The challenge
Adobe Learning World 2024 was a premier event organized by Adobe, focusing on the latest trends and innovations in learning and development technologies. The event brought together industry leaders, educators, and professionals to explore how digital tools, AI, and interactive content are transforming the learning landscape. Attendees of the Learning World event franchise have grown to expect a series of keynote presentations, hands-on workshops, and breakout sessions, all designed to showcase how Adobe's suite of tools—such as Adobe Captivate, Adobe Learning Manager, and Adobe Creative Cloud—can be leveraged to create more engaging and impactful learning experiences.
Learning World 2024 emphasized the growing role of AI in education, with a particular focus on personalized learning and adaptive content. Adobe's commitment to supporting organizations in building scalable, effective learning ecosystems was central to the conference’s theme. The event offered practical insights on how to integrate AI-powered solutions into corporate training, eLearning platforms, and higher education. Additionally, experts demonstrated how to enhance learner engagement through immersive media, gamification, and analytics.
The solution
The Adobe Learning World events team partnered with BigMarker to build a bespoke virtual event platform that balanced a custom audience experience with a reliable, easy-to-use interface for event administrators. Capabilities of the Learning World event platform included:
- A custom registration microsite with content pages including detailed track information, speaker profiles, FAQs, and descriptions of featured Adobe products
- A sophisticated registration experience with capabilities for dynamic logic, conditional fields, and progressive profiling
- A dynamic custom agenda experience for the 3-day event, with intuitive filtering by track, geography, and learning experience, so attendees could easily navigate between thought leadership seminars and hands-on workshops, with support for both live content and on-demand replays
- A custom lobby, which empowered attendees to easily navigate between tracks and formats, so attendees could choose their own adventure during the live event
- A networking directory and breakout discussions, so participants could engage with their peers along the topics of pre-defined themes during the live event
- Interactive live streams for 30+ thought leadership sessions and 15+ interactive breakouts in a custom Adobe-branded audience experience
- An event communications strategy that included personalized emails and push notifications to drive high show-up and engagement rates
Because Learning World was a thought leadership oriented customer conference with ambitious demand generation goals, BigMarker and Adobe also partnered to deliver a custom Marketo integration, enabling the Adobe events team to seamlessly integrate BigMarker's digital events platform into its broader marketing technology stack. As a result of the intentionally designed MAS integration, Adobe was able to capture a substantial amount of registration and engagement data to enrich the CRM profiles of participants, empowering downstream marketing and sales teams to leverage deeper insights into in the needs and preferences of participating companies.
Results delivered
Adobe Learning World 2024 also provided ample networking opportunities, allowing participants to connect with peers, industry influencers, and Adobe experts. L&D practitioners from leading enterprises including Accenture, Airbnb, Amazon, Cisco, Marriott, and Verizon participated to engage with peers, explore new digital tools, and gain inspiration from cutting-edge case studies to inform advancements to their eLearning strategies. Learning World served as a hub for learning innovation. Attendees left with a deeper understanding of how to harness Adobe’s technologies to create more effective, creative, and future-ready learning experiences for all.
As a result, Learning World 2024 achieved new records for Adobe events, including a 69.6% show-up rate and 84% engagement rate among its enterprise L&D audience, exceeding the Adobe events team's expectations.
