent Targeting
  • B2B Marketing
  • Account Identification
  • Engagement Strategies
  • Ideal Customer Profiles
  • Intent Data
  • Targeting Challenges

Keywords

  • B2B Growth
  • Targeting Strategies
  • Marketing Insights
  • Real-time Buying Signals
  • Global Organizations
  • Marketing Leaders
  • Account Engagement

Mentioned in this episode

Organizations: Shell, Meltwater, TÜV SÜD, Introhive

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