The Changing Buying Circle for Digital Manufacturing Solutions
Live Webinar – On Demand
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Missed it live? Watch the full session on buying behaviour in manufacturing.
Longer cycles, wider stakeholder groups, tougher budget scrutiny, and changing internal dynamics are reshaping how decisions get made.
In this live session, Richard and leaders from Industry Talk Media, Fluke and Two6 Services unpack what’s changed, where vendors are still falling short, and what commercial and marketing teams must do differently.
If you’re responsible for generating demand, engaging buying groups, or driving revenue for digital manufacturing or industrial technology solutions, this session is designed for you.
What we covered
How buying dynamics and stakeholder influence are shifting inside manufacturing organisations
The biggest challenges teams face when evaluating digital manufacturing solutions
Where vendors are missing the mark and how to better engage complex buying groups
What these trends mean for 2026 and how commercial and marketing teams should adapt
Meet the Speakers
Richard Lane
Co-Founder, durhamlane
With over 20 years of commercial experience, Richard co-founded durhamlane to help B2B companies grow faster through high-performing outsourced sales development. He’s worked across sectors, geographies and GTM models, and knows exactly what’s required to drive consistent, measurable pipeline from SDRs – whether in-house or outsourced.
Managing Director, Industry Talk Media
Lianne is Global Director of Industry Marketing & ABM at Fluke, with 15+ years’ experience across B2B tech, SaaS and industrial markets. She specialises in account-based and demand-led go-to-market strategies, building programmes that align sales and marketing around key accounts and turn complex manufacturing buying groups into predictable pipeline and revenue.
Global Director – Industry Marketing and ABM, Fluke
Lianne is Global Director of Industry Marketing & ABM at Fluke, with 15+ years’ experience across B2B tech, SaaS and industrial markets. She specialises in account-based and demand-led go-to-market strategies, building programmes that align sales and marketing around key accounts and turn complex manufacturing buying groups into predictable pipeline and revenue.
Managing Director, Two6 Services
Richard is Managing Director of Two6 Services, advising manufacturers and industrial tech startups on asset management, Industry 4.0 and digital transformation. Drawing on 20+ years’ leadership at Heineken and RS Group, including founding RS Industria, he helps organisations design data-led maintenance and innovation strategies that deliver measurable value to operations and the wider buying circle.
Skip the guesswork and learn what works.
Book a meeting with Sam
Business Development Manager
Sam has years of experience working with financial service providers looking to fuel their growth and expand their market presence.
