What is ON24?
ON24 is an enterprise engagement platform that combines webinars, virtual events and content hubs to help B2B companies capture first-party data and build sales pipeline. The company calls it the Intelligent Engagement Platform. Marketing teams use it to run live and on-demand webinars, publish personalized content hubs and landing pages, and track how each prospect engages across sessions and assets.
Cvent completed its acquisition of ON24 in March 2026 and says it will keep investing in the platform, which is now sold alongside Cvent's event software. ON24's AI tools, led by its Analytics and Content Engine (ACE), repurpose webinars into ebooks, blogs and clips. Packages are called Essentials, Standard and Advanced, and pricing is available only by request. Packages can be customized to fit larger programs.
ON24 at a glance
How does ON24 work?
- Plan webinars and events
Set up live or on-demand webinars and virtual events with registration and landing pages. Registration data feeds directly into ON24's engagement profiles.
- Engage the audience
Attendees interact through polls, Q&A, resources and calls to action that capture intent signals.
- Personalize content
Publish content hubs and segment-specific landing pages, and run always-on nurture streams. Viewers can move from one asset to the next without leaving the hub.
- Repurpose with AI
Use ACE to turn long sessions into ebooks, blog posts and video clips.
- Sync data to sales
Push engagement data to CRM, marketing automation and LinkedIn audiences so sales can act on it. Customers including Microsoft, SAP and ServiceNow use these insights to guide sales outreach.
ON24 key features
Webinars and videos
Live, simulated live and on-demand webinars with interactive engagement tools. Engagement from each session is recorded on the attendee profile.
Virtual events
Multi-session virtual events, offered as an add-on to the core packages.
Content hubs and landing pages
Personalized hubs and pages that keep viewers consuming related content, on the Advanced package.
ACE AI engine
AI-powered analytics and content creation that repurposes sessions into new assets.
Key Moments and automated nurtures
Highlights important segments and sends automated follow-up content on Standard and above.
ON24 Translate
Translation tools for reaching audiences in multiple languages.
Performance analytics
Engagement heatmaps, connected insights across touchpoints and advanced reporting.
LinkedIn audience integration
Builds LinkedIn audience lists from ON24 engagement data for targeted ads. The platform also suits professional certification and member enrollment programs run by associations.
Why use ON24?
- Rich engagement data helps sales teams prioritize accounts.
- Content hubs extend the life of webinar content after the live date.
- AI repurposing reduces the work of turning sessions into campaigns.
- Pairing with Cvent connects digital webinar data with in-person event data in one ecosystem.
- It is built for enterprise security and scale.
Who is ON24 best for?
A good fit for
- Enterprise B2B marketing and demand generation teams
- Financial services, life sciences and technology firms
- Product marketing and partner enablement programs
- Organizations already using Cvent for in-person events
Less suited to
- Small businesses and freelancers who need self-serve plans
- Teams that want transparent public pricing
- Creators streaming to social media audiences rather than capturing B2B leads
ON24 pricing
| Pricing model | Contact sales |
|---|---|
| Free plan | No |
| Free trial | Not confirmed |
| Starting price | Contact sales |
Essentials covers webinars, event management, integrations and analytics. Standard adds personalization, Key Moments, automated nurtures and AI content, and Advanced adds content hubs and personalized landing pages.
Prices checked October 2026. Vendors change plans often, so confirm on the official ON24 pricing page before you buy.
ON24 pros and cons
Pros
- Deep engagement analytics for B2B pipeline
- Strong content hub and personalization tools
- AI repurposing built into the platform
- Backed by Cvent's event ecosystem
Cons
- Quote-only pricing with no free trial
- More platform than small teams usually need
- Ownership change may bring product and contract changes
ON24 integrations and platforms
Works with
Available on
ON24 alternatives
See the full shortlist in Best Webinar Software.
ON24 FAQ
Is ON24 free?
No. ON24 has no free plan or advertised free trial. It sells Essentials, Standard and Advanced packages through its sales team, and you request pricing on its website. An on-demand demo is available if you want to see the platform before talking to sales. Pricing depends on the package, add-ons such as virtual events, and how much customization you need. Larger teams often add the virtual events module.
What is ON24 used for?
ON24 is used by B2B companies to run webinars and virtual events, publish personalized content hubs and capture engagement data for sales follow-up. Common uses include demand generation, product marketing, partner enablement, customer marketing and professional certification programs. Its analytics help teams see which accounts are most engaged.
Who owns ON24?
ON24 is now a Cvent company. Cvent announced the completion of its acquisition in March 2026 and said it plans to keep investing in the ON24 platform. ON24 webinars and engagement products are now offered alongside Cvent's event management tools. Existing customers were told to expect the same level of service.
ON24 vs BigMarker: what's the difference?
Both are enterprise webinar platforms with quote-based pricing. ON24 focuses on engagement data, content hubs, personalization and AI repurposing for B2B pipeline. BigMarker also covers in-person event tools like badge printing and check-in, plus eLearning platforms. The better fit depends on whether content or events drive your program.
Is ON24 good for small businesses?
ON24 is usually a poor fit for small businesses. It targets enterprise marketing teams, uses quote-only pricing and offers more analytics and personalization than a small team typically needs. Smaller companies often start with self-serve tools such as Demio or Livestorm instead. Those tools offer self-serve plans and lower entry prices.
Sources
This overview is based on ON24's official website and documentation, checked October 2026.