ON24

To help businesses build engagement, deliver data, and drive revenue by creating a category-defining intelligent engagement platform.

ON24 SWOT Analysis

Updated: October 4, 2025 • 2025-Q4 Analysis

How to Use This Analysis

This analysis for ON24 was created using Alignment.io™ methodology - a proven strategic planning system trusted in over 75,000 strategic planning projects. We've designed it as a helpful companion for your team's strategic process, leveraging leading AI models to analyze publicly available data.

While this represents what AI sees from public data, you know your company's true reality. That's why we recommend using Alignment.io and The System of Alignment™ to conduct your strategic planning—using these AI-generated insights as inspiration and reference points to blend with your team's invaluable knowledge.

Powered by Leading AI Models

Anthropic

Industry-leading reasoning capabilities with 200K context window for comprehensive analysis

Google Gemini

State-of-the-art multimodal intelligence with real-time market data processing and trend analysis

OpenAI GPT

Advanced reasoning with comprehensive industry knowledge and strategic problem-solving capabilities

The ON24 SWOT Analysis reveals a company at a critical inflection point. Its core strengths—a formidable enterprise customer base and a treasure trove of first-party engagement data—provide a solid foundation. However, this is directly challenged by persistent revenue declines, profitability issues, and intense competitive pressure that has commoditized its legacy webinar market. The primary opportunity lies in leveraging AI and the death of the third-party cookie to pivot the narrative definitively to an 'Intelligent Engagement Platform.' The greatest threat is failing to execute this pivot quickly enough, allowing nimbler competitors or platform giants to capture the market's imagination and budget. The strategic imperative is clear: stabilize the core business while accelerating the transition to a data- and AI-driven future. Success demands ruthless focus on enterprise value, product innovation, and a clear, compelling market narrative that justifies its premium position. This is a turnaround story in the making.

Zoom Cvent Microsoft Bizzabo Hopin

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To help businesses build engagement, deliver data, and drive revenue by creating a category-defining intelligent engagement platform.

Toggle Theme

Strengths

DATA: Rich first-party engagement data is a key competitive moat
ENTERPRISE: Strong foothold with 369 large customers over $100k ARR
BRAND: Top-of-mind brand recognition in the enterprise webinar space
INTEGRATIONS: Deep API integrations with Salesforce, Marketo, etc.
PLATFORM: Broad portfolio of tools covering multiple engagement types

Weaknesses

REVENUE: Persistent revenue decline, down 10% YoY in Q1 2024
PROFITABILITY: Consistent net losses (-$46.8M in FY23) raise concerns
COMPLEXITY: Product suite can be complex to deploy and prove ROI on
POSITIONING: Market perception still lags behind platform vision
CHURN: Elevated churn in SMB segment and pressure on net retention

Opportunities

AI: GenAI can automate content creation and surface deep insights
DATA: Third-party cookie deprecation increases value of our 1st party data
CROSS-SELL: Drive adoption of newer products like ACE to existing base
EFFICIENCY: Marketers need to prove ROI, increasing need for our data
PARTNERSHIPS: Expand tech and agency partnerships to drive new logos

Threats

COMPETITION: Intense pressure from Zoom/Teams offering cheaper alternatives
MACRO: Economic uncertainty continues to constrain marketing budgets
CONSOLIDATION: Customers seek fewer vendors, preferring all-in-one suites
FATIGUE: 'Webinar fatigue' pushes marketers to seek novel formats
INNOVATION: Fast-moving AI startups could out-innovate on key features

Key Priorities

REVENUE: Stabilize ARR by focusing on enterprise retention and expansion
NARRATIVE: Aggressively shift market perception from webinars to platform
PRODUCT: Accelerate AI feature integration to prove differentiated value
EFFICIENCY: Drive operational efficiency to achieve positive cash flow

Create professional SWOT analyses in minutes with our AI template. Get insights that drive real results.

