ON24, Inc. (ONTF): Modelo de Negócios Canvas [Jan-2025 Atualizado]

No mundo dinâmico do engajamento digital, a ON24, Inc. (ONTF) surge como uma força transformadora, revolucionando como as empresas se conectam, se comunicam e convertem o público por meio da tecnologia de eventos virtuais de ponta. Ao misturar perfeitamente experiências interativas com poderosa análise de dados, o ON24 fornece às empresas uma plataforma inovadora que transcende as limitações tradicionais de webinar e eventos digitais, permitindo que as organizações gerem leads de alta qualidade, rastreem interações em tempo real e forneçam experiências de conteúdo personalizadas que geram significativas Resultados de negócios em diversas indústrias.

ON24, Inc. (ONTF) - Modelo de negócios: Parcerias -chave

Integrações de tecnologia estratégica

On24 mantém parcerias de tecnologia estratégica com:

Parceiro	Detalhes da integração	Ano estabelecido
Salesforce	Integração da plataforma CRM	2018
Microsoft Dynamics	Conexão de software corporativo	2019
HubSpot	Integração de automação de marketing	2020

Parcerias de infraestrutura em nuvem

Amazon Web Services (AWS) Serve como o principal parceiro de infraestrutura em nuvem para o ON24, fornecendo:

• Recursos de computação em nuvem escaláveis
• Rede global de data center
• Infraestrutura de segurança e conformidade

Colaborações de tecnologia de marketing e análise

Parceiro de tecnologia	Foco de colaboração	Recursos de integração
Google Analytics	Tráfego da Web e rastreamento de engajamento	Medição de desempenho
Marketo	Automação de marketing	Rastreamento de geração de leads

Enterprise Software e parcerias de plataforma CRM

O ON24 estabeleceu parcerias com os provedores de software corporativo:

• SEIVA
• Oráculo
• Zendesk
• Quadro

Essas parcerias permitem a integração de dados perfeitas e as soluções de webinars corporativas aprimoradas.

ON24, Inc. (ONTF) - Modelo de Negócios: Atividades -chave

Desenvolvimento de plataforma de tecnologia de eventos virtuais e híbridos

A ON24 investiu US $ 41,8 milhões em despesas de pesquisa e desenvolvimento em 2022, com foco no aprimoramento da plataforma e inovação tecnológica.

Métricas de desenvolvimento da plataforma	2022 dados
Despesas de P&D	US $ 41,8 milhões
Recursos da plataforma	12 ferramentas principais de engajamento interativo
Atualizações anuais da plataforma	3-4 Principais lançamentos

Criação de engajamento digital e soluções de webinar

O ON24 gerou US $ 190,1 milhões em receita total para o ano fiscal de 2022, com contribuições significativas das soluções de engajamento digital.

• Plataforma de webinar suportando mais de 150 usuários simultâneos
• Recursos de personalização de conteúdo integrados
• Recursos de interação do público em tempo real

Inovação contínua de produtos de software

Métricas de inovação	2022-2023 dados
Aplicações de patentes	7 novas patentes de tecnologia
Ciclos de aprimoramento de produtos	Atualizações trimestrais de software
Investimento de inovação	23% da receita total

Experiência do cliente e gerenciamento interativo de conteúdo

O ON24 suporta mais de 2.000 clientes corporativos em vários setores com soluções avançadas de gerenciamento de conteúdo.

• Mecanismo de personalização de conteúdo
• Suporte de vários idiomas
• Algoritmos avançados de recomendação de conteúdo

Análise de dados e rastreamento de engajamento

Recursos de análise	Métricas
Rastreamento de engajamento em tempo real	Mais de 30 pontos de dados de engajamento por sessão
Processamento anual de dados	Mais de 2 petabytes de dados de engajamento
Modelos de aprendizado de máquina	5 modelos de análise preditiva

On24, Inc. (ONTF) - Modelo de Negócios: Recursos -Principais

Evento virtual proprietário e tecnologia de streaming de webinar

A partir do quarto trimestre 2023, o On24 mantém um Plataforma de streaming baseada em nuvem Processando mais de 60.000 eventos virtuais anualmente.

