Cvent vs. ON24 (vs. ZoomInfo): What the Acquisition Means in 2026

If you're searching for Cvent vs. ON24, that comparison just changed. Cvent closed its acquisition of ON24 on April 1, 2026, bringing both platforms under one roof. ON24 now operates as a wholly-owned Cvent company.

The question is no longer which platform to choose. It's what each one does best within the combined entity, where the gaps remain, and how your go-to-market stack needs to adapt. Here's what you should be asking:

• Do you primarily run large in-person conferences and trade shows, or is your event program weighted toward webinars and digital engagement?

• Is capturing attendee engagement data and feeding it into your CRM more important than managing on-site logistics?

• Do you need a venue sourcing network, or do you need AI content repurposing from recordings?

• How will you identify the right accounts and contacts to invite in the first place?

• Once your event captures engagement data, can your sales team act on those signals fast enough to matter?

In short, here's what we recommend:

Cvent is the enterprise standard for managing in-person, hybrid, and virtual events. With a Supplier Network of nearly 340,000 venues, on-site check-in and badging via OnArrival, trade show lead capture through iCapture, and meeting scheduling with Jifflenow, Cvent handles everything from venue sourcing to post-event surveys.

The trade-off: Cvent's breadth creates complexity, and pricing is opaque with add-on costs that accumulate quickly.

ON24 is the enterprise webinar and digital engagement platform designed to turn audience interactions into pipeline. Its ACE engine converts webinar recordings into blogs, video clips, social posts, and follow-up emails. Every attendee action (poll responses, Q&A submissions, resource downloads, time on content) is captured and scored through the Prospect Engagement Profile, which embeds directly into Salesforce.

The trade-off: ON24 is expensive, has a steep learning curve for producers, and its mobile experience still has documented limitations.

Together, Cvent and ON24 cover event execution from trade show floor to webinar console. But events don't create pipeline on their own.

Before any event, someone has to identify which accounts are in-market, find the right contacts, and build an audience worth inviting. After the event, someone has to connect engagement signals to sales conversations fast enough to matter. That's where the intelligence layer comes in.

ZoomInfo is an AI-powered go-to-market platform built on a data foundation of 500M contacts, 100M companies, 135M+ verified phone numbers, and 200M+ verified business emails. Its GTM Context Graph processes 1.5B + data points daily, combining this data with your CRM records, conversation transcripts, and behavioral signals to reveal not just who attended your event, but why they're worth pursuing.

Your team can build targeted event audiences through GTM Studio, act on post-event signals through GTM Workspace, or connect event data to any tool through the Enterprise API and MCP. ZoomInfo integrates with both Cvent and ON24 through the same CRM and marketing automation platforms (Salesforce, HubSpot, Marketo, Eloqua), making event engagement data actionable for sales teams.

If turning event engagement into closed revenue faster sounds like the missing piece, see how ZoomInfo powers your go-to-market strategy.

Cvent vs. ON24 vs. ZoomInfo at a glance

The acquisition reshapes the event technology landscape

On April 1, 2026, Cvent closed its $400 million acquisition of ON24. This followed Cvent's acquisition of Goldcast in December 2025, a video content platform. Together, these moves give Cvent what it calls a "Total Event Program": a single vendor covering in-person conferences, virtual events, enterprise webinars, and AI content repurposing.

Source: Cvent Acquires ON24

For event marketers evaluating these platforms, the acquisition changes the buying decision. You're no longer choosing between Cvent and ON24. You're choosing which capabilities you need from the combined portfolio, and whether to buy them together or pair them with other tools.

But the acquisition also highlights a gap neither platform fills on its own. Cvent manages event logistics. ON24 captures engagement data. Neither tells you which accounts are worth targeting before you launch the event, or which attendees represent real buying intent after it ends. That upstream and downstream intelligence is a different discipline entirely.

Cvent owns in-person event execution

Cvent's strength is managing the operational complexity of physical events. The Cvent Supplier Network gives planners access to nearly 340,000 hotels and venues worldwide, with AI-powered search, RFP creation, and side-by-side bid comparison. In 2024 alone, the network processed more than $18 billion in room night sourcing.

