Introduction

It all started with a vision of building the largest and most important community for customer experience management in EMEA. C-Levels, decision makers and practitioners across industries should gather, get inspired and educated by high-level keynote presentations and numerous hands-on breakout sessions. Target audiences were Marketing (primary), Creatives and IT with a priority on reaching out to greenfield accounts from corporate- and territory segments.

Approach

The objective was to transform the vision into a 2-day virtual- and interactive conference to take place on April 3rd and 4th 2019, available in three languages (EN, GER, FR). The virtual environment opened and started at 8:00 am (CET) and ended at 5:30 pm (CET) on both days. It consisted of four key areas, each of those with a different purpose to ensure a premium user experience in the context of inspiration, education, interaction. The keynote room started and ended both days, where visionary speakers shared luminary content on stage and panel discussions allowed an interesting and relevant exchange of perspectives between experts and opinion leaders.

In the breakout room, users could experience the two key topics Digital Trends (Day 1) and Artificial Intelligence (Day 2) through use cases and product demonstrations, presented by Adobe sales representatives, product managers, marketers and partner-/client speakers. The chat lounge gave users the chance to discuss with peers and ask Adobe experts during the day on both days. Almost every active speaker was online for a deep dive after a breakout in a 1:1- or a group chat. The content library offered users more than a hundred theme- and topic related correspondent content pieces such as reports, guides, whitepapers, infographics and case videos, which usually would have been gated, but were freely accessible after login.

Vision

  • 2-day virtual & interactive conference on 3rd & 4th of April 2019
  • Available in 3 languages (EN, DE, FR)
  • The Largest and most important community for CXM in EMEA
  • For C-Levels, decision-makers & practitioners across industries
  • Target audiences: Marketing (primary), Creatives and IT
  • Priority on greenfield accounts from corporate & territory segments

Results

There is no doubt the event was a success and embodied a win/win for everyone. The Adobe Experience Festival recorded (by far) more registrations than expected with an excellent show rate, an above average time on site per user, thousands of content downloads and a stunning number of net new contacts. The promotional lead-gen campaign (owned/paid) could generate a significant number of participants as well and created lots of reach/awareness for Adobe as a thought leader and a go-to partner when it comes to customer experience management.