Métrica de tecnologia	Especificação
Capacidade de streaming	Até 100.000 participantes simultâneos
Suporte de resolução de vídeo	Streaming 4K e HD
Data Centers globais	6 locais de infraestrutura redundantes

Grande plataforma de engajamento digital baseado em nuvem

A plataforma da ON24 suporta recursos abrangentes de engajamento digital.

• Ferramentas de interação do público em tempo real
• Personalização avançada de conteúdo
• Suporte de eventos em vários idiomas

Equipes de engenharia e desenvolvimento de produtos

A partir de 2023, o ON24 emprega aproximadamente 250 profissionais de engenharia.

Composição da equipe	Número
Engenheiros de software	175
Gerentes de produto	35
Designers UX/UI	40

Dados de envolvimento do cliente e análise

On24 processos 2,5 bilhões de dados de dados de engajamento anualmente.

• Insights movidos a aprendizado de máquina
• Rastreamento de comportamento do público em tempo real
• Algoritmos avançados de pontuação de leads

Infraestrutura de SaaS escalável

Métricas de infraestrutura a partir de 2023:

Parâmetro de infraestrutura	Especificação
Tempo de atividade anual da plataforma	99.99%
Regiões de rede global	12 regiões
Provedores de serviços em nuvem	AWS, Azure

ON24, Inc. (ONTF) - Modelo de Negócios: Proposições de Valor

Experiências interativas de eventos digitais para empresas globais

O ON24 fornece plataformas de eventos digitais que atendem a mais de 2.000 clientes corporativos em mais de 50 países. A plataforma suporta mais de 10.000 eventos virtuais e híbridos anualmente.

Tipo de evento	Volume anual	Participantes médios
Webinars	8,500	250-500
Conferências virtuais	750	1,000-2,500
Eventos híbridos	750	500-1,500

Ferramentas avançadas de envolvimento do público e geração de leads

A plataforma do On24 gera 4,5 milhões de leads qualificados anualmente para clientes corporativos.

• Capacidades de interação do público em tempo real
• Mecanismos de pesquisa interativa
• Gerenciamento de perguntas e respostas
• Rastreamento de engajamento de conteúdo

Dados em tempo real e análise para desempenho de marketing

Métrica de análise	Capacidade de rastreamento
Taxa de engajamento do público	98% de rastreamento abrangente
Consumo de conteúdo	Insights de espectador minuto a minuto
Pontuação de chumbo	Pontuação comportamental automatizada

Soluções de eventos virtuais e híbridos flexíveis

A plataforma suporta vários formatos de eventos com 99,7% de confiabilidade no tempo de atividade.

• Repositórios de conteúdo sob demanda
• Recursos de transmissão ao vivo
• Suporte de vários idiomas
• Rede global de entrega de conteúdo

Recursos personalizados de entrega de conteúdo e interação do público

Oferece experiências de conteúdo personalizadas com 87% da taxa de personalização do público.

Recurso de personalização	Nível de personalização
Recomendações de conteúdo	Correspondência orientada a IA
Experiências interativas	Personalização em tempo real
Rastreamento de engajamento	Insights individuais do usuário

On24, Inc. (ONTF) - Modelo de Negócios: Relacionamentos do Cliente

Plataforma on-line de autoatendimento e suporte

O ON24 fornece a uma plataforma digital os seguintes recursos de autoatendimento:

Recurso	Detalhes
Base de conhecimento online	350+ artigos e tutoriais de auto-ajuda
Documentação do usuário	Recursos digitais acessíveis 24/7
Guias de vídeo	87 tutoriais em vídeo instrucional

Gerenciamento dedicado ao sucesso do cliente

A estratégia de relacionamento com o cliente inclui:

• Gerenciamento de contas personalizado para clientes corporativos
• Reuniões trimestrais de revisão de negócios
• Gerentes de sucesso dedicados para contas acima de US $ 50.000 ARN

Programas abrangentes de integração e treinamento

Tier integrado	Serviços	Custo
Basic	Configuração padrão da plataforma	Incluído na assinatura
Premium	Integração personalizada e treinamento avançado	$2,500 - $5,000

