Enterprise webinar and digital experience platform with engagement data piped into marketing systems.
ON24 is a webinar and digital events platform aimed at enterprise marketing teams that run webinars as a pipeline channel rather than an occasional broadcast. It hosts live, simulive, and on-demand sessions inside branded experiences with polls, resources, and CTAs, and — the part RevOps cares about — captures granular engagement data per attendee that flows into Marketo, Eloqua, or Salesforce to drive scoring and follow-up. Regulated and technical industries where webinars carry the education burden are its natural home.
Which of the capability map's modules ON24 covers — each links to the module's own page, with every tool that supports it.
| Module | Phase | Depth | Note |
|---|---|---|---|
| Create Demand | |||
| Events & Webinar Operations | Demand & Campaign Ops | Core | Webinars as an instrumented pipeline channel, with engagement data synced to MAP and CRM. |
Against general-purpose video tools, ON24 competes on the data exhaust and the always-on model: engagement scores, content consumption, and question transcripts become first-class marketing signals, and recorded sessions keep generating leads long after the live date. It is bought as demand infrastructure, not as a meeting tool.
If a webinar is just a meeting with many attendees, Zoom is fine. ON24 earns its cost when webinars are a measured channel — you need per-attendee engagement scoring, MAP integration for nurture and MQL rules, and an on-demand library that keeps converting. The platform is priced and designed for that program-level use.
Typical pattern: attendance and engagement scores sync to the marketing automation platform, where they feed lead scoring and trigger sales tasks — for example, alerting a rep when a target account watched a product deep-dive to the end and asked a question.