Source: Cvent Supplier Network

On-site, Cvent's tools work together. OnArrival handles check-in and badge printing. iCapture scans attendee badges at trade show booths, routes leads to CRM in real time, and lets reps add qualification notes on the spot. Jifflenow schedules one-on-one meetings between sales teams and prospects, with booking from Outlook and Salesforce.

The Attendee Hub Event App, powered by CventIQ, adds AI session recommendations, personalized agenda building, and Engagement Scoring for sponsors and exhibitors. The app captures poll responses, Q&A activity, and booth visits, feeding all of it into Cvent's analytics layer.

For enterprise teams managing multi-track conferences, the platform's depth is hard to match.

ON24 owns webinar-driven demand generation

ON24 approaches events from the opposite direction. Instead of managing logistics, it treats every webinar as a data collection engine.

The core product, Webcast Elite, runs live, simulive, and on-demand webinars through a browser-based production studio supporting up to 10 simultaneous presenters. Producers, presenters, and Q&A moderators operate with separate permissions, a design built for enterprise teams running high-volume programs.

Source: ON24 Webcast Elite

What makes ON24 distinct is the depth of engagement data it captures. Every poll response, every resource download, every Q&A submission, every minute of viewing time is attributed to a named registrant and scored through an Engagement Score.

The Prospect Engagement Profile aggregates this data across all webinars a contact has attended, generates a Business Interests keyword cloud, and recommends next-best content. It embeds into Salesforce, so sales reps see a contact's full content journey without leaving their CRM.

The ACE engine extends the value of every event recording. It generates blog posts, eBooks, social posts, follow-up emails, and video clips from webinar transcripts. Key Moments uses audience engagement signals (not just transcripts) to identify peak-engagement segments and create clips in both landscape and 9:16 vertical formats.

Event data without account intelligence is half the picture

Both Cvent and ON24 capture what happens during and after an event well. Neither answers the questions that matter most before it starts: Which accounts should you invite? Who are the decision-makers at those accounts? Which companies are researching solutions in your category right now?

This is where ZoomInfo operates. The platform provides the contact and account intelligence that turns event marketing programs into results, not just attendance.

ZoomInfo's Buyer Intent data tracks signals from 210 million IP-to-Organization pairings and 6 trillion+ new keyword-to-device pairings sourced monthly. Guided Intent, exclusive to ZoomInfo, identifies topics historically correlated with deal success rather than requiring manual topic selection. This means your event invitation list targets accounts that are in-market, not just companies that happen to be in your CRM.

Source: ZoomInfo Intent Data

Once you identify target accounts, ZoomInfo provides verified contacts to reach them: 120M direct-dial phone numbers and 200M+ verified business email addresses with up to 95% accuracy on first-party data. Department org charts show who influences purchasing decisions, so your outreach reaches the right people, not just the people whose business cards you collected at last year's conference.

Seismic's sales team attributed 39% of active pipeline to opportunities identified or influenced by ZoomInfo signals, reported 54% productivity gains, and saved 11.5 hours per week per seller. (Seismic Case Study)

Source: ZoomInfo Seismic

Pre-event audience building changes the economics

The difference between a well-targeted event and a poorly-targeted one is not the event technology. It's the audience.

Cvent's registration and email marketing tools promote events and process registrations. ON24's registration pages capture attendee data and feed it into engagement scoring. But both platforms assume you already know who to target. They manage the relationship after someone registers; they don't help you find the right people to register in the first place.

Source: ON24 Registration Page

ZoomInfo's GTM Studio lets marketers describe audiences in natural language, enrich them with company attributes, technographic data, and intent data, then launch multi-channel plays (email, ads, direct mail) targeting accounts that match proven win patterns. An expansion play that previously required engineering tickets and weeks of data work can launch in 30 minutes.

Source: ZoomInfo GTM Studio

For event marketers, this changes the math. Instead of blasting event invitations to your entire database and hoping for relevant attendees, you build an audience of accounts showing active buying signals, find verified contacts at those accounts, and drive registrations from people who are in-market. The event itself becomes more productive because the audience is better.