Get Free SWOT Analysis Template

ON24 OKR

Updated: October 4, 2025 • 2025-Q4 Analysis

The ON24 OKR plan is a focused, pragmatic blueprint for a critical turnaround. It correctly prioritizes stabilizing the core business (Reignite Growth) and shoring up financials (Achieve Profitability) as prerequisites for future success. The objectives to 'Lead with AI' and 'Own the Narrative' are not just ambitious; they are existential imperatives to escape the commoditization trap of the webinar market. This plan directly confronts the weaknesses and threats identified in the SWOT analysis, using AI and a strong data-driven story as the levers for differentiation. By tying key results to specific, measurable outcomes like net retention, product adoption, and cash flow, this framework provides the clarity and accountability needed to navigate the challenging path ahead and transform ON24 into a true platform leader.

Zoom Cvent Microsoft Bizzabo Hopin

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To help businesses build engagement, deliver data, and drive revenue by creating a category-defining intelligent engagement platform.

REIGNITE GROWTH

Stabilize revenue and build a foundation for future growth.

RETENTION: Increase enterprise net revenue retention from 92% to 98% by focusing on value realization
EXPANSION: Grow ARR from new products within the existing customer base by $5M through targeted campaigns
NEW LOGOS: Acquire 40 new enterprise logos with an average ACV of $75k by refining our GTM focus
PIPELINE: Generate $50M in new sales pipeline from marketing-led 'Intelligent Engagement' campaigns

OWN THE NARRATIVE

Shift market perception from webinars to engagement platform.

AWARENESS: Secure 25 media placements and 5 analyst report mentions for our 'Intelligent Engagement' story
CONTENT: Publish 4 major research reports on first-party data and AI in marketing to establish thought leadership
MESSAGING: Retrain 100% of the sales team on the new platform narrative with a 90% certification rate
WEB: Increase website traffic to non-webinar solution pages by 40% to reflect our broader platform value

LEAD WITH AI

Deliver AI-powered features that create undeniable value.

AUTOMATION: Launch AI content generator and achieve 30% adoption among eligible enterprise customers in 6 months
INSIGHTS: Release predictive lead scoring feature and get 5 referenceable customers proving pipeline impact
ROADMAP: Deliver 3 new, high-impact AI features from the product roadmap on time and on budget this year
USAGE: Drive a 20% increase in average user engagement time on the platform attributed to new AI features

ACHIEVE PROFITABILITY

Drive efficiency to reach positive free cash flow.

CASH FLOW: Achieve two consecutive quarters of positive adjusted free cash flow by year-end through cost discipline
MARGINS: Improve gross margins from 72% to 75% by optimizing cloud infrastructure and service delivery costs
OPEX: Reduce non-essential operating expenses by 10% without impacting strategic growth investments in R&D/Sales
EFFICIENCY: Lower Customer Acquisition Cost (CAC) payback period from 24 months to 18 months via GTM efficiency

METRICS

Annual Recurring Revenue (ARR): $145M
Net Revenue Retention (NRR): 98%
Free Cash Flow (FCF): $1M

VALUES

Customer First
Embrace Change
Take Ownership
Innovate & Simplify
Win Together

Build strategic OKRs that actually work. AI insights meet beautiful design for maximum impact.

Get Free OKR Template

ON24 Retrospective

AI-Powered Insights

Claude

Gemini

GPT

ON24 Q1 2024 Earnings Report & Press Release
ON24 FY2023 10-K Filing
ON24 Investor Relations Website
Competitor analysis (Zoom, Cvent investor data)
Third-party industry reports on MarTech and Virtual Events

Zoom Cvent Microsoft Bizzabo Hopin

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To help businesses build engagement, deliver data, and drive revenue by creating a category-defining intelligent engagement platform.

