The SaaS GTM playbook assumes a buyer who's online, low-risk, and autonomous. Industrial buyers are none of those things.

Your buyers are on the floor in steel-toes and safety gear. They're managing risk, not evaluating features. And when they finally go looking, they already know what they need.

Three channels that actually work: word of mouth, Google search, and trade shows. But in every channel, there's already an incumbent.

The companies that broke through: Palantir, Verdi, Einsite, UnitX, did it by showing up where their buyer actually was, with something worth seeing. Physical presence, earned trust, or a reference that already existed.

Thank you Glen Turley and Alex Dolan for sharing your insights from the floor as well!