ON24 is an AI-powered webinar and digital engagement platform. It captures first-party buyer behavior from every webinar, virtual event, and content hub, then routes that data into CRM and marketing automation systems so sales teams act on what prospects did, not just that they registered.
This breakdown covers every feature, how it works, who it serves, and which plan unlocks it.
ON24's feature set has you covered if:
You run high-frequency webinar programs and need every poll response, Q&A submission, and resource download captured as structured, per-attendee engagement data
You want to pre-record webinars once and schedule them as live events at multiple times without requiring presenters to be online each time
You need AI to convert a single 50-minute webinar into blog posts, eBooks, video clips, social copy, and follow-up emails
You run virtual conferences with gamification, networking, sponsor booths, and multilingual localization across 20+ languages
You want always-on content hubs that personalize what each visitor sees based on their registration attributes
You need per-attendee engagement scoring that accumulates across every event and content interaction, embedded inside Salesforce
You'll reach the edges of its capabilities if:
You need a B2B contact and company database to identify and reach the buyers attending your webinars
You want intent signals showing which companies are researching your category across the web before they register for an event
You need to identify anonymous website visitors outside of your ON24-hosted experiences
You want multi-channel outbound orchestration (email sequences, display ads, direct mail) triggered by the engagement signals your webinars capture
For those needs, the reference point is ZoomInfo: an AI GTM platform built on 500M contacts, 100M companies, 135M+ verified phone numbers, and 200M+ verified business emails.
A GTM Context Graph fuses that data with CRM records, conversation intelligence, and behavioral signals into a single intelligence layer, with access through APIs, MCP, GTM Workspace, and GTM Studio.
After the feature breakdown, this article covers where ON24 stops and how ZoomInfo fills those gaps.
ON24 Platform Overview
Source: ON24
ON24 is now a wholly-owned Cvent company (acquisition closed April 1, 2026), making the combined entity a full-spectrum event platform spanning digital engagement (ON24) and in-person event management (Cvent).
ON24 targets enterprise B2B marketing and demand generation teams, particularly in Financial Services, Life Sciences, Insurance, Technology, Associations, Manufacturing, and Professional Services.
Named customers include Microsoft Azure, SAP, Snowflake, Oracle, Nasdaq, ServiceNow, Thermo Fisher Scientific, Autodesk, and UnitedHealthcare.
The platform organizes around six core capability areas:
Module | What It Does | Plan Availability |
|---|---|---|
Enterprise webinars (live, simu-live, on-demand) with production studio and engagement tools | All tiers (Essentials and above) | |
AI content generation, Key Moments video clips, brand voice enforcement, segment personalization | Standard and above | |
Multi-session live events and multi-day conferences with gamification and networking | Add-on at all tiers | |
Personalized, always-on content libraries with automated publishing | Advanced only | |
Personalized landing pages for ABM and targeted outreach | Advanced only | |
Per-attendee engagement scoring, account-level reporting, and industry benchmarking | All tiers; Advanced Analytics in Standard+ |
ON24 sells three tiers (Essentials, Standard, and Advanced), all custom-quoted with no published pricing. ACE features require Standard or above. Content marketing capabilities (hubs and landing pages) are exclusive to Advanced. Virtual events are a paid add-on at every tier. With that structure in place, here is the full tour.
ON24 Webcast Elite: Enterprise Webinars and Production
Webcast Elite is the feature most buyers encounter first and the core delivery mechanism of the platform. It provides live and on-demand webinar experiences where every audience interaction is captured as first-party intent data and fed into downstream systems.
Source: YouTube
Producers configure registration pages, the audience-facing console, engagement tools, and the event storyboard through ON24's back-end. Presenters and producers connect via Elite Studio, a browser-based production environment that requires no software download.
Elite Studio supports up to 10 simultaneous producers and presenters (expandable to 20) plus unlimited Q&A moderators.
Source: ON24
The Producer role controls the full event: uploading slides and videos, managing the storyboard, pushing polls, changing webcam layouts, creating lower-third banners, and pressing Start/Stop.
