E158: Fit Beats Intent: The New Rule of B2B Demand
About this episode
This episode discusses the importance of account fit over buyer intent in B2B demand generation strategies.
In this episode of B2B Marketing Futures, marketing leaders explore why account fit has become a stronger predictor of revenue than buyer intent alone, and how modern B2B teams can build more effective demand generation strategies by prioritising the right accounts before they show buying signals. The conversation examines the relationship between fit, intent, timing, and personalisation, discussing how marketers identify high-value accounts, avoid chasing misleading intent signals, and balance AI-powered targeting with human judgement. The discussion highlights where marketers create the greatest impact, from defining ideal customer profiles and interpreting buying signals to developing personalised engagement strategies, aligning with sales teams, and making informed decisions about where to invest marketing resources in an increasingly AI-assisted B2B landscape. Participants: Saralee Katz, Demand Generation Manager at Adyen Tom Kay, Sr. Digital Marketing Manager at AudioEye
More episodes of B2B Marketing Futures
- E159: How AI is reshaping Sales and Marketing Alignment?
- E157: What Will Marketers Still Own When AI Runs the Campaigns?
- E156: When AI Runs GTM, What Do Humans Still Own?
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