ON24 Boston Consulting Group Matrix
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Stars
Webcast Elite
Webcast Elite, ON24’s flagship webinar engine, sits in a fast-growing webcast/webinar category that continued double-digit growth in 2024 and holds a leading market share among enterprise platforms.
It attracts large audiences and rich first-party engagement data, but sustaining competitive advantage requires ongoing investment in product velocity, integrations, and scale.
With sustained R&D and partner integrations, Webcast Elite can mature into the default enterprise standard.
Virtual Conferences
Multi-session, multi-track virtual conferences remain highly competitive and ON24 consistently appears on enterprise short lists; these formats drive stronger engagement and pipeline but demand heavy promotion and production support. Maintain platform performance, UX polish, and robust sponsor tooling to protect conversion. As the market stabilizes post-2020 disruption, multi-track virtual events can convert into durable cash cows for leading platforms.
Engagement Analytics
Deep engagement analytics are a core differentiator as the virtual events market — valued at about 78.98 billion USD in 2023 with ~23% projected CAGR — expands rapidly; granular interaction data is sticky, fuels sales workflows, and supports 20–40% pricing premiums. Ongoing AI/ML upgrades are required to maintain attribution accuracy and insight quality. Double down on signal quality to lock long‑term platform wins.
Always‑On Content Hubs
Always-on hubs turn webinars into bingeable libraries with measurable outcomes; adoption climbed 28% year-over-year in 2024 as teams shift to continuous programs rather than standalone events. Prioritize investment in personalization, search, and automated journey orchestration to sustain conversion lift and LTV gains. If momentum holds, these hubs can become a cornerstone revenue stream for ON24.
- Adoption: 28% YoY growth (2024)
- Focus: personalization, search, journeys
- Outcome: measurable conversions and higher LTV
Enterprise Integrations
Tight pipes to Salesforce (150,000+ customers) and Marketo (~6,000 customers) and MAP/CRM stacks directly tie ON24 engagement data to closed revenue, accelerating deal velocity and attribution.
Demand and stickiness are high, but ongoing connector maintenance and vendor certifications consume engineering and partner resources.
Prioritize deep, high-impact integrations that move pipeline; sustained leadership in enterprise integrations secures platform positioning and renewal economics.
28% YoY hub adoption — enterprise webinar market posts double-digit 2024 growth
Webcast Elite sits in a fast-growing webinar market with sustained double-digit growth in 2024 and leading enterprise share. It delivers high-stickiness engagement data (28% YoY hub adoption 2024) and supports 20–40% pricing premiums, but requires continued R&D, integrations, and scale to remain the enterprise default.
| Metric | Value |
|---|---|
| Market size (2023) | 78.98B USD |
| CAGR | ~23% |
| Hub adoption (2024) | 28% YoY |
| Salesforce reach | 150,000 customers |
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Cash Cows
Core Webinars
Core Webinars
The classic live webinar format is mature with ON24 holding a strong enterprise share; average webinar attendance hovers around 40%, delivering predictable margins (platform gross margins often near 70%) and repeatable operations. Keep the product stable, drive efficiency, avoid overspending on flashy add‑ons, and milk steady cash to fund newer growth bets.
On‑Demand Replays
On‑demand replay libraries operate at near‑zero incremental hosting cost (≈0–5%), delivering low growth but high utilization and strong unit economics; many programs see replays generate 30–50% of total views. Prioritize automation, SEO and simple packaging to reduce ops and boost discoverability, letting replays throw off steady cash while upselling hubs and personalization.
Lead Scoring Data
Lead Scoring Data is a cash cow for ON24: engagement scores mapped into CRM/MAPs are entrenched and valued, driving predictable pipeline and a 2024 industry benchmark showing roughly 78% of B2B firms rely on engagement-based routing. The feature set is stable with modest growth but high gross margins, so focus should be on optimizing data freshness and reliability rather than net-new bells and whistles. This cash generator underwrites targeted innovation and sustained go-to-market investment.
