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Senior Corporate Events Manager, Adobe
Since moving its annual conference from Salt Lake City to Las Vegas a few years ago, Adobe has been focused on making its Adobe Summit even more valuable for not only customers and prospects, but also for top digital marketers and thought leaders across the country. Mike Stiles, senior corporate events manager at Adobe, spoke with eMarketer’s Maria Minsker about what it takes to put on a business-to-business (B2B) event in the digital age.
eMarketer: What is your overall event strategy for the Adobe Summit?
Mike Stiles: Our approach has always been to make sure that the Adobe Summit is somewhere our customers want to come. We want them to learn about our latest offerings, as well as get access to Adobe staff. Using a technology as complex as the Adobe Experience Cloud takes a lot of integration and training—it’s not something you just download and use. It can be frustrating, but it can also be exciting for marketers to see what they can do once they learn some tricks and tips. We want them to connect with the right folks, as well as other attendees.
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