How the Manufacturing Industry Buying Circle Has Changed – and What Vendors Must Do
Estimated reading time: 4 minutes
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Digital transformation is accelerating inside manufacturing – but the way organisations evaluate and purchase digital solutions has changed even faster. In fact, the manufacturing buying circle looks completely different today compared to just a few years ago.
More stakeholders, scrutiny and “hidden” influencers who never step into the conversation. For commercial and marketing teams selling digital manufacturing solutions, this shift requires a fundamental rethink of how we engage buyers.
In our recent webinar, I sat down with Scott MacKenzie (Managing Director, Industrial Talk Media), Lianne O’Connor (Global Director – Industry Marketing and ABM, Fluke) and Richard Jeffers (Managing Director, Two6 Services) to unpack what’s happening inside the modern manufacturing buying circle and what vendors must do differently.
Below are my key takeaways.
1. Buying groups are bigger and harder to identify
One of the clearest themes in the webinar was the sheer size and complexity of today’s manufacturing buying circle.
As Lianne O’Connor shared, most enterprise manufacturing deals now involve:
- 11 internal influencers
- 7 external influencers
- Spread across engineering, operations, IT, finance, procurement and leadership
And most of them? You’ll never meet. This means we’re no longer selling to a person.
We’re selling to a network and most of that network is invisible.
It also explains why deals slow down: once a proposal enters the organisation, it circulates without us. As Richard Jeffers pointed out, we often discover that our “final decision-maker” wasn’t the final decision-maker at all.
To win inside this expanded buying world, our content (emails, decks, proposals) must:
- Stand alone without context
- Be relevant to multiple perspectives
- Tell a story that holds up even when forwarded internally
If your message can’t travel, it can’t win.
2. Trust (not differentiation) is what cuts through
In a crowded market full of sensors, platforms, CMMS systems and digital tools, every vendor claims similar benefits.
As Scott MacKenzie put it: “Trust is the currency in a noisy market.”
When the manufacturing buying circle must reach consensus, stakeholders seek the option that feels least risky, not necessarily the most innovative.
That means trust now drives decisions more than features.
How do you build trust?
- Show up consistently with insight, not pitches
- Tell human stories
- Share real outcomes, not vague claims
- Align with the customer’s world and language
In an environment where “safe” often wins over “best,” trust becomes your competitive advantage.
3. Personalisation is powerful but relevance is everything
There’s no shortage of conversation around ABM and personalisation. But according to Lianne, many teams start in the wrong place.
Before personalisation comes relevance.
That means:
Understanding your ICP deeply
Knowing when they’re in (or out of) buying mode
Tracking intent signals
Aligning sales and marketing around the same accounts
Only once you’ve nailed that foundation does personalisation have impact. Otherwise you’re personalising noise.
Inside the modern manufacturing buying circle, relevance beats creativity every time.
4. AI is reshaping how buyers research but authenticity still matters
A major shift we covered is how AI is altering the start of the buying journey.
As Richard Jeffers shared, his own buying process often begins in AI tools – asking for shortlists and recommendations.
Meaning vendors must ensure they’re:
Widely reviewed
Frequently referenced
Publishing high-quality, AI-friendly content
Clear about positioning and use cases
But there’s a catch.
AI makes content easier to produce… which means low-quality, generic content has exploded. We called it “AI slop” – and it’s true. Buyers feel the difference between authentic expertise and AI-generated filler.
So as AI becomes a bigger player in the manufacturing buying circle, authenticity becomes your differentiator.
5. How vendors can win in manufacturing buying circle
Across the discussion, five clear strategies emerged:
1. Map the entire decision network
Not just who’s on the call – who’s in the background?
2. Deliver insight-led conversations
Lead with value, not validation.
3. Make everything forwardable
Assume your content will be shared with 5–10 people you’ve never met.
4. Prioritise relevance before personalisation
Talk to the right account at the right moment.
5. Use AI to accelerate – not replace – human expertise
Efficiency is helpful. Authenticity is irreplaceable.
In conclusion, the manufacturing buying circle has evolved, and so should we
The modern manufacturing buying circle is more complex, interconnected and risk-averse than ever. Success requires a blend of:
- Trust
- Relevance
- Authentic communication
- Intent-based targeting
- Human expertise supported (not replaced) by AI
The vendors who win won’t be the ones shouting the loudest, but the ones helping buyers cut through the noise.
To explore the full discussion and hear directly from Scott, Lianne and Richard: Watch the full webinar on demand
