This tutorial makes use of the new sketchfab exporter for 3dsMax. It enables you to lightbake your scene and at the same time keep the materials separated. Now you can edit the materials independently in the sketchfab editor.
Get the script for free here: https://www.klaasnienhuis.nl/2018/12/sketchfab-exporter-for-3dsmax-updated
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Sketchfab exporter tutorial, separate materials | NatokHD