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
RevOps Jobs-to-Be-Done
- Demand generation webinars with pipeline attribution — Marketing and demand gen teams use ON24 to run branded webinars that automatically feed attendee engagement data (poll responses, Q&A, content downloads) to Marketo or HubSpot — creating MQL-quality signals from webinar behavior. KPI: Convert 15–25% of webinar attendees to MQLs based on engagement scoring; track pipeline sourced from each webinar
- Large-scale virtual events and product launches — Marketing ops teams use ON24's enterprise virtual event platform to run multi-session conferences, partner summits, and product launches — with breakout rooms, virtual booths, and networking features for 1,000+ attendees. KPI: Run 10,000-attendee virtual events without venue cost; collect 5x more engagement data than in-person
- Content hub and on-demand webinar library — Content marketing teams use ON24's engagement platform to publish on-demand recordings as evergreen content hubs — driving ongoing MQL generation from past webinar content with gated registration and engagement tracking. KPI: Generate 30% of webinar MQLs from on-demand content; build SEO-indexed webinar library from live recordings
How It Fits Your Stack
Primary system of record: Marketo or HubSpot (MAP) — ON24 feeds engagement data
Key integrations: Marketo, HubSpot, Salesforce, Eloqua, Pardot, Zoom, Slack, Pathfactory
Data flows: ON24 syncs registrant and attendee data with MAP/CRM in real-time. Engagement signals (poll answers, resource clicks, time-on-event) are passed as custom field updates or activity log entries. Pipeline attribution runs through MAP campaign reporting.
Security & Compliance
- SSO / SAML: Yes (SAML, SSO)
- RBAC / permissions: Yes
- Audit logs: Yes
- Certifications: SOC 2 Type II, GDPR, ISO 27001
- Data residency: US and EU
Implementation & Ownership
- Time to first value: 2–4 weeks — platform setup and MAP integration
- Implementation complexity: Medium
- Typical owners: Marketing Ops, Demand Generation, Content Marketing
ON24 is the enterprise standard for webinar and virtual event demand generation, especially for Marketo and Eloqua shops. Competes with GoTo Webinar for simpler use cases and Goldcast for modern video-first events. Best for marketing orgs running 20+ webinars per year with MAP-integrated lead scoring.
Proof & Buyer Signals
Ratings: 4.3/5 on G2 (500+ reviews)
What buyers praise:
- Best MAP integration for engagement data
- Robust engagement analytics
- Strong enterprise scale
- Good on-demand content features
Common complaints:
- UI feels dated vs. modern platforms
- Expensive for smaller teams
- Complex setup for first event
Often Compared With
- Goldcast — Goldcast has a more modern, video-first interface and better attendee experience; ON24 wins on enterprise MAP integration depth and engagement analytics.
- GoTo Webinar — GoTo Webinar is simpler and less expensive for basic webinars; ON24 wins on enterprise features, engagement data, and MAP/CRM integration.
- BigMarker — BigMarker has a more modern UI and strong automation features; ON24 wins on enterprise MAP integration and large-scale virtual event capabilities.
