Selected founder experience · Event growth
Money20/20 Europe
International fintech event
Converting established market recognition into paid attendance, delegate revenue and qualified sponsorship demand.
- Sector
- Financial services and fintech
- Reach
- Europe and international markets
- Lead
- Jennifer Summers
- Focus
- Commercial and audience growth
Our roleSenior marketing leadership
This case study reflects work led by Jennifer Summers in a previous senior marketing role.
The challenge
Converting recognition into commercial performance
The event had significant international recognition and an established audience, alongside ambitious targets for paid attendance, delegate revenue and qualified sponsorship demand. The marketing programme needed to convert existing awareness and audience interest more consistently, while providing clearer visibility of the activity contributing to revenue, conversion and commercial lead value.
The approach
How the programme was managed
The marketing programme was refocused around the audiences with the strongest propensity to attend, purchase or engage commercially, with campaign priorities aligned to the event's pricing and sales cycle. Audience data was consolidated and structured to expand the addressable market and support more precise segmentation by geography, role, seniority, engagement and buying intent.
Email became part of a coordinated lifecycle programme, with messaging, content and creative tailored to different audience segments and stages of consideration. Delegate acquisition and sponsorship demand were planned against shared commercial priorities across marketing, website, data and sales activity.
Reporting connected channel performance with ticket revenue, conversion and qualified opportunity value. These insights informed investment, campaign priorities and ongoing optimisation throughout the event cycle.
The results
Commercial impact
0.0%
Above the paid delegate-pass target
0.0%
Above the delegate-revenue target
0%
Above the marketing-qualified-lead target
0.0%
Above the target for qualified sponsorship lead value
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