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LinkedIn Manufacturing Buyer Research 2025
Manufacturing buyers know that tech leadership is crucial, but they are struggling to keep up with the pace of change in their industry. This is creating a moment of opportunity for manufacturing brands that can position themselves as trusted innovation partners.
Responding to these realities involves manufacturing marketers embracing five key trends:
Efficiency is the immediate benefit that buyers expect an innovative vendor to deliver.
However, efficiency is no longer the end-goal. It’s the gateway to wider transformation.
Marketers who can demonstrate both immediate gains and transformative potential
give buyers the confidence to invest for the future.
Top three vendor characteristics ranked extremely important by manufacturing buyers:
Technology Expertise
Innovative Products or Services
Competitive Pricing
Efficiency is the immediate benefit that buyers expect an innovative vendor to deliver.
However, efficiency is no longer the end-goal. It’s the gateway to wider transformation.
Marketers who can demonstrate both immediate gains and transformative potential
give buyers the confidence to invest for the future.
Top three vendor characteristics ranked extremely important by manufacturing buyers:
Existing brand reputation
Detailed technical descriptions
In-person presentations
Customized solutions
As the size and seniority of buying groups increases, marketers must engage every member with tailored messaging that addresses their interests and priorities, and keeps their brand front of mind during a buying process that lasts several months.
Of buyers say their manufacturing product has increased in the last year
Say the size and seniority of their buying committee has grown
Buyers respond to brands that can deliver impact and demonstrate a partnership approach. That means solutions-based messaging, impactful ads that get buyers talking, transparency of information, and showing up in-person at events.
Of buyers prefer vendors that take a solutions-based approach
Of buyers say their buying group discusses vendor ads they’ve seen
Of Millennial and Gen Z buyers say presence at events is important
Manufacturing buyers turn to social media for information and inspiration – and they act on what they discover. LinkedIn is used more than any other social platform for these professional purposes, and 59% of buyers are active on LinkedIn daily.
Influenced the decision to choose a particular manufacturing vendor
Prompted further research on an industry issue or topic
Led them to reach out to a vendor about products and services
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