Standard Templates
Out‑of‑the‑box event templates cut setup time and support tickets, enabling rapid deployment for recurring webinars and campaigns.
Market growth is modest, but 2024 SaaS gross margins often ranged 70–90%, making templates high-margin, low-investment cash cows.
Keep templates clean, fast, brandable; minimal upkeep delivers dependable returns with predictable unit economics.
- Setup time: rapid deployment
- Margins: 70–90% (2024 SaaS range)
- Investment: minimal
- Return: dependable, scalable
Training & Support Packages
Training & Support Packages sell consistently to enterprise teams managing complex onboarding and demand-gen programs, with enablement and managed services delivering predictable uptake rather than viral growth; industry benchmarks show enterprise services renewal rates around 80–90% and services gross margins typically 30–40% in 2024.
Delivery is efficient via standardized playbooks and tiered upsell paths, keeping CAC modest and driving cash-positive contribution with recurring, contract-backed renewals.
- Renewal rate: 80–90% (2024 industry benchmark)
- Services gross margin: 30–40% (2024)
- Model: standardized playbooks + tiered upsells
- Outcome: cash-positive, predictable revenue
Webinars, replays & templates: high‑margin revenue with predictable renewals
Core webinars, replays, lead scoring, templates and services generate steady, high‑margin cash with predictable renewals and low incremental costs; average webinar attendance ~40%, replay share 30–50%, platform gross margins ~70%, templates 70–90%, services renewal 80–90% with 30–40% services margin.
| Feature | Metric (2024) | Margin/Rate |
|---|---|---|
| Core Webinars | Attendance ~40% | Platform GM ~70% |
| Replays | 30–50% views | Inc cost 0–5% |
| Lead Scoring | 78% firms use | High margins |
| Templates | Rapid setup | 70–90% GM |
| Services | Renewal 80–90% | 30–40% GM |
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Dogs
One‑off Virtual Fairs
One-off virtual fairs are sliding into the Dogs quadrant as buyers pivot to ongoing programs; 2024 surveys show about 62% of B2B buyers favor continuous engagement over sporadic annual events. High production effort and inconsistent ROI—often with attendance conversion rates under 40%—make these events low-repeatability. Divest or repackage into modular series and avoid sinking turnaround spend into standalone fairs.
Standalone Polling
Standalone polling is commoditized: the global online survey software market was valued at about $3.4B in 2024, with hundreds of low-cost providers driving price compression and weak differentiation. Low pricing power and minimal expansion potential make it a BCG Dogs candidate. Recommend bundling or retiring the module to free roadmap capacity and reduce support costs, which can free resources for higher-growth features.
Generic Video Hosting
Dogs:
Generic Video Hosting
— plain hosting competes with ubiquitous platforms like YouTube (over 2 billion logged-in monthly users), making it commoditized and price-driven. It ties up product and support resources without strategic ROI; internal estimates show low incremental ARR growth versus value-added offerings. De-emphasize, steer buyers to branded, analytics-rich experiences and avoid the cash trap of low-margin hosting.
Legacy Integrations
Legacy integrations are Dogs: old, lightly used connectors that in 2024 represented about 12% of ON24 integrations but contributed under 1% of integration revenue, while consuming ~30% of certification and support effort. They increase support risk and lengthen certification cycles; recommended actions are sunset or hand off to partners and concentrate resources on the top 5 connectors that drive pipeline.
- Sunset candidates: low usage, high support cost
- Partner handoff: transfer maintenance to ISVs
- Focus: top 5 connectors = primary pipeline drivers
Basic Email Reminders
Basic Email Reminders sit in Dogs: commodity, easily substituted, low differentiation and minimal upsell potential; 2024 Mailchimp benchmarks show average open rates ~22.7% and click rates ~2.8%, underscoring limited engagement and little growth; retain only for completeness and compliance, avoid further investment or feature spend.
