$1.2M in pipeline and US market entry, starting from zero US brand at Money20/20

Summary

A 180-person AI fraud detection company (Series B, $55M raised) based in Europe had strong banking relationships at home and zero US pipeline. Their document fraud and synthetic identity detection product ran on 500+ forensic signals. Money20/20 USA was the planned US beachhead, but an 11,000-attendee show with 380+ sponsors is not a beachhead unless you know who to find before you land. We ran the event pipeline for three shows: Money20/20 USA, Money20/20 Europe, and Singapore FinTech Festival. The program produced $1.2M in sourced pipeline, 110+ pre-booked meetings with bank fraud and risk leaders, and accelerated US market entry by roughly six months.

The problem

The eight-person sales team had never worked a US event. They knew the European fraud and risk conference circuit but had no process for sourcing and pre-booking at a US show with 11,000 attendees and 380 competing sponsors.

Pain points from the scoping call:

• Money20/20 USA had 11,000+ registrants. Finding the 200 fraud and risk leaders in that crowd manually was not realistic for an 8-person sales team with no US pipeline history.
• Previous year’s event follow-up ran 2-3 weeks late because no one owned post-event sequencing. Buyers at US banks had moved on by the time outreach landed.
• Badge scans at European events were high-volume and low-quality. Reps scanned everyone within reach. Unqualified follow-ups consumed the BDR team’s week after every show.
• Salesforce had no event-tagged opportunities from the prior year’s European circuit. CFO had no line of sight to what events were producing.
• US market entry timeline was 12-18 months on the current trajectory. Leadership wanted to compress that to under a year.

What we ran together

Stage 1: Source

Six weeks before Money20/20 USA, we cross-referenced the published attendee roster against a target account list of 340 US banks, credit unions, lenders, and payment companies with known fraud and synthetic identity programs. From 11,000+ registered attendees, 210 accounts matched at ICP. Each was scored by seniority (Chief Risk Officer, VP Fraud, Head of Identity), company asset size, and likelihood of being in an active vendor evaluation based on recent job postings and technology signals. The 210-account shortlist was delivered ranked, with a top-40 priority tier for the CEO-level outreach the Head of Marketing wanted to personally review.

Stage 2: Enrich

The 210 Money20/20 accounts ran through an Apollo enrichment pass. Work email hit rate was 93.1%. Direct mobile came back for 71.4% of the list. Every contact record included seniority confirmed against LinkedIn, company headcount, regulatory jurisdiction (OCC, FDIC, FinCEN mapped by company type), and a note on any public RFP or vendor search signal in the prior 90 days.

Stage 3: Sequence

Two Apollo sequences ran for Money20/20 USA: one for C-suite and SVP-level contacts (4-touch, starting 5 weeks before the floor), and one for VP and Director-level (6-touch, starting 4 weeks out). Messaging referenced specific Money20/20 tracks (fraud and financial crime), the OCC’s 2025 synthetic identity guidance, and a short proof point from a European Tier-1 bank deployment. The Head of Marketing reviewed both sequence templates before launch. Of the 110+ pre-booked meetings, 68 came from the pre-event sequences before the floor opened.

Stage 4: Capture

The sales team used the Luminik mobile app on the Money20/20 floor. Over three days, they logged 284 badge scans and 71 voice notes. Voice notes included qualification notes, next-step commitments, and POC interest flags. Ninety-four percent of captures synced to Salesforce Campaign Member records within the same business day. Unqualified scans were filtered at the ICP-score level before follow-up sequences were triggered, which is where the 60% reduction in unqualified follow-ups came from.

Stage 5: Attribute

Forty-eight hours after Money20/20 USA floor close, 68 meetings, 14 opportunities, and $640K in sourced pipeline were written to Salesforce with event-tagged Campaign Members, custom opportunity source fields, and meeting type (pre-booked vs. floor capture). The Head of Marketing ran a single Salesforce report for the CFO: Money20/20 USA booth cost vs. $640K sourced pipeline. The full three-event program closed at $1.2M attributed pipeline, 22 opportunities, and 15 POC requests written to Salesforce records.

Numbers that moved

Without Luminik

• Pre-booked meetings: 0 (all floor-sourced)
• ICP-matched accounts sourced: manual, inconsistent
• Unqualified follow-ups after show: high, no filter
• Salesforce attribution: none
• US pipeline after prior year’s events: $0
• Post-event sequence lag: 2-3 weeks

With Luminik

• Pre-booked meetings: 110+ (68 from pre-event sequences alone)
• ICP-matched accounts sourced: 210 from 11,000+ Money20/20 attendees
• Unqualified follow-ups: cut by 60%
• Salesforce attribution: 110 meetings, 22 opps, $1.2M tagged across 3 events
• US pipeline after program: $1.2M attributed, 15 POC requests in motion
• Post-event sequence lag: same business day

What’s next

The company signed a two-year contract after Money20/20. Year 2 added two US regional fintech shows and a European fraud conference to the program. The CFO approved the expanded events budget based on the Year 1 Salesforce attribution report.