One field marketer, 6 APAC countries, $890K in attributed pipeline from 12 events

Summary

A Singapore-based AML compliance vendor (Series B, 140 employees) sold to banks and large fintechs across APAC on $250K+ deals with 18-month sales cycles. One field marketer covered seven markets and 50+ events a year. Pre-event outreach was email-only, sent one to two weeks before each show. Pipeline attribution sat at 5-10%. We ran the five-stage process across 12 events over five months. The program produced $890K in HubSpot-attributed pipeline, 110+ pre-booked meetings, 23 opportunities advanced to proposal stage, and the first pipeline ever attributed to the Australian market.

The problem

The field marketer was doing everything right by conventional standards: attending the right events, building local relationships, following up after shows. The problem was the operating model. Email-only outreach sent 1-2 weeks before a show does not produce pre-booked meetings with enterprise bank buyers on 18-month sales cycles. And with no attribution layer in HubSpot, there was no way to prove to regional leadership which events were generating real pipeline versus brand presence.

Specific pain points from the kickoff call:

• Post-event follow-up was email-only and sent too late. Enterprise bank buyers in APAC respond to multi-channel, and they respond 3-4 weeks before the event, not 10 days before.
• Pre-event outreach had a 14-18% open rate and almost no meeting conversion. No ICP scoring, no prioritization, no sequence cadence.
• 50+ events per year is unsustainable for one person without a process that reuses the same system each time. Every event was a rebuild from scratch.
• HubSpot had zero event-sourced deal attribution. Regional leadership knew events were important but could not defend the budget with numbers.
• Australia was a target expansion market with zero event pipeline history. Three shows per year, no playbook, no pre-booked meetings.

What we ran together

Stage 1: Source

Six weeks before Singapore FinTech Festival (SFF), we pulled the published attendee list (11,000+ registrants) and scored it against the ICP: banks and large fintechs in APAC with AML compliance programs, typically indicated by regulatory filings, job posting signals for compliance officers, and technology stack data showing existing transaction monitoring infrastructure. From 11,000+ SFF attendees, 340 accounts matched ICP. The same sourcing pass ran before each of the 12 events. At the Australian shows, 85 ICP-fit attendees were identified across three events in a market where the team had no existing contact base.

Stage 2: Enrich

All sourced contacts ran through Apollo enrichment. Across the 12-event program, the match rate for verified work email was 88.6% and for direct mobile was 64.2%. Lower mobile coverage in certain APAC markets (particularly Vietnam and Taiwan) pushed the sequencer weighting toward LinkedIn for those markets. Every record included seniority, company headcount, regulatory jurisdiction (MAS, AUSTRAC, BSP, BNM as applicable), and a technology signal confirming active compliance infrastructure.

Stage 3: Sequence

Each event ran a dedicated Apollo + LinkedIn sequence. Standard cadence was five touches over four weeks: two emails, two LinkedIn messages, one direct mobile touch for Tier-1 contacts. Messaging was localized by market, referencing local regulatory events (MAS AML guidelines, AUSTRAC reporting updates, BSP circular references as applicable). The field marketer approved all sequence templates. Multi-channel sequences produced a 20%+ higher response rate compared to the prior email-only approach in the same markets.

Stage 4: Capture

On-floor capture ran through the Luminik mobile app for badge scans and voice notes. At SFF, the team logged 186 badge scans and 44 voice notes over two days. Captures synced to HubSpot Campaign contacts within the same business day. Voice notes were transcribed and attached to the corresponding HubSpot contact record as deal notes, with a deal source tag and event attribution property set on creation.

Stage 5: Attribute

Within 48 hours of each event’s floor close, a pipeline report hit the field marketer’s inbox: meetings held, deals created, pipeline value, and a HubSpot contact record for every person touched. At the end of the 5-month program, 23 opportunities were at proposal stage (vs. approximately 8 at the same point the prior year). Pipeline attribution in HubSpot moved from 5-10% to 22%. For the Australia expansion, 3 new-market deals were in the pipeline from the Australian event circuit alone, sourced from the 85-account list built for those shows.

Numbers that moved

Without Luminik

• Pre-event outreach: email-only, sent 1-2 weeks before
• Response rate to pre-event outreach: 14-18% open, minimal meeting conversion
• Pre-booked meetings: 0-3 per event
• Pipeline attribution in HubSpot: 5-10%
• Opportunities at proposal stage (prior year same period): approx. 8
• Australia market pipeline: $0

With Luminik

• Pre-event outreach: multi-channel email + LinkedIn, starting 5 weeks before
• Response rate: 20%+ higher than email-only baseline
• Pre-booked meetings: 110+ across 12 events (avg. 9 per event)
• Pipeline attribution in HubSpot: 22%
• Opportunities at proposal stage: 23
• Australia market pipeline: 3 new deals from first event circuit

What’s next

The field marketer renewed for Year 2 and added two new APAC markets to the program. Regional leadership approved an expanded events budget for the Australian circuit based on the three new-market deals attributed in Year 1.