<p>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.<br /></p><p>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.<br /></p><p>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. <br /></p><p>Participants:<br /></p><p>• Amber Sellens, Global Portfolio Manager – Digital Marketing at Shell</p><p>• Anna Laurila, Head of Enterprise Marketing at Meltwater</p><p>• Francesca Rinni, Head of Marketing at TÜV SÜD</p><p>• Kaynan Kaplan, Digital Marketing Manager at Introhive</p>