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AI Adoption by Sales and Marketing Helps Drive Revenue Success Finds New ON24 Report

At its annual virtual user conference, “The ON24 Experience 2024,” ON24 reveals that marketers using AI are 7X more likely to exceed business goals

June 12th, 2024

SAN FRANCISCO–(BUSINESS WIRE)–Today ON24 (NYSE: ONTF), a leading intelligent engagement platform for B2B sales and marketing, unveiled a new research report, “The State of AI in B2B Marketing in 2024,” that found AI is rapidly being adopted by sales and marketing organizations, with 95% already using or planning to use AI by the end of the year. The most significant finding is the impact AI has on business performance – the research found that when teams are already leveraging AI, they are 7X more likely to meet or exceed their organizational goals, while those that have yet to adopt AI are 3X more likely to miss their targets.

“That’s why we’ve put AI at the center of our platform innovation, empowering our industry-leading customers to innovate with intelligent engagement and drive cost-effective revenue growth.”

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“AI is more than a trend, it’s a business imperative, and our research shows that those that don’t adapt will get left behind,” said Sharat Sharan, co-founder, President and CEO, ON24. “That’s why we’ve put AI at the center of our platform innovation, empowering our industry-leading customers to innovate with intelligent engagement and drive cost-effective revenue growth.”

Based on a survey of more than 500 B2B professionals and marketing leaders, the report identified significant shifts in marketing programs:

  • AI drives business success – Marketers using AI in their programs were 7X more likely to exceed business goals rather than miss them.
  • Personalization enhances the buyer’s journey 9 in 10 marketers plan to use AI to enhance personalization efforts, as the technology makes it more attainable.
  • AI is a business priority for executives – More than 70% of marketers reported being asked by executives how they plan to utilize AI.
  • Marketers are expanding AI usage into analytics – 93% of marketers believe that AI will significantly impact the analytics and measurement of first-party data.
  • Demand for AI is driven by the need for insights and increased efficiency – Better data and insights, efficiency and time savings are the top reasons marketers are investing in generative AI.
  • AI is the key to scaling content creation and engagement – Predominant use cases for AI are content development and repurposing from webinars and virtual events.

To get more insights, download the complete The State of AI in B2B Marketing in 2024 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

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.

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Tessa Barron

Lauren Sloane, The Blueshirt Group for ON24