Presenters can advance slides, push polls, share screens, and use drawing and whiteboarding tools.
A dedicated Q&A Moderator role handles audience questions without access to production controls and does not count against the presenter seat limit.
The production environment includes virtual backgrounds, screen sharing, lower-third banners, whiteboarding and drawing tools, and a backstage team chat invisible to audiences. Both Elite Studio and the audience console run in the browser, so presenters and attendees on desktop, tablet, or mobile never download an app.
Simu-live and Sim-2-Live show where ON24's scalability model takes shape. Simu-live plays a pre-recorded webinar at the scheduled time with text-only Q&A active for live audience interaction. Sim-2-Live plays the same pre-recorded content but adds a live rollover period at the end for spoken Q&A with up to 10 presenters.
Source: ON24
Teams running high-frequency programs record a webinar once and schedule it as a "live" event across multiple time zones without requiring presenters to be online each time. Both live and Simu-live events convert to on-demand archives roughly three hours after airing.
Engagement tools span five poll question types (multi-choice single answer, multi-choice multiple answer, single answer, free text, and NPS rating), displayed as slide overlays or popups with configurable duration.
Poll responses land in the Interactions Report and remain available during on-demand playback. Beyond polls, the console supports Q&A, surveys, certifications with automated attendance checks, Take Action CTA buttons, Drift Chat integration, and resource panels, all configurable through the Console Builder.
Breakout Rooms support up to 10 rooms with 50 attendees each. Moderators can record sessions, and attendance flows into reporting. They are available for live, Simu-live, and Sim-2-Live formats as an add-on feature.
Source: ON24
Registration supports pre-population of known attendee data and configurable per-event security settings. The platform sends automated emails covering confirmations, reminders, thank-you messages, follow-up sequences, and no-show outreach.
One gap worth noting: mobile attendees cannot view the slide widget and the media player at the same time, a limitation as mobile webinar consumption grows.
ON24 AI-Powered ACE: Content Generation and Intelligence
ACE (Analytics and Content Engine) is ON24's AI layer, available on Standard plans and above. It solves a specific problem: a 50-minute webinar produces one recording that sits idle after the live event. ACE converts that single event into a library of content assets without manual production work.
Source: ON24
The system runs through Smart Plays, toggles on each event's Overview Page that tell the platform to generate content once an event ends. After a live or Simu-live event's archive becomes available, ACE reads the event's audio and video via speech-to-text. The event must be video-based, at least 10 minutes long, and contain at least 400 spoken words.
Using Microsoft Azure OpenAI's technology, ACE produces blog posts, eBooks, key takeaways, transcripts, FAQs, social media posts, and follow-up emails. Content generation takes up to four hours and supports a dozen-plus languages including English, Spanish, French, German, Japanese, Korean, and Portuguese.
Key Moments is where ACE does something most AI content tools cannot. Instead of processing transcripts uniformly, it analyzes audience engagement signals (questions asked, polls answered, emoji reactions) to generate a heatmap of peak-engagement moments.
Source: ON24
The platform then creates video clips (default 2 minutes, maximum 5 minutes) from those timestamps, outputting both standard landscape and 9:16 vertical formats for social distribution.
Key Quotes highlights the most-engaging spoken quotes in the transcript editor for one-click custom clip creation.
All generated content lands in Media Manager, where marketers can preview, edit with a rich text editor, and apply AI Brand Voice: upload brand guidelines or define a custom prompt, and all AI-generated output conforms.
Source: ON24
This matters for enterprise organizations running programs across multiple regions or business units where brand consistency is enforced.
Segment Builder groups contacts by engagement data, registration fields, and external sources (6sense, Marketo Program IDs) to power personalized content experiences.
Source: ON24
ACE also includes SmartText, an AI copywriting assistant that drafts event abstracts, promotional emails, and subject lines from simple prompts.
Translation supports up to 5 additional languages per event from 60+ available, covering blogs, eBooks, key takeaways, and FAQs.