Serviços de suporte técnico e consulta

Os canais de suporte incluem:

• Horário de resposta de suporte por e -mail: 4 horas
• Suporte telefônico para clientes corporativos
• Equipe de consulta técnica dedicada

Base de conhecimento e recursos orientados pela comunidade

Recurso da comunidade	Métricas
Fórum Comunitário Online	5.200 usuários registrados
Centro de Recursos de Webinar	237 sessões de treinamento sob demanda
Blog de sucesso do cliente	Leitores mensais: 12.500

On24, Inc. (ONTF) - Modelo de Negócios: Canais

Equipe de vendas da empresa direta

O ON24 mantém uma equipe de vendas corporativa especializada, direcionada aos clientes do mercado intermediário e de grandes empresas. A composição da equipe de vendas a partir do quarto trimestre 2023:

Métrica da equipe de vendas	Valor
Total de representantes de vendas empresariais	87
Cota média de vendas anual por representante	US $ 1,2 milhão
Cobertura geográfica	América do Norte, EMEA, APAC

Marketing Digital Online

Os canais de marketing digital para o ON24 incluem:

• Publicidade direcionada do LinkedIn
• Campanhas de pesquisa do Google anúncios
• Publicidade programática de exibição

Métrica de marketing digital	2023 desempenho
Gastos de marketing digital	US $ 4,3 milhões
Leads qualificados de marketing gerados	3,742
Taxa de conversão	2.7%

Site da empresa e demonstrações de produtos

A ON24 utiliza seu site corporativo para geração de leads e demonstrações de produtos.

Métrica de desempenho do site	2023 dados
Visitantes mensais do site	127,500
Solicitações de demonstração de produto grátis	1,856
Taxa de conversão do site	3.2%

Redes de referência de parceiros de tecnologia

Detalhes do ecossistema de parceiros para ON24:

• Total Technology Partners: 42
• Tipos de parceiro: CRM, automação de marketing, gerenciamento de eventos

Métrica de rede de parceiros	Valor
Receita de referências de parceiros	US $ 6,2 milhões
Comissão Média de Parceiros	15%
Taxa de engajamento de parceiro ativo	68%

Publicidade digital e marketing de conteúdo

Marketing de conteúdo e métricas de estratégia de publicidade digital:

Métrica de marketing de conteúdo	2023 desempenho
Webinars produzidos	412
Downloads de conteúdo	24,700
Gastos com marketing de conteúdo	US $ 2,1 milhões

ON24, Inc. (ONTF) - Modelo de negócios: segmentos de clientes

Departamentos de marketing de grande empresa

O ON24 tem como alvo grandes departamentos de marketing corporativo com receita anual normalmente superior a US $ 500 milhões. A partir de 2023, a empresa atende aproximadamente 1.900 equipes de marketing em nível corporativo em todo o mundo.

Segmento de mercado	Número de clientes	Gasto médio anual
Departamentos de marketing da Fortune 500	750	$125,000 - $350,000
Equipes de marketing global 2000	1,150	$85,000 - $250,000

Empresas de tecnologia B2B

O ON24 serve aproximadamente 850 empresas de tecnologia B2B em vários setores de tecnologia.

• Empresas de software como serviço (SaaS): 425 clientes
• Provedores de computação em nuvem: 210 clientes
• Empresas de software corporativo: 215 clientes

Organizações de Serviços Financeiros

Os serviços financeiros representam um segmento importante de clientes com 680 clientes ativos em 2023.

Setor financeiro	Número de clientes	Uso típico da plataforma
Bancos de investimento	175	Webinars, eventos virtuais
Companhias de seguros	265	Treinamento, envolvimento do cliente
Empresas de tecnologia financeira	240	Lançamentos de produtos, demos

Indústrias de saúde e farmacêuticos

O ON24 serve 540 organizações de saúde e farmacêuticos em 2023.

• Empresas farmacêuticas: 310 clientes
• Provedores de saúde: 155 clientes
• Fabricantes de dispositivos médicos: 75 clientes

Instituições educacionais e organizações de treinamento profissional

O segmento educacional e de treinamento inclui 420 clientes ativos em 2023.

