Cracking the B2B Discovery Code

Why Your Buyers Can’t Find You (and How to Fix It)

The way your business shows up online isn’t just important, it’s mission-critical!

If your products aren’t easily discoverable, your value isn’t clear, or your messaging doesn’t resonate, even the best offerings can go unseen.

In this edition of TAGLine, we’re breaking down the B2B Product Discovery Challenge, exploring why so many buyers struggle to find what they’re looking for, and what you can do to make sure your brand stands out where it matters most!

According to recent data, 25% of B2B buyers find it difficult to discover products online.

That’s a massive lost opportunity.

Why does this happen?

• Unclear value propositions
• Confusing website navigation
• Poorly optimized product pages
• Lack of targeted awareness campaigns

When potential buyers can’t easily find or understand your offering, they’re likely to move on to a competitor.

To ensure your brand stands out, focus on:

Clear and compelling messaging – Define your unique value proposition and communicate it concisely.

User-friendly website navigation – Simplify menus and product pages for a frictionless experience.

SEO and content marketing – Optimize your website and create valuable content to attract inbound traffic.

Targeted digital advertising – Leverage paid campaigns on the platforms where your audience is most active.

B2B advertising has traditionally been serious, straightforward, and, let’s be honest, a little dull. 

But that’s changing!

Creativity in B2B ads drives engagement:

• 50% of buyers are more likely to explore a brand when the ads are creative.
• 46% actively look out for brands that stand out.
• 43% talk about unique and engaging ads with others.

👉 Stand Out with Creative Content

Use storytelling and relatable scenarios in ads.

Experiment with bold visuals and unexpected formats.

Don’t shy away from humor and personality—even in B2B.

Leverage video marketing, including short-form content on platforms like LinkedIn and YouTube.

You can’t afford to be invisible in the places where your buyers are searching. 

The top B2B acquisition channels include:

Social media (22%) – LinkedIn, Facebook, and even Instagram are driving major discovery.

Digital advertising (16%) – Search ads, programmatic ads, and display campaigns remain key.

Email and SEO – While sometimes underestimated, they play a vital role in long-term engagement.

👉 Be Where Your Buyers Are

Optimize for LinkedIn – It’s the top social platform for B2B awareness.

Invest in search ads – Buyers actively researching solutions need to find you first.

Use email marketing – Personalized, nurture-based email campaigns keep you top-of-mind.

B2B buyers span multiple generations, and each group has distinct preferences:

Millennials dominate (50%+ of B2B buyers) – They rely heavily on online searches and LinkedIn.

Gen X and Boomers prefer referrals and direct relationships – They trust word-of-mouth more than digital ads.

Gen Z is growing – Platforms like TikTok and Instagram are emerging B2B discovery channels.

👉 Tailor Your Approach

LinkedIn and content marketing for Millennials & Gen X

Referral programs and direct outreach for Boomers

Emerging social strategies for Gen Z

Only 7% of buyers will trust a brand after 1-2 interactions.

Most B2B buyers require:

3-5 touchpoints (47%) before seriously considering a brand.

6-10 interactions (35%) before making a decision.

👉 Create a Multi-Touchpoint Strategy

Use retargeting to stay visible to interested prospects.

Leverage newsletters to nurture leads over time.

Host webinars and events to provide valuable insights and keep your brand in front of your audience.

At The Aebli Group, we specialize in helping B2B companies solve the exact challenges outlined above.

If your brand is struggling to be discovered, we can help you:

Clarify your messaging – We refine your value proposition so your ideal customers instantly understand what you offer.

Improve your website experience – From SEO optimization to intuitive navigation, we ensure visitors find what they need.

Create high-impact marketing campaigns – We develop creative, multi-channel strategies that increase brand awareness.

Enhance engagement across touchpoints – Our lead nurturing, retargeting, and content strategies keep you in front of decision-makers.

Let’s make sure your brand isn’t just another name in the market—let’s make it impossible to ignore.

Ready to optimize your B2B product discovery? 

Contact The Aebli Group today!

*According to recent research – https://www.stackedmarketer.com/data-stories/b2b-product-discovery/?

Check out how FEIG Electronics leveled up in the U.S.

What started as a need for clearer processes, sharper messaging, and more strategic marketing quickly turned into a game-changing partnership. Together, FEIG Electronics Inc. and The Aebli Group tackled growth, efficiency, and brand consistency head-on. 

In the case study below, you’ll see how our collaboration helped FEIG align marketing and sales efforts, make data-driven decisions, and set the stage for lasting success in the U.S. market.

Case Study: Driving Strategic Growth for FEIG Electronics Inc.

At The Aebli Group, we’ve been having a lot of conversations lately with CEOs, founders, and marketing leaders who feel like the ground beneath search engine optimization (SEO) has shifted overnight. 

And honestly? They’re right.

Search isn’t what it used to be.

Between Google AI Overviews, ChatGPT Search, and a wave of new AI-powered search engines, the way people discover information and how your business gets found online has changed dramatically.

