Building a Flexible Revenue Engine: ESRI’s Transformation with Adobe

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Speakers

  • Steve Schultz

    Steve Schultz

    Director IST Marketing Technology, Esri

  • Robert Yocum

    Robert Yocum

    Manager, Marketing Technology, Esri

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About the Session

Esri completed a major transformation by replacing Salesforce Marketing Cloud Account Engagement (Pardot) with Adobe Journey Optimizer B2B Edition, Adobe Marketo Engage, and Adobe Experience Platform in just seven months. Learn how this transformation strategy enabled rapid migration, delivered immediate value, and created a scalable foundation for growth.

Explore how Esri moved from a campaign-first mindset to an audience-first approach by unifying data, improving buying group visibility, and modernizing its marketing operations. The team shares what changed operationally, how alignment improved across teams, and how cleaner data and stronger insights unlocked faster, more coordinated engagement. 

Gain practical guidance to rethink your own approach to data, audiences, and go-to-market execution to drive greater flexibility, speed, and impact.

Key takeaways:

  • See how Esri migrated from a legacy system to a unified Adobe stack in seven months.
  • Learn how an audience-first strategy improved alignment and engagement across Sales and Marketing
  • Apply practical guidance for unifying data and building a scalable go-to-market foundation.

Industry : High Tech

Technical Level: General Audience

Track: B2B Customer Journeys

Content Category: Case/Use Study

Audience : Campaign Marketer, Digital Marketer, Executive, Marketer, Operations Marketer , Martech Professional

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