How BillFold Accessed Venue Decision-Makers in the Live Events Payments Space

About BillFold

BillFold is a cashless POS and RFID payment system built for live events, festivals, and entertainment venues. Supporting QR, NFC, and contactless payments with real-time analytics, they serve 900+ recurring venue partnerships including major entertainment destinations. Their platform eliminates cash handling at events and provides operators with transaction-level visibility they have never had before.

The Challenge

The live events industry is a small, relationship-driven world. Venue GMs and operations directors are notoriously difficult to reach through traditional outbound because they spend their days on the floor managing events, not sitting at desks reading emails. BillFold needed direct access to these buyers, and they needed it from a source that understood how to reach people who do not behave like typical B2B prospects.

Targeted Access to a Niche Market

Working with Glencoco's pay-per-meeting marketplace (powered by Nurturance's outbound methodology), BillFold launched a focused campaign across 531 hand-selected entertainment and live events accounts.

This was not a volume play. The total addressable market for cashless event POS is inherently small. Every account on the list was a venue or event operator where cashless payment adoption would transform their operations. The campaign was designed to open doors, not fill a funnel.

Campaign precision:

• 531 venues and event operators identified and targeted, representing a significant share of the addressable market

• Outreach tailored to the operational reality of venue management: faster transactions, reduced cash shrinkage, real-time revenue visibility

• Phone-first approach to reach GMs and operations directors who are rarely at their desks

• Every meeting represented a genuine venue operator evaluating their payment infrastructure

The Results

The campaign delivered 10 meetings with venue and event decision-makers. In a total addressable market of a few hundred ideal accounts, reaching 10 decision-makers through outbound represents meaningful market penetration.

These were not random calendar fills. Each conversation was with a GM or operations director at a venue where cashless payment adoption was a live operational discussion.

Why Niche Markets Need Precision, Not Volume

When your entire addressable market fits on a single spreadsheet, you cannot afford to waste outreach on the wrong accounts or the wrong people. BillFold's campaign shows that in niche B2B markets, the right 10 conversations can be more valuable than 1,000 generic touches.

Nurturance helps fintech, insurtech, and technology companies access hard-to-reach buyers in niche markets. If your ideal customer is a specific type of decision-maker at a small number of target accounts, we should talk.

Visit nurturance.uk or book a call to discuss how precision outbound can open doors in your market.