The event pipeline glossary.
Operator vocabulary.

Account-based (ABM) is a GTM motion that treats named accounts as the unit of work. Sales, marketing, and RevOps line up around a shared target account list and score progress in terms of accounts penetrated and opportunities opened. ABM and event motions fit together naturally: a trade show attendee list is an account list waiting to be scored. The common mistake is running ABM in a parallel universe from events, so the same buyer gets a generic "nice to meet you" email after a booth conversation with an AE.

AE (Account Executive) is the quota-carrying seller who owns the opportunity from discovery to close. At events, AEs work the booth, take pre-booked meetings, and qualify hand-raisers the SDRs surface. Their scarce resource is conversation time, so tooling that wastes an AE on a tire-kicker or a student burns real money. A good event pipeline platform surfaces the ICP score on the badge capture screen before the AE opens their mouth, so they know within two seconds whether this conversation deserves the next fifteen minutes.

Attendee list is the roster of people registered for, speaking at, sponsoring, or likely to attend an event. It is the raw material of the event pipeline motion. Lists come from registration exports (when you sponsor), speaker agendas, sponsor directories, LinkedIn event pages, and conference apps. Quality varies wildly: a 43,000-row RSA master list and a 200-person invite-only fintech dinner need completely different handling. The mistake teams make is treating the list as a one-time CSV instead of a living artifact that gets enriched, scored, and re-scored as the event approaches.

Attendee sourcing is the practice of building a target list for an event from every legitimate signal available: registration exports, speaker rosters, sponsor lists, session pages, LinkedIn event pages, public attendee directories, partner co-marketing lists. Luminik uses the verb "source" deliberately because the work is compliance-aware list construction. Teams new to the motion underestimate how much of their eventual attributed pipeline starts with whether they found the right 2,000 names in the first place. Without strong sourcing, even the best ICP scoring engine is ranking the wrong crowd.

Attributed pipeline is the dollar value of opportunities that can be traced, with a defensible match, to a specific event touch inside a defined attribution window. It is the number a CFO will actually argue about. Teams get this wrong by reporting influenced pipeline as attributed pipeline, or by counting deals that were already in motion before the event happened. A good attribution layer separates sourced (first touch was the event) from influenced (event appeared somewhere in the journey) and flags confidence so nobody has to take a single blended number on faith.

Attribution confidence is a per-match label (HIGH, MEDIUM, LOW) that tells a RevOps lead how much to trust the link between an event touch and a CRM opportunity. HIGH usually means a direct email or domain match against a badge capture. MEDIUM covers fuzzy company-name matches. LOW covers probabilistic matches like same-day domain-level lift. Surfacing this per row is what lets a finance team defend the event ROI number under audit, instead of handing over a single aggregate and hoping nobody asks how the sausage was made.

Attribution guard is a set of automatic rules that stop inflated or nonsense numbers from landing in the attribution dashboard. Typical guards: skip opportunities with a $0 amount, ignore deals that closed before the event happened, cap the attribution window at 90 days by default, flag suspicious surges for review. Without guards, an attribution engine will cheerfully take credit for renewals, for deals sourced by a different channel six months earlier, and for $0 pipeline that nobody intends to close. Guards are how you keep the CFO on side.

Attribution window is the period between an event touch and a subsequent opportunity or deal movement during which the event still counts toward attribution. Luminik defaults to 90 days, configurable per organization. Too wide a window inflates influenced pipeline with noise from unrelated activity. Too narrow misses long-cycle enterprise deals where an RSA conversation in May becomes a Q4 signed contract. CFOs who audit event ROI numbers start their scrutiny at the attribution window, so pick one, document it, and apply it consistently across every event you report on.

Badge OCR is on-device optical character recognition that reads a paper or plastic conference badge, extracts name, title, company, and contact fields, and feeds them into a capture record. Modern stacks run Apple Vision on iOS and Google ML Kit on Android so the photo never leaves the device. Per-field confidence scoring matters more than raw accuracy, because a rep needs to know whether to trust the "VP, Engineering" that came off a badly-lit badge before they send a sequence to a fake title. Slow or offline badges are where cheap scanners fall apart.

