Selected founder experience · Event growth
Money20/20 USA
International fintech event
Delivering ambitious year-on-year growth across revenue, audience and international reach.
- Sector
- Financial services and fintech
- Reach
- Europe and international markets
- Lead
- Konstantinos Zachoudanis
- Focus
- Business growth, audience development and international reach
Our roleSenior marketing leadership
This case study reflects work led in a previous senior marketing role.
The challenge
Enhancing the marketing operation to support ambitious growth
The established fintech event was performing strongly and had ambitious year-on-year targets spanning delegate revenue, sponsorship demand, audience growth and international reach. The priority was to build on that success and support the next stage of growth through a strengthened strategy, deeper penetration of priority audience segments and markets, and enhancements to the systems, processes and operations supporting marketing delivery.
The approach
Strengthening the strategy, systems and operating model for growth
The growth strategy was reformulated around multi-layered segmentation to improve audience prioritisation and campaign relevance. This contributed to two record-breaking price breaks, accelerating early revenue and securing 55% of the overall delegate-revenue target during the early stages of the event cycle.
Targeted data-acquisition campaigns increased the prospect database from just over 500,000 to 1.2 million. Separately, 12 additional international markets were selected for expansion, with coordinated activity across paid, owned, earned, partnership and sales channels to expand reach, strengthen engagement and improve conversion.
The operational model was redesigned across eight departments, aligning planning, messaging, execution and reporting around shared commercial priorities, with new executive and analytics dashboards bringing marketing performance into a single view. Media partnerships with organisations including Bloomberg, Fortune, LinkedIn and CNBC helped increase paid-delegate revenue generated through media partnerships by 110% year on year.
The results
Commercial growth and marketing performance
£0M
Net new revenue generated
0%
Above the overall revenue target
0%
Year-on-year increase in qualified leads
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