From Specs to Trust: How Industrial Automation Buyers Really Make Decisions

From Specs to Trust: How Industrial Automation Buyers Really Make Decisions

In this episode of Talking Industrial Automation, Lisa Richter sits down with Nicole Bojic, Founder and CEO of ILLI Agency, to explore the human side of B2B marketing and industrial automation buying decisions.

Nicole explains why the best technology can lose to the technology a buyer actually understands, and why technical specifications, data, and ROI alone may not be enough to win the deal. Drawing from years of buyer research, she shares how fear, trust, risk, and internal decision-making shape purchasing decisions long before an RFQ ever arrives.

The conversation also dives into how AI is changing the way industrial buyers discover and shortlist companies, why businesses need to create content around the real questions their customers are asking, and how smaller industrial firms can build visibility without trying to be everywhere.

Nicole and Lisa discuss the shift from selling capabilities to understanding buyers, overcoming "pilot purgatory" when moving from IT to OT, and why companies should focus on building trust before the buying process officially begins.

Tune in for an insightful conversation about buyer psychology, industrial automation marketing, AI-driven search, and the future of B2B technology sales.

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From Plant Floor to Smart Factory: How Data, AI & Employee Ownership Are Reshaping Manufacturing with Sam Zungri

From Plant Floor to Smart Factory: How Data, AI & Employee Ownership Are Reshaping Manufacturing with Sam Zungri

What does it take to turn decades of industrial automation expertise into a modern, AI-ready manufacturing business? In this episode of Talking Industrial Automation, Lisa Richter sits down with Sam Z...

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The Future of Engineering: Why AI-Native Workflows Will Change Everything with Dr. Axel Zein

What happens when AI stops acting as a productivity tool and starts becoming the decision layer of engineering? In this episode of Talking Industrial Automation, Lisa Richter sits down with Dr. Axel Z...

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From Bioengineering to Factory Automation: How Rob Goldsmith Helps Bring Manufacturing to Life

n this episode of Talking Industrial Automation, Lisa Richter sits down with Rob Goldsmith, Director of Industrial Systems at Matrix, to explore his unexpected journey from bioengineering student to a...

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Scaling Smart: Jeremy Anderson on Modernizing Manufacturing, Data, and Automation

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In this episode of Talking Industrial Automation, host Lisa Richter sits down with Jeremy Anderson, President of Process and Data Automation at the Krones Group, to explore what it really takes to mod...

15 Huhti 25min

M&A in Automation: Clint Bundy on Valuations, Talent, and the Future of System Integrators

M&A in Automation: Clint Bundy on Valuations, Talent, and the Future of System Integrators

In this episode of Talking Industrial Automation, host Lisa Richter speaks with Clint Bundy, Managing Director at Bundy Group, a boutique investment bank that has spent more than three decades advisin...

16 Maalis 46min

Engineering the Brain of the Process: Guru Thakkar on Scalable Automation, Front-End Discipline & Intelligent Systems

Engineering the Brain of the Process: Guru Thakkar on Scalable Automation, Front-End Discipline & Intelligent Systems

In this episode of Talking Industrial Automation, host Lisa Richter sits down with Guru Thakkar, Director of Engineering at Inflexion Point in Neptune, New Jersey. With more than 20 years of experienc...

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