Meetings, events, and hospitality technology provider Cvent today announced the completion of its acquisition of ON24, a webinar and digital engagement platform for B2B enterprise marketing.

The acquisition advances Cvent’s vision to digitize the Total Event Program (TEP) and deliver one connected platform for organizations to manage every format, whether internal or external, in-person, hybrid, or virtual and webinars. By adding ON24’s intelligent digital engagement capabilities, Cvent enables a true event-led growth strategy, where every touchpoint generates connected first-party data that organizations can activate to drive pipeline and revenue year-round.

Continued investment in ON24

Cvent plans to continue to invest in and grow the ON24 platform with a focus on AI and its enterprise-grade reliability and compliance standards. Organizations that rely on ON24 for webinars and digital engagement can expect the same industry-leading experience strengthened by Cvent’s direct investment, AI innovation, and a broader vision for how events and webinars work together to power growth.

Marketers will benefit by running a more unified engagement strategy across webinars, digital experiences and in-person events — capturing and connecting rich first party data across event formats, while simplifying their event tech and MarTech stack.

“The way organizations engage audiences, fuel demand and build long-term brand loyalty has fundamentally changed, and the Total Event Program is how today’s marketers are keeping pace,” said Reggie Aggarwal, founder and CEO of Cvent. “In-person, hybrid, webinars and digital experiences all have to work together to drive real business results. Bringing ON24 into the Cvent portfolio is the next step in delivering on that vision and enabling organizations to accelerate growth through events.”

“Today marks an exciting next phase for ON24,” said Sharat Sharan, co-founder, chairman and CEO of ON24. “ON24 has built a powerful, AI-driven intelligent engagement platform and B2B brand that businesses trust to drive growth and deliver meaningful customer experiences on a global scale. This transaction reflects the strength of that foundation and the value we have created for our customers. Together, Cvent and ON24 will drive the industry forward, bringing digital and in-person engagement into a unified, intelligent experience that helps organizations connect with their audiences across every stage of their journey.”