$2M in pipeline across 15 fintech events in 6 months, with 6 AEs and no ops hire

Summary

A 175-person Series A identity verification company ($28M raised) had 15 fintech events booked across H2 2025, from 11,000-person shows like Money20/20 to 200-person regional summits in Dubai and Singapore. Six AEs needed pre-built calendars on four continents. The Director of Marketing had no way to attribute event spend to pipeline for the CEO. We ran the sourcing, enrichment, sequencing, capture, and attribution pass for every event on the calendar. They closed H2 with $2M in qualified pipeline, 270+ meetings, and 25 active Salesforce opportunities.

The problem

The company was spending six figures on events each quarter and had no attribution model. Attendee lists sat in inboxes. ICP matching happened, if at all, on the night before each show. Sequences went out too late to book pre-event meetings. The CEO asked every quarter which events were producing pipeline and the answer was always approximate.

Specific pain points from the kickoff session:

• Attendee data arrived 5-7 days before each event, not 6 weeks out. No runway for ICP scoring or Apollo outreach.
• Six AEs spread across North America, Europe, and APAC had no shared pre-event process. Each rep built their own list (or didn’t).
• Post-event follow-up averaged 9 days. At fintech shows where buyers see 50+ vendors in a week, 9-day lag meant starting from scratch.
• Salesforce had no campaign member records tied to individual events. No ROI line for the CEO, no budget defense for the Director.
• 15 events in 6 months is operationally brutal with a one-person marketing coordinator. Every new event was a full restart.

What we ran together

Stage 1: Source

Six weeks before each event, we pulled the published attendee roster, scored it against the ICP (Series A and above fintechs, banks, and payment companies with active identity or KYC programs), and delivered a ranked shortlist. At Money20/20 USA, that narrowed a field of 11,000+ down to 380 ICP-matched accounts. At a 200-person regional summit, the pass typically returned 40-60 accounts. Across all 15 events, total sourced accounts came to 3,200.

Stage 2: Enrich

Every sourced contact ran through an Apollo waterfall enrichment. Match rate across the 15-event program was 91.7% for verified work email and 78.4% for direct mobile. Records included seniority, headcount, funding stage, and technology signals confirming active identity infrastructure spend. Clean records pushed directly to Apollo sequences, no CSV handling.

Stage 3: Sequence

Each event got a dedicated Apollo sequence, three to five touches depending on event size, starting five weeks out. Messaging referenced the specific event, a relevant fintech regulation theme (PSD2, DORA, or CFPB depending on the event’s geography), and the buyer’s specific identity use case if identifiable from the enrichment data. The Director of Marketing reviewed sequence copy for the four largest shows. Total sequences across H2: 22.

Stage 4: Capture

The six AEs used the Luminik mobile app at every event for badge scan and voice note capture. Largest single-day capture was 94 scans at Money20/20 USA. Voice notes were transcribed and pushed to Salesforce Opportunity records within the same business day, tagged to the originating event and campaign. Ninety-three percent of on-floor captures synced to Salesforce within 24 hours of capture.

Stage 5: Attribute

Within 48 hours of each event’s floor close, a pipeline report was ready: meetings held, opportunities created, pipeline value, and a campaign member record for every contact touched. The CEO’s quarterly review ran a single Salesforce dashboard: 15 events, $2M in sourced pipeline, 25 active opportunities. For the first time, the Director could point to a dollar value for each show on the calendar.

Numbers that moved

Without Luminik

• Pre-booked meetings per event: 0-2
• Attendee list delivered: 5-7 days before floor
• Post-event follow-up lag: 9 days average
• Salesforce event attribution: none
• Pipeline report turnaround: weeks, if at all
• CEO visibility into event ROI: none

With Luminik

• Pre-booked meetings per event: 12-22 depending on show size
• Attendee list delivered: 6 weeks before floor
• Post-event follow-up lag: same business day
• Salesforce event attribution: 270 meetings, 25 opps, $2M tagged across 15 events
• Pipeline report turnaround: within 48 hours of floor close
• CEO visibility: single Salesforce dashboard, updated within 48 hours

What’s next

The team expanded to a Year 2 contract covering 18 events. The Director used the H2 attribution data to add two new flagship events to the 2026 calendar and cut two low-performing regional shows that had never produced a clean Salesforce opportunity.