Booked meeting is a calendar-confirmed conversation with a target buyer, held at or around an event. Distinct from a hallway handshake or a booth stop. Pre-booked meetings are the single strongest leading indicator of event pipeline because they compress the "get on their calendar" step that typically takes six weeks of cold outbound. Event platforms that do not track pre-booked meetings separately from walk-ups end up conflating warm, qualified conversations with business card collection, and the post-event review gets muddy fast.

Booth capture is the act of turning a booth conversation into a structured CRM-ready record, on the floor, in under thirty seconds. It covers QR scan, badge OCR, manual entry, voice notes, and next-step flags. Good booth capture is offline-first, because convention center Wi-Fi fails exactly when 400 SDRs try to upload at the same time. Bad booth capture is a paper clipboard that gets typed into Salesforce on Monday by someone who was not in the conversation, losing context, names, and every qualifying signal the rep heard on the floor.

BYOV (Bring Your Own Vendor) is the architectural stance of using the data vendor contracts a customer already pays for, rather than bundling enrichment and reselling it at markup. If a team already has Apollo, ZoomInfo, Clay, Lemlist, or LeadMagic, Luminik enriches against those credentials. BYOV matters for three reasons: customers do not pay twice for the same data, the DPA and compliance posture with the vendor stays theirs, and swapping vendors does not require a platform migration. It is the opposite of a closed waterfall that forces you onto a vendor chosen by your event tool.

Capture queue is the local, offline-safe buffer where a booth capture lives between the moment a rep hits submit and the moment the record syncs to the API and CRM. A proper queue holds hundreds of records, survives app restarts, and retries on network recovery without duplicating. The common failure mode at large events is a mobile app that loses captures when Wi-Fi drops at 2pm on day one, and the RevOps lead discovers on Monday that 40% of the booth data never made it to Salesforce. The queue is what keeps the floor honest.

Closed-won is the CRM stage where an opportunity becomes booked revenue. In event attribution, closed-won is the final validator: it is one thing to claim $2.4M of event-sourced pipeline, it is another to point at the closed-won deals that came out of it six to twelve months later. Teams who only report pipeline at the moment of event close will eventually get challenged by a CFO who wants to see the conversion cohort. A good attribution layer follows the cohort through the funnel and shows both in-quarter pipeline and the trailing closed-won number.

Cost per opportunity (CPO) is total event spend divided by the number of qualified opportunities the event produced, inside the attribution window. Event spend includes booth, sponsorship, travel, swag, party budget, and fully-loaded rep time. CPO is the cleanest single number for comparing events against each other and against non-event channels. A $180K RSA sponsorship that produces 45 qualified opps has a $4K CPO. The same spend producing 8 opps has a $22.5K CPO, and that is the signal to either fix the pre-event motion or skip the event next year.

CSV upload is the most common way attendee lists enter an event pipeline platform, because registration exports, speaker sheets, and partner lists almost always arrive as comma-separated files. A good CSV import handles messy real-world files: mixed encodings, merged header rows, columns in a different order each time, duplicate rows, and fields with names like "Title / Role (optional)". The mistake is building a brittle importer that only handles one vendor's export format. Every event organizer seems to have its own idea of what a column header should be called, and the importer has to shrug and deal with it.

Enrichment is the step that takes a thin attendee row (name, company, maybe title) and adds the fields required to score and sequence: verified email, direct LinkedIn URL, seniority, department, company size, industry, recent funding, tech stack. Without enrichment, an attendee list is unscorable. With it, a 43,000-row master list collapses to the 1,840 names that match the ICP. Enrichment quality is downstream of vendor choice, and vendor choice is downstream of contract posture. This is why BYOV matters: nobody gets to pick your enrichment vendor for you.

Enrichment waterfall is the practice of running a row through vendor A, then falling through to vendor B on misses, then C, until either the row is fully enriched or the waterfall exhausts. Waterfalls matter because no single vendor has 100% coverage, and coverage varies by geography and industry (ZoomInfo strong in North America, Cognism strong in EMEA, Apollo deep on SMB). The bad version is a closed waterfall owned by your event tool, billing you per enrichment at opaque rates. The good version runs on your own contracts in a transparent order you control.

Event intelligence tool is a narrower category than event pipeline platform. Vendelux is the canonical example. These tools answer "who is going to this event" and "what events should we attend," then stop. They do not enrich against your vendor, do not push to your sequencer, do not capture the floor, and do not write attributed pipeline to your CRM. Intelligence is a useful input, but on its own it leaves four of the five stages of the event motion unsolved, and the team still has to stitch the rest together with spreadsheets and scan apps.