Toggle Theme

What Went Well

ENTERPRISE: Core enterprise customer base (>100k ARR) remained stable
INNOVATION: Launched new AI-powered features, showing product velocity
COSTS: Executed on cost-saving initiatives to manage cash burn
STRATEGY: Maintained clear, consistent messaging on platform evolution
SALES: Some positive signals in new logo acquisition in specific segments

Not So Well

REVENUE: Top-line revenue continued its year-over-year decline (-10%)
CASHFLOW: Operating cash flow remained negative, pressuring resources
GUIDANCE: Forward-looking guidance suggests continued market headwinds
RETENTION: Net revenue retention likely remains below 100% benchmark
SMB: Continued softness and churn in the smaller customer segment

Learnings

MARKET: The shift from single events to integrated journeys is accelerating
VALUE: Customers demand clear, quantifiable ROI, not just features
COMPETITION: 'Good enough' solutions are a major threat in price-sensitive deals
AI: AI is no longer a 'nice to have' but a key decision criterion for buyers
FOCUS: Spreading resources too thin across too many products is risky

Action Items

SALES: Double down on enterprise land-and-expand sales motion
PRODUCT: Ship high-impact AI features that automate tasks and show value
MARKETING: Launch a campaign focused on ROI and first-party data value
FINANCE: Continue disciplined cost management to extend cash runway
SUCCESS: Proactively engage at-risk accounts with ROI assessments

Run better retrospectives in minutes. Get insights that improve your team.

Get Free Retro Template

Organization	SWOT Analysis	OKR Plan	Top 6	Retrospective

Explore specialized team insights and strategies

ON24 Market

AI-Powered Insights

Claude

Gemini

GPT

ON24 Q1 2024 Earnings Report & Press Release
ON24 FY2023 10-K Filing
ON24 Investor Relations Website
Competitor analysis (Zoom, Cvent investor data)
Third-party industry reports on MarTech and Virtual Events

Founded: 1998
Market Share: Leader in webinar category, smaller in broader event tech
Customer Base: Enterprise B2B marketers (tech, finance, healthcare)
Category:
Marketing Technology
SIC Code: 7372 Prepackaged Software
NAICS Code: 511210 InformationT
Location: San Francisco, California
Zip Code: 94105 San Francisco, California
Congressional District: CA-11 SAN FRANCISCO
Employees: 600

Competitors

Zoom Request Analysis

Cvent Request Analysis

Microsoft View Analysis

Bizzabo Request Analysis

Hopin Request Analysis

Products & Services

No products or services data available

Distribution Channels

ON24 Business Model Analysis

AI-Powered Insights

Claude

Gemini

GPT

ON24 Q1 2024 Earnings Report & Press Release
ON24 FY2023 10-K Filing
ON24 Investor Relations Website
Competitor analysis (Zoom, Cvent investor data)
Third-party industry reports on MarTech and Virtual Events

Problem

Proving marketing ROI is difficult
Generating high-quality sales leads
Fragmented data and customer experiences

Solution

Data-rich digital engagement platform
Suite of integrated marketing tools
First-party analytics and insights

Key Metrics

Annual Recurring Revenue (ARR)
Net Revenue Retention (NRR)
Customer Acquisition Cost (CAC)

Unique

Deep, first-party engagement data capture
Unified platform for diverse experiences
AI-driven personalization & insights

Advantage

20+ years of proprietary engagement data
Deeply embedded in enterprise tech stacks
Strong brand in the webinar category

Channels

Direct enterprise sales force
Digital marketing and content
Strategic technology partners

Customer Segments

Enterprise B2B marketing departments
High-tech, financial services, medical
Demand generation & field marketing teams

Costs

Sales & Marketing (GTM)
Research & Development (R&D)
Cloud infrastructure and hosting

ON24 Product Market Fit Analysis

Updated: October 4, 2025

ON24 provides the intelligent engagement platform that turns marketing activities into revenue. It helps enterprises build continuous engagement, deliver deep first-party data, and activate buying signals across their entire go-to-market team, ultimately proving marketing's impact on the bottom line. It's not just another event; it's a revenue engine.

