ON24, a leading intelligent engagement platform for B2B sales and marketing, released its 2025 Digital Engagement Benchmarks Report, analyzing millions of B2B professionals’ interactions with digital experiences in 2024. The report highlights how webinars, virtual events and digital experiences in conjunction with AI-generated content and personalization from these experiences are significantly increasing customer engagement and accelerating pipeline growth.

“The data clearly shows that B2B marketing is entering a new era where AI and personalization are not just nice-to-haves but essential drivers of success”

The report found that audience engagement with AI-generated content from webinars soared by more than 7X in 2024, a figure far higher than the 3X growth in AI content creation over the same period. This surge in engagement demonstrates that B2B audiences are not only accepting AI-generated content but actively seeking it out. Additionally, personalized experiences showed performance improvements, with marketers seeing 4X more demo requests compared to generic experiences.

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“The data clearly shows that B2B marketing is entering a new era where AI and personalization are not just nice-to-haves but essential drivers of success,” said Mark Bornstein, VP of Marketing, ON24. “Marketers that have integrated personalization are achieving record engagement and conversion rates. As we move further into 2025, the gap between companies embracing these innovations and those that don’t will only continue to widen.”

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Additional key findings from the report include:

• Buyers are more engaged than ever – Live chat interactions with sales reps rose 51%, signaling increased buyer intent during digital experiences.
• Personalization boosts conversions – Marketers using personalized experiences saw demo bookings rise by 4X, 48% higher calls-to-action (CTA) conversion rates and 62% more webinar and virtual event attendees than those without.
• Automation expands reach and engagement – Businesses using automated nurture sequences drove 69% higher on-demand attendance and 32% more webinar attendees overall.
• On-demand viewing continues to rise – 45% of attendees opted to watch webinars on-demand, reinforcing the need for flexible content consumption.