B2B pipeline growth is evolving at a rapid pace. Traditional lead-based strategies are giving way to AI-driven buyer intent, hyper-personalization, and next-generation search visibility.
This is the focus of Jon Russo, Founder of B2B Fusion, who partners with GTM leaders across technology, financial services, and healthcare to help them adapt to this new era. As Jon explains, “What if your 2026 pipeline isn’t necessarily built on leads, but more on signals and their interpretation?”
According to Jon, signals-driven sales and marketing is the future. Intent data, engagement patterns, and predictive analytics help teams identify ready buyers, personalize outreach, and focus efforts where they matter most. While building the right data infrastructure is challenging, organizations that master signal interpretation will create more efficient, scalable pipeline engines in today’s complex digital buying environment.
Here are 4 ways he shares the changes in the future.
Content and Personalization
AI is fundamentally changing how marketing teams create and distribute content. Teams are rapidly scaling content across multiple channels ranging from blogs to podcasts to social, while pairing AI with original research to keep it unique. At the same time, AI-powered website personalization ensures every visitor has a tailored experience. The key, Jon emphasizes, is to avoid generic, commoditized content by combining automation with authentic insights.
AI Agents and Automation
AI-powered agents are starting to take on core sales and marketing tasks, potentially freeing up teams to focus on the human-only elements, more specifically strategy and relationships. From proactive buyer intent detection and account prioritization to dynamic FAQs and competitive insights, these agents can help GTM teams stay ahead of buyer needs. Jon notes that AI is even supporting xDR A/B testing and deal prediction, with humans guiding and refining the process to keep outreach personal.
Search Optimization
The way buyers search is shifting quickly. Jon points out the rise of Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) as teams optimize for ChatGPT, Perplexity, and Gemini, building off search engine optimization fundamentals. Authority and recency matter more than ever. Teams are experimenting with creative strategies like G2 and Reddit citations to capture attention and build trust. If they miss either of these, their buyers may not catch what the prospect is seeking.
Data Analysis and ROI
AI is enabling marketing teams to make faster, more precise decisions with data. From identifying pipeline gaps to enhancing campaign ROI measurement, AI tools are providing 50 percent or greater time savings on analysis tasks. The result: faster pivots, smarter investments, and measurable impact on pipeline growth.
In conclusion, Jon sees 2026 as a growth-focused year driven by agility and continuous testing. GTM teams that embrace AI, ranging from content personalization to search optimization, will be positioned to move from months to days in key processes, unlocking speed and scale like never before.