ON24 states that customers retain full ownership of content they provide and assets the platform generates. Microsoft Azure OpenAI does not use input or output data for any purpose beyond the requested service.
ON24 AI Propel+ is the higher-tier campaign layer. It adds post-event attendee reporting (email, company, funnel stage, minutes watched, CTAs hit), AI-generated sales follow-up prompts, CRM/MAP sync, and a full content builder, converting a single digital event into a multi-channel, multilingual campaign.
ON24 Virtual Events and Virtual Conferences
ON24 separates its event products into two offerings: Go Live for multi-session live-streamed events and Virtual Conference for multi-day conference experiences. Both are available as add-ons at all pricing tiers.
Source: ON24
Go Live structures multi-session events with keynotes, breakout sessions, exhibit halls, sponsor areas, and networking lounges in a single environment.
It includes 20+ engagement tools (live Q&A, polls, chat, emoji reactions, 1:1 video networking, group chat), a green room for presenters and moderators to rehearse, and full brand customization (backgrounds, hero images, custom fonts, colors, page opacity).
AI personalization recommends sessions, content, and networking opportunities based on attendee interests. The platform supports 34+ languages with automated live captioning and scales to tens of thousands of participants.
Virtual Conference adds the features that separate a multi-day conference from a collection of live sessions. Gamification includes interactive games and leaderboards to sustain attendee participation across days. Networking tools cover one-on-one meetings, moderated forums, breakout rooms, and peer discussions.
Sponsor booth customization provides a dedicated sponsor area.
Full-conference multilingual localization translates not just content but the entire environment (navigation menus, backgrounds, videos, images, system messages, and real-time chat) into 20+ languages.
Both products capture the same granular engagement data as Webcast Elite (booth visits, session attendance, poll responses, content downloads, leaderboard positions) and route it in real time to CRM and MAP systems to trigger post-event follow-up based on individual engagement metrics. Recorded sessions convert into on-demand content, highlight videos, blog posts, and social media posts through ACE integration.
ON24 Content Hubs and Target: Always-On Personalized Content
ON24 offers two related tools for personalized content experiences outside live events, both exclusive to the Advanced tier.
Engagement Hub turns the content a webinar program produces into a persistent, self-service destination. Marketers build a branded content hub inside ON24, and webinars, videos, on-demand recordings, and AI-generated assets publish automatically from ON24-powered experiences without manual export or upload.
Source: ON24
Registration can require sign-up before accessing the hub or prompt registration only when a visitor tries to launch gated content.
The personalization mechanic is registration-driven: content appears or hides based on tagging against specific registration fields, so a CFO-tagged visitor sees finance-specific content while a product manager sees a different set. Hubs can embed into a company's website, and a custom domain can make the hub appear as a subdomain.
Additional capabilities include chatbot integration, subscription emails for new content notifications, and hub performance analytics covering registration source, top viewers by role, and keyword searches.
Target solves a different problem: generic follow-up experiences in ABM and outbound programs. Target pages are single-destination content experiences built with a drag-and-drop editor, where marketers edit thumbnails, tags, abstracts, and tile positions without code.
Source: YouTube
A Target page can serve a global campaign, a localized regional page, or a personalized page for a single named account.
Both products share the same ON24 registrant database, so engagement signals from Engagement Hub and Target combine into a single registrant profile that flows downstream to CRM and marketing automation.
ON24 Performance Analytics: Engagement Scoring and Intelligence
Performance Analytics is the measurement layer that makes ON24's engagement data actionable. Basic analytics are available on all tiers; Advanced Analytics (account-level reporting, predictive engagement, buying signals) requires Standard or above.
Source: ON24
The foundation is the per-attendee Engagement Score, a composite measuring interactivity, viewing duration, and feature use within a single event. Scores accumulate across live and on-demand sessions, so a prospect who attended two webinars and downloaded resources from a content hub carries a lifetime engagement number.
