How a Spanish B2B Marketing Team Scaled Conference Lead Capture Across Gamescom, Money 20/20 & CoinDesk Events

The Challenge

The client's marketing team was sponsoring three high-profile industry events across different verticals — gaming (Gamescom Latam), fintech (Money 20/20), and crypto (Consensus by CoinDesk). Each event generated leads, but the data lived in three separate workflows, each with different fidelity and timing:

• Gamescom Latam: Mostly informal contact exchanges, no structured database
• Money 20/20: Badge scans only — missed the 85% of attendees who didn't visit the booth
• Consensus: A mix of badge scans, LinkedIn connections, and post-event guesswork

The marketing lead estimated they were capturing less than 12% of total event attendee addressable market across the three events combined, and the data quality varied so much across events that any consolidated view was impossible.

The Approach

Actowiz Solutions built a unified extraction pipeline that worked across all three event apps:

1. Pre-event extraction — captured full attendee lists from each event app starting 7-10 days before the event
2. Mid-event refresh — pulled updates daily during the event to catch late registrants
3. Standardized output schema — same field structure across all three events, so the client's CRM ingestion was identical
4. Cross-event deduplication — identified attendees who appeared at multiple events (a high-signal enrichment input)
5. ICP filtering specific to each vertical — different criteria for gaming buyers vs. fintech buyers vs. crypto buyers

The Solution Architecture

Each event app used different technology (different SDKs, different anti-bot patterns, different authentication flows), but the output normalization was identical. The client received CSVs with consistent column structures regardless of which event the data came from, enabling immediate ingestion into their CRM.

For Gamescom Latam specifically, the client now had visibility into the Latin American gaming ecosystem that they couldn't have built through any in-house process. For Money 20/20, they had structured fintech contact data across two continents. For Consensus, they had a crypto + Web3 contact database that complemented their existing fintech relationships.

Results

• 18,000+ attendees captured across the three events
• 2,200+ ICP-matched contacts delivered to the SDR team
• 3.5x increase in event-attributed pipeline vs. the prior year's manual capture
• Cross-event intelligence revealed that ~300 contacts attended both fintech and crypto events — a particularly high-signal sub-segment the team had never identified before
• Reusable pipeline — each new event sponsorship is now estimated in 2-3 days of setup, not 2-3 weeks

Why This Matters For You

If your team sponsors events across multiple verticals or geographies, the consolidated view across events is the hidden strategic asset. Attendees who appear at multiple industry events are signaling deeper engagement; capturing this overlap manually is impossible. Automated event app extraction makes it routine.

This pattern works for any B2B marketing team running 3-10 industry events per year, especially when the events span different verticals or regions.