Tipo institucional	Número de clientes	Uso da plataforma primária
Universidades	180	Aprendizagem on -line, conferências
Programas de treinamento corporativo	240	Desenvolvimento profissional

On24, Inc. (ONTF) - Modelo de Negócios: Estrutura de Custo

Investimentos de pesquisa e desenvolvimento

Para o ano fiscal de 2022, a ON24, Inc. relatou despesas de pesquisa e desenvolvimento de US $ 35,8 milhões, representando 35,1% da receita total.

Ano fiscal	Despesas de P&D	Porcentagem de receita
2022	US $ 35,8 milhões	35.1%
2021	US $ 38,4 milhões	36.5%

Infraestrutura em nuvem e manutenção de tecnologia

Os custos anuais de infraestrutura em nuvem e manutenção de tecnologia para ON24 foram de aproximadamente US $ 12,5 milhões em 2022.

• Amazon Web Services (AWS) de hospedagem de infraestrutura
• Atualizações contínuas da plataforma
• Manutenção de segurança cibernética

Despesas de vendas e marketing

As despesas de vendas e marketing para o ON24 totalizaram US $ 52,3 milhões no ano fiscal de 2022, representando 51,2% da receita total.

Categoria de despesa	2022 quantidade	Porcentagem de receita
Vendas e marketing	US $ 52,3 milhões	51.2%

Compensação de funcionários e aquisição de talentos

A compensação total dos funcionários para o ON24 foi de US $ 64,7 milhões em 2022, incluindo salários, benefícios e compensação baseada em ações.

• Compensação média dos funcionários: US $ 145.000
• Total Headcount: 443 funcionários
• Compensação baseada em ações: US $ 8,2 milhões

Suporte ao cliente e infraestrutura de serviço

Os custos de suporte ao cliente e infraestrutura de serviço foram de aproximadamente US $ 8,6 milhões no ano fiscal de 2022.

Canal de suporte	Custo anual
Suporte técnico	US $ 5,3 milhões
Equipe de sucesso do cliente	US $ 3,3 milhões

ON24, Inc. (ONTF) - Modelo de negócios: fluxos de receita

Preços de plataforma SaaS baseados em assinatura

O ON24 oferece preços de assinatura em camadas para seu evento virtual e plataforma de webinar. A partir do quarto trimestre 2023, a empresa relatou a seguinte estrutura de preços de assinatura:

Nível	Faixa anual de preços	Principais recursos
Iniciante	$6,000 - $12,000	Recursos de webinar básicos
Profissional	$12,000 - $24,000	Ferramentas de engajamento avançadas
Empresa	$24,000 - $50,000+	Recursos completos da plataforma

Taxas de licenciamento corporativo

O licenciamento corporativo representa um fluxo de receita significativo para o ON24. Em 2023, o licenciamento corporativo representou aproximadamente 65% da receita total.

• Valor médio do contrato corporativo: US $ 75.000 - US $ 150.000 anualmente
• Opções de contrato de vários anos disponíveis
• Preços personalizados para implantações em larga escala

Modelos de preços baseados em uso

On24 implementa preços adicionais baseados em uso para:

Métrica de uso	Estrutura de preços
Participantes do webinar	$ 5 - US $ 15 por participante adicional
Capacidade de armazenamento	$ 0,50 - US $ 2 por GB além da alocação base
Assentos de usuário adicionais	$ 500 - US $ 1.500 por assento adicional

Serviços profissionais e consultoria

Repartição da receita de serviços profissionais para 2023:

• Receita total de serviços profissionais: US $ 12,3 milhões
• Consultoria de implementação: US $ 6,5 milhões
• Serviços de integração personalizados: US $ 3,8 milhões
• Treinamento e integração: US $ 2 milhões

Atualizações adicionais de recurso e capacidade

Os fluxos de receita de atualização incluem:

Categoria de atualização	Receita média anual
Análise avançada	$3,000 - $7,500
Insights movidos a IA	$4,500 - $10,000
Ferramentas de engajamento aprimoradas	$2,500 - $6,000

ON24, Inc. (ONTF) - Canvas Business Model: Value Propositions

You're looking at how ON24, Inc. (ONTF) creates value for its B2B customers by turning digital interactions into measurable business results. This isn't just about hosting; it's about capturing intent and driving pipeline.