Redwood Logistics achieved a 99% reduction in CPC, a 310% increase in CTR, and saved 20-25 hours per week using ZoomInfo's audience targeting. (Redwood Logistics Case Study)

Post-event activation is where deals are won or lost

Capturing event engagement data is only valuable if sales teams can act on it quickly.

Cvent integrates with Salesforce, HubSpot, Marketo, Dynamics 365, Eloqua, and others, syncing registration and attendance data into CRM. ON24 pushes engagement scores, content journey data, and buying signals into the same systems through its Connect Integrations.

Source: Cvent with Salesforce

But once that data lands in CRM, someone has to act on it. Which of the 500 webinar attendees should the sales team prioritize? Are any of them at accounts already showing buying intent from other sources? Who else at that account should be contacted?

ZoomInfo's GTM Workspace answers these questions. AI agents surface prioritized accounts based on combined signals: event engagement from Cvent or ON24 (via CRM), ZoomInfo intent data, website visitor activity, and conversation intelligence from Chorus. The system drafts follow-up messaging that addresses the specific concerns or interests an attendee expressed, then updates CRM without the rep leaving the workspace.

Source: ZoomInfo GTM Workspace

The GTM Context Graph processes 1.5B + data points daily and connects event engagement signals to the broader account picture: org chart changes, funding rounds, competitive mentions in sales calls, and historical deal patterns.

A webinar attendee who downloaded a pricing guide and asked two questions about implementation timelines becomes far more actionable when ZoomInfo also shows that their company just hired a VP of Operations and is researching your competitor.

Levanta's CEO described ZoomInfo as more than a contact data company: "They've built a full system of execution. GTM Intelligence actually works the list, writes the outreach, triggers the play, and helps drive predictable growth." (Levanta Case Study)

AI capabilities serve different purposes

All three platforms invest in AI, but each applies it to a different part of the go-to-market workflow.

Cvent's CventIQ focuses on event operations: AI-generated RFP proposals (reducing hotel response time to 81 minutes versus the 4-hour industry average), session recommendations in the event app, writing assistants for event descriptions and emails, and 3D event diagram modifications. CventIQ launched in June 2025 with 200 staff dedicated to AI and is expanding across the platform.

Source: Cvent's CventIQ

ON24's ACE focuses on content multiplication: converting webinar recordings into 10+ content types (blogs, eBooks, video clips, social posts, follow-up emails), identifying Key Moments based on audience engagement signals, and enforcing AI Brand Voice across all generated output. AI Translate supports 60+ languages.

Source: ON24 Key Moments

ZoomInfo's GTM Context Graph focuses on deal intelligence: it learns why deals move or stall by combining CRM data, conversation intelligence, intent signals, and behavioral data to identify patterns across thousands of deals.

Source: ZoomInfo Context Graph

The AI agents in GTM Workspace use this context to draft outreach that addresses specific buyer concerns, prioritize accounts by buying evidence rather than arbitrary scoring, and surface hidden stakeholders in buying committees.

These AI capabilities are complementary, not competitive. CventIQ speeds up event operations. ACE extends event content ROI. ZoomInfo's GTM Context Graph makes the intelligence from both platforms actionable for revenue teams.

Pricing transparency varies widely

None of these platforms publish prices, but the structures differ.

Cvent uses quote-based annual subscriptions with Professional and Enterprise editions. Pricing depends on subscription tier, registrant volume, contacts, emails sent per year, and storage. Confirmed overage rates: $0.25 per contact per year, $0.05 per email, $250 per 5GB storage block.

Many capabilities (Surveys Premium, Webinar Premium, Jifflenow, iCapture, OnArrival 360) are separate add-on purchases. Reviewers on G2 and Capterra consistently flag unexpected add-on costs.

ON24 uses three quote-based tiers: Essentials, Standard, and Advanced. ACE features are gated behind Standard and above. Content hubs and personalized landing pages require Advanced. Virtual events are an add-on at all three tiers. No dollar amounts, seat counts, or audience size caps are publicly disclosed.

