Talking Industrial Automation
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.
