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

Should marketers prioritize targeting companies that perfectly match their ICP or focus on buyers showing active buying signals in the market?

In this episode, industry experts break down the realities of ICP development, third party intent accuracy, sales and marketing alignment, website engagement signals, ABM complexity, and how to balance both fit and intent for smarter targeting.

Whether you work in digital marketing, ABM, demand generation or marketing operations, this conversation offers practical frameworks and real-world examples you can use immediately.

Participants:
Corey Kyte, Senior Digital Marketing Manager, Clarity
Elizabeth, Growth Marketing Lead, Siteimprove
Anish, 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

Chapters:
00:00 Introduction
02:08 Defining the core debate fit based targeting versus intent based targeting
02:30 Why fit matters and how it aligns with product market potential
03:23 The limits of intent signals and noise from non ICP audiences
04:09 Why marketers need a balance of both fit and intent
05:25 How marketers plant future demand and create long term value
06:26 Using fit and intent scoring models
07:18 Matrix grading and ICP tiering approaches
08:05 Lead queues, stagnation and segment prioritization
08:41 Adding website activity as a third signal in the targeting trifecta
10:33 Where third party intent falls short
11:33 Should sales or marketing own ICP identification
13:28 Why sales and marketing must co build ICP lists
14:08 Tiered segmentation and organic intent signals
15:29 Using intent for customer retention and expansion
16:14 Monitoring competitor research behavior among active customers
16:49 Bottom up and top down methods for building ICP
17:11 Granularity and limitations of account level intent
18:06 Evaluating accuracy, noise and real buying signals
18:51 How teams manage intent data in CRM and MAP systems