ZoomInfo uses a custom-quoted subscription based on seats and credits. However, ZoomInfo offers two free entry points that neither Cvent nor ON24 provides: ZoomInfo Lite is a permanent free tier with access to the B2B database, 10 monthly export credits, and WebSights Lite. A separate 7-day free trial provides access to core platform features including intent signals and email outreach.

Source: ZoomInfo Lite

Integration depth determines real-world value

The practical value of any platform depends on how well it connects to the rest of your stack.

Cvent integrates with Salesforce, Marketo, HubSpot, Dynamics 365, Eloqua, Pardot, SugarCRM, Veeva, and NetSuite. The Salesforce integration supports bidirectional data flow: pulling contacts into invitation lists, pre-populating registration forms, and writing back contacts, leads, tasks, and opportunities based on event activity.

The Cvent Marketplace organizes integrations across seven functional categories including travel, budget, and analytics platforms.

Source: Cvent Marketplace

ON24 connects to Marketo, Salesforce, HubSpot, Eloqua, Dynamics 365, Pardot, SugarCRM, Veeva, and Zoho CRM through its Connect Integrations layer.

The Salesforce integration is particularly deep, spanning Sales Cloud, Marketing Cloud, Data Cloud, and Pardot, with two component apps (AEP and PEP) that embed engagement profiles and account data directly into the CRM interface. A dedicated LinkedIn Integration enables publishing ON24-hosted experiences to LinkedIn Events.

ZoomInfo maintains 120+ partner integrations across CRM, marketing automation, sales engagement, data warehouse, and revenue intelligence categories.

Beyond standard integrations, ZoomInfo's Enterprise API and MCP server let any AI agent or custom application access ZoomInfo's data programmatically. API Access is included in all relevant plans, and MCP currently supports Claude and ChatGPT.

Source: ZoomInfo API

The integration overlap is what makes these platforms work together. Event engagement data from Cvent and ON24 flows into Salesforce or HubSpot. ZoomInfo enriches those same CRM records with verified contact data, intent signals, and account intelligence. Sales teams see the complete picture: who attended, what they engaged with, and what other signals suggest they're ready to buy.

Security and compliance meet enterprise requirements

All three platforms maintain enterprise security certifications.

Cvent holds SOC 1 Type II, SOC 2 Type II, ISO 27001, ISO 27701, and PCI DSS certifications. Infrastructure runs on AWS with regional data residency in the US and EU. CventIQ AI data is not used to train models, and admins can toggle AI features off.

Source: Cvent Security

ON24 maintains ISO 27001, ISO 27701, and SOC 2 Type II certifications with separate NA and EU data centers. ACE runs on Microsoft Azure OpenAI technology, with customers retaining full ownership of content provided and generated.

Source: ON24 Trust Center

ZoomInfo holds ISO 27001, ISO 27701, SOC 2 Type II, TRUSTe GDPR, and TRUSTe CCPA certifications, all renewed annually. ZoomInfo is a registered data broker in California and Vermont, a relevant distinction for organizations concerned about data sourcing compliance.

Source: ZoomInfo Trust Center

For regulated industries (life sciences, financial services, insurance), all three platforms offer the compliance infrastructure required. ON24 has particular strength in HCP engagement compliance for life sciences through its Veeva integration. Cvent addresses life sciences compliance through approval workflows and spend tracking. ZoomInfo's compliance focus is on data privacy and sourcing legality.

Cvent vs. ON24 vs. ZoomInfo: Which should you choose?

These platforms serve different functions in the event marketing stack. The right choice depends on which part of the workflow you need to strengthen.

