Our new series demystifies the world of Account-Based Marketing (ABM). In episode 6, we bring in a 36 year industry veteran to discuss what ABM looks like in the manufacturing space. We discuss the cancelation of in person trade shows (an $18B industry) and how that has impacted lead generation, resulting in a new era we’re calling, the digital handshake.

Guest: Lester McHargue, Executive Strategist, Manufacturing at Salesforce

Resources:

• Data Sheet: State of Marketing Report for Manufacturing https://sfdc.co/BHy2j
• Blog Post: How AI Is Keeping  Supply Chains Running Throughout the Pandemic. https://sfdc.co/b26XOP