Case Study: Portland Trail Blazers achieve record fan engagement and 96% season-ticket renewal with Adobe Marketo Engage (Adobe)

Portland Trail Blazers hit record fan engagement and renewal rates

The Portland Trail Blazers, an NBA franchise in Portland, Oregon, wanted to broaden their appeal across Oregon and the Pacific Northwest and drive attendance for 150+ events at the Rose Quarter. They needed to move from batch-and-blast email marketing to a fan-centric, behavior-driven approach but struggled with fragmented systems that couldn’t segment audiences, capture behavioral data, or message at key moments.

By implementing Adobe Marketo Engage integrated with Microsoft Dynamics CRM, the team built a 360-degree view of fans, deployed targeted campaigns and on-site forms that flagged hot leads for immediate follow-up, and timed messages based on behavior. The results included a record 96% season-ticket renewal rate (9% YoY season ticket sales growth), 30% single-game ticket sales growth, a 45% overall email open rate (75% on the renewal campaign), and improved conversion and alignment across marketing, analytics, and sales.

Portland Trail Blazers

Vincent Ircandia

Vice President of Business Analytics