How Strategic Thought Leadership Influences the Purchasing Behavior of Industrial Buyers

Optimizing the buying journey with strategic insights

Recent research underscores a pivotal truth: industrial buyers increasingly depend on thought leadership content throughout their purchasing journey. While they may be hesitant to engage directly with a sales representative, they actively seek out and value resources such as whitepapers, webinars, podcasts and other thought-provoking materials.

In fact, according to The 2025 Thought Leadership in Manufacturing Report, a striking 72% of industrial buyers report utilizing thought leadership during the decision-making process. This content doesn’t just shape their personal understanding, though. It also serves as a key tool to educate other stakeholders in their organization and justify final decisions. For those in the industrial sector, this represents a prime opportunity to craft and share expert-driven content that aligns with buyers' needs at every stage of their journey.

Understanding the Role of Thought Leadership

Thought leadership involves providing expertise, guidance, or a fresh perspective on industry-specific topics. For industrial buyers, it is a vital source of information that helps them navigate the complex process of identifying and solving operational challenges. At the firm I work for, we believe thought leadership must be:

Original: Brings unique perspectives to the table
Authoritative: Establishes credibility through expertise
Impartial: Maintains objectivity and neutrality
Realistic: Is grounded in real-world applications
Empirical: Is supported by strong data and research
Provocative: Challenges conventional wisdom
Relevant: Addresses today’s (and tomorrow’s) challenges
Declarative: Conveys a clear and persuasive point of view

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The Three Stages of the Industrial Buying Journey

The buying journey for industrial buyers can be simplified into three stages: Awareness, Consideration, and Decision. Creating thought leadership content tailored to each of these stages ensures that buyers receive the clarity and confidence they need to move forward.

1. Awareness Stage

At the Awareness Stage, industrial buyers recognize an issue that requires attention. But they may lack clarity on the nature or scope of the problem. They are asking foundational questions such as, “What is my challenge?”

To assist buyers at this stage, thought leadership content should focus on defining common industry problems, identifying emerging trends and providing educational resources that frame challenges clearly. For example, an industrial supplier might publish an article exploring the top operational inefficiencies in manufacturing plants or a guide on how to identify maintenance gaps in heavy machinery.

2. Consideration Stage

Once buyers have defined their challenge, they move to the Consideration Stage, where they assess potential solutions. At this point, their primary question becomes, “How do I address my challenge?”

For this stage, it’s critical to provide content that details the pros and cons of available remedies. This might include case studies showcasing successful implementations, comparison guides between DIY fixes and third-party solutions, or thoughtful pieces on the long-term ROI of investing in cutting-edge technologies. Providing actionable insights here will position your expertise as a trusted resource.

3. Decision Stage

During the Decision Stage, buyers have decided to pursue a specific solution and are now narrowing their options to find the right partner or vendor. Here, the pressing question is, “Who should I choose to resolve my challenge?”

Content at this stage should underscore why your offering stands out. Highlight testimonials, vendor scorecards, or detailed product demonstrations to build buyer confidence. Showing transparency and reliability through thought leadership materials can tip the scales in your favor during this critical moment.

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Awareness Stage

Industrial buyers at the start of their journey are just realizing they have a challenge or opportunity. Thought leadership at this stage should focus on education. Your aim is to educate your audience, highlight trends, and help buyers contextualize their needs within a broader framework.

Blog posts and articles in industry publications serve as excellent tools during the Awareness Stage. Blog posts enable companies to establish themselves as credible authorities in their sector by addressing common industry questions, analyzing market trends, or offering introductory explanations. For instance, a blog post titled How Manufacturers Are Using AI to Tackle the Skilled Labor Shortage
Challenge Addressed would address the challenges customers have attracting, retaining and augmenting a shrinking industrial workforce.

Articles featured in respected industry journals or trade magazines connect with a more specialized audience, enhancing credibility through alignment with trusted sources. These formats allow industrial buyers to better understand their challenges without feeling like they are being sold to.

Infographics are another impactful medium during this stage. Visual representations, such as charts on equipment downtime statistics, diagrams outlining efficiency metrics, or step-by-step workflows for optimizing production lines, simplify complex topics. These are particularly helpful for early-stage industrial buyers who are seeking to grasp overarching issues relevant to their sector. An example of an effective infographic would be one titled The Top 7 Operational Risks Facing Industrial Companies in 2025—and How to Prepare.

