ON24 Review: The B2B Webinar Platform Built for Pipeline Generation

By Subhasini

ON24 is the enterprise B2B webinar platform used by companies like SAP, IBM, and Salesforce. We reviewed its pipeline generation capabilities for B2B marketers.

ON24 is not for small businesses running occasional webinars. It is an enterprise engagement platform used by companies like SAP, IBM, Deloitte, and Salesforce to run thousands of webinars per year and attribute pipeline revenue directly to webinar engagement. We reviewed the platform from a B2B marketing perspective.

What Is ON24

ON24 is a digital experience platform built for B2B demand generation. It combines live webinars, virtual events, content hubs, and engagement analytics into a unified system designed to generate and accelerate sales pipeline.

Quick Verdict

Criteria · Rating

B2B Pipeline Attribution · 10/10

Engagement Analytics · 10/10

Integration (Salesforce, Marketo) · 10/10

Ease of Use · 6/10

Pricing Accessibility · 3/10

Overall · 8.0/10

Best for: Enterprise B2B companies running 50+ webinars per year who need direct pipeline attribution.

Key Features

Engagement Scoring and First Party Data

ON24 captures first party engagement data at a granular level: how long each attendee watched, which resources they downloaded, which polls they answered, and what questions they asked. This data feeds directly into your CRM and marketing automation platform, enabling your sales team to prioritize outreach based on engagement depth rather than simple attendance.

Salesforce and Marketo Integration

ON24's native integrations with Salesforce and Marketo are the deepest in the webinar space. Webinar engagement data syncs directly to contact records, triggers lead scoring changes, and can automate follow up campaigns. For enterprise B2B teams that live in Salesforce, this integration alone justifies the investment.

Content Hub

ON24 lets you build on demand content hubs where prospects can browse your webinar library, watch recordings, download resources, and engage with your content at their own pace. Each interaction generates engagement data that feeds into your scoring models.

Pricing

ON24 uses custom enterprise pricing. Expect $20, 000 to $100, 000+ per year depending on attendee volume, features, and support level. This is not a tool for small businesses.

Frequently Asked Questions

Is ON24 worth the investment for B2B?

If your company runs 50+ webinars per year and needs to attribute pipeline revenue to webinar engagement, ON24 provides ROI that no other platform matches. For smaller teams running fewer webinars, Demio or Livestorm offer better value.

Building a B2B webinar program? Talk to our team about choosing the right platform for your pipeline generation goals.