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Prospect engagement profile (PEP)

A feature in the ON24 Platform that enables users to measure webinar engagement, consolidate business interests and identify prospects that may be ready for a sales conversation.

Overview

  • Engagement Visibility: Helps teams understand how deeply prospects interact with digital experiences.
  • Signal Consolidation: Centralizes first-party interests and behaviors into one accessible profile.
  • Sales Alignment: Identifies high-value prospects ready for deeper conversation.

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What Is Prospect Engagement Profile (PEP)?

A Prospect Engagement Profile (PEP) is an ON24 Platform feature that aggregates prospect-specific engagement data across webinars, virtual conferences, content hubs, and personalized experiences. PEP brings together behavioral insights—such as content consumption, session interactions, poll responses, resource downloads, and Q&A participation—into a single, easy-to-understand intelligence view.

By consolidating these signals, PEP helps marketing and sales teams quickly assess interest levels, understand a prospect’s product or solution needs, and determine whether they are ready for a sales conversation. This makes PEP a critical tool for converting engagement into pipeline.

Why It Matters

Modern buyers engage across many channels and content types before speaking with a sales team. Without a consolidated view, valuable signals are easily lost. Prospect Engagement Profiles solve this challenge by connecting all engagement activity into a meaningful narrative that highlights what each prospect cares about and how ready they are for next steps.

PEP supports qualification processes by giving marketing teams visibility into which prospects are active, which content they are consuming, and which topics they care about most. For webinar-heavy engagement strategies, this is essential. ON24’s webinar capabilities—such as Q&A, polls, surveys, and resource interactions—play a major role in informing PEP.

How It’s Used

  • Identifying Sales-Ready Prospects: PEP highlights prospects with strong engagement levels, helping sales teams prioritize inbound interest. This enables more efficient outreach and reduces time spent on low-intent leads.
  • Understanding Content Consumption: Marketers use PEP to understand which webinars, sessions, or content areas resonate with each prospect. This helps guide nurture tracks and content strategy. For deeper examples of how content drives engagement, visit Propel your pipeline.
  • Personalizing Experiences: Since PEP consolidates engagement signals, it helps inform personalized landing pages, content hubs, and webinar recommendations. Understanding what prospects interact with helps tailor their next steps.
  • Supporting Sales Enablement: Sales teams review PEP insights before meetings to better understand prospect interests and prepare targeted messaging. This equips sellers to ask better questions and align conversations to known needs.
  • Enhancing Lead Qualification Models: Marketers can feed PEP data into CRM and marketing automation systems, aligning ON24 first-party signals with routing, scoring, and workflow logic.
  • Cross-Program Visibility: For organizations running recurring webinar programs or multi-stage educational journeys, PEP provides a continuous view of engagement. Upcoming webinars and digital experiences that influence PEP can be found at ON24 Upcoming Webinars.

Key Benefits

  • Clear Engagement Insights: Shows the depth and style of prospect interactions.
  • Improved Sales Prioritization: Helps teams focus on the highest-value, most-engaged prospects.
  • More Relevant Follow-Up: Enables targeted messaging based on expressed interests.
  • Better Alignment Across Teams: Provides a shared understanding of prospect behavior for marketing and sales.
  • Richer First-Party Data: Strengthens lead scoring and personalization strategies.

Frequently Asked Questions

  1. What Is A Prospect Engagement Profile?
    • A PEP is a consolidated view of a prospect’s webinar and digital experience engagement, providing insights into interest and sales readiness.
  2. How Does PEP Help Sales Teams?
    • It highlights high-engagement prospects, helping sales prioritize outreach and tailor conversations based on observable behaviors.
  3. Does PEP Integrate With CRM And MAP Systems?
    • Yes. Engagement insights from ON24 feed into connected systems to improve lead scoring and routing.
  4. What Types Of Engagement Influence PEP?
    • Webinar attendance, poll responses, Q&A activity, resource downloads, viewing time, and content hub interactions.

Editorial & Methodology Notice

This article adheres to ON24’s editorial and data integrity standards, referencing only verified ON24 benchmark sources and official platform documentation. Updated: November 2025