Planning and executing a major industry conference is no small feat. Behind the seamless execution of the Growth Marketing Summit (GMS)-Europe’s premier event for digital growth, customer experience, and experimentation-is Julia Rumpf, an event strategist with a passion for crafting unforgettable experiences. In this article, we take a behind-the-scenes look at how she and her team optimize every aspect of the event, bringing together 700+ optimizers in Frankfurt each year, ensuring an experience that is as impactful as it is inspiring.
The Journey to Organizing GMS
Julia’s path to event management wasn’t conventional. Her career began in content marketing and lead generation, organizing virtual events at Citrix. Through years of experience, she learned that marketing, events, and audience engagement are all interwoven disciplines. Eventually, she took the reins at GMS in 2018, transforming it into the dynamic, must-attend summit it is today.
The Secret to a Successful, Optimized Event
Planning a conference of this magnitude requires meticulous attention to detail. Here are some of the key elements that contribute to GMS’s success:
1. Optimizing the Speaker Lineup for Maximum Impact
Selecting speakers isn’t just about finding the biggest names. Julia describes it as orchestrating a “symphony of talks.” Just like building a sports team, the goal is to have a mix of high-energy and deep-thought leaders, ensuring a flow that keeps attendees engaged throughout the day. For example, high-energy speakers are strategically placed after lunch to re-energize the crowd.
2. The Intersection of Digital and Physical Optimization
In today’s world, digital and physical experiences blend seamlessly, and GMS is a prime example of this. Digital tools enhance the in-person experience, optimizing both engagement and efficiency. Some of the key ways this intersection plays out include:
- Event apps for real-time networking and session tracking
- AI-driven recommendations for attendees to meet relevant peers
- Live polling, Q&A sessions, and transcriptions powered by AI
- Seamless content integration with post-event digital summaries
This digital-physical synergy ensures that attendees maximize their time, connecting with the right people and absorbing insights in the most efficient way.
3. Creating a Seamless Attendee Experience
The attendee experience is at the heart of GMS. From personalized interactions to smooth event logistics, everything is optimized for engagement. The team prioritizes:
- User research & attendee feedback to improve each year
- Interactive elements, such as networking spaces and gamification
- High-quality production values, from the venue (an opera house!) to the stage setup
4. The Challenges of Event Optimization
No event is without its last-minute surprises. Julia recalls one of her biggest challenges-dealing with sponsor roll-ups that didn’t meet safety standards the night before the event. In just 24 hours, her team sourced compliant replacements, ensuring a smooth conference without attendees even noticing the issue. Staying flexible, adaptable, and focused on optimization under pressure is crucial.
Why GMS Stands Out as a Fully Optimized Conference
Unlike many traditional marketing conferences, GMS is laser-focused on optimization and experimentation. It attracts growth-minded professionals, including data scientists, UX designers, and product managers, ensuring actionable insights rather than just broad marketing trends.
The conference is also designed for networking. With interactive tools like event apps, topic-based tables, and AI-powered networking suggestions, attendees can maximize connections and exchange insights with industry leaders.
How to Get the Most Out of GMS (Optimized for You)
If you’re attending GMS, here are some expert tips to optimize your experience:
- Set a goal: Decide who you want to meet or what topics you want to explore.
- Use the event app: Connect with speakers and attendees before the conference.
- Take action on insights: Apply one learning from each session within a week.
- Step outside your comfort zone: Introduce yourself to at least three new people.
Join the Growth Marketing Superheroes
With its transformation from a small Conversion Summit to a full-fledged Growth Marketing Summit, GMS has cemented itself as Europe’s go-to event for digital experimentation and customer experience. And it’s all thanks to the meticulous planning and optimization of Julia Rumpf and her team.
If you’re ready to immerse yourself in a day of high-impact networking and game-changing insights, join GMS on June 18th in Frankfurt.
➡️ Get your ticket at growthmindedsuperheroes.com
What’s your biggest event optimization tip? Drop it in the comments below! 🎤