Transforms digital events into global, omni-channel campaigns

ON24, Inc. helps you take a single piece of content and make it work everywhere. This is heavily supported by their recent AI translation capabilities. For instance, the launch of ON24 Translate in August 2025 allows marketers to transform a single webinar or virtual event into a multi-language global campaign.

The platform supports AI-powered translations in over 60+ languages for both real-time and on-demand content. This capability is key to expanding reach without incurring the typical production costs associated with localization.

Captures rich first-party engagement data and buying signals

The core value here is moving beyond simple attendance to understanding what people do. You get first-party data directly from every interaction. In 2024, for example, each webinar powered by the platform generated over 300 individual interactions.

These interactions translate directly into buying signals. In 2024, content hubs saw a 37% rise in contact us requests and a 44% increase in demo requests. You use this data to identify intent, which is critical when you know that 69% of software buyers globally engage a salesperson only after deciding on a purchase.

Here's a snapshot of the engagement depth ON24, Inc. customers capture, based on 2024 benchmark data:

Engagement Metric	Average Value (2024 Data)
Average Attendees Per Webinar	216
Average Engagement Time Per Attendee	51 minutes
Average Poll Responses Per Webinar	130
Engagement Rate YOY Increase	9%

Drives cost-effective revenue growth for B2B sales and marketing

The platform's mission is explicitly tied to driving cost-effective revenue growth for B2B operations. The financial structure supports this focus on recurring revenue and efficiency. As of September 30, 2025, the total Annual Recurring Revenue (ARR) stood at $124.5 million, with the Core Platform ARR at $122.4 million.

Management's guidance for the full year 2025 projects total revenue in the range of $138.6 million to $139.2 million. Furthermore, the company is showing improved cash flow; for Q3 2025, they generated $2.5 million in net cash from operating activities, resulting in $2.2 million in free cash flow.

AI-powered content automation and machine translation into 60+ languages

The integration of AI is a major value driver, significantly boosting engagement over manual content. Audience engagement with AI-generated content from webinars soared by more than 7X in 2024.

The ON24 Translate feature, launched in August 2025, is the concrete example of this automation, providing AI-powered translations into 60+ languages for live and on-demand content. This means you can reuse assets globally instantly.

Delivers personalized, compliant digital experiences at scale

Personalization directly impacts conversion, which is how you scale impact. Marketers using personalized experiences saw demo bookings rise by 4X. Also, the conversion rate across Call-to-Actions (CTAs) was 48% higher when personalization was applied versus when it was not.

This personalization scales well, as evidenced by the attendance lift: businesses using personalization saw 62% more webinar and virtual event attendees compared to those who didn't. You get this scale while maintaining compliance, as the platform is recognized as a leader in the Enterprise Webinar Platform category in the G2 Fall 2025 Report, achieving a 100 satisfaction score.

Finance: review the Q4 2025 revenue guidance of $33.9 million to $34.5 million against current pipeline velocity by Monday.

ON24, Inc. (ONTF) - Canvas Business Model: Customer Relationships

You're managing relationships across a customer base that clearly values enterprise-grade scale and AI-driven insights, so the approach has to be tiered.

Dedicated account management for $100K+ ARR enterprise clients is central, given the concentration of value in this segment. As of Q3 2025, 311 customers contributed over $100,000 in total ARR. This cohort represented approximately two-thirds of total ARR as of Q2 2025, or 66% of ARR. The focus here is clearly on deepening these relationships, as evidenced by the average Core ARR per customer reaching approximately $80,000 at the end of Q2 2025, the highest ever reported. The $100K+ ARR customer base grew by five net new customers in Q2 2025 alone.

