ON24 Announces 2024 Digital Engagement Benchmarks Report, Finding Personalization Has Greatest Impact on B2B Marketing Performance
March 06 2024 - 8:00AM
Business Wire
Analysis of millions of ON24 experiences
reveals global benchmarks for B2B digital engagement and ways for
sales and marketing teams to increase results
Today ON24 (NYSE: ONTF), a leading intelligent engagement
platform for B2B sales and marketing, announced its annual, “2024
Digital Engagement Benchmarks Report,” to unveil the key trends in
B2B customer and prospect digital behavior, and how go-to-market
organizations can innovate across channels to increase their
pipeline and revenue growth.
Based on analysis of millions of B2B professionals engaging
across hundreds of thousands of webinars, virtual events and
content experiences in 2023, a critical finding is the significant
impact of personalization on marketing channel performance – when a
digital experience is personalized, B2B prospects and customers
nearly double their engagement with calls-to-actions and are four
times more likely to progress their buying journey, enabling sales
and marketing teams to deliver greater ROI and business
results.
"For the past decade, go-to-market teams have known the power of
personalization to unlock business results, but the challenge of
scaling personalization has stood in the way,” said Callan Young,
CMO, ON24. “Now, with the rise of AI, we believe there is a
tremendous opportunity for sales and marketers to achieve both
personalization and scale, helping businesses significantly
increase revenue performance while improving their efficiency. Our
findings demonstrate the potential for AI-powered personalization
and content to make digital engagement more intelligent and
transform the B2B buying experience.”
With digital engagement continuing to grow year-over-year (YoY),
the report identified the shifts in B2B customer and prospect
digital behavior in the past two years, including the following
highlights:
- Engagement with digital experiences is intensifying -
The average number of unique interactions per attendee increased by
20% since 2021.
- B2B customers and prospects are demonstrating higher buying
intent - Requests for product demonstrations per attendee from
webinar experiences grew by nearly 60%.
- Personalization is making a significant impact on the B2B
buying journey - Engagement with calls-to-actions increased by
nearly 70% YoY, requests for product demonstrations grew by 4X and
conversion rates doubled for personalized experiences YoY.
- Audiences want to engage with experiences anytime, anywhere
- The average number of unique interactions per attendee within
on-demand experiences grew by 13% YoY.
- Audience demand for content is greater than ever, increasing
the need for generative AI: The number of content hub visitors
increased by 2X YoY and content views in personalized experiences
were up almost 40% YoY.
To get more insights, download the complete 2024 Digital
Engagement Benchmarks Report here.
About ON24
ON24 is on a mission to help businesses bring their go-to-market
strategy into the AI era and drive cost-effective revenue growth.
Through its leading intelligent engagement platform, ON24 enables
customers to combine best-in-class experiences with personalization
and content, to capture and act on connected insights at scale.
ON24 provides industry-leading companies, including 3 of the 5
largest global technology companies, 3 of the 5 top global asset
management firms, 3 of the 5 largest global healthcare companies
and 3 of the 5 largest global industrial companies, with a valuable
source of first-party data to drive sales and marketing innovation,
improve efficiency and increase business results. Headquartered in
San Francisco, ON24 has offices globally in North America, EMEA and
APAC. For more information, visit www.ON24.com.
Forward-Looking Statements
This document contains “forward-looking statements” under
applicable securities laws. In some cases, such statements can be
identified by words such as: “expect,” “convert,” “believe,”
“plan,” “future,” “may,” “should,” “will,” and similar references
to future periods. Forward-looking statements include express or
implied statements regarding our ability to achieve our business
strategies, growth, or other future events or conditions. Such
statements are based on our current beliefs, expectations, and
assumptions about future events or conditions, which are subject to
inherent risks and uncertainties, including the risks and
uncertainties discussed in the filings we make from time to time
with the Securities and Exchange Commission. Actual results may
differ materially from those indicated in forward-looking
statements, and you should not place undue reliance on them. All
statements herein are based only on information currently available
to us and speak only as of the date hereof. Except as required by
law, we undertake no obligation to update any such statement.
© 2024 ON24, Inc. All rights reserved. ON24 and the ON24 logo
are trademarks owned by ON24, Inc., and are registered in the
United States Patent and Trademark Office and in other
countries.
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version on businesswire.com: https://www.businesswire.com/news/home/20240306040419/en/
Media: Tessa Barron press@on24.com
Investor: Lauren Sloane, The Blueshirt Group for ON24
investorrelations@on24.com
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