--- title: "Identity Week Europe: identity ICP playbook" description: "Identity Week Europe, RAI Amsterdam: an early ICP map of identity and digital-identity buyers. Playbook to source and attribute event pipeline." canonical: https://www.luminik.io/events/identity-week-europe/ source: html generated_at: 2026-07-25T14:40:46.282Z --- 1. [Home](/) 2. [Events](/events/) 3. Identity Week Europe Identity Netherlands identity digital-identity iam # Identity Week Europe event pipeline playbook Identity Week Europe, RAI Amsterdam: an early ICP map of identity and digital-identity buyers. Playbook to source and attribute event pipeline. Dates Jun 9, 2026 to Jun 10, 2026 Location Amsterdam, Netherlands RAI Amsterdam Published attendees 4,000+ 60 ICP-matched ICP density by persona Head of Identity & Access Management 4.8% Head of Digital Identity 3.8% Head of Customer Onboarding / KYC 3.6% CISO / Head of Security 3.2% Head of Fraud / Financial Crime 2.6% Projected Luminik output for this event ## Projected pipeline funnel for Identity Week Europe What a Luminik program at Identity Week Europe produces, stage by stage. Projected Luminik pipeline funnel for Identity Week Europe Five-stage funnel projecting 4,000 attendees down through 720 ICP-matched, 662 contacted, 53 meetings booked, and 16 opportunities. Attendees 4,000 attendees 4,000 100% of attendees ICP-matched 720 (18% of attendees) 720 18% of attendees · 18% of prev Contacted within a week 662 (92% of icp-matched) 662 17% of attendees · 92% of prev Meetings booked 53 (8% of contacted within a week) 53 1% of attendees · 8% of prev Opportunities 16 (30% of meetings booked) 16 0.4% of attendees · 30% of prev Projection based on the event's published attendance, your event's persona density, and Luminik's average conversion rates from documented customer programs (18% ICP density, 92% touched within a week, 8% lead-to-meeting, 30% meeting-to-opportunity). Past performance not a promise. Run your own numbers in the [ROI calculator](/tools/event-roi-calculator/). ## Why Identity Week Europe matters for B2B marketing leaders Identity Week Europe is the European identity community’s flagship exhibition, held at RAI Amsterdam, drawing roughly 4,000 identity professionals. It is distinctive for its blend of two buying classes that rarely share a room: government and public-sector identity programs (national identity, border and police identification, digital-identity offices) alongside commercial identity and access management leaders at banks, airports, and enterprises. For an identity verification, biometrics, or IAM vendor with a European motion, it is one of the few places both buyers are in the building at once. There is a sourcing nuance worth stating plainly. The organizer publishes exhibitors, not a full attendee list, so a pre-event working list is an early, predictive map rather than a confirmed roster. It is built two ways: from the published exhibitor list, by sourcing the identity and security decision-makers at each ICP-fit company, and from the identity leaders publicly posting about Identity Week on LinkedIn, who are confirmed-interested. The numbers below reflect that ICP-relevant slice, not the full 4,000-person exhibition. ## Who attends Identity Week Europe An early build of the ICP-relevant slice identified roughly 205 relevant people across 459 classified companies, of which about 47 were ICP-fit buyer companies, producing a target set of roughly 60 leaders. The government-and-commercial split is the defining feature: - Public-sector and government identity leaders: owners of national identity programs, border and police identification services, and digital-identity offices across European member states. A distinct buyer with a distinct procurement path. - Commercial IAM leaders: IAM engineering and governance leads, IAM product owners, and identity architects at banks, airports, and enterprises. - Fraud and trust leaders: a smaller cluster owning identity fraud and onboarding at European platforms and financial institutions. By seniority, the ICP-relevant set is Director and Manager heavy, with a C-level layer that includes the heads of national digital-identity initiatives. The commercial and public-sector buyers move on very different timelines, and the sequencing has to respect that. ## The five-stage pipeline applied to Identity Week Europe The exhibitor-not-roster model shapes sourcing, and the EU digital-identity regulatory picture provides a strong European anchor for sequencing. **Source.** Two inputs. Pull the published exhibitor list five to six weeks out and source the identity, IAM, and security decision-makers at each ICP-fit company. Separately, monitor LinkedIn for European identity leaders posting about Identity Week, and enrich those profiles as confirmed-interested. Classify each company for fit and filter out the identity, IAM, and credential vendors themselves, who exhibit rather than buy. Cross-reference the commercial companies against your European target-account list. **Enrich.** Score on three axes: role (explicit identity, IAM, or digital-identity ownership), sector (public-sector identity program vs commercial IAM, since they buy differently), and regulatory exposure (eIDAS 2.0 and the EU Digital Identity Wallet are the live European drivers pulling both buyers into active evaluation). Weight the confirmed-intent LinkedIn cohort highest. **Sequence.