Here are the key enterprise and platform adoption metrics as of mid-2025:

Metric	Q1 2025 Value	Q2 2025 Value	Q3 2025 Value
Total Customers	1,604	1,566	1,666
Customers with >$100K ARR	299	Grew by five net new	311
Percentage of ARR in Multi-year Agreements	Record Quarter	51% or >50%	Exceeded 50%
Customers Using 2+ Products	All-time high	All-time record	Reached an all-time record

High-touch sales and customer success for multi-product adoption directly supports the drive for deeper platform usage. The fact that customers using 2+ Products reached an all-time record in Q2 2025 suggests that the customer success teams are effectively driving expansion use cases. Furthermore, the launch of AI-powered ACE solutions saw a mid-teens percentage of customers paying for the feature by Q2 2025, indicating a successful high-touch upsell motion for new, high-value capabilities.

For the broader base of platform users, the ON24 platform is described as user friendly, which supports a degree of self-service and support for platform users. The company has also launched new tools like ON24 Translate, which supports 64 languages, helping customers with global reach and localization without necessarily requiring a dedicated high-touch engagement for every new market.

The focus on improving gross retention is a clear priority, with in-period gross retention hitting a four-year high in Q2 2025. This stability is particularly pronounced in regulated industries, which are a growing focus area. Regulated industries, including financial services and life sciences, now account for 50% of ON24's business, up significantly from 33-34%. This segment shows high gross retention rates, reported as close to 90% in Q3 2025. Also, more than 50% of ARR was in multi-year agreements by Q2 2025, signaling increased customer commitment and stability.

Finance: review the Q4 2025 budget allocation for Account Management headcount against the 311 high-value accounts by Friday.

ON24, Inc. (ONTF) - Canvas Business Model: Channels

You're looking at how ON24, Inc. gets its platform and services into the hands of its enterprise customers as of late 2025. It's a mix of high-touch sales and digital self-service, supported by specific partnerships.

Direct enterprise sales force and field marketing teams are central to landing and expanding within large accounts. The company's go-to-market motion is enterprise-focused, with a significant portion of spend dedicated here. For the third quarter of 2025, Sales and Marketing expense totaled $14.4 million, which represented 42% of total revenue for that period. The focus on regulated sectors, which now make up 50% of its business, is supported by this direct engagement model.

The online platform access and self-service portal is the core delivery mechanism for the subscription revenue. The company reported total subscription and other platform revenue was $32 million in the third quarter of 2025. Furthermore, adoption of newer features shows this channel's effectiveness; nearly one in five customers now pay for ON24's AI offerings.

For audience acquisition, ON24, Inc. has a strategic integration with LinkedIn Events. Management specifically highlighted this recent partnership as a driver for the next generation of event marketing. This integration supports the broader digital marketing approach that includes targeted advertising and content marketing across various platforms.

Professional Services for implementation and customization provide necessary support for complex enterprise deployments. For the full fiscal year 2025, ON24, Inc. expects this service revenue to represent approximately 7.5% to 8% of total revenue. Looking at the most recent reported quarter, Q3 2025, Professional Services revenue was $2.6 million, which was about 8% of the total revenue of $34.6 million.

Here's a quick look at the financial scale related to these channels as of the third quarter of 2025:

Channel/Metric Component	Financial Value (Q3 2025)	Percentage of Total Revenue (Q3 2025)
Total Revenue	$34.6 million	100%
Subscription and Other Platform Revenue	$32 million	Approx. 92.5%
Professional Services Revenue	$2.6 million	Approx. 8%
Sales and Marketing Expense	$14.4 million	42%

The company's overall channel strategy is clearly weighted toward recurring subscription revenue delivered through the platform, supplemented by high-value professional services and direct sales engagement for enterprise clients. Key metrics showing channel effectiveness include:

• Nearly one in five customers now pay for AI solutions.
• Regulated sectors now account for 50% of its business.
• Full Year 2025 Total Revenue guidance is between $138.6 million to $139.2 million.
• The platform supports over 10,000 virtual and hybrid events annually, according to prior data.

ON24, Inc. (ONTF) - Canvas Business Model: Customer Segments

You're looking at the core of ON24, Inc.'s revenue engine, which is heavily weighted toward large, complex organizations that need deep engagement data. This focus on the enterprise segment is clear when you look at the financial metrics they are reporting as of late 2025.

