Automate 2025: Observations from the show floor – digital selling and much more

I just wrapped up my first convention at Automate 2025, and while I was excited to share what we’re building here at Aleran Software, the real win for me was everything I learned by walking the floor, talking to manufacturers, and seeing firsthand how companies are selling and showcasing their products.

This wasn’t just a trade show packed with cool robots and machines. To me, it felt like a behind-the-scenes look into the current state of B2B selling in the manufacturing space—and where it’s heading. A few key observations:

B2B Buying Is Expensive—Really Expensive

It’s easy to be impressed by the robots and advanced machinery on display, but when you take a step back, you realize how much time, effort, and money go into just selling these products.

Manufacturers are spending heavily to exhibit at events like this. They’re paying top dollar for booth space, shipping massive equipment across the country, staffing their booths with highly technical sales engineers, and sending teams to customer sites after the show for follow-ups and evaluations. And all of this happens before the buyer even makes a purchase.

One company told me they sell robotic arms the size of a minivan—but didn’t bring one to the show.

“It was way too challenging for us to bring it to Automate,” they said. “We had to recreate it in VR and let attendees explore it that way.”

Would it have been cool to see the real thing in person? Absolutely. But it was a smart, resourceful decision—and a perfect example of how manufacturers are already adapting to the high costs of in-person selling by embracing digital tools.

Digital Selling Is a Huge Opportunity for Foreign Manufacturers

Aleran’s booth was located next to a company from China. Between sessions, I had the chance to talk with their team about how they approach selling in the U.S.

One of them said something that stuck with me:

“We’re much more successful when we invest in selling digitally than through in-person relationships.”

They weren’t dismissing the value of face-to-face connections. It’s just that the cost of building those relationships in a foreign market is extremely high. Only one person from their company was able to attend, and it took them over a day and a half of travel to get there.

For international manufacturers looking to scale into new markets, digital selling through eCommerce platforms, online marketplaces, and localized product content is not just a “nice to have.” It’s a strategic imperative.

Today’s B2B Buyers Are More Educated Than Ever

One of the biggest surprises for me was how knowledgeable many of the attendees were.

I watched someone walk up to a booth, point to a product, and say:

“That’s your new SCARA robot, right? What’s the max payload on this version?”

These weren’t surface-level questions. These buyers had clearly done their research before arriving.

That’s when it clicked for me: Buyers are showing up informed and prepared. They’ve already explored your product catalog online. And when they finally speak to someone on your team, they’re not looking for an explanation. They’re looking for guidance in making a decision.

Final Thought: Manufacturers Need to Rethink the “Front Door”

Whether you’re selling sensors, robots, or full-scale automation systems, your digital experience matters a lot.

The next wave of growth for manufacturers won’t just come from trade shows or in-person demos. It will come from how easy you make it for buyers to learn, explore, and purchase online.

At Aleran, we’re focused on helping manufacturers reduce friction in their sales process, especially for digitally savvy and geographically distant buyers. If you’re exploring ways to digitally transform your B2B experience, please reach out, we’d love to connect. 

Would you like to talk about your needs and if we can help? Contact us at sales@aleran.com to schedule a time. We welcome hearing from you!

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