Choose Cvent if:

• You run a regular calendar of in-person conferences, trade shows, and hybrid events

• Venue sourcing, room block management, and on-site logistics are core operational challenges

• You need one platform for registration, badging, lead capture, and meeting scheduling

• Your organization manages 20+ events per year across multiple formats and geographies

Choose ON24 if:

• Your demand generation strategy depends on webinars and digital content

• Capturing engagement data per attendee and feeding it into your CRM and MAP is a priority

• You need AI content repurposing to extend the value of every recording

• Your sales team relies on per-contact engagement profiles to prioritize follow-up

Choose ZoomInfo if:

• You need to identify in-market accounts and verified decision-maker contacts before your events

• Your sales team needs to act on event engagement data faster, with full account context

• You want audience building, intent signals, and deal intelligence feeding your event strategy

• You need a platform that connects pre-event targeting to post-event pipeline

Start with ZoomInfo Lite for free, or request a demo to see how ZoomInfo powers event-driven pipeline.

The most effective event marketing programs don't rely on a single platform. They combine event execution (Cvent and ON24) with account intelligence (ZoomInfo) to ensure the right people attend, the engagement data gets captured, and the sales team has full context to convert attendees into pipeline.

Cvent's acquisition of ON24 consolidates event execution under one vendor. That simplifies procurement. But the intelligence that makes events produce revenue (knowing which accounts to target, which contacts to reach, and which engagement signals predict real buying intent) is a separate capability. ZoomInfo provides that intelligence layer, and it works regardless of which event platform you choose.

Cvent vs. ON24 vs. ZoomInfo FAQ

What happened with the Cvent and ON24 merger?

Cvent closed its acquisition of ON24 on April 1, 2026, in an all-cash transaction of approximately $400 million. ON24 now operates as a wholly-owned Cvent company. Cvent has framed the combination as a "Total Event Program" covering in-person, hybrid, virtual, and webinar events under one platform. The integration timeline between ON24 and Cvent's existing products has not been publicly disclosed.

Can I still buy ON24 separately from Cvent?

As of April 2026, ON24 operates under Cvent's ownership. The ON24 website and platform remain active, and Cvent CEO Reggie Aggarwal has stated a commitment to continued investment in the ON24 platform. Whether ON24 is available as a standalone product or bundled with Cvent should be confirmed directly with the sales team.

How does ZoomInfo complement Cvent and ON24?

ZoomInfo provides the account and contact intelligence that makes event programs more productive.

Before events, ZoomInfo identifies in-market accounts through Buyer Intent data and provides verified decision-maker contacts for targeted outreach. After events, ZoomInfo enriches CRM records with additional context (org charts, technographics, intent signals) so sales teams can prioritize follow-up based on the full account picture, not just event attendance data.

Which platform is best for webinar-driven demand generation?

ON24 is built for this use case. Its per-attendee Engagement Scoring, AI content repurposing via ACE, Prospect Engagement Profiles that embed in Salesforce, and Simu-live/Sim-2-Live formats for scalable replay make it the strongest option for teams running high-volume webinar programs focused on pipeline generation.

Which platform handles large in-person events best?

Cvent is the clear choice for in-person event management. Its Supplier Network of nearly 340,000 venues, OnArrival check-in and badging, iCapture trade show lead capture, Jifflenow meeting scheduling, and event diagramming tools form a complete on-site operations stack used by 70% of the Fortune 500.

Do these platforms integrate with each other?

Cvent and ON24 are now under one corporate umbrella, with integration work ongoing. All three platforms integrate with the same major CRM and marketing automation systems (Salesforce, HubSpot, Marketo, Eloqua, Dynamics 365), which is the primary mechanism for sharing data across them. ZoomInfo also offers API and MCP access for programmatic integration into any tool or workflow.

Is there a free way to try any of these platforms?

ZoomInfo offers the most accessible entry points: ZoomInfo Lite is a permanent free tier with database access and 10 monthly export credits, and a separate 7-day free trial provides broader feature access. Cvent offers a PayGo option for event registration. ON24 does not publicly offer a free trial or free plan.

How do the AI capabilities compare across the three platforms?

Each platform's AI targets a different part of the workflow. Cvent's CventIQ focuses on event operations (AI-generated RFPs, session recommendations, content creation). ON24's ACE focuses on content repurposing and engagement intelligence (generating blogs, video clips, and follow-up emails from recordings).

ZoomInfo's GTM Context Graph focuses on deal intelligence (understanding why deals move, prioritizing accounts by buying evidence, and drafting outreach based on full account context).