The Engagement Level Classification sorts contacts into High (55+ minutes watched in the last 30 days), Medium (55+ minutes in the last 60 days), or Low for quick sales prioritization.
Source: ON24
The Prospect Engagement Profile (PEP) is the most granular output. It aggregates each lead's lifetime activity: total engagement time, platform touches, webinars attended, resources downloaded, CTAs clicked, videos watched, documents read, buying signals, and a recent activity feed.
AI generates a Business Interests keyword cloud from webinar titles, downloaded resource titles, and Q&A question text, surfacing topic-level intent without manual tagging. AI also drives next-best-content recommendations ordered by predicted interest.
A visual Content Journey chart consolidates engagement across webcasts, Engagement Hub content, virtual conferences, and nurture pages into a single timeline. The PEP embeds into Salesforce, so reps see a prospect's full content journey without leaving their CRM.
Power Leads aggregates each lead's Total Engagement Score across all webcasts attended, enabling cross-event lead prioritization. The report supports filtering and sorting by total engagement score, webinars attended, total minutes watched, company, email domain, and tags.
Source: ON24
Key Moments Reporting uses AI transcript analysis and live interaction signals (reactions, Q&A submissions, buying signal clicks) to identify the most engaging segments of each event, with optional automatic video clip generation from those segments.
Source: ON24
At the account level, Account Engagement Reports and Profiles aggregate engagement minutes, leads, average Engagement Score, and content leads per company. Account profiles surface funnel stages, business interests, and registration sources.
The Buying Signals Report aggregates CTA and conversion tool activity across all webcasts with individual lead-level records of meeting bookings, demo requests, and free trial conversions.
Predictive Engagement Analytics (Advanced Analytics only) predicts a new prospect's likely engagement level before they have accumulated enough history.
Webinar Benchmark Reports compare performance against aggregated data from 23,000+ customer webcasts in the prior 12 months, segmented by industry and webcast purpose. Benchmarks cover Engagement Score, conversion rate, average registrants, average attendees, and viewing durations.
Source: ON24
This kind of industry-level benchmarking is possible because ON24 is one of the largest B2B webinar platforms.
Note that some event data may be delayed up to 1-2 hours from last activity for load-balancing reasons.
ON24 Integrations, API, and Infrastructure
ON24's Connect Integrations layer pushes webinar engagement data into downstream systems. Connect is a paid add-on that must be included in the customer's contract.
Native CRM integrations cover Salesforce Sales Cloud, Salesforce Data Cloud, Microsoft Dynamics 365, SugarCRM, and Zoho. Salesforce coverage is particularly deep, spanning Sales Cloud, Marketing Cloud, Data Cloud, Pardot, and two separate component apps for ROI reporting and Prospect Engagement Profiles. A self-serve Veeva integration reflects ON24's life sciences focus.
Marketing automation integrations include Marketo, HubSpot, Salesforce Marketing Cloud, Oracle Eloqua, SAP Marketing Cloud, and Act-On. Several of these (HubSpot, Marketo, Eloqua) are available as apps within those platforms' own marketplaces, reducing setup effort for customers already in those ecosystems.
The LinkedIn Integration lets teams build ON24-hosted experiences published to LinkedIn Events, sync LinkedIn registration forms to ON24, promote events through LinkedIn ads, and connect event engagement data to LinkedIn ad campaign performance.
A REST API covers event management, registration, and reporting. Authentication uses key/secret pairs provisioned through the ON24 platform. All API calls must run server-to-server. Zapier is available as an official Connect integration for extending connectivity without custom development. ON24 does not publish official SDKs; integration teams work with the REST specification directly.
ON24 operates separate NA and EU data centers with independent status monitoring, supporting data residency requirements for European customers. The security program includes ISO/IEC 27001:2022, ISO/IEC 27701:2019, SOC 2 Type II, and APEC PRP certifications.
The Trust Center documents annual external penetration testing, role-based access control, SSO support, and bot detection. ON24 maintains a CCPA compliance program and provides a Data Processing Addendum covering GDPR and UK GDPR.