** Two cadences that must not be merged. Public-sector identity leaders: a relationship-led, longer cadence that respects public procurement, anchored to the national digital-identity or eIDAS agenda, and expects a multi-month, tender-driven path. Commercial IAM leaders at banks and enterprises: a 4-touch sequence anchored to a specific identity problem (workforce or customer identity, onboarding fraud, the EU Digital Identity Wallet integration question). European buyers respond to a specific regulatory or peer reference, not a generic identity pitch. **Capture.** RAI Amsterdam is a large exhibition venue. A two-day program with a real exhibition floor gives booth and session capture windows. Use a mobile capture flow that maps every scan, meeting, and voice note to a Salesforce or HubSpot Campaign Member the same day. Because the room mixes public-sector and commercial buyers, capture the buyer type at the point of scan so the follow-up sequences correctly. **Attribute.** Tag every Campaign Member with the Identity Week Europe campaign and a buyer-type custom field (Public Sector, Commercial IAM, Fraud) and a source field (confirmed-intent vs company-sourced). Run a report 48 hours after floor close that segments sourced pipeline by buyer type. Public-sector identity deals close on long, tender-driven cycles, so keep those separate from the commercial pipeline in the reporting. ## Booth and meeting strategy for Identity Week Europe For identity verification, biometrics, or IAM vendors selling into European public-sector and commercial identity buyers: - **Booth**: Identity Week Europe has a full exhibition floor. A booth is worth it for the broad IAM and public-sector audience, but the working pipeline comes from pre-booked meetings, not floor traffic. - **Location**: Pay for placement near the digital-identity and government-identity content, where the public-sector buyers cluster, if that is your motion. Commercial IAM buyers move across the whole floor. - **Staffing**: A solutions or identity architect for the commercial conversations, and a commercial leader who understands public procurement for the government conversations. The two buyers ask very different questions. - **Side meetings**: Amsterdam evening meetings with your priority commercial accounts are the deal-making window. Public-sector relationships are built over multiple events, not closed in a single meeting. ## How Luminik maps Identity Week Europe into pipeline For Identity Week Europe, Luminik builds the working list from the published exhibitors plus the LinkedIn intent cohort, separates public-sector from commercial buyers at the sourcing stage so the two never share a sequence, cross-references companies against the European target-account list, and tracks sourced and influenced pipeline by buyer type through the CRM. ## FAQ ### How many attendees does Identity Week Europe have? Identity Week Europe draws roughly 4,000 identity professionals to RAI Amsterdam. Because the organizer publishes exhibitors rather than a full attendee list, a vendor’s pre-event working list is an early, predictive map built from those exhibitors plus LinkedIn intent. A recent build of the ICP-relevant slice identified roughly 205 relevant people and a target set of about 60. ### How do I source Identity Week Europe if there is no attendee list? Source the identity, IAM, and security decision-makers at each published exhibitor by role, and separately identify the European identity leaders posting about the event on LinkedIn, who are confirmed-interested. Treat the first as coverage and the second as confirmed intent. ### Should I run one sequence or two? Two. Public-sector identity buyers (national identity, border, digital-identity offices) and commercial IAM buyers (banks, airports, enterprises) buy on completely different timelines and procurement paths. Merging them into one cadence wastes both. ### Is EU digital identity a useful sequence anchor? Yes. eIDAS 2.0 and the EU Digital Identity Wallet are pulling both public-sector and commercial identity buyers into active evaluation across Europe. Anchoring the opener to that agenda outperforms a generic identity pitch. ### Which vendors is Identity Week Europe a fit for? Identity verification, biometrics, document verification, IAM, and digital-identity vendors with a European motion, selling into public-sector identity programs and commercial IAM buyers at banks, airports, and enterprises. ### How do I write Identity Week Europe attribution back to Salesforce? Tag every Campaign Member with the event campaign, a buyer-type field, and a source field. Keep public-sector and commercial pipeline separate in the reporting, because public-sector identity deals close on long, tender-driven cycles. Run reports at 48 hours, 90 days, and 180 days. More event pipeline playbooks ## More event pipeline playbooks [ SF Fintech Week San Francisco, United States · May 26, 2026 · Fintech ](/events/sf-fintech-week/)[ Identiverse Las Vegas, United States · Jun 15, 2026 · Identity ](/events/identiverse/)[ Authenticate Carlsbad, United States · Oct 13, 2025 · IDV ](/events/authenticate/)[ Marketplace Risk San Francisco San Francisco, United States · May 12, 2026 · RegTech ](/events/marketplace-risk-san-francisco/)[ Money20/20 Europe Amsterdam, Netherlands · Jun 3, 2025 · Fintech ](/events/money2020-eu/)[ ICE Barcelona Barcelona, Spain · Jan 20, 2026 · Gaming ](/events/ice-barcelona/) ## Identity Week Europe pipeline map 20 minutes. We walk source, enrich, sequence, capture, and attribute for the show you are about to sponsor or attend. [ Book a 20-min walkthrough ](/demo/) $2.4M at RSA + Black Hat $2M across 15 fintech shows $1.2M from Money20/20