How an AI fraud detection company used Money20/20 to break into the US market and generate $1.2M in pipeline
$1.2M pipeline from 3 events
Description
A 100-person Series B fraud detection company based in Europe needed to build US pipeline fast. With 11,000+ attendees at Money20/20 and no US brand recognition, they used Luminik to identify and pre-book meetings with bank fraud and risk leaders — generating $1.2M in pipeline from 3 events.
Industry
FinTech
Company Stage
Series B
Persona/Role
Head of Marketing
CRM Used
Salesforce
Outbound Stack
Apollo
Problem
This 100-person AI fraud detection company (Series B, $55M raised) was headquartered in Europe with a strong presence in banking and financial services — but virtually no pipeline in the US market.
Their technology detected document fraud, synthetic identities, and AI-generated fake documents using 500+ forensic signals. Banks and lenders in Europe trusted them. But in the US, nobody knew they existed.
The plan was to use Money20/20 USA as the beachhead — but 11,000+ attendees, 3,400+ companies, and 380+ sponsors made it overwhelming. The 8-person sales team couldn't manually find the 200 fraud and risk leaders buried in that crowd.
"We had a great product and zero US brand recognition. Walking into Money20/20 with 11,000 people and no pre-event targeting meant we were competing for attention with 380 other sponsors — and losing."
— Head of Marketing
At previous events, the team relied on booth traffic and hoped the right people would stop by. Most badge scans were from unqualified visitors — students, competitors, or the wrong persona entirely. The follow-up list was huge but the quality was poor.
Approach
Targeted attendee intelligence: Luminik identified fraud, risk, and compliance leaders from the Money20/20 attendee list — isolating the 3–5% of attendees who matched the company's ICP from 11,000+ registrants
US market account mapping: Cross-referenced attendees against a target account list of US banks, lenders, and payment companies — prioritizing accounts with active fraud detection initiatives
Event-specific outreach sequences: Personalized pre-event messaging that led with the company's unique forensic capabilities — not generic "let's meet at the booth" emails
Multi-event system: The same process was applied across Money20/20 USA, Money20/20 Europe, and Singapore FinTech Festival — creating consistent pipeline across 3 markets
Salesforce pipeline tracking: Every meeting, follow-up, and opportunity was attributed to the specific event and outreach sequence that generated it
Results
$1.2M in qualified pipeline generated from 3 events across the US, Europe, and APAC
110+ pre-booked meetings with bank fraud leaders, risk officers, and compliance heads
15 POC requests generated directly from event meetings — their fastest path to new business
US market entry accelerated by ~6 months — the company built meaningful US pipeline in one quarter instead of two
Badge scan quality improved dramatically: Instead of scanning everyone and sorting later, reps prioritized ICP-matched attendees, cutting unqualified follow-ups by 60%
"Money20/20 went from a brand awareness exercise to our single best pipeline event. We walked in with meetings already booked with exactly the people we needed to talk to."
— Head of Marketing