ON24 Translate: Global Multilingual Delivery
ON24 Translate supports video and voice translation across 60+ languages, enabling global event deployment from a single production. Instead of rebuilding content for each market, teams run one event and translate the output.
Source: ON24
This capability is especially valued in Life Sciences (where HCP engagement must reach international audiences under compliance constraints) and Financial Services (where advisor education spans multiple geographies).
For Virtual Conferences, translation extends to the entire conference environment including navigation menus, backgrounds, images, system messages, and real-time chat.
Where ON24 Stops: The Gaps
ON24 centers on capturing first-party engagement data from digital experiences and routing it to downstream systems. That focus shapes the platform's strengths, but it also means ON24 depends on external tools for several capabilities a B2B marketing and sales team needs.
No B2B contact or company database. ON24 captures data about people who register for and attend your events. It does not include a database of contacts, companies, direct dials, or verified business emails for the people you have not reached yet. A team using ON24 without a data provider has engagement signals on existing audiences but no way to expand into new prospects.
No third-party buyer intent signals. ON24's engagement data tells you which of your registrants are most interested based on their behavior during your events. It does not track which companies are researching specific topics across the web before they encounter your webinar program.
The platform captures demand from audiences you have already attracted; it does not identify in-market buyers you have not.
No website visitor identification beyond ON24 experiences. ON24's analytics track behavior within its own webinar consoles, content hubs, and landing pages. It does not include a pixel or identification layer for your main company website. Visitors who browse your site but never register for an event remain anonymous.
No multi-channel outbound orchestration. ON24 generates engagement signals and routes them to CRM and MAP systems, but it does not include email sequencing, display advertising, direct mail, or outbound call management. The platform tells you who is engaged; acting on that intelligence requires separate tools.
No published pricing or self-serve entry. ON24's pricing page requires contacting sales for every tier. No free trial or free plan is publicly documented. The platform's FAQ suggests prospects "experience the platform firsthand by watching an on-demand webinar" as a substitute for a self-serve demo.
How ZoomInfo Covers the Gaps
The gaps share a common thread: ON24 captures behavioral data from the audiences it touches but does not supply the contact data, third-party signals, or multi-channel execution that turn those insights into a complete go-to-market motion. ZoomInfo provides those layers.
ZoomInfo's B2B Data Platform: The contact and company database ON24 does not include
ZoomInfo operates a B2B data platform spanning 500M contacts, 100M companies, 135M+ verified phone numbers, 120M direct-dial phone numbers, and 200M+ verified business email addresses. The data flows through a proprietary verification pipeline backed by 300+ human researchers and automated ML scanning of 28 million site domains daily, reaching up to 95% accuracy on first-party data.
For a team using ON24, this fills the prospecting gap. ON24's Engagement Scores and Prospect Engagement Profiles tell you which registrants are ready for sales follow-up, but they cannot tell you who else at that company should be in the conversation.
ZoomInfo provides department org charts with decision-makers' direct dials and emails, 300+ company attributes for segmentation, and contact tracking with job-change alerts. When ON24's analytics show a cluster of engaged attendees from a target account, ZoomInfo identifies the rest of the buying committee.
In a Fortune 500 competitive RFP analyzing 25 million contacts across vendors, an independent consultant concluded that "no other competitor came even close."
The data quality is externally validated: Leader in the Forrester Wave for Intent Data Providers, Q1 2025, Leader in the Gartner Magic Quadrant for ABM Platforms for the second consecutive year, and the only vendor positioned in the Gartner Voice of the Customer Customers' Choice quadrant with a 4.7/5.0 rating.
ZoomInfo Intent and WebSights: Signals that identify in-market buyers before they register for a webinar
ZoomInfo Intent tracks signals from 210 million IP-to-Organization pairings and 6 trillion+ new keyword-to-device pairings sourced monthly.
Where ON24's engagement data captures behavior from people who already attended your events, ZoomInfo's intent data reveals which companies are researching topics related to your product across the web before they encounter your webinar program.