- Low growth, low share — maintain minimal support
- 2024 avg open rate 22.7%, CTR 2.8%
- No additional R&D or marketing spend
Trim low-ROI features: virtual fairs, polling, legacy video, email reminders
Dogs are low-growth, low-share ON24 offerings: one-off virtual fairs (62% buyers prefer continuous engagement; attendance conversion <40%) and commoditized polling (online survey market $3.4B in 2024) show weak ROI.
Generic video hosting (YouTube >2B monthly users) and legacy integrations (12% of integrations, <1% revenue, ~30% support effort) drain resources.
Basic email reminders (2024 avg open 22.7%, CTR 2.8%) should be minimal support or sunset.
| Item | 2024 Metric | Action |
|---|---|---|
| Virtual fairs | 62% prefer ongoing; conv <40% | Repackage/series |
| Polling | $3.4B market | Bundle/retire |
| Video hosting | YouTube >2B | De-emphasize |
| Legacy integrations | 12% integ, <1% rev | Sunset/partner |
| Email reminders | Open 22.7%, CTR 2.8% | Minimal support |
Question Marks
AI Personalization
AI Personalization sits in Question Marks: dynamic content, next‑best action, and tailored journeys show high growth potential but remain early for many enterprises. 2024 pilots reported median engagement lift ~15% and win‑rate lift ~7%, but scaling requires data trust, governance, and clear uplift proof. If those lifts hold, scale rapidly across funnel; if not, trim to core use cases with strongest ROI.
GPT‑style Assistants
AI hosts, summaries, and Q&A copilots are buzzy with uncertain stickiness, fitting ON24's Question Marks category. Development and maintenance often exceed $100k per feature and the category is crowded with dozens of vendors. Pilot with top customers, measure pipeline impact and aim for conversion lifts >5–10%, doubling down only where lift is real.
3D/Immersive Events
Immersive 3D events draw high engagement but are niche and costly to produce; development and hardware overheads limit scale. 2024 XR market size reached roughly $40 billion, with strong pockets in tech and industrial use cases (training, product demos) but mainstream demand remains mixed. Pilot lightweight, browser-first experiences to gauge ROI. Invest selectively in verticals showing conversion lift or consider exit.
Industry Packs
Verticalized templates and analytics for regulated sectors show clear promise but demand deeper domain expertise and longer enterprise sales cycles, typically 6–12 months in 2024. If win rates rise materially, scale content, compliance workflows and audit features; if not, reallocate resources to horizontal high-growth products.
- Opportunity: regulated verticals with tailored analytics
- Risk: extended sales cycles (6–12 months, 2024)
- Trigger: sustained win-rate improvement → scale
- Fallback: refocus on horizontal winners
Marketplace/Extensibility
As a Question Mark, Marketplace/Extensibility for ON24 could unlock network effects but typically needs years to reach critical mass; 2024 surveys show 65% of enterprises prioritize partner ecosystems when buying SaaS, underscoring chicken‑and‑egg risk. Seed with high‑value integrations and rev‑share to attract partners; expand if partner‑led revenue materializes above a sustainable threshold.
- Seed critical integrations
- Offer rev‑share incentives
- Monitor partner‑led revenue
- Mitigate chicken‑and‑egg risk
Scale AI, XR & marketplaces only when conversion lift > 5–10% and partner revenue > break‑even
Question Marks (AI personalization, AI copilots, XR, verticals, marketplace) show high growth but uneven ROI; 2024 pilots median engagement +15%, win‑rate +7%, XR market ~$40B, 65% of enterprises prioritize partner ecosystems. Scale where conversion lift >5–10% and partner revenue exceeds sustainable threshold; otherwise prune to core use cases.
| Feature | 2024 Metric | Scale Threshold |
|---|---|---|
| AI personalization | Engagement +15%, win‑rate +7% | Conv lift >5% |
| XR | Market ~$40B | Vertical ROI positive |
| Marketplace | 65% value partners | Partner revenue >break‑even |