ON24 vs Grafana Labs
Side-by-side comparison of AI visibility scores, market position, and capabilities
B2B digital event platform with $160M revenue; webinar engagement data (poll responses, downloads, time watched) as first-party pipeline intelligence feeding Salesforce and Marketo.
About
ON24 is a digital experience platform for B2B marketing, enabling companies to run webinars, virtual conferences, and on-demand content experiences that capture audience engagement data and convert viewers into qualified sales pipeline. Founded in 1998 and headquartered in San Francisco, ON24 is listed on NYSE (NYSE: ONTF) and generates approximately $160 million in annual revenue serving enterprise marketing teams at companies including Microsoft, SAP, and Merck who use digital events as a primary demand generation channel.\n\nON24's platform goes beyond basic webinar hosting — every attendee interaction (poll responses, Q&A questions, resource downloads, content watched, time spent) is captured as first-party engagement data that flows into CRM and marketing automation systems (Salesforce, Marketo, HubSpot) as behavioral intent signals. This transforms webinars from one-way broadcasts into data-generating demand generation assets. ON24 Intelligence analyzes this engagement data to score prospects by their buying signal strength based on their webinar behavior patterns.\n\nIn 2025, ON24 operates in the digital events and webinar platform market that exploded during COVID-19 and has since contracted as in-person events returned. The company has repositioned from "webinar platform" to "digital experience platform" emphasizing the first-party data and pipeline generation value rather than the meeting technology. ON24 competes with Zoom Webinars, Hopin (now RingCentral Events), Cvent, and video marketing platforms for B2B event and content marketing budgets. The 2025 strategy focuses on ON24 AI-powered personalized content experiences (where each viewer sees customized content based on their profile), growing its Content Hub (always-on content experience) product, and helping marketers demonstrate revenue attribution from digital events.
Open-source observability leader with $6B valuation; Grafana dashboards plus Loki/Tempo/Mimir stack serving millions of installations as Datadog alternative with community-driven adoption.
About
Grafana Labs is the company behind Grafana — the world's most widely used open-source observability and data visualization platform — providing the Grafana Cloud managed service, Grafana Enterprise, and a suite of open-source tools including Loki (log aggregation), Tempo (distributed tracing), and Mimir (long-term Prometheus metrics storage). Founded in 2019 by Raj Dutt, Torkel Ödegaard, and Tom Wilkie (the creators of the original Grafana open-source project) in New York, Grafana Labs has raised over $600 million at a $6 billion valuation.\n\nGrafana's open-source project — downloadable and self-hostable for free — has driven extraordinary community adoption: millions of Grafana installations globally power engineering, IoT, and business dashboards at organizations from startups to large enterprises. Grafana's plugin ecosystem connects to 200+ data sources (Prometheus, InfluxDB, Elasticsearch, AWS CloudWatch, databases), making it the universal observability visualization layer. Grafana Cloud packages the open-source tools into a fully managed SaaS offering with unlimited metrics, logs, traces, and dashboards.\n\nIn 2025, Grafana Labs competes in the observability platform market against Datadog, New Relic, Dynatrace, and the ELK/OpenSearch stack for enterprise monitoring and observability. Grafana's open-source-first model creates a moat through developer community and ecosystem — engineers who build personal dashboards on Grafana become advocates for Grafana Cloud at their employers. The company's OpenTelemetry alignment and multi-source data philosophy ("query any data, anywhere") differentiates it from Datadog's monolithic agent model. The 2025 strategy focuses on growing Grafana Cloud enterprise adoption, advancing AI-powered Sift (automatic anomaly investigation), and expanding the Grafana IRM (incident response management) product.
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