Guided Intent, exclusive to ZoomInfo, identifies topics historically correlated with deal success rather than requiring manual topic selection.
On the website side, WebSights resolves anonymous website traffic to companies with Automatic Traffic Filtering that distinguishes real visitors from bots. ZoomInfo Marketing goes further with contact-level site visitor identification, identifying who specifically visited your website (not just which company) and triggering personalized outreach.
ON24 tracks behavior within its own hosted experiences; ZoomInfo identifies visitors across your entire web presence.
ZoomInfo GTM Studio: Multi-channel orchestration that turns engagement signals into action
ZoomInfo’s GTM Studio addresses the execution gap. Marketers, RevOps teams, and GTM engineers can build audiences using natural language, enrich with first- and third-party data, define triggers, and activate plays across channels (email, calls, display ads, direct mail, LinkedIn, Meta, Connected TV) without engineering support.
Pre-built GTM plays cover inbound acceleration, champion tracking, competitive displacement, and ICP targeting.
ON24's engagement data identifies which accounts are most active. GTM Studio turns that signal into action: a high-engagement account triggers a multi-channel play that reaches the full buying committee across the channels where they respond. Expansion plays that used to take 3 weeks now launch in 30 minutes.
ZoomInfo Marketing includes a native Demand-Side Platform deploying display ads based on 300+ company attributes, FormComplete (reducing forms to a single field while auto-appending data), and Account Fit Scoring (predictive AI scoring 0-100 based on company attribute patterns).
ZoomInfo's GTM Context Graph and Chorus: Intelligence that connects event engagement to deal outcomes
ON24 captures what happened during a webinar.
ZoomInfo's GTM Context Graph captures why deals move or stall by processing 1.5B+ data points daily, fusing B2B data with CRM records, conversation intelligence from Chorus, email interactions, and behavioral signals into a single intelligence layer.
Chorus, ZoomInfo's conversation intelligence engine backed by 14 technology patents, records and transcribes sales calls, surfaces AI-generated insights (talk ratios, sentiment, objection detection), auto-syncs deal intelligence to the CRM, and provides coaching scorecards and clip sharing.
When an ON24 attendee with a high Engagement Score books a meeting, Chorus captures what happened in that conversation and feeds it back into the GTM Context Graph so the next outreach reflects what was discussed, not just that the meeting occurred.
GTM Workspace gives sellers a complete Book of Business view across CRM, ZoomInfo data, conversation history, and market intelligence, with AI agents automating account research, outreach, CRM updates, and signal monitoring.
An Action Feed streams in-market buyers matched to target criteria with pre-drafted actions on every signal.
Seismic's sales team attributed 39% of active pipeline to opportunities identified or influenced by ZoomInfo signals, boosted productivity by 54%, and saved 11.5 hours per week per seller. (Seismic Case Study)
ZoomInfo's Free Entry Points: A way to start without a sales conversation
ZoomInfo offers what ON24 does not: a path into the platform without talking to sales. ZoomInfo Lite is a permanent free tier with access to ZoomInfo's B2B database, 10 monthly export credits, individual and company searches, a Chrome extension, and WebSights Lite with up to 10 website visitor reveals per day.
A separate 7-day free trial provides broader access with no credit card required.
Final Summary
ON24 is a deep toolkit for enterprise digital engagement. Webcast Elite delivers webinars with granular per-attendee data capture. ACE converts a single event into a library of AI-generated content assets. Virtual Events and Conferences bring gamification and multilingual localization to large-scale digital programs. Content Hubs and Target extend engagement into always-on personalized experiences.
Performance Analytics turns all of it into engagement scores, prospect profiles, and buying signals that embed into Salesforce. It fits enterprise B2B marketing teams in technology, financial services, life sciences, and insurance who run high-frequency webinar programs with existing CRM and MAP investments.
It is lighter on the layers surrounding the engagement: no B2B contact database, no third-party intent signals, no website visitor identification beyond ON24 experiences, and no multi-channel outbound orchestration to act on the engagement data it captures.
