Discover how Gorgias’ Events Marketing Lead, Anna Tumanova, successfully delivers 300-350 events annually without compromising brand, attendee experience, or ROI.
Registrations ≠ Results
Getting people to sign up is only half the job; the real win is driving qualified attendance. To achieve this, Anna combines cross-team and personalized outreach (demand gen, sales, CS, social) with day-of perks such as Uber vouchers to remove friction and prevent last-minute no-shows.
Her attendance benchmarks keep everyone aligned—50% baseline show rate, 70% for standalone dinners, 40% for webinars, and a solid 100% (with wait-list) for premium, ticketed events.
A lean and mean team for global impact
Gorgias’ events program began with a handful of webinars and in-person dinners. Today, it spans large virtual summits, Michelin-star dinners, Formula One suites, and a multi-day user conference, powered by Anna and two event managers covering all of AMER, EMEA, and APAC.
Ruthless prioritization, clear deadlines, and the courage to say “no” help Anna’s lean team maintain quality while scaling their events program.
Personalization at scale
While two brand books (Gorgias’ and its community offshoot DTCX’s) ensure every attendee touch-point feels on-brand, Anna and her team also focus on blending local flavor—venue choices, menus, and city-specific logistics to make each event feel native.
Measure what matters and cut what doesn’t work
Anna meticulously plans post-event follow-ups, dividing them into automated nurture sequences for large webinars and personalized emails within 48 hours for high-value gatherings.
They ensure that ROI is tracked at the program level—revenue versus total event budget—so under-performing events are cut quickly.
Watch the full episode now to learn more tactics around scaling your event program without sacrificing quality, attendee satisfaction, or ROI.