Best Practices at the Awareness Stage

To ensure this content resonates, focus on addressing specific pain points faced by industrial buyers and present information in a clear, jargon-free manner. Use storytelling, concise visuals, and real-world examples to make the content relatable and actionable. Partnering with respected trade publications or collaborating with industry experts can further enhance visibility and trustworthiness.

Consideration Stage

The buyer's journey is a dynamic process, and each stage presents unique opportunities for businesses to engage, educate, and inspire. While the awareness stage focuses on capturing interest and illuminating problems, the Consideration Stage demands a more sophisticated approach. Here, industrial buyers are transitioning from general curiosity to a targeted exploration of solutions, looking for tangible evidence and expert guidance.

In the Consideration Stage, buyers are actively evaluating solutions and narrowing down their options. Thought leadership at this stage should provide in-depth analysis and actionable insights and establish credibility to help buyers make informed comparisons.

Whitepapers and research reports excel here (just as they do at all three stages of the buyer journey). A whitepaper titled The State of Industrial Reliability: Trends, Benchmarks and Priorities for 2026
could address reliability engineering, asset health, and unplanned downtime across sectors. Research reports that include industry surveys, case studies or benchmark data allow buyers to evaluate their current practices against industry standards, strengthening the case for change.

Webinars and videos are also highly impactful at the Consideration Stage. Webinars enable manufacturers to showcase their expertise live, often with interactive Q&A sessions that address audience concerns in real time. A webinar on Three Lessons from Manufacturers Who Made the Leap to Smart Operations—Without Losing Productivity would appeal to an audience that's needing to manage the digital transformation journey while avoiding disruptions. Videos, meanwhile, distill complex ideas into engaging formats, such as animations explaining how an APM software platform integrates into existing workflows.

Best Practices at the Consideration Stage

When creating content for this stage, prioritize specificity and credibility. Use hard data and case studies to build trust. Ensure webinars are well-promoted across email and social media, and include opportunities for follow-up discussions or demos.

Decision Stage

At the Decision Stage, industrial buyers have narrowed their options. Now they are seek assurance that they are partnering with the best solution provider. Thought leadership content at this phase should directly address potential concerns, reinforce reliability, and highlight measurable ROI specific to industrial operations.

Keynote presentations and eBooks tailored to industrial applications shine here. A recorded keynote such as “Shaping the Future of Industrial Asset Performance Management” by a recognized industry leader can position the company as forward-thinking and trustworthy. Buyers in this sector need to be confident they are choosing an innovative, resilient partner. EBooks like “An Industrial Buyer’s Guide to Selecting the Right APM Software” serve as comprehensive resources, delivering clear, actionable guidance to validate their purchase decision.

Case study videos are particularly persuasive for industrial buyers. Showcasing real-world successes, such as operational efficiency improvements or minimized equipment downtime, provides tangible evidence of how the solution delivers results. These videos effectively demonstrate the practical benefits experienced by similar industrial organizations. A good example of a success story is How a 70-Year-Old Plant Cut Energy Costs 28% Through Smart Automation and Zero CapEx. A case study with that angle will appeal to companies who must reduce OPEX and improve efficiency with limited capital investment.

Best Practices at the Decision Stage

Collaborate closely with sales teams to identify and address the most common objections or concerns faced by industrial buyers during the decision stage. Ensure all content is easy to share within their organizations, especially with stakeholders and influencers who might require detailed insights to advocate internally. Importantly, maintain a clear focus on thought leadership, because industrial buyers value expertise and insight over overt marketing or sales pitches.

Think of Thought Leadership as Your Bridge

Industrial buyers do more than read thought leadership content. They use it to drive change within their organizations. Whether sharing it with their teams to gain buy-in or referencing it in presentations to executives, they use this content as a bridge between identifying a problem and choosing a solution. By aligning your messaging with your buyer's journey, you not only meet their immediate needs, you also establish yourself as a long-term strategic partner.

Industrial buyers, after all, are often perplexed along their journey. The journey from problem identification to vendor selection is complex and multifaceted. Thought leadership content is a powerful tool that simplifies this journey, offering buyers the expertise and guidance they need at every step. By focusing on delivering relevant, high-quality materials tailored to each stage of the buying process, you can reinforce your position as an industry leader while helping your audience navigate critical decisions with confidence.