Adobe Summit: Turning Event Operations into Revenue Infrastructure

Flagship events are some of the most visible — and expensive — investments enterprise companies make. But for many organizations, they’re still measured as marketing costs, not revenue drivers.

Adobe set out to change that.

Partnering with DemandLab, Adobe transformed the way it planned, executed, and measured Adobe Summit — evolving event marketing operations from a cost center into a performance-driven, revenue-aligned engine.

Using DemandLab’s Event2Revenue framework, Adobe gained visibility into operational bottlenecks, quantified the true cost of complexity, and embedded Account-Based Marketing directly into event audience acquisition. By integrating account and pipeline data from its CDP and CRM into the marketing automation platform, Adobe personalized invitations and landing pages at scale — without adding operational drag.

Beyond audience relevance, DemandLab helped Adobe operationalize governance, track “hiccups” across a 9-month campaign lifecycle, and establish performance intelligence that tied technical decisions to real engagement outcomes. The result: zero-incident execution, evidence-based decision-making, and standardized workflows adopted across the organization.

Most importantly, Adobe Summit became a repeatable growth infrastructure — not a one-time marketing moment.

👉 Read the full case study to see how Adobe turned its flagship event into a predictable revenue engine.