One of the most persistent misconceptions in digital transformation work is the belief that progress equals removing humans from the buying journey. The Q4 Industrial Buyer Pulse data tells a much more nuanced, and far more useful story. Industrial buyers are absolutely doing more on their own. On average, they now complete two complex buying […]
Why make this your #1 priority messaging gets tuned out—and what actually accelerates buying decisions instead. Every industrial CEO is told the same thing, often just with different logos on the slide. Safety should be the top priority. Cybersecurity should be the top priority. Sustainability should be the top priority. Quality. Talent. Digital transformation. Supply […]
A growing number of industrial buyers are willing to place orders worth $50,000 or more entirely online — but only with suppliers whose digital experiences match the quality of their products. In Kula Partners’ latest Industrial Buyer Pulse survey, we asked 263 industrial buyers across North America about how they research and engage with suppliers. […]
In our Q3 2025 Industrial Buyer Pulse survey of 263 North American industrial buyers, one finding stood out: 77% said they had obtained a price or lead-time quote directly through a supplier’s digital tool, without ever talking to sales. That’s not a glimpse of the future. That’s happening right now. If your website doesn’t make […]
When examining industrial manufacturers’ go-to-market (GTM) architecture, one pattern stands out: most GTM programs are built for how companies used to buy — not how they buy today. The Q3 2025 Industrial Buyer Pulse research crystallizes this gap in a way few datasets have before. It shows that buyers are no longer moving through a […]
