Introduction: Why the Old Ways No Longer Work In many manufacturing and industrial firms, sales teams rely heavily on legacy practices—cold calls, print ads, in-person trade fairs, and distributor networks. While these methods have their place, they’re no longer enough in a digitally driven marketplace. Today’s B2B buyers conduct most of

Introduction: Why the Old Ways No Longer Work In many manufacturing and industrial firms, sales teams rely heavily on legacy practices—cold calls, print ads, in-person trade fairs, and distributor networks. While these methods have their place, they’re no longer enough in a digitally driven marketplace. Today’s B2B buyers conduct most of