DRIVE revenue with a data-first approach

BUILD engagement beyond single events

DELIVER deep, actionable buyer insights

Before State

Scattered marketing tools and data
Low-quality, anonymous leads
One-off, disconnected events

After State

Unified engagement platform
Rich, first-party buying signals
Continuous, personalized journeys

Negative Impacts

Inability to prove marketing ROI
High cost-per-lead, low conversion
Fragmented, poor customer experience

Positive Outcomes

Accelerated pipeline and revenue
Deeper customer relationships
Data-driven marketing decisions

Key Metrics

Customer Retention Rates - 85% (Enterprise)

Net Promoter Score (NPS) - 45 (est.)

User Growth Rate - Negative (FY23 rev decline)

Customer Feedback/Reviews - 400+ reviews on G2

Repeat Purchase Rates - High within subs

Requirements

Integrate with existing CRM/MAP tech
Shift mindset from events to engagement
Commit to a data-first strategy

Why ON24

Deploy suite of ON24 tools
Capture deep engagement analytics
Activate data across sales & marketing

ON24 Competitive Advantage

Capture unique first-party data
Single platform for all engagement
AI-powered personalization at scale

Proof Points

SAP generated 40% more sales leads
NVIDIA drove 3x audience engagement
Customers see 70% lower cost-per-lead

ON24 Market Positioning

AI-Powered Insights

Claude

Gemini

GPT

ON24 Q1 2024 Earnings Report & Press Release
ON24 FY2023 10-K Filing
ON24 Investor Relations Website
Competitor analysis (Zoom, Cvent investor data)
Third-party industry reports on MarTech and Virtual Events

Strategic pillars derived from our vision-focused SWOT analysis

Evolve from webinars to an integrated engagement hub

Monetize first-party engagement data as a core asset

Embed AI to automate content and personalize experiences

Focus on enterprise accounts with complex buying journeys

What You Do

Provides a data-rich digital engagement platform for B2B marketers.

Target Market

Enterprise marketing and sales teams needing to generate pipeline.

Differentiation

First-party engagement data capture
Integrated suite of engagement tools

Revenue Streams

SaaS subscriptions
Professional services

ON24 Operations and Technology

AI-Powered Insights

Claude

Gemini

GPT

ON24 Q1 2024 Earnings Report & Press Release
ON24 FY2023 10-K Filing
ON24 Investor Relations Website
Competitor analysis (Zoom, Cvent investor data)
Third-party industry reports on MarTech and Virtual Events

Company Operations

Organizational Structure: Functional structure (Product, Sales, Mktg)
Supply Chain: Cloud infrastructure (AWS, GCP)
Tech Patents: Holds patents related to interactive webcasting technology
Website: https://www.on24.com/

Top Clients

Board Members

ON24 Competitive Forces

Threat of New Entry

MEDIUM: While building a basic webinar tool is feasible, achieving enterprise-grade security, scale, and data integration is a high barrier.

Supplier Power

LOW: Primary suppliers are cloud providers (AWS, GCP) where ON24 is a customer, not subject to significant price leverage.

Buyer Power

HIGH: Buyers have many alternatives, from low-cost video tools to comprehensive platforms, enabling them to demand value and ROI.

Threat of Substitution

HIGH: 'Good enough' substitutions like Teams/Zoom webinars are readily available and often bundled, posing a constant threat.

Competitive Rivalry

HIGH: Intense rivalry from video platforms (Zoom, MS Teams) and specialized event tech (Cvent), leading to price pressure.

Analysis of AI Strategy

Updated: October 4, 2025 • 2025-Q4 Analysis

The ON24 AI SWOT Analysis underscores that artificial intelligence is not a feature but the very core of its survival and future growth. The company's unique strength is its vast, proprietary dataset of B2B engagement—a powerful asset for training contextually relevant AI models that competitors cannot easily replicate. This provides a clear path to differentiation. The most significant opportunity is to use AI to automate tedious marketing tasks and deliver predictive insights, directly addressing customer ROI pressures. However, the company faces weaknesses in execution speed and a looming threat from platform giants like Microsoft and Zoom, who are embedding powerful, generalized AI at a blistering pace. The strategic conclusion is to avoid competing on foundational models and instead focus relentlessly on using AI to unlock the unique value within its proprietary data. The mission must be to transform data into automated actions and predictive intelligence, making the platform indispensable.

