B2B Go-to-Market in 2026: ABM, Pipeline & AI Agents

B2B go-to-market strategy is becoming more precise, more data-driven, and more accountable to pipeline. In this Growth Lab session, Ivailo Shipochki (Partner, Head of Inbound & Outbound Growth at VertoDigital) and Zoran Arsovski (Managing Partner at VertoDigital) discuss how B2B marketing teams should be thinking about go-to-market in 2026 – from the different growth strategies required for SMB vs. enterprise, to the most common mistakes in account-based marketing. They break down how Google and LinkedIn should play different roles in your paid media strategy, why form submissions and MQLs aren't enough to measure marketing success, and what it takes to stitch together CRM, ad platform, and outreach data to see what's actually driving pipeline. The conversation also covers how AI agents for marketing are already supporting marketers’ work, and the evolving role of the B2B marketing agency as a growth partner. Timestamps: 0:00 - Intro & how B2B go-to-market is evolving (SMB vs. enterprise) 2:28 - SMB growth: LinkedIn and Google paid inbound 7:40 - Enterprise growth and account-based marketing 16:30 - ABM mistakes to avoid 18:40 - Why form fills and MQLs don't equal pipeline, and how to measure success 26:53 - Stitching CRM, ad platform, and outreach data for marketing measurement to understand what’s actually driving pipeline 37:02 - How marketers are using AI agents 43:23 - Why marketers need to become AI-agent managers 49:32 - What B2B companies expect from agency partners 55:04 - Final thoughts on the role of digital marketing agencies as a true growth partner for b2b companies Zoran’s LinkedIn profile:   / zoranarsovski   Ivailo’s LinkedIn profile:   / ivailo-shipochki   VertoDigital’s LinkedIn page:   / vertodigital   Video produced in partnership with MuteMadness Studio:   / mutemadness   🔔 Subscribe for more B2B marketing insights. #b2bmarketing #b2bgotomarket #accountbasedmarketing #pipelinegeneration