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.