Zoom Cvent Microsoft Bizzabo Hopin

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To help businesses build engagement, deliver data, and drive revenue by creating a category-defining intelligent engagement platform.

Strengths

DATA: Massive, proprietary dataset of B2B engagement to train models
CONTEXT: Deep understanding of marketing use cases to build relevant AI
CUSTOMERS: Enterprise clients are eager for AI to prove marketing ROI
INTEGRATION: Existing workflows are a prime channel to deploy AI features

Weaknesses

TALENT: Potential gap in specialized AI/ML engineering talent vs. giants
SPEED: Slower development cycles than smaller, AI-native startups
COMPUTE: High cost of model training and inference could impact margins
ADOPTION: Customer inertia may slow adoption of new AI-powered workflows

Opportunities

AUTOMATION: AI can create event summaries, titles, and promotional copy
PERSONALIZATION: AI can dynamically tailor content and journeys for users
INSIGHTS: AI can surface predictive lead scores and churn risk signals
EFFICIENCY: AI can dramatically reduce manual effort in content creation

Threats

COMPETITORS: Zoom, Microsoft embedding powerful generative AI features faster
STARTUPS: Niche AI-for-marketing startups targeting specific use cases
COMMODITY: Foundational models (GPT-4) may make custom AI less unique
ETHICS: Navigating data privacy, bias, and responsible AI usage risks

Key Priorities

AUTOMATE: Prioritize AI features that automate high-effort marketing tasks
PREDICT: Leverage data to launch predictive analytics for lead scoring
DIFFERENTIATE: Focus AI dev on proprietary data, not replicable wrappers
COMMUNICATE: Clearly articulate a compelling AI value prop to customers

Create professional SWOT analyses in minutes with our AI template. Get insights that drive real results.

Get Free SWOT Analysis Template

ON24 Financial Performance

AI-Powered Insights

Claude

Gemini

GPT

ON24 Q1 2024 Earnings Report & Press Release
ON24 FY2023 10-K Filing
ON24 Investor Relations Website
Competitor analysis (Zoom, Cvent investor data)
Third-party industry reports on MarTech and Virtual Events

Profit: -$46.8 million Net Loss (FY 2023)

Market Cap: $310 million (approx. June 2024)

Stock Performance

Annual Report: View Report

Debt: $2.0 million (FY 2023)

ROI Impact: Metrics like Pipeline and Revenue are key

SWOT Index

Composite strategic assessment with 10-year outlook

/ 100

Challenger

ICM Index

STRATEGIC ADVISOR ASSESSMENT

ON24 is a challenger executing a difficult but necessary pivot. Its North Star is category-shaping but weighed down by execution risk. The SWOT score reflects significant downside from financial pressure and competition, slightly offset by data advantages. The OKRs are strong and focused on the right turnaround levers. A high AI potential score is its key asset. The low growth multiplier reflects the current reality: this is a survival and stabilization play before significant growth can resume.

SWOT Factors

Upside: 66.7 Risk: 83.3

OKR Impact

AI Leverage

Top 3 Strategic Levers

EXECUTION: Flawlessly execute AI roadmap to differentiate

NARRATIVE: Successfully shift market perception beyond webinars

RETENTION: Stabilize and expand the core enterprise ARR base

AI Disclosure

This report was created using the Alignment Method—our proprietary process for guiding AI to reveal how it interprets your business and industry. These insights are for informational purposes only and do not constitute financial, legal, tax, or investment advice.

Next Step

Want to see how the Alignment Method could surface unique insights for your business?

Request your custom report Contact our team

About Alignment LLC

Alignment LLC specializes in AI-powered business analysis. Through the Alignment Method, we combine advanced prompting, structured frameworks, and expert oversight to deliver actionable insights that help companies understand how AI sees their data and market position.