Explore The Current State of Search and How You Can Get Found in the Age of AI

Quick FAQs:

Q: What is AI SEO?

 A: AI SEO is the practice of optimizing your website and content for AI-powered search engines like Google AI Overviews and ChatGPT Search. It focuses on conversational queries, structured data, and authority-building.

Q: How do I rank in Google AI Overviews?

 A: To show up in Google AI Overviews, focus on structured content, clear answers to questions, schema markup, and building domain authority. Fresh, accurate content is key.

Q: Can I optimize my site for ChatGPT Search?

 A: Yes. ChatGPT SEO requires publishing high-quality, authoritative content in a Q&A style, ensuring your site is crawlable and using structured data that AI can parse.

Q: Is traditional SEO dead?

 A: No. Traditional SEO is evolving. Keywords, backlinks, and technical SEO still matter, but success now requires layering in AI-focused SEO tactics.

Q: What’s the biggest mistake companies make with AI search?

 A: Ignoring it. Too many businesses treat AI-powered search engines as a fad. The winners are already adapting strategies to rank in both Google AI Overviews and ChatGPT Search.

One of the easiest ways to put AI SEO into action right now? An AI-optimized FAQ.

Discover Why Your Business Needs an AI-Optimized FAQ and How to Build One

🎙️ What started as a Newsletter on LinkedIn is now a live conversation!

The TAGline Podcast is a space where marketing leaders, business professionals, and industry experts share actionable advice, real-world lessons, and the human stories behind the numbers. If you're refining strategy, scaling operations, or just looking for fresh ideas to tackle your toughest challenges, The TAGline Podcast offers the tools and perspective you need to make smarter decisions and connect more effectively with your audience! Join us today!

B2B marketing is more complex than ever, long sales cycles, multiple decision-makers, and an overwhelming amount of digital noise. If your emails aren’t personal, timely, and data-driven, you’re leaving opportunities on the table.

That’s why TAG teamed up with Mailchimp for an exclusive webinar to show you how to unlock the full potential of email marketing for B2B growth!

TAG CEO, Justin Starbird, sat down with William Howard, Partner Development Associate at Intuit Mailchimp, to uncover how businesses can elevate their email strategy—without adding complexity or unnecessary costs.

WATCH HERE --> Mailchimp: The Secret Weapon to B2B Marketing & Storytelling

What You’ll Learn:

• The #1 reason B2B emails underperform (and how to fix it).
• How to personalize emails at scale—without spending hours on segmentation.
• Integrating Mailchimp with your CRM to streamline marketing and sales.
• Budget-friendly automation tools to nurture leads and close more deals.
• Data-driven insights to track what’s working and improve results over time.
  

Even More Mailchimp Resources:

• Transform Your B2B Strategy with Mailchimp & Emails that Drive Real Results
• Not your average email: How Mailchimp Amplifies Your B2B Strategy
• Evaluating Marketing Platforms for Med-Sized B2B Business
• Why Mailchimp is the Top Choice for B2B Marketing: A Game-Changer for Mid-Sized Companies 

While AI is transforming online discovery, in-person events remain the ultimate platform for connection and visibility! Here’s what we have our eyes on:

MEDevice Silicon Valley

Date: November 19-20, 2025

Location: Santa Clara Convention Center, Santa Clara, CA

www.medevicesiliconvalley.com

Description: MEDevice is a crucial platform for biomedical and MedTech professionals, offering a dynamic showcase of cutting-edge technologies, product launches, and industry insights. 

Why YOU should be there: TAG CEO, Justin Starbird, is doing a 2-hour demonstration about how to get started using crowdfunding! This hands-on training workshop, led by Justin Starbird, CEO of The Aebli Group, will provide participants with an interactive, step-by-step guide to launching and executing a successful B2B crowdfunding campaign. Attendees will actively engage in exercises to develop compliance strategies, craft compelling storytelling, build community engagement plans, and design conversion tactics. Special guests who have successfully crowdfunded in the MedTech space will share their experiences, offering real-world insights and lessons

MD&M West

Date: February 3-5, 2026

Location: Anaheim Convention Center, Anaheim, CA

www.mdmwest.com

Description: Previously known as Informa Markets Engineering (IME) West, hosting five co-located shows — MD&M West, ATX West, D&M West, Plastec West, and WestPack — they are now merging 4 of these related industry sectors into a single unified show: MD&M West. 2025 will mark the 40th anniversary of MD&M West, and Informa is committed to celebrating the manufacturing achievements of the past 40 years while continuing to act as a hub of imagination, connection, and learning for the betterment of the world in the next 40 years and beyond.

The way buyers discover B2B products is changing fast, and the companies that adapt will lead the market. 

By combining clear messaging, creative campaigns, and AI-powered optimization, you can make your brand easier to find and harder to ignore.

At The Aebli Group, we help businesses turn these insights into real results so your next prospect doesn’t just find you, they choose you!

Rejuvenate your market presence with TAG's JUMP-START program!

Let's Talk!