ON24

ON24 Launches LinkedIn Integration for B2B Marketing

ON24, now a Cvent company, announced a new integration with LinkedIn that links ON24’s first-party engagement signals (registration, participation, content interactions) to LinkedIn’s audience targeting and ad features. Marketers can build audience segments inside ON24 from engagement data and activate them within LinkedIn to run targeted campaigns. The integration also enables publishing ON24 "Key Moments" directly to the LinkedIn Ads Library as video ads from the ON24 platform, streamlining campaign execution and extending webinar content into multi-channel programs. ON24 says the capability aims to expand reach, improve targeting precision and accelerate pipeline and revenue growth. The announcement was published via Business Wire and MarTech Series on May 14, 2026.

Aligning Complex Customer Journeys Beyond Silos

This MarTech guidance article (published May 7, 2026) explains how martech practitioners can reduce friction and keep multichannel customer journeys aligned by taking a broad operational view across platforms, channels, data flows, QA and cross-team coordination. It outlines common platform types (CRM, CDP, DMP, DSP, SSP, ESP, CMS, analytics, attribution, personalization engines, etc.) and channel types (web, mobile apps, email, SMS, paid media, social, messaging apps, DOOH), highlights issues around platform and channel ownership, and recommends end-to-end QA/UAT and root-cause troubleshooting. The piece emphasizes timing and data propagation between touchpoints, the need to map touchpoints for QA, and the role of martech practitioners in bridging business and technical teams to prevent campaign issues before launch.

Bridging the AI ROI Gap in B2B Marketing

The MarTech article argues that AI adoption in B2B marketing is widespread but proof of business impact lags due to low maturity, disconnected strategy, and weak governance. It cites multiple industry reports showing high tool adoption (91% of marketing teams use AI) while only 41% can prove ROI. Many companies lack roadmaps or shared operating models, and use cases are concentrated in low‑risk tasks like content ideation. The piece recommends mapping AI to revenue bottlenecks, embedding AI into core systems (CRM/MAP/attribution), defining accountability and governance, and lifting organizational literacy to reduce hallucinations and privacy risk. It highlights early measurable wins (personalization, data enrichment, repurposing content) and predicts an evolution toward “agentic workflows” that execute marketing operations under rules and tighter controls.