Braze is a customer engagement platform used to build and orchestrate cross-channel marketing journeys spanning push notifications, email, SMS, and in-app messaging. It’s commonly used by consumer and B2B2C companies needing sophisticated, behaviorally-triggered messaging across multiple channels at scale.

Key Benefits

• Supports true cross-channel orchestration: Coordinates push, email, SMS, and in-app messaging in one platform.
• Enables sophisticated behavioral triggers: Journeys can respond to real-time user behavior across channels.
• Scales for high-volume messaging: Built to handle large user bases with complex journey logic.
• Provides rich engagement analytics: Detailed reporting on journey performance and user engagement.

Best Practices

• Design journeys around real user behavior: Effective Braze journeys respond to actual signals, not just fixed schedules.
• Integrate behavioral data sources: Richer input data improves Braze’s targeting and personalization capability.
• Test journey logic before full deployment: Complex multi-step journeys benefit from careful pre-launch validation.
• Monitor engagement metrics continuously: Ongoing optimization depends on tracking how users respond to journeys.

Braze vs. Salesforce Marketing Cloud

Braze and Salesforce Marketing Cloud serve similar overall purposes — cross-channel customer engagement and journey orchestration — but come from different ecosystems and have different strengths. Braze is often favored for mobile-first, consumer-oriented engagement, while Salesforce Marketing Cloud integrates more tightly with the broader Salesforce CRM ecosystem.

Tools and Technologies

• Braze itself: The core customer engagement and journey orchestration platform.
• Behavioral data platforms: Tools like SalesWings that can feed additional context into Braze journeys.
• CDPs: Often used alongside Braze to supply unified customer data for journey targeting.

Challenges and Solutions

Building sophisticated, multi-channel journeys in Braze requires clean, well-integrated behavioral data — without it, journeys default to simpler, less relevant messaging. Investing in behavioral data integration alongside Braze implementation is key to realizing its full orchestration potential.

Related: Salesforce Marketing Cloud, Slack Alerts, and Braze B2B Lead Scoring.

Frequently Asked Questions about Braze

Is Braze primarily used for B2C or B2B companies?

Braze is most commonly associated with B2C and B2B2C companies with large user bases and mobile-first engagement needs, though some B2B companies with high-volume customer bases use it as well.

Can Braze integrate with Salesforce CRM data?

Yes, through available integrations, Braze can incorporate Salesforce data to inform journey targeting and personalization.