That was the Government Contract Pricing Summit, an annual event that had hit a growth ceiling with its existing audience. 31% of the attendees were first timers, and the budget did not move. Event marketing has a deadline that does not negotiate, so the work has to be measured weekly against it.
| Measured across 30 days | Count |
|---|---|
| Buying questions tracked in this sector | 309 |
| Brand mentions recorded on them | 5,499 |
| Different companies the engines named | 3,690 |
Rankxa production data, 30 days to 11 September 2026, across ChatGPT, Claude, Gemini and Google AI Overviews. Conference, trade show and event selection questions, asked while a calendar and a budget are being decided.
Attendance is a budget and calendar decision made weeks ahead, usually with a manager to convince. Marketing that only sells the experience loses to marketing that answers the business case.
The question every registration hinges on.
Increasingly asked of an assistant, months ahead.
The quiet blocker on most corporate registrations.
Peer presence converts better than any feature list.
Two engagements measured on registrations and cost per registration, which is all an event team can actually spend.
40% year over year registration growth, no spend increase.
Plus $55,000 generated in three weeks.
Across 309 event questions we track, the engines named 3,690 different events and organizers in the last 30 days. This is one of the smaller tracked sets we hold, which means the field is less contested than most.
Sector figures are counted over the prompts in our set that ask about events. The agreement range is measured across all comparable prompts, not this sector alone.
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Earlier than most teams do. Registration decisions are calendar and budget decisions, which get made months before the deadline that feels urgent to you. The government event work grew registrations 40% partly by reaching people while they still had budget uncommitted, rather than competing for attention in the final six weeks.
By moving the spend rather than adding to it. The audience had been defined too closely around the existing attendee base, so the program was re-targeted around role and intent and pointed at people who had never attended. 31% of the resulting attendees were first timers, which is where the growth came from.
It is starting to, and it is early enough to be cheap. We track 309 event selection questions and the engines named 3,690 different events and organizers on them in 30 days. That is one of the least contested fields we measure. Event schema on your site, with real dates, location and format, is a small piece of work with an unusually good return here.
That is most of what event work is. We plan backwards from the date with weekly registration targets, and we report against those weekly rather than monthly, because a monthly report on a twelve week campaign tells you it failed two thirds of the way through.
Yes, and the economics differ. Virtual registration is cheaper to acquire and far more likely to no show, so we measure attendance rather than registration and build the reminder sequence as part of the campaign rather than as an afterthought.
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