For marketing leaders

Defend the event line with one number your CFO can pull from Salesforce.

Sourced and influenced pipeline tied to every flagship event, written back to the Salesforce or HubSpot your CFO already opens, within 48 hours from event end.

Book a 20-min walkthrough

Stage 5: Attribution writeback

The ROI number your CFO can audit

Sourced and influenced pipeline tied to each account, rep, and event, pulled straight from Salesforce or HubSpot and exportable for the QBR.

Budget defense, CFO view

Event line, on the board deck

Last two quarters. Sourced from Salesforce, confidence-tiered.

ROI, 3.47x on closed-won

Event spend

4 flagship events, FY Q1–Q2

− $0

Sourced pipeline

34 opportunities, written to Salesforce

+ $0

Influenced pipeline

19 opportunities, touched in-event

+ $0

Closed-won

14 deals attributed to the event motion

+ $0

Net ROI

Closed-won minus event spend

= $0

Source: Salesforce, Attribution writeback

4 events, $480K budget, $1.67M closed-won

Money20/20 Europe, Event ROI

Pipeline attribution

Attribution lands in Salesforce within 48 hours

Spend

Sourced pipeline

Revenue (90d)

Meetings booked

Klarna

Closed-Won

$186,000

Adyen

Proposal

$287,000

Okta

Negotiation

$214,000

Checkout.com

Closed-Won

$163,000

Wiz

Proposal

$139,000

Ramp

Discovery

$182,000

Attribution: First-touch + rep capture sync

Source: Salesforce, Last sync 2s ago

Defending the event line in your budget

Events are 20–30% of your marketing spend. This is how you stop guessing what they produced.

Push, today

What you walk into the QBR with

Events take 20-30% of the marketing budget, and when the board asks what came back, the answer has to come out of you rather than out of a report
Sales says "that event didn't work." The data you have is scan counts and booth anecdotes
Every flagship runs a different playbook. Different reps, different tool, no consistent record
The post-event ROI report takes three weeks to reconcile, if anyone finishes it
You're paying $50K/year for an intelligence subscription that ends at "who's registered"

Pull, with Luminik

What you walk in with instead

Sourced and influenced pipeline tied to each event, on the Salesforce or HubSpot records your board deck is built from
One repeatable playbook for every event: source, enrich, sequence, capture, attribute
Attribution that lives in the CRM your team opens every morning, on the same Opportunity records they already report from
A defensible number for the QBR: $X spent, $Y sourced pipeline, $Z influenced pipeline
Runs on your Apollo, your Salesforce, your enrichment vendor. No new lock-in.
A number you can hand over, so defending the program is not a personal project every quarter

Where the budget already goes

Where the $50K three-tool chain leaks

Marketing leaders usually inherit a three-part chain: an intelligence subscription, a scan app, and a reconciliation spreadsheet. Each owns one step. None of them produces the Salesforce or HubSpot number a CFO can inspect, because nobody owns what happens between them.

Pre-event

What you probably own: A $50K/year intelligence subscription, or an SDR with a spreadsheet
Where it leaks: Ends at who is registered. No ICP score on the list, no enrichment through the vendor you already pay for, no push to your sequencer.

At the budget review: You are paying for a list, and the work that turns it into meetings is unfunded

On-floor

What you probably own: The scan app rented with the stand, or the organizer's own lead-retrieval app
Where it leaks: Catches badges and hands back a CSV. Cleaning, enriching, and routing that file lands on your team's Monday.

At the budget review: The best conversations of the week go cold while somebody formats a file

Post-event

What you probably own: A reconciliation spreadsheet, owned by whoever has the time that week
Where it leaks: Built by hand from three exports and accurate for about a day. It never holds up when finance asks how a number was derived.

At the budget review: The event line has stories behind it while every other line has numbers

Luminik replaces the three tools with one event pipeline.

Orchestrating the enrichment vendors you already pay for, and writing the result back to the CRM your finance team already reports from. The event line stops being the one you defend from memory.

Questions you'll ask in the first 10 minutes

"Will my reps use it?"

They already work in Salesforce, Apollo, and HubSpot, and Luminik feeds those. Prep sheets land in the CRM, sequences land in the tool your reps opened this morning, and reps never have to log in to a second dashboard to see attribution. The Luminik mobile app comes out on the floor and nowhere else: offline capture, voice notes, attendee lookup with the ICP score, and a Push to CRM button on every record.

"We have an AI mandate. Does this count?"

Luminik is AI-native at every stage: scoring the list, writing the event angle, turning a floor conversation into next steps, and ranking the matches behind the attribution number. Your team can set it up and run it by talking to it, and the MCP surface lets them drive it from the assistant they already use. The part that travels well upward is that the AI output is a pipeline number on the Opportunity record rather than a productivity anecdote.

"What if the first event doesn't work?"

The risk sits with us. On Growth and Scale, every flagship event carries a 10 booked meetings floor. If we miss, the platform fee for that month is credited. On the first event, the optional $2,500 Concierge Pilot is refunded in full if the floor is missed, and credits 100% against Year 1 if you subscribe.

The rest of what buyers ask is on the FAQ.

$2M

Qualified pipeline, identity-verification customer across 15 fintech events in H2 2025, 270+ booked meetings

$2.4M

Attributed pipeline, Series C cybersecurity customer across RSA + Black Hat + regional, 85+ booked meetings, 6x lead-to-opportunity rate improvement

48hr

Attributed pipeline in Salesforce from event end

The board wanted to know what Money20/20 produced. Before Luminik I'd have shown scan counts and a PDF from the booth vendor. This year the program stands at $1.35M in sourced pipeline across our three events, $520K closed, traced to three AEs, straight out of Salesforce. The question shifted from 'should we cut event spend' to 'which three events do we lean into next half.'

Sr. Director of Marketing

Series B fraud detection

180 employees

For the budget review