Money20/20 worth for event leads? Attendee data might surprise you
This article breaks down real attendee data from Money20/20 to reveal whether it’s truly a high-ROI event for generating qualified leads.
Picture this
You’re at Money20/20. Your team spent $120k on a booth.
Swag’s flying. The espresso machine’s buzzing.
Your sales team is scanning badges like it’s a sport.
It feels like you’re doing everything right.
But a question keeps creeping in:
“Are these people our buyers?”
Badge scans are not event leads
You came here to meet risk leaders at banks.
Heads of product at payments companies.
Digital transformation leads at fintechs.
Instead, you’ve got:
⦿ 9 conversations with “strategy analysts”
⦿ 4 salespeople from other vendors
⦿ 1 person who just wanted your socks
This is the hidden cost of poor event marketing: high traffic, low fit.
So we ran the data.
We took a subset of Money20/20 attendee list (1,697 names), ran it through Luminik, and asked a better question:
Is this event worth it for fintech teams focused on lead generation and ROI?
What the attendee data tells us
We looked at job titles, company types, and roles to see who showed up.
Money20/20 attendee seniority breakdown:
Seniority | % of Total |
|---|---|
C-suite | 37.2% |
Director / VP | 15.7% |
Manager | 17.5% |
IC / Other | 25.5% |
Unknown / Other | 4.1% |
More than half of all attendees were director-level or above. These are the people who own budget and influence buying cycles.
What kinds of companies attend Money20/20?
We also classified every attendee by industry based on their company name, role, and headline. Here’s what we found:
Industry | % of Total |
|---|---|
Payments | 16.2% |
Banking / Fintech | 13.3% |
Consulting | 6.2% |
SaaS / Tech | 5.2% |
AI / ML | 4.5% |
Other | 46.6% |
Payments and fintech dominate—as expected. But there’s also significant presence from SaaS, AI/ML, and service partners.
Where do these attendees come from?
Money20/20 is also an opportunity to expand geographically. Here’s how the regional distribution breaks down:
Geographic breakdown:
Region | % of Total |
|---|---|
Europe | 50.12% |
Other | 34.43% |
North America | 9.38% |
Asia | 2.30% |
Middle East | 1.47% |
If your event marketing plan includes EMEA growth—this is your crowd.
So why does event ROI still feel disappointing?
Because most fintech companies:
⦿ Don’t use attendee data to qualify leads
⦿ Show up reactive instead of targeted
⦿ Follow up too late when the lead has already gone cold
Event ROI measurement fails when you treat the booth like a lead magnet instead of a pipeline engine.
The best teams treat events like a campaign
They don’t just wait for traffic—they use event marketing tools and automation to execute around the event:
⦿ Run ICP matching 2–3 weeks before the event
⦿ Pre-book meetings with qualified leads
⦿ Launch follow-up outreach within 24 hours
⦿ Use event marketing automation to scale what works
So, is Money20/20 worth it?
Yes.
If you’re prepared.
The right people are there.
But you need the right event marketing plan to turn them into leads and revenue.
What Luminik does for fintech marketing and growth teams
Luminik is an event marketing tool that turns messy attendee lists into clean, usable campaigns.
We help you:
⦿ Enrich attendee lists and highlight ICP-fit leads
⦿ Segment by seniority, function, geography, and company type
⦿ Build outreach sequences before and after the event
⦿ Automate the parts of event marketing that usually get skipped
All in under 24 hours.
Planning for your next event?
Upload your attendee list.
We’ll give you a custom report with lead scoring, segmentation, and messaging ideas - before you spend a dollar at the booth.
Prasad Subrahmanya
Founder & CEO of Luminik
