Key Takeaways from the 2025 Digital Experience Benchmarks for Professional Services

Today’s professional service clients prefer to interact digitally, via flexible and insightful interactions that provide them with information — on their own time. Industries from finance to consulting, and legal to technology, recognize that building trust between professional and client continues to remain imperative. 

So how can professional services marketers meet their clients’ digital expectations, and help their firms continue to build lasting, trusting relationships?

That’s the question we sought to answer in our 2025 Professional Services Digital Engagement Benchmarks Report. In it, we explored how professional services marketers used webinars, content hubs, and virtual events along with AI, as part of their digital efforts to meet their audiences in 2024 and what those trends means for marketers in 2025. 

Here’s what we found:   

Why Webinars are a top Strategy to Attract Professional Services Audiences

Webinars continue to reign as one of the most effective tools for digital engagement. In fact, according to our benchmarks report, professional services webinars saw: 

• • 216 average number of webinar attendees in 2024
  • 56 minutes in average duration of webinar engagement in 2024
  • 577 unique interactions per webinar (that’s 210 more than the all-industry average)

And on a per-attendee level, participants generated 2.7 interactions each, which is well ahead of the all-industry average of 1.7. This increase proves that audience members are seeking — and expecting — to engage with professional services firms digitally. 

While formal information-heavy webinars are the norm, our report also found that emoji reactions rose 59% per attendee year-over-year. This statistic shows that not only are audience members looking to engage with firms, but they are looking for ways to respond to other attendees. Interactivity and participation are part of the complete digital experience.

Engagement and Conversion are on the Rise with Professional Services Webinars

Webinars are not just passive, one-way communication channels to deliver a message. Instead, they are opportunities for audiences to engage and interact. For example, our report found that click-through rates on call-to-actions rose by 51%, which is more than double the average across industries. 

Meanwhile, meeting bookings increased by 36%, and breakout session attendance grew by 11%. It’s clear that audience members are not only engaged in the digital information they consume, but they are proactive — initiating interactions with firms.

Furthermore, more than one million certifications were issued through ON24-powered webinars in 2024. Now, more than ever, digital formats are crucial to furthering professional education.

These engagement insights provide key information so firms can continue to deliver on client needs. In fact, survey participation rose by 20% year-over-year, which means firms are even more equipped with insight on how to meet and exceed their clients’ expectations.

Professional Audiences Continue to Seek Out Relevant On-Demand Content

Webinars are not just one-and-done digital events. In fact, professional services audiences continue to consume webinars on-demand, which means an always-on strategy is key. 

According to our report, engagement within on-demand webinars increased by 47% in 2024. But what remains key to providing a stellar on-demand experience? The answer: a well-organized content hub. A content hub that is easy to navigate can help audience members discover new material on their own time. According to our report, we found: 

• • 23% increase in visits to professional services hubs
  • 33% increase in the average number of visits per hub
  • 20% increase in video views

But curation, strategic placement, and personalization is crucial, and is even more important than relying on adding resources to an already-full content hub. For example, even with an average of 47 assets in content hubs, views of on-demand webinars within those hubs declined by 17%, further emphasizing the importance of organization.

Personalized Experiences Increase Digital Consumption 

Personalization is key for professional service marketers if they are to take the next step with their digital marketing offerings. In 2024, attendance to personalized content experiences more than doubled, rising by 103%. This means that audience members are hungry for content that has been curated with them in mind. Our research found that personalization has led to: 

• • 2X increase in visitors to personalized experiences
  • 4X growth in video views year-over-year
  • 11X rise in resource downloads per visitor

In fact, clickthroughs on personalized pages rose 77% which means that viewers are more likely to engage with content that is crafted with specific audiences in mind. 

A 45% visitor-to-registrant conversion rate compared to 36% on traditional pages also means that form fields are no longer a barrier that lead to consumer drop off. Instead, they become a logical next step as part of an ongoing conversation. Professional marketers can capitalize on first-party data to automate much of the personalization process.

AI Remains Integral to Professional Services Marketers 

In a sector when marketers are feeling pressure to deliver more personalized content with less tools, AI has helped alleviate some of the strain. For example, our report showed that in 2024, the amount of automated transcripts generated from webinars increased by 8X across the professional services sector.

Ultimately, AI has empowered professional services marketers to scale their content creation abilities. For example, AI can create and deliver transcripts from presentations — allowing viewers to access speakers’ content on demand. 

In fact, professional service firms produced 4X the amount of AI-generated assets compared to a 2.5X global growth. With AI, webinars are no longer one-off experiences, since AI-generated e-books, blog posts, and virtual event summaries can help deliver continuous value to clients.

And the ability of AI doesn’t stop at furthering a webinar’s reach; AI-generated promotional content including email and landing page copy doubled in 2024. This timesaving operation allows marketers to focus on valuable campaign strategy and result analysis.

Our report also found that one-off AI content requests grew by 79% within the professional services sector. This statistic is double the global average, suggesting that AI offers a solution to meet professional service firms’ mounting demands for more personalized, relevant content.