The customer base is clearly segmented by size, complexity, and regulatory environment. ON24, Inc. explicitly targets Global Enterprise companies where B2B sales cycles are long and require significant, measurable engagement to progress pipeline. This is supported by the high stickiness and commitment seen across the base.

The focus on Regulated Industries is a major strategic pillar. As of the end of Q3 2025, this segment now accounts for a significant 50% of ON24, Inc.'s total business, a substantial increase from the 33-34% reported previously. This vertical focus shows high retention, with gross retention rates in these sectors close to 90%.

The platform is embedded within some of the largest players globally, particularly in the technology and pharmaceutical sectors. ON24, Inc. serves a high-value cohort within these areas:

• 3 of 6 Largest global software companies.
• 3 of 6 Largest global pharmaceutical companies.
• 3 of 5 Top Global Industrial Companies.
• 4 of 5 Top global asset management firms.

The financial commitment from these customers validates the enterprise focus. You can see the average core Annual Recurring Revenue (ARR) per customer hit a record high of over $80,000 at the end of Q3 2025. This high dollar value per customer is a key indicator of the enterprise segment's importance. Furthermore, the percentage of ARR tied up in multi-year contracts reached its highest ever level at the end of Q3.

Here's a quick look at the high-value customer profile metrics as of Q3 2025:

Metric	Value as of Q3 2025
Average Core ARR per Customer	Over $80,000
Regulated Industries Share of Business	50%
Customers Paying for AI Offerings	Close to one in five
Total ARR	$124.5 million
Customers Using Two or More Products	All-time high

The trend shows these customers aren't just buying the base platform; they are expanding usage. The metric for customers using two or more ON24, Inc. products also hit an all-time high at the end of Q3. This deep adoption, especially with nearly one in five customers now paying for AI solutions, shows the customer segment is actively integrating more of the platform's capabilities into their go-to-market motions. If onboarding takes 14+ days, churn risk rises, but the high ARR suggests these customers have the resources to manage complex implementations.

Finance: draft 13-week cash view by Friday.

ON24, Inc. (ONTF) - Canvas Business Model: Cost Structure

You're looking at the cost side of the ON24, Inc. platform, which is heavily weighted toward maintaining a competitive, intelligent engagement offering. The primary cost drivers reflect a focus on technology investment and managing the go-to-market engine.

High investment in Technology and Development (R&D) for AI features is a clear priority. The company is pushing its AI capabilities, with nearly one in five customers now paying for AI-enabled offerings as of the third quarter of 2025. This investment is necessary to keep the platform current and drive expansion revenue, though it contributes to the overall GAAP cost base.

Sales and Marketing (S&M) expenses are being actively managed for efficiency. While the specific Q3 2025 S&M dollar amount isn't explicitly stated in the latest reports, management detailed that S&M spend is down materially since 2022, citing a $10 million quarterly reduction achieved through AI deployment and resource reallocation without hurting enterprise account growth. The target for S&M as a percentage of revenue is set for the mid-30s within 12 months and the low-30s within two years, which supports margin accretion.

Cost of Revenue to maintain platform and cloud infrastructure is kept relatively lean due to strong gross margins. For the third quarter of 2025, the non-GAAP gross margin remained strong at 76%. This means that for every dollar of revenue, only about 24 cents went to the direct costs of running the platform, including cloud services.

Personnel costs for global operations and customer support are embedded within the operating expenses, contributing to the GAAP loss figures. ON24 maintains offices globally across North America, EMEA, and APAC to support its enterprise customer base, which includes 4 of the 6 largest global software companies. Efforts to streamline operations, including the deployment of AI tools, are aimed at improving efficiency across these functions.

Restructuring charges related to cost-control measures are a specific, though non-recurring, cost component. For the fourth quarter of 2025, ON24 guided for a restructuring charge in the range of $0.5 million to $0.8 million, which is excluded from non-GAAP metrics, reflecting ongoing efforts to optimize the cost structure.

