ON24 is the leading enterprise digital experience platform that enables marketing teams to create, deliver, and measure webinars, virtual events, and multimedia content experiences — capturing first-party engagement data from every attendee interaction to fuel pipeline, personalise follow-up, and demonstrate marketing ROI. It is used by enterprise B2B marketing teams as a core demand generation and content marketing channel.
Product Overview
ON24's core differentiation is its focus on engagement data capture and first-party signal generation from event participation: where Zoom Webinar and GoTo Webinar capture basic attendance, ON24 captures every attendee interaction — polls answered, resources downloaded, questions asked, links clicked, and time spent on each content segment — creating a rich first-party intent profile for each attendee that feeds directly into marketing automation and CRM. This engagement data powers ON24's lead scoring, enables highly personalised follow-up sequences based on specific content interests, and provides CMOs with detailed pipeline attribution from event investment. ON24's platform extends beyond live webinars to include on-demand content hubs, personalised demo environments, and hybrid event experiences — making it a broader content experience platform rather than a standalone webinar tool. Compared to Demio and Livestorm which target mid-market, ON24 is built for enterprise with SSO, advanced security, and dedicated customer success.
Key Features
- Engagement Data Capture: Track every attendee interaction — polls, downloads, Q&A, chat, and dwell time — creating a first-party intent profile for CRM and MAP enrichment.
- On-Demand Content Hubs: Convert webinar recordings into always-on content experiences — drive ongoing lead generation from evergreen content with engagement tracking.
- MAP & CRM Integration: Push rich engagement data to Marketo, Eloqua, HubSpot, and Salesforce — trigger personalised follow-up sequences based on specific event interactions.
- AI-Powered Personalisation: Personalise content experiences based on attendee profile and past engagement — serve relevant content recommendations during and after events.
- Pipeline Attribution: Connect event participation and engagement to pipeline and revenue — demonstrate marketing ROI from event investment with closed-loop reporting.
Best For
Enterprise B2B marketing teams using webinars and digital events as a core demand generation channel — particularly those wanting to capture first-party engagement data to fuel personalised follow-up and demonstrate clear pipeline attribution from event spend.
Pricing
Custom enterprise pricing based on audience size and feature set. Typically $20,000+/year. Contact for demo.
Key Integrations
Marketo, Eloqua, Salesforce, HubSpot, Pardot, Microsoft Dynamics, Slack, Zoom, Adobe Experience Cloud, Demandbase
Pros
- First-party engagement data capture is the deepest in the webinar category — builds rich attendee intent profiles
- Pipeline attribution reporting connects event spend to revenue for CFO-level justification
- On-demand content hub extends ROI from single events to ongoing demand generation
- Enterprise security, SSO, and compliance — suitable for regulated industry deployments
Cons
- Enterprise pricing is among the highest in the webinar category — not accessible for SMB event marketing
- Platform complexity requires dedicated marketing ops resources to fully configure and optimise
- Production quality ceiling requires investment — basic ON24 setups can feel less polished than simpler tools
