Wednesday Wisdom: Different from the Rest: Manufacturers’ Unique Path in the B2B Buying Journey

Hi all,

There's a really interesting story about how buyers buy in the Manufacturing industry.

Manufacturers purchase hardware and machinery nearly three times as often as buyers in other industries. These types of purchases, regardless of the industry, are typically lower in cost, involve shorter buying cycles, and follow simpler processes. While this higher frequency of hardware and machinery purchases shapes manufacturing buyers’ overall patterns, it’s only part of the story.

What truly sets manufacturers apart is how they approach higher-cost, complex purchases like software and services. Unlike their peers, manufacturing teams apply the same simplified process they use for hardware purchases to these traditionally more intricate buying decisions.

The details behind this behavior—and what it means for revenue teams—are fascinating. You can read the full story in our latest article, linked below!

Also, our Head of Research, Kerry Cunningham is hosting a webinar on December 12 at 9 AM PT / 12 PM ET to dive into our latest research on B2B buying in the manufacturing sector. We’d love for you to join us!Register here and add it to your calendar!

@Kerry @crista.messenger