Three Teams. One Visibility Problem.
B2B discovery has changed. Buyers now form opinions across AI tools, communities, LinkedIn, review sites, dark social, search, and places your analytics may never fully capture.
That creates a new challenge: even strong companies can become invisible, misunderstood, or misrepresented before a buyer ever lands on their website.
Join Elena Peneva, Lora Krachounova, and Lily Grozeva for a practical conversation on how visibility works now, and why marketing, content, and search teams need to think about discoverability as one connected system.
We’ll discuss
How B2B discovery actually works now
Buyer journeys are fragmented, attribution is harder to track, and AI systems are shaping perception before prospects reach owned channels.
The new visibility stack
If the old “Google + website + funnel” model is breaking, what replaces it? We’ll look at the signals that now shape discoverability and trust.
What breaks internally inside companies
Why ownership is still split between brand, GTM, content, and SEO - and who should actually own discoverability now.
Speakers
Elena works with fast-growing companies preparing to be acquired, go public, or scale significantly. Last year alone, she has helped over 100 startups transform their messaging into clear, memorable pitches that resonate with investors and customers.
Lora Krachounova of Scratch Marketing & Media
Lora works on branding and go-to-market strategies for B2B tech companies, from early-stage startups to companies like Comcast. Based in Boston, she also mentors in startup programs around the world and understands the “we have no marketing team” reality better than anyone.
Lily Grozeva of Saltanat Labs
Lily is a B2B tech SEO and AI Search advisor helping companies build visibility across traditional search, generative AI, and the platforms where buyers now discover brands. With nearly 20 years of experience across various agencies, in-house teams, and advisory work, she helps organizations enhance their visibility, understanding, and trustworthiness with both search engines and AI systems.
Who should attend
B2B founders, marketing leaders, GTM teams, brand strategists, content leads, SEO teams, and anyone trying to understand why visibility is becoming an ecosystem problem, not just a website problem.