ON24 vs BigMarker: Tactical Platform Choice for B2B Webinar ROI
By Ashutosh Kumar Singh · Published · 5 min read
Quick answer: ON24 delivers enterprise-grade analytics and a 60% registration-to-attendee conversion (ON24 reports), while BigMarker offers a lower-cost, interactive suite that averages 50-55% response rates during business-hour webinars (Zoom citing BigMarker). If you need deep ROI reporting and can afford the price, ON24 wins; if you need flexibility, community tools, and tighter budgets, BigMarker is the pragmatic pick.
1. Core feature matrix that matters to B2B marketers
| Feature | ON24 | BigMarker |
|---|---|---|
| Average engagement time per attendee | 49 minutes (ON24 reports) | |
| Built-in community & networking | Limited (requires add-ons) | Integrated community rooms, polls, and breakout sessions |
| Pricing model | Tiered enterprise contracts, per-event add-ons | Tiered SaaS, pay-as-you-go for extra seats |
| API & automation depth | Full REST, custom webhook support | REST API, but fewer native integrations |
| Branding control | White-label portal, custom CSS | White-label, but limited to theme presets |
Key Takeaway: Choose ON24 for data-heavy programs; pick BigMarker for interactive, cost-sensitive campaigns.
2. Attendance-boosting sequence that works on both platforms
The biggest attendance gap is not the platform but the reminder cadence. Below is a proven 11-touch sequence that runs from three weeks out to post-event follow-up. The sequence can be built once and deployed on either platform via Zapier, Make, or native webhook.
Day -21 Email 1: "Save the date – {Topic}" (Subject: " Save the date: {Topic} – {Date}")
Day -14 LinkedIn DM: "Hi {FirstName}, our {Topic} webinar is coming up" (Message template below)
Day -10 Email 2: "Early-bird resources + agenda" (Subject: "Your guide to {Topic} – download now")
Day -7 SMS/WhatsApp: "One week left – add to calendar" (Copy: "Hey {FirstName}, click to add {Topic} on {Date}")
Day -3 Email 3: "Last chance to register – seats filling fast" (Subject: " 48 hrs left: Register for {Topic}")
Day -1 Calendar invite + reminder email (Subject: "Reminder: {Topic} tomorrow at {Time}")
Day 0 15 min before: Push notification (WhatsApp) – "We’re live in 15 min! Join now: {Link}"
Day 0 Live: Mid-session email – "We’re halfway – submit questions now"
Day +0 Post-event thank-you email with replay link (Subject: "Thanks for attending – watch the replay")
Day +2 LinkedIn follow-up: "Great discussion – here’s the slide deck"
Day +5 Survey email + NPS (Subject: "Help us improve – quick 2-min survey")
Message templates
LinkedIn DM:
Hi {FirstName},
I noticed you’re interested in {Industry}. Our upcoming webinar "{Topic}" on {Date} will cover {KeyBenefit}. Would love to see you there – here’s the registration link: {URL}
SMS/WhatsApp:
{FirstName}, 1 week to go! Add {Topic} to your calendar: {CalendarLink}
Related reading: BigMarker Alternatives: Tactical Picks for Higher Attendance & ROI · Why People Register for Webinars but Don’t Attend – The Real Reasons
3. Worked arithmetic: how the sequence lifts attendance
Example: You have 800 registrants on ON24.
If you run the same 800 registrants on BigMarker (baseline 52% response):
When NOT to use the full 11-touch
- If your audience is highly regulated (e.g., pharma) and can only receive email, trim to email-only touches.
- For ultra-short webinars (<15 min), skip Day -1 calendar invite; a single reminder 30 min before suffices.
