ON24 announces new integrations with Drift

Virtual events and conversational marketing are teaming up to deliver cross-channel insights into prospective buyer engagement.

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Virtual events and webinar platform ON24 has announced new integrations with conversational marketing platform Drift. ON24, which went public in 2021, offers marketers insights based on engagement data gathered through virtual and hybrid events created on its platform. Drift supports personalized website engagement, especially via AI-powered chatbots, for the B2B market.

The new integrations will permit real-time Drift conversational data to be matched to ON24 first-party engagement data, enabling engagement to be tracked across marketing and sales channels. Drift chatbot data will be available in ON24’s webinar, on-demand engagement and content management solutions (Webcast Elite, Engagement Hub and Target).

Why we care. We predicted that one major trend in B2B coming out of 2021 will be the flexibility of B2B buyers in terms of how and when they engage and which channels they use. Virtual (and hybrid) events will continue to dominate this year and insights into conversations buyers are having during those events and in response to them should be valuable to both marketing and sales teams.


About the author

Kim Davis
Kim Davis is currently editor at large at MarTech. Born in London, but a New Yorker for almost three decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Shortly thereafter he joined Third Door Media as Editorial Director at MarTech.

Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

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