ON24 (ONTF) Baird Global Consumer, Technology & Services Conference 2025 summary

Business overview and customer impact

• Provides a B2B first-party customer engagement platform focused on sales and marketing, serving core verticals like tech, financial services, and life sciences.

• Platform is standardized by major global companies in software, manufacturing, financial services, and life sciences.

• Drives business outcomes through use cases such as marketing engagement, live certification, healthcare professional education, and advisor/client engagement.

• Delivers high engagement, generating over 1 billion engagement minutes annually and capturing 20-50 data points per experience.

• Enables real-time integration of first-party data into customers’ sales and marketing ecosystems for immediate follow-up.

AI innovation and product development

• AI is central to product strategy, enabling hyper-personalization, AI-driven content creation, multilingual campaigns, and agentic AI-based agents (ON24 IQ).

• AI-powered ACE and ON24 IQ automate repetitive tasks, enhance content creation, and support campaign deployment in up to 25 languages.

• About a third of customers use AI features, with adoption expanding from technology to financial services, professional services, and life sciences.

• AI capabilities are offered in two tiers: some free to all users, others as paid add-ons, with a 10%-15% contract uplift expected from AI features.

• AI-driven insights are layered on top of first-party data, strengthening competitive differentiation.

Market trends and customer behavior

• Marketing budgets have declined 30%-40% post-pandemic, impacting revenue but stabilization is now evident.

• Q1 saw strong enterprise new business, best gross retention in four years, and a record number of customer win-backs.

• Customers are prioritizing revenue-generating activities and ROI, with increasing investment in AI-based products.

• Win-backs are attributed to the platform’s superior data, engagement, and AI capabilities compared to generic collaboration tools.

• Competitive landscape has shifted, with many point solutions exiting and ON24’s position strengthened by AI and first-party data focus.