Why Your B2B Product Discovery Is Failing And How to Fix It
Recent research shows that a quarter of B2B buyers struggle with product discovery online.
If your business isn’t showing up where and how buyers are searching, you’re missing out on revenue before the sales process even begins!
So, what’s going wrong? And more importantly, how can you fix it!?
Let’s break it down.
The Problem: Visibility Gaps in B2B Product Discovery
Finding the right B2B product, whether software, hardware, or a specialized service, is complex. Unlike B2C purchases, where a single ad might drive an impulse buy, B2B buyers require multiple touchpoints before making a decision. However, many businesses unintentionally create obstacles in their discovery process.
Some common issues include:
- Unclear Value Propositions: If potential customers don’t immediately understand how your product solves their problem, they move on.
- Confusing or Inaccessible Website Navigation: Hard-to-find product pages and complex user flows make it difficult for buyers to engage.
- Lack of Creative or Engaging Content: B2B brands often play it too safe with uninspired messaging and forget that even business buyers crave compelling content.
- Failure to Leverage the Right Channels: Social media, SEO, and digital ads drive B2B acquisition, yet many brands underutilize these channels.
- Insufficient Touchpoints: Research shows that nearly half of buyers need at least 3-5 interactions before considering a brand. One ad won’t cut it.
The Solution: Strategic Marketing to Improve B2B Discoverability
To position your business as easily discoverable, you need a multifaceted approach that spans content, advertising, and engagement strategies.
First, Clarify Your Value Proposition
Buyers should know within seconds why your product is the solution to their problem.
This means:
- Clear, benefit-driven messaging on landing pages
- Customer-centric language instead of industry jargon
- Concise and compelling headlines that communicate value immediately
Next, Optimize Your Website for Seamless Navigation
- Ensure that once visitors land on your site, they can easily find what they’re looking for:
- Simplify navigation menus and search functionality
- Use clear CTAs (Calls to Action) to guide buyers through the journey
- Mobile optimization—because business buyers aren’t just searching on desktops
Then, Invest in Creative and Engaging Ads
B2B buyers want more creativity in advertising, and it pays off! Research shows that brands using humor, unique visuals, and compelling storytelling see:
- Increased brand exploration
- More active searches for their company
- Greater word-of-mouth marketing
Don’t be afraid to step outside the box with your content.
Video storytelling, interactive experiences, and thought-provoking ads help set your brand apart!
Also, Leverage the Right Acquisition Channels
Social media is the top driver of B2B acquisition, followed by digital advertising and SEO.
Make sure your strategy includes:
- LinkedIn for thought leadership and targeted outreach
- Facebook and Instagram for creative brand storytelling
- Search ads to capture high-intent buyers actively looking for solutions
- SEO optimization to ensure your product pages rank where buyers are searching
Finally, Commit to Multi-Touchpoint Marketing
Your buyers need multiple interactions before they convert.
Create a strategy that ensures your brand stays top-of-mind:
- Email campaigns that nurture leads with valuable insights
- Retargeting ads that reinforce messaging across platforms
- Content marketing (blogs, case studies, whitepapers) to educate and engage buyers at different stages of their journey
The Bottom Line: Make It Easy for Buyers to Find You
A great product means nothing if your target customers can’t find it.
B2B brands need to move beyond passive discovery and proactively create pathways that lead buyers to them.
By focusing on clarity, creativity, and consistency across multiple channels, your brand can turn product discovery from a frustrating challenge into a competitive advantage!
How The Aebli Group Can Help
At The Aebli Group, we specialize in helping B2B companies improve their product discovery process through strategic marketing solutions. Whether it's refining your brand messaging, optimizing your website for discoverability, or crafting engaging multi-channel campaigns, we ensure that your business is easily found by the right audience!
Our expertise includes:
- SEO and Content Strategy: Ensuring your brand appears where your customers are searching.
- Creative Advertising: Developing ads that stand out and drive engagement.
- Multi-Touchpoint Marketing: Implementing strategies across email, social media, and digital advertising to nurture leads effectively.
- Lead Nurturing and Conversion Optimization: Turning discovery into long-term customer relationships.
B2B discovery is a journey.
The Aebli Group is here to guide you every step of the way. Contact us today to enhance your visibility and drive meaningful connections!