Ep. 3 - How Justin’s Job Changers Campaign is Redefining Targeting | 360Learning

In this episode of the ForgeX Files, host Davis Potter is joined by Justin Fordham, the Head of ABM at 360Learning. They explore Justin's innovative approach to account-based marketing (ABM) and his unique journey from a sales role to leading ABM strategies.Key Takeaways:Job Changers Campaign Strategy: Justin dives into the intricacies of the Job Changers campaign at 360Learning, a targeted ABM strategy focusing on individuals transitioning to new professional roles. This innovative approach aims at capitalizing on the momentum of career changes, leveraging these periods of transition to introduce and integrate 360Learning's solutions.Transition from Sales to ABM: Justin shares his personal experience of shifting from a full-cycle sales role to a leadership position in ABM. This transition highlights the valuable insights and skill sets gained from sales that have enriched his approach to ABM, emphasizing the importance of understanding customer needs and the sales process in crafting effective marketing strategies.ABM Attribution Challenge: A significant part of the discussion revolves around the challenges and nuances of ABM attribution. Justin provides his perspective on measuring the impact of ABM initiatives, discussing the complexities of various attribution models and their application in real-world scenarios.Closing Note:This episode offers a deep dive into Justin Fordham's ABM expertise, showcasing how the fusion of sales experience and innovative marketing strategies like the Job Changers campaign can lead to groundbreaking results in ABM. Whether you're a seasoned marketer or new to the field, Justin's journey and insights present valuable lessons in adapting and thriving in the dynamic landscape of account-based marketing.