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Webinar / Virtual Events · Rank #2 of 10

ON24

Marketing-led webinar platform leader despite a brutal post-COVID stock decline.

By ON24, Inc. · Founded 1998 · San Francisco, CA · public

ON24 (NYSE:ONTF) is the long-running B2B marketing-led webinar platform leader. Founded 1998, IPO'd February 2021 near the peak of the virtual events bubble at $20/share opening near $69. The stock has since collapsed to roughly $4-5/share, a drawdown of approximately 95% from peak. The product covers webinars, multi-session experiences (Engagement Hub, Target), AI-driven content repurposing (ON24 IQ), and deep first-party engagement data feeding MAP integration. Strengths: deepest first-party engagement data in the category, mature MAP and CRM integration (Marketo, HubSpot, Eloqua, Salesforce), strong fit for demand-gen-anchored marketing teams, ON24 IQ AI features for content repurposing. Best fit for B2B marketing teams running content-rich, demand-gen-anchored webinar programs. Trade-offs: post-IPO stock decline and management changes have created legitimate vendor stability questions, pricing meaningful and opaque ($30K-$200K+ annually typical), UX dated relative to Goldcast for content-rich events, and aggressive multi-year contract pressure has been reported by mid-market customers.

Visit ON24 Vendor pricing Compare to Zoom Events
Best for

B2B marketing teams (200-10,000 employees) running content-rich, demand-gen-anchored webinar programs with deep MAP integration needs, particularly in financial services, healthcare, and regulated B2B SaaS.

Worst for

SMB marketers (Demio / Zoom Events better fit), buyers wanting modern AI-first event UX (Goldcast better), or teams worried about public-company financial trajectory of vendor.

Vendor Trust Score

Is ON24 a trustworthy vendor?

6.3/10
Mixed
Pricing transparency
Published rates; no hidden fees
5.0
Contract fairness
Reasonable terms; no auto-renew traps
6.0
Incident response
How they handle outages and breaches
7.5
Post-acquisition behavior
Customer treatment after M&A or PE
7.0
Executive stability
Leadership churn over 24 months
6.0
Roadmap honesty
Public commitments held
6.5
Trust signal log
  • 2021-02-03
    IPO on NYSE at $20/share; opens near $69 at peak of virtual events bubble
  • 2022-08-15
    Stock down ~70% from IPO peak as virtual events demand normalizes
    Post-pandemic demand reset combined with broader SaaS multiple compression.
  • 2023-11-08
    Workforce reduction announced amid revenue decline
    Multiple rounds of layoffs through 2022-2023 as ARR contracted from pandemic peak.
  • 2024-06-04
    ON24 IQ AI launched; AI content repurposing positioning maintained
  • 2025-08-12
    Stock continues trading near multi-year lows around $4-5/share
    Approximately 95% drawdown from 2021 peak. Management has emphasized profitability over growth, but vendor financial stability is a legitimate buyer concern.
Vendor Trust is scored independently of product quality. A great product from an unfair vendor still earns a low trust score.
Review Intelligence

What 1,480 reviews actually say

Synthesized from G2, Capterra, Reddit, Trustpilot. Patterns >15% prevalence shown.

Last synthesized
2026-04-29

Praise patterns

  • Deepest first-party engagement data
    87% →
  • Mature MAP integration (Marketo / Eloqua / HubSpot)
    78% →
  • Right call for demand-gen-anchored marketing
    71% →
  • Engagement Hub for content-led growth
    51% ↑

Complaint patterns

  • Post-IPO stock decline and vendor stability concerns
    51% ↑
  • UX dated relative to Goldcast
    47% ↑
  • Multi-year contract pressure
    41% ↑
  • Pricing meaningful and opaque
    38% →
Sentiment trend (6 months)
70/100 -1 pts
12
01
02
03
04
05
Representative voices

  • “ON24 still has the best engagement data in the category. The MAP integration with Marketo and Eloqua is in a different league. But the stock chart is brutal and our procurement team asked us about vendor stability before renewal.”

    Director of Demand Generation· g2 · 2026-03-22

  • “ON24 IQ is genuinely good for content repurposing. We get blog posts and social cuts out of every webinar. But the platform feels like 2018 and our reps complain about the registration UX.”

    Field Marketing Lead· g2 · 2026-04-08

Patterns are extracted from review corpus and human-verified. We surface trends, not anecdotes.
Verified Pricing

What buyers actually pay

287 anonymized deal disclosures · last updated 2026-05-01

Contribute your deal price
Company size Median annual
200-1,000 employees $54,000
1,000-5,000 employees $132,000
5,000+ employees $312,000
Verified pricing is crowdsourced from buyers under anonymity guarantees. Vendor-listed prices are validated against actual deals quarterly.
Compliance & Security

Auto-verified certifications

Verified 2026-05-01
SOC 2 Type II
ISO 27001
HIPAA
GDPR
CCPA
PCI DSS
FedRAMP

Editorial: Strengths

  • Deepest first-party engagement data in category
  • Mature MAP integration (Marketo, HubSpot, Eloqua)
  • Made for demand-gen-anchored marketing teams
  • ON24 IQ AI features for content repurposing
  • Engagement Hub for content-led growth programs
  • 20+ year track record predating the bubble
  • Best for financial services, healthcare, life sciences regulated content

Editorial: Weaknesses

  • Post-IPO stock decline (~95% from 2021 peak) creates vendor stability questions
  • Pricing meaningful and opaque ($30K-$200K+ annually)
  • UX dated relative to Goldcast for content-rich events
  • Aggressive multi-year contract pressure reported
  • Management churn since 2022
  • Implementation 4-12 weeks for full ON24 IQ deployment

Key features & integrations

  • +ON24 Webcast Elite (single-session)
  • +ON24 Engagement Hub (content hub)
  • +ON24 Target (multi-touch programs)
  • +ON24 IQ (AI content repurposing)
  • +First-party engagement scoring
  • +Deep MAP integration (Marketo, Eloqua, HubSpot)
  • +Account-level intent signals
  • +Strong audit trail for regulated content
90+ integrations
MarketoEloquaHubSpotSalesforcePardotMicrosoft Dynamics6sense
Geography supported
Global; strongest in US, UK, EU, APAC
Best fit
200–10,000+ employees · B2B marketing teams, demand-gen-anchored
Editorial deep-dive

Read our full ranking of Webinar / Virtual Events

ON24 ranks #2 in our editorial review of 10 webinar / virtual events platforms. The deep-dive covers methodology, comparison tables, decision matrix, migration scoring, and FAQs.

Read the full ranking

Closest alternatives in Webinar / Virtual Events

#1
Zoom Events
Share leader for SMB and mid-market webinars, commoditized by AI Companion.
★ 4.4 public
#3
Goldcast
Modern AI-driven B2B virtual events leader.
★ 4.7 partial
#4
GoTo Webinar
Long-running mid-market webinar platform under Vista Equity ownership.
★ 4.2 public
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