Adppbe Sevice Now

Adobe & ServiceNow: Calendaring Challenge

Problem Statement

Adobe and ServiceNow both expressed frustration with the challenge that comes with administering hundreds of sessions at their event. For example, if a session isn’t sufficiently popular, it may be canceled or shifted to a more convenient time. After changes are made, attendee communication ensues. Furthermore, attendees that previously added that session to their calendar now have to make a manual change as well.

The virtual environment benefits greatly from calendar reminders. Because attendees are often conflicted with other competing objectives, behaviorally, if a calendar reminder doesn’t prompt, its likely other influences will capture our attention. Both Adobe and ServiceNow made a request to RainFocus to add an RSS calendar feed to their product. Unfortunately, this request wasn’t approved due to other priorities.

Solution to the Calendaring Challenge

BW works with SaaS platform providers in order to help them focus on their product while partnering to address the custom requirements of their clients. RainFocus clients often benefit from the BW team because we are able to develop custom solutions that might not fit into a platform provider’s product road map. Such was the case here for Adobe and ServiceNow.

Within a couple weeks, BW built an RSS feed that allowed attendees to receive automated updates to their personal calendar any time a session changed, was added or removed. On the attendee’s personal calender, BW implemented a deep-link to the session profile page so that a calendar reminder was accompanied with a link to begin watching the session right away!


• Adobe had a significant adoption for their first deployment of this solution. They had over 60,000 people leverage the RSS feed which constituted nearly 50% of their attendees

• This solution can now be deployed for other RainFocus clients in just 2-3 days. Other platforms can leverage this widget

Atlasian Development

Atlassian’s Custom Roadmap

Problem Statement

Atlassian had a late start to their Teams ’21 virtual event. Because they are a tech company, having a cuttting-edge event is critical to their image. Atlassian had many plans for that year including:
• AI-powered recommendations
• New SSO
• Global search capabilities
• Advanced bookmarking
• Ability to schedule on-demand content to personal calendar
• Integration with Kaltura for video progress tracking
• Time zone management
• Briefcase tool that permits the hosting of PDFs and other resources
• Curated journeys… and more
The challenge? Their current platform didn’t offer these features AND the event was 2.5 months out – it was time to get started!

Solution to the Roadmap Challenge

BW was on-boarded 2.5 months before the event. Immediately, BW organized a team of technical project managers, architects, front-end and back-end developers.

BW orchestrated a holistic project management approach (using Atlassian Trello boards) and managed multiple parallel/concurrent development tracks to ensure all work was conducted efficiently and while ensuring 3-4 weeks for testing. This would allow for cross-team testing, Atlassian executive testing. cross-platform/vendor load testing, and code freeze.

All aspects of the event were built, deployed and tested in time for their event. It was an absolute project management and development marvel!


• During an event of over 20k people, the support team (BW provided a follow-the- sun chat support) had no P0 issues recorded. A great testament to the development quality, testing and contingency planning

• The number of total issues (or lack therefor) necessitated us removing support staff from several shifts as chat channels were largely quiet due to overall seamlessness of event

Intuit Standardization

Intuit’s Platform Standardization

Problem Statement

Intuit expressed a desire to standardize their approach to their event technology stack. Their challenges described were:
• Lack of synergy and technology collaboration amongst the various event teams
• Too many platform vendors and contract renewals to manage
• Multiple platforms added complexity to data strategies, cross-event report and personalization strategies
• Missing out on economies of scale
• Internal training on platforms was becoming too costly
• Data privacy team was working harder to ensure privacy compliance. Lack of standardization led to more info security reviews
• Multiple platforms suggested heavier workload and cost for integrating with marketing automation platforms

Solution to the Tech Stack Standardization Challenge

BW Events was contracted in order to bring some industry consulting, standardization, and architecture to the team. Immediately, the team went to work producing the following:
• Interviewed the event team(s) to document use-cases, priorities, budgets
• Developed matrices to showcase the various platform options and how they aligned with the team’s priorities
• Produced recommendations based on analysis
• Once tech stack was confirmed, BW worked with data privacy and procurement to assist and facilitate the on-boarding and vendor management
• Initial templates and playbooks were developed to assist with the implementation of the tech stack across multiple event teams and internal organizations
• Implemented the overall architecture to ensure proper development of SSO, and integration with marketing automation
• As more teams adopted the tech stack, the BW team developed a process by which contingency planning, automation, innovation, and problem solving were synergized


• Per registration cost dropped from ~$6/ registrant to 27 cents!
• Innovation and ideation shared across teams
• Fewer data privacy reviews (faster data privacy response time when reviews are required)
• A global QA/testing plan adopted
• A personalization strategy is now underway that leverages machine learning tools
• 88 events and 131k registrants have passed through same tech stack permitting strong event-to-event reporting
• More teams trained and increased sharing

Atlasssina Respose Rate

Atlassian’s Survey Response Rate

Problem Statement

Attendee feedback is very important to Atlassian in order to produce the most cutting-edge and engaging experience possible. Unfortunately, survey response rates at their previous event were so low (between 8-11% response rate) that it was challenging to use this feedback as a valid means to plan for their next event. As a result,
they needed a solution to fix this challenge going forward!

Solution to the Survey Response Rate

BW was contracted to oversee the tech stack deployment for the Atlassian Teams ’21 event. When approached with this challenge, we felt that in order to increase survey responses, a strategy should consider the following elements:

1) Friction-free
2) Convenient
3) Easy-to-find

We developed a creative solution that placed a survey overlay on the top-corner of the keynote player. The solution was non-intrusive, simple and could be hidden from view with a single click. A simple thumbs-up/down, 5-star rating, and comments section would appear in successive fashion when responding. This was sufficient to receive the feedback needed for the Atlassian team. In addition, we leveraged our current registration and some CSS magic to create this without requiring the on-boarding of a new survey platform to pull this off!


• Survey response rates increased between 250%-350% across the board for all session surveys
• No costly incentives were used (which is often associated with meaningless responses simply designed to obtain a prize)

Lead Generation

Lead Generation

Problem Statement

Event teams were finding that their sponsor pages were not getting the traction or the leads they expected. This led to some complaints that the overall value to sponsors was in question. As a result, a solution was needed in order to engage the attendees, drive them to the sponsor booths and increase overall leads. Goal: increase leads by 200%

Solution to the Lead Challenge

BW implemented nostalgic arcade games: Space invaders, Snake and Tetris as an embedded feature within the event. Attendees were thrilled with the experience and hundreds competed on leader-boards for top prize. The games were sponsored and the top-five were given a prize. In order to participate, the attendee agreed to be contacted by the sponsor.
In addition to the arcade games, BW also implemented a custom desktop (mobile optimized) push notification messaging system. These push notifications highlighted sponsors, were branded, and provided a deep link to the sponsor hall and/or a specific sponsor booth An overall leader-board was likewise created to track overall
engagement within the show. Attendees were incentivized to visit booths, view collateral and network in order to achieve points. Lasly, via our AI-recommendation engine, sponsor booths were recommended to attendees of corresponding interests throughout the event experience

Case Study Control

In performing these case studies, we leveraged an event series wherein the setup of each event was essentially an exact copy. The difference was the inclusion of the arcade gamification, real-time emoji feedback and activity feed widgets.


As a result of this focused effort to address the sponsor lead challenge, sponsors saw an event-over-event increase in leads by between 300-800%