How a RegTech company's solo field marketer generated $890K in pipeline across 6 APAC countries
$890K pipeline generated
Description
One field marketer. Six countries. Fifty events a year. This AML compliance vendor was drowning in events but starving for pipeline — until they started showing up prepared.
Industry
FinTech
Company Stage
Series B
Persona/Role
Field Marketing Manager
CRM Used
HubSpot
Outbound Stack
HubSpot Email, LinkedIn
Problem
This Singapore-headquartered RegTech company sells AML and fraud compliance software to banks and large fintechs across Asia-Pacific. Average deal size: $250K+. Sales cycles: 18 months.
Their field marketing team was one person — covering the Philippines, Malaysia, Singapore, Taiwan, Australia, and exploring Vietnam and Thailand. She managed 50+ events a year: sponsored booths, partner roundtables, exclusive dinners, and government-mandated industry summits.
"I'm the only field marketing person. I handle all the countries. Every event, every email, every follow-up."
The result: events were 80% branding, 20% lead gen. Pipeline attribution from events hovered at 5-10%. Pre-event outreach was email-only, sent 1-2 weeks before the event — too late to book meaningful meetings with enterprise bank buyers who plan months ahead.
"We haven't really cracked how ROI computations work for events. We just know we need to be there."
Worse, data tools like Apollo and ZoomInfo were unreliable in APAC markets. Attendee lists arrived late. And in penetrated markets like Malaysia, the team already knew 80% of the accounts — making it hard to justify event spend without proving incremental value.
Approach
1. Started 6 weeks before each event — not 6 days.
Luminik ingested attendee lists the moment they became available and matched them against the company's ICP: banks with $100B+ AUM, fintechs with $100M+ revenue, compliance decision-makers. For the Singapore FinTech Festival alone, this surfaced 340+ ICP-matched attendees from a list of 11,000+.
2. Replaced email-only outreach with multi-channel sequences.
Instead of one generic HubSpot email blast, Luminik built personalized LinkedIn + email sequences for each ICP segment. LinkedIn outreach alone delivered 20%+ higher response rates than email — a channel the field marketer hadn't been using for pre-event outreach.
3. Prioritized new markets where data mattered most.
In Australia — a brand-new market with an estimated 1,000 banks and fintechs — the team had near-zero existing relationships. Luminik's enrichment identified 85 ICP-fit attendees across three Australian events and armed the field marketer with company intelligence, recent news triggers, and compliance pain points specific to APAC regulatory frameworks.
4. Turned branding events into pipeline events.
Even political events like SFF — where the company paid premium sponsorship but historically captured zero qualified leads — became productive. Pre-booked meetings meant the booth wasn't just a branding exercise; it was a conversion point.
Results
Across 12 events over 5 months:
$890K in qualified pipeline attributed directly to event-sourced meetings
110+ meetings booked pre-event across 6 countries
23 opportunities advanced to proposal stage (vs. ~8 in the same period the prior year)
Pipeline attribution from events jumped from 5-10% to 22%
3 new-market deals initiated in Australia — a market with zero prior event pipeline
"Before Luminik, I was sending emails into the void two weeks before an event and hoping someone would show up. Now I walk in with a meeting calendar that's already half-full. For Australia alone, that changed everything — we went from knowing nobody to having 15 conversations lined up at our first event there."
— Field Marketing Manager