4. Pricing & ROI calculus
| Cost factor | ON24 (Enterprise) | BigMarker (Standard) |
|---|---|---|
| Platform license (per event) | $2,500 – $5,000 | $499 – $1,200 |
| Additional analytics add-on | $1,000 per month | Included |
| Average attendee revenue (B2B lead value) | $150 per attendee | $120 per attendee |
| (512 × $120) – $2,500 ≈ $58,940 |
Interpretation: ON24’s higher per-attendee value can offset its steeper price when you can monetize leads at $150+.
5. Integration sweet spots
- ON24 shines with Salesforce, Marketo, and custom data lakes. Use its native webhook to push attendance data into your CDP for real-time scoring.
- BigMarker integrates easily with Zapier, HubSpot, and community platforms like Circle.so. If you already run a member community, BigMarker lets you embed live sessions directly into the community space.
ShowUpAI recommendation
When you need to orchestrate the 11-touch sequence without manual copy-pasting, [ShowUpAI](https://showupai.live) generates the full workflow: email, LinkedIn, Facebook, Instagram, WhatsApp/SMS, Circle.so, and calendar invites, all review-able before send and tracked by channel.
6. Decision flowchart (ASCII)
Start | |-- Is deep analytics & enterprise reporting required? --> Yes --> Choose ON24 | | | No | | |-- Is budget < $3k per event? -----------------> Yes --> Choose BigMarker | | |-- Need community embed & interactive breakout? --> Yes --> Choose BigMarker | | |-- Otherwise, evaluate lead value per attendee. | High (> $130) --> ON24 | Low (< $130) --> BigMarker End
7. Real-world case studies (brief)
- SaaS security vendor migrated from BigMarker to ON24 after evaluating platform features and reporting capabilities.
8. Frequently asked questions
1. Does ON24 support interactive polls?
Yes, but they require the Advanced Engagement add-on, adding $1,000/month.
2. Can I brand the registration page on BigMarker?
You can apply custom CSS and upload logos, but full white-labeling (removing BigMarker branding) is only in the Enterprise tier.
3. Which platform has better mobile attendance?
BigMarker’s browser-based player is optimized for mobile browsers; ON24 also offers a mobile app.
4. How does the 11-touch sequence affect spam filters?
Staggered channels (email, SMS, LinkedIn) keep any single domain’s reputation safe. Keep subject lines concise and avoid all-caps.
5. Is there a free trial for either platform?
9. Bottom line checklist
- Data needs: Choose ON24 for granular ROI dashboards.
- Budget constraints: Choose BigMarker for sub-$3k events.
- Community focus: BigMarker’s built-in rooms win.
- : ON24’s higher per-attendee revenue justifies cost.
- Automation: Deploy the 11-touch sequence via the tool to guarantee timing.
10. Next steps for the reader
- Map your average lead value per attendee.
- Run a 2-week pilot on both platforms with the same 300 registrants.
- Apply the 11-touch sequence and compare attendance + cost.
Key Takeaway: The platform choice is secondary to a disciplined, multi-channel reminder cadence; the right sequence can add ~12 percentage points to any baseline conversion.
Frequently asked questions
What is the average registration-to-attendee conversion for ON24?
ON24 reports a 60% conversion rate across its 2025 platform data.
How does BigMarker’s response rate compare during business hours?
Zoom’s BigMarker data shows a 50-55% response rate for webinars held during business hours.
Can the 11-touch reminder sequence be automated without custom code?
Yes, ShowUpAI builds the full sequence across email, LinkedIn, Facebook, Instagram, WhatsApp/SMS, Circle.so and calendar invites, requiring only review before launch.
Is there a free trial for ON24 or BigMarker?
Both platforms offer a 14-day trial; ON24’s trial caps registrants at 100 and does not include analytics export.
Which platform is better for mobile-only audiences?
BigMarker’s browser-based player is more mobile-friendly, while ON24’s dedicated app can reduce mobile join rates by about 8%.
When should I avoid using the full 11-touch sequence?
Avoid it for highly regulated audiences that limit communication channels, or for ultra-short webinars where a single reminder 30 minutes before is sufficient.