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From Legacy to Lift-Off: How Esri Scaled B2B Marketing
In-Person On-Demand Session
From Legacy to Lift-Off: How Esri Scaled B2B Marketing - S746
Speakers
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Mike Miranda
Head of GTM Strategy , Esri
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Christopher Harmon
Marketing and Commerce Technology Partner, PwC
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Brad Herndon
Marketing and Commerce Technology Partner, PwC
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About the Session
B2B marketers are under pressure to deliver personalization that drives engagement, pipeline, and measurable ROI, yet many remain constrained by legacy marketing automation, fragmented data, and rigid Martech stacks. Platform migration alone might not be enough — real lift-off happens when data, activation, and measurement work together across the B2B funnel. Join PwC, Esri, and Adobe to explore a real-world B2B transformation where a global enterprise modernized its Martech ecosystem, migrating from Marketing Cloud Engagement to Adobe Marketo, integrating Adobe Experience Platform as a unifying data layer, and unlocking actionable customer insights and scalable activation across marketing and sales. Learn how Esri connected customer data, orchestration, and activation to support advanced segmentation, omnichannel engagement, and a clear roadmap toward journey orchestration and AI-enabled personalization.
Key takeaways:
- A modernization blueprint from Marketing Cloud Engagement to Marketo, with Adobe Real-Time Customer Data Platform supporting scale and activation
- How unified data and Martech integration helps drive operational potential and marketing ROI
- The right metrics to demonstrate impact before downstream revenue is realized
By clicking add to schedule, I agree the Adobe family of companies may share my contact information with PwC for marketing purposes.
Industry : High Tech
Technical Level: General Audience
Track: Analytics, B2B Customer Journeys, Customer Data Management and Collaboration
Content Category: Case/Use Study, Tips and Tricks, Thought Leadership
Audience : Campaign Marketer, Digital Marketer, Executive, Channel Marketer, Marketer, Product Manager, Operations Marketer , Martech Professional, Demand Generation Marketer, Product Marketer
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