If your bottleneck is upstream of the webinar (knowing which companies are in-market and who to invite) or downstream of the engagement data (reaching the full buying committee across every channel where they respond), that is the ground ZoomInfo covers.
Its 500M-contact, 100M-company database supplies the verified emails and direct dials to expand beyond your existing audience.
ZoomInfo Intent surfaces the accounts researching your category from 6 trillion+ keyword-to-device pairings monthly, before they register for a webinar.
GTM Studio gives marketing teams the multi-channel orchestration to turn ON24's engagement signals into plays across email, ads, calls, and direct mail.
And the GTM Context Graph fuses all of it into a single intelligence layer that captures why deals move, not just that an attendee watched for 47 minutes.
Start with ZoomInfo Lite for free, or request a demo to see intent signals and verified contacts flow into your pipeline.
FAQ
Does ON24 include a B2B contact database for prospecting?
No. ON24 captures and analyzes engagement data from people who register for and attend your events. It does not include a database of contacts, companies, phone numbers, or email addresses for outbound prospecting. Teams using ON24 pair it with a data provider to source the audiences their webinar programs engage.
Which ON24 plan includes AI-generated content from ACE?
ACE features (AI-generated content, Key Moments video clips, segment personalization, automated nurtures, and advanced analytics) are available on the Standard plan and above. The Essentials plan includes webinars, engagement tools, basic analytics, and integrations but does not include any ACE capabilities.
Can ON24 identify anonymous visitors on my company website?
No. ON24's analytics track behavior within its own hosted experiences: webinar consoles, content hubs, and Target landing pages. It does not include a website pixel or visitor identification layer for your main company website. ZoomInfo's WebSights resolves anonymous website traffic to companies, and ZoomInfo Marketing provides contact-level site visitor identification.
Does ON24 offer a free trial or free plan?
ON24 does not publicly document a free trial or free plan. The pricing page offers a "Request pricing" form and live chat, and suggests prospects experience the platform by watching an on-demand webinar. ZoomInfo, by contrast, offers both ZoomInfo Lite (a permanent free tier with 10 monthly export credits) and a 7-day free trial with no credit card required.
What integrations does ON24 support?
ON24's Connect product includes native integrations with Salesforce (Sales Cloud, Data Cloud, Marketing Cloud, Pardot), Microsoft Dynamics 365, HubSpot, Marketo, Oracle Eloqua, SAP Marketing Cloud, Veeva, SugarCRM, Zoho, and others. A REST API is available for custom integrations, and Zapier extends connectivity further. Connect is a paid add-on that must be included in the customer's contract; it is not available on entry-level plans.
How does ON24's Engagement Score work?
The Engagement Score is a per-attendee composite that combines interactivity (poll responses, Q&A submissions, resource downloads), viewing duration, and feature use within a single event. Scores accumulate across live and on-demand sessions for the same attendee. The Engagement Level Classification sorts contacts into High (55+ minutes watched in the last 30 days), Medium (55+ minutes in the last 60 days), or Low.
Can ON24 run email sequences or display ads based on webinar engagement?
No. ON24 captures engagement signals and routes them to CRM and marketing automation systems through its Connect integrations. It does not include email sequencing, display advertising, direct mail, or outbound call management. Those execution capabilities require separate tools. ZoomInfo's GTM Studio provides multi-channel orchestration across email, calls, display ads, direct mail, LinkedIn, Meta, and Connected TV, all triggered by buyer behavior and intent signals.
Does ON24 support intent data showing which companies are researching my category?
ON24's Performance Analytics captures first-party engagement data from your own events: which attendees are most active, what content they consumed, and which buying signals they triggered. It does not include third-party intent data showing which companies are researching specific topics across the web before they interact with your program.
ZoomInfo Intent tracks signals from 210 million IP-to-Organization pairings and 6 trillion+ keyword-to-device pairings sourced monthly, identifying in-market accounts before any event registration occurs.