Event platform is a broad, contested term. Historically it has meant event organizer software (Cvent, Bizzabo, Hopin) that runs the event itself. More recently, operators use it to mean any tool in the event GTM stack, which is useless from a buying perspective. Luminik deliberately uses "event pipeline platform" to narrow scope: the five stages of the event motion (source, enrich, sequence, capture, attribute) for the sponsor side, not the organizer side. If a vendor says "event platform" and cannot answer which five stages they run, they are selling into a different category.

Event-sourced pipeline is the subset of total pipeline where an event was the first qualifying touch. Distinct from event-influenced pipeline, where an event appeared somewhere in the journey but was not the origin. The distinction matters because CFOs who fund event budget want to see what events are actually creating new pipeline. A clean event-sourced number, cohorted by event and tracked through to closed-won, is the single most defensible artifact a RevOps lead can hand a CFO during budget season.

Floor close is the hour the expo hall officially shuts on the final day of an event. It is also the deadline most teams miss when they promise leadership "post-event attribution by Monday." A real same-day operation pushes captures to the CRM inside the day-three window: booth records enriched, scored, and synced by the time the team gets to the airport. Teams who wait until Monday lose both context (reps forget conversations) and momentum (competitors are already in the inbox). Floor close is the real clock.

ICP (Ideal Customer Profile) is the precise description of the company and persona you sell to best. A real ICP is not "mid-market SaaS," it is "Series A through Series C B2B SaaS, 100 to 300 employees, running Salesforce or HubSpot, with an AE team of five or more." The tighter the ICP, the sharper the downstream scoring, the fewer wasted SDR cycles. Teams new to event work often treat every badge as equally valuable, then wonder why a 5,000-lead haul from a trade show converts at sub-1%. The fix is almost always a sharper ICP.

ICP match rate is the percentage of an enriched attendee list that passes ICP scoring above a qualifying threshold. At RSA with a 43,000-row master list, a typical cybersecurity ICP match rate sits between 3% and 5%, which is still 1,500 to 2,000 names worth working. Match rate is a better leading indicator than raw list size: a 500-person fintech dinner with a 40% match rate is more valuable than a 30,000-person expo with a 2% match. Teams that report "we got 30,000 leads from RSA" without a match rate are marking their own homework.

ICP scoring is the programmatic step that ranks each enriched attendee against one or more ICP profiles and returns a score plus a reasoning string. Modern scoring uses a mix of deterministic rules (industry, company size, seniority) and LLM-based judgment on fuzzier signals (job title phrasing, company description, funding stage). A score without a reason is a black box nobody trusts. Good scoring surfaces the reasoning on the contact row, on the attendee detail page, and on the mobile app when an AE looks someone up before a booth conversation.

Influenced pipeline is the set of open opportunities where an event touch appears anywhere in the activity history within the attribution window, even if the event was not the first touch. Influenced is a softer claim than sourced, and it gets abused. A deal that was already in stage four before the event happened should not count as event-influenced just because a rep said hi at the booth. Proper influenced reporting requires a time check: the event touch has to land before the deal movement you are crediting it with, not after.

L2O (lead-to-opportunity rate) is the percentage of leads that convert into qualified opportunities inside a defined window. It is the cleanest single funnel metric a RevOps lead can track across channels, because it strips out upstream volume games and downstream close-rate noise. A Series C cybersecurity customer on Luminik lifted L2O 6x on event leads year-over-year by tightening the ICP before the sequencer fired, instead of asking SDRs to work a denser list. The lesson: improving L2O usually means fewer, better leads.

Lead capture is the mechanical act of recording a booth interaction: scan, type, or photograph, then submit. It is not the same as generating a lead. A captured badge with no ICP context, no next step, and no voice note is a business card, which is the lowest possible value form of data. Teams confuse capture with lead quality because they grew up with rented scanners that produced a CSV. A modern capture workflow attaches ICP score, AE qualifying notes, and a committed next step on the same screen as the scan.

