Eventbrite Marketing Suite Turnaround: Packaging, Trials, and 40% ARPU Lift

This case study was created from an episode of the Product Marketing Adventure Podcast. It has been adapted into Dusted's case study format to preserve and showcase the guest's real-world experience. Written to preserve the voice of the true author, Jameelah Calhoun.

Eventbrite is an all-in-one ticketing and discovery platform that helps event organizers connect with attendees and grow with payments, ticketing, and marketing tools. I joined roughly six months after we launched a new marketing tool suite positioned as an upsell to deepen relationships with organizers. Post-COVID had created a seismic shift in the events industry; organizers had paused or pivoted hard, and we needed a new story that welcomed them back as more than a pure ticketing tool. My mandate was to turn the marketing suite idea into a real, profitable offering that raised user penetration, improved attach rate, tied usage to more ticket sales, and lifted the perceived value of the whole platform.

Adoption of the marketing suite was stalling far below leadership hopes. Top-of-funnel interest looked healthy, yet the full signup journey converted at roughly 0.1%. Package distribution was badly skewed—about 90% of converters sat in the lowest tier—signaling a packaging miss. The trial itself confused people (“what did I even sign up for?”), dropped them after trying one feature at a time, and did not default them into paid. Frequent hosts (weekly or daily shows) and infrequent hosts (one big annual event) behaved completely differently, yet we treated their journeys the same. Multiple friction points and revenue leaks sat inside an already-launched product, and I had to find the highest-leverage fixes fast without boiling the ocean.