Here's a quick look at the key Q3 2025 financial results that frame the cost structure:

Metric (in thousands, except percentages)	Q3 2025 Actual	Context/Guidance
Total Revenue	$34,600	Up against Q4 2025 guidance midpoint of $34.2 million
Non-GAAP Gross Margin	76%	Implies Cost of Revenue (non-GAAP) of approximately $8,304
GAAP Operating Loss	($8,000)	Narrowed from ($13,300) in Q3 2024
Non-GAAP Operating Loss	($400)	Implies operating costs were well-managed relative to revenue
Adjusted EBITDA	$700	Positive for the quarter
Q4 2025 Restructuring Charge (Guidance)	$500 to $800	Excluded from non-GAAP results

The overall cost management strategy is evident in the shift from GAAP losses to positive non-GAAP profitability and free cash flow. You can see the impact of these cost controls in the operating results:

• GAAP Operating Loss narrowed to $8.0 million in Q3 2025.
• Non-GAAP Operating Loss was only $0.4 million.
• Net cash provided by operating activities was $2.5 million.
• Free cash flow was positive at $2.2 million.

The company's cash position remains a strong buffer, with cash, cash equivalents, and marketable securities totaling $175.2 million as of September 30, 2025. Finance: draft 13-week cash view by Friday.

ON24, Inc. (ONTF) - Canvas Business Model: Revenue Streams

You're looking at how ON24, Inc. actually brings in the money, which is key for understanding its platform value. The core of the revenue engine is definitely the recurring software access.

Primary revenue from Subscription-based platform access (ARR)

The main money maker is the Annual Recurring Revenue (ARR) from platform subscriptions. This figure represents the annualized value of all subscription contracts at the end of the period and, importantly, it excludes professional services and overage usage fees. As of the end of the third quarter of 2025, ON24, Inc. reported a Total ARR of $124.5 million. Drilling down further, the ARR specifically related to the core platform was $122.4 million at that same point. This subscription base is the foundation of the financial outlook.

The structure of this recurring revenue is getting stickier, too. Management highlighted a record quarter for the percentage of ARR in multi-year agreements, with over 50% of ARR now in multi-year contracts.

Here's a quick look at the Q3 2025 revenue snapshot that feeds the full-year expectation:

Revenue Component (Q3 2025)	Amount	Percentage of Total Revenue
Total Revenue	$34.6 million	100%
Total Subscription and other platform revenue	$32 million	Approximately 92.5%
Total professional services revenue	$2.6 million	Approximately 8%

Full-year 2025 total revenue guidance is $138.6 million to $139.2 million

Looking ahead for the full fiscal year 2025, ON24, Inc. is guiding total revenue to land between $138.6 million and $139.2 million. This guidance encompasses all sources, including their Virtual Conference product. The Core Platform Revenue, which bundles the subscription access with services, is expected to fall within a tighter range of $136.0 million to $136.6 million for the full year.

Revenue from professional services and overage usage fees

While the bulk comes from subscriptions, professional services are a consistent, smaller contributor. For the full year 2025, professional services are expected to represent between 7.5% and 8% of total revenue. In the third quarter, professional services revenue was $2.6 million, which aligned with that 8% expectation for the quarter. Overage usage fees are part of the total platform revenue but are explicitly excluded from the definition of ARR, meaning they are variable revenue on top of the base subscription.

Potential future monetization from LinkedIn audience products

ON24, Inc. is actively building new revenue vectors through strategic partnerships. They recently partnered with LinkedIn to drive the next generation of event marketing. This collaboration allows customers to:

• Create ON24-hosted experiences and push them directly to LinkedIn Events.
• Enable LinkedIn registration forms that sync registrants into ON24.
• Run event ad promotions on LinkedIn to scale audience reach.

This integration is foundational for future monetization by helping organizations attract the right audiences and build deeper engagement, which should translate into higher platform usage and potentially new service tiers or usage-based fees down the line.

Expected non-GAAP net income per share of $0.05 to $0.06 for FY2025

On the profitability side, the expectation for the full year 2025 is a non-GAAP net income per share in the range of $0.05 to $0.06 per share. This calculation is based on an estimated 45 million diluted shares outstanding for the year. To be fair, this guidance also comes with an expected non-GAAP operating loss in the range of $4.2 million to $3.6 million for the full year 2025.

Finance: review the Q4 revenue forecast against the $138.6M floor by next Tuesday.