Offline-first is a design stance where the mobile app treats network as unreliable by default. Every capture is written to a local queue first, then synced when connectivity returns. This matters at events because convention centers oversubscribe Wi-Fi, cellular drops in metal-heavy expo halls, and roaming data is flaky for international reps. A mobile app that requires an active connection to save a capture will silently lose records at exactly the moment the team can least afford it. Offline-first is the single biggest reliability upgrade over a web form on a phone browser.

On-floor ICP lookup is the ability, inside the mobile app, to type a name, company, or email and see the pre-event ICP score and reasoning in under two seconds. It is what turns a booth conversation from "everyone gets the same pitch" into "this person is a Tier 1 target, route to the AE; this person is off-ICP, courteous dismissal." Without on-floor lookup, the pre-event scoring work is wasted the moment the rep leaves the laptop. This is the bridge between pre-event intelligence and in-event capture that most scan apps skip entirely.

Outcome floor is a Luminik-specific pricing guarantee: a minimum number of booked meetings per flagship event at the Growth tier. If Luminik does not deliver the floor, the customer gets a credit. Outcome floors exist because event budget decisions happen at the CFO level, and a CFO will not underwrite a SaaS subscription whose ROI is the customer's problem. Pricing with an outcome floor transfers execution risk from the buyer to the vendor, and it filters out vendors who cannot actually run the motion end-to-finish for a real customer on a real calendar.

Pre-booked meeting is a confirmed calendar slot with a target buyer before the event starts, typically 30-minute on-site meetings in a booth suite, a coffee shop nearby, or a partner lounge. Pre-booked meetings are the spine of a sponsored event strategy because they take the "will anyone walk up" uncertainty out of the plan. Teams who land 15 to 30 pre-booked meetings per flagship show consistently outperform teams that rely on walk-up traffic, regardless of booth size. Sequencing ICP-matched attendees two to four weeks out is how pre-booked meetings happen in volume.

Pre-event intelligence is the work that happens in the two to eight weeks before an event: sourcing the list, enriching it, scoring against ICP, segmenting by tier, and handing sequences to the SDR team. It is where most of the compounding value of an event motion lives, even though the on-floor capture gets all the marketing attention. A flagship event with zero pre-event intelligence produces walk-up traffic and business cards. The same event with sharp pre-event work produces 20 to 40 pre-booked meetings before the doors open, which is the difference between a good event and a great one.

QBR (Quarterly Business Review) is the cadence where RevOps, marketing, and sales leadership review the last quarter's pipeline contribution by channel, in front of the CFO and CRO. Events are one of the hardest line items to defend at a QBR because the spend is concentrated and lumpy (one $180K RSA check), the attribution window is long, and the data usually lives in a screenshot from a vendor dashboard. An event pipeline platform earns its keep when the QBR owner can pull a CRM-native, confidence-scored attribution view without asking marketing for help.

QR scan is the fastest and cleanest booth capture method: the rep points the phone camera at a QR code printed on the attendee badge, and a structured record (vCard, MECARD, JSON, or URL-encoded payload) drops into the app. QR is deterministic, so confidence is near-perfect when the badge is well-printed. The problem is event organizers who choose awkward payload formats or rotate them between years, which is why a capture app needs to parse all four common variants. A QR-only strategy still fails about 20% of the time because of unscannable or missing codes, which is why OCR and manual entry have to be in the same screen.

RevOps (Revenue Operations) is the function that owns the systems, data, and process running across marketing, sales, and customer success. In B2B SaaS at 100 to 300 employees, RevOps typically owns the CRM, the enrichment contract, the attribution model, and the pipeline reporting that lands in front of the CRO and CFO. RevOps is the actual buyer of an event pipeline platform, even when the title on the PO is event marketing manager. Tools that cannot produce clean, CRM-native attribution without a parallel dashboard do not survive a RevOps review, no matter how pretty the onboarding deck is.

Same-day CRM sync is the commitment that booth captures land in Salesforce or HubSpot on the same day they were taken. Same-day sync protects context (reps remember the conversation), protects response time (competitors are already sequencing), and protects attribution (the CRM timestamp reflects reality). Teams who promise same-day sync and cannot deliver it ship on-floor chaos. Teams who build toward it from day one discover that the technical bar is an offline-first queue plus a reliable writeback.

SDR (Sales Development Representative) is the outbound seller who owns the top of the funnel: cold email, LinkedIn, sequenced follow-up, and qualification before an AE takes the meeting. At events, SDRs run pre-booked meeting setups in the three weeks before doors open, work the floor alongside AEs, and then drive post-event follow-up inside the attribution window. An event pipeline platform that does not feed an SDR's sequencer with ICP-scored lists is asking SDRs to hand-copy a CSV into Outreach or Apollo, which is where most of the bad event follow-up in the world actually comes from.

Sequencer is the tool that runs multi-step, multi-channel outbound cadences: Outreach, Salesloft, Apollo Sequences, HubSpot Sequences. The sequencer is where an ICP-scored attendee list becomes a pre-booked meeting. A common failure mode is treating the sequencer as the end of the pipeline ("we pushed 1,800 contacts into Outreach"), when the actual outcome is meetings booked. Good event platforms push ranked, segmented lists into the sequencer along with event-specific merge fields (session, booth number, dinner invite) that make the first email read like a person wrote it.

Sourced pipeline is open opportunity value where the event was the first recorded qualifying touch. Sourced is the harder standard than influenced, because it requires that no prior qualifying activity exists in the CRM for that contact or account. A sourced deal at Money20/20 for a Series B regtech fraud detection customer means the buyer had no prior inbound, no prior SDR outbound, no prior marketing touch that opened the record. Sourced is what a CFO actually pays for when they sign off on the event budget, so the sourced vs influenced split should be the headline on any event attribution report.

Sourced vs influenced attribution is the discipline of splitting event-attributed pipeline into two buckets and reporting both. Sourced: event was first touch. Influenced: event was any touch. The ratio matters. A healthy flagship event produces real sourced pipeline plus influenced lift on existing accounts. An unhealthy event produces only influenced numbers, which means the team is getting credit for deals that would have closed anyway. Reporting a blended number hides this diagnostic. Singapore FinTech Festival and Finovate are examples where the split helps CFOs compare a prospecting-heavy event against an account-expansion event fairly.

Target account match is the overlap between an event's attendee list and a customer's named ABM target account list. It answers "of the 500 accounts marketing and sales agreed to go after this year, how many are sending people to Black Hat." A high target account match rate is the strongest single argument for or against sponsoring a given event. Teams that buy booth space without running this check are relying on the event producer's sales deck, which is the wrong source of truth. A clean match view turns event selection from gut feel into a defensible procurement decision.

Three-tier matching is the attribution technique of matching an event touch to a CRM opportunity at three progressively looser levels: exact email, exact domain, fuzzy company name. Email is HIGH confidence. Domain is MEDIUM. Company name is LOW. Each tier maps to an attribution confidence label so RevOps can filter and the CFO can audit. The failure mode is single-tier matching on email only, which misses the common case of a rep meeting a buyer at the booth whose CRM record was created by a different SDR under a different email six months earlier.

Tier 1 / Tier 2 / Tier 3 targeting is the practice of stratifying an enriched event list into priority bands so AEs and SDRs spend time proportionally. Tier 1: named accounts on the ABM list, top ICP score, must-meet. Tier 2: strong ICP, not on ABM list, pre-book if possible. Tier 3: ICP-adjacent, sequence but do not chase at the booth. Without tiering, a team of four SDRs tries to work 1,800 enriched contacts with equal effort and burns out halfway through the pre-event window. Tiering is where event strategy meets rep calendar reality.

Voice note is a short recording a rep takes on the booth floor immediately after a conversation, captured in the mobile app and attached to the attendee record. A 30-second voice note carries qualifying signal that no form field captures: tone, specific pain language, next step as the buyer phrased it. Modern stacks transcribe the audio on the server and extract structured fields (next step, pain point, priority) into the CRM record. Voice notes are the difference between "scanned 200 badges" and "captured 200 conversations," and they survive the Monday-morning-memory problem every event team knows.

Writeback is the step where an attribution engine updates Salesforce or HubSpot with event-sourced and event-influenced values on the opportunity record, plus activity timeline entries for each matched event touch. The test of a real writeback is simple: can a CFO open the opportunity record in Salesforce and see the event attribution there, without logging in to a separate vendor dashboard. If the answer is no, the attribution is not CRM-native, and the event budget conversation will eventually happen in the wrong room. Writeback is what connects the floor to the system of record.