Braze

Score8.6 out of 10

344 Reviews and Ratings

What is Braze?

Braze is a customer engagement platform that enables relevant and memorable experiences between consumers and brands. With Braze, global brands can ingest and process customer data in real time, orchestrate and optimize contextually relevant, cross-channel marketing campaigns.

Categories & Use Cases

#1 most frequent

Information

18.2%

838 installations of 4,598

“real-time data, journey orchestration, segmentation and analytics sections but the real time data is helpful to draw top line numbers and reassurance that campaigns are working.”
— Senior CRM Marketing Specialist, VGW (1001-5000 employees)

#2 most frequent

Professional, Scientific, and Technical Services

14.2%

654 installations of 4,598

“AI is the future and Braze's AI based customer engagement is such a useful tool! Its educational and gets to the answer I need right away. Time saver and efficient.”
— account manager, elemental energy (51-200 employees)

#3 most frequent

Finance and Insurance

11.7%

538 installations of 4,598

“I haven't had much experience using the cross-channel functionality just yet, but data integration, journey orchestration and segmentation have been a huge positive and very useful.”
— Senior Engagement and Comms Specialist, Onsi (51-200 employees)

Benjamin Hodson

Digital Communications Manager in Sales at Labatt Breweries (10,001+ employees employees)

Use Cases and Deployment Scope

I use Braze to manage all forms of communication for our application. We use this to drive user engagement across different areas of the platform and to advance commercial priorities while promoting a strong user experience. Braze allows us to bridge a communication gap with limited in-person hours from our field sales teams.

Pros

Braze AI is very intuitive and supports day to day.
Segmentation by usage and tendencies is an asset.
Overall UI/UX.

Cons

More intuitive canvas building that is more streamlined like duplicating.
Auto build functionality based on previous campaigns.

Return on Investment

Increased customer awareness to speed up our field sales routines.

Usability

Jono Child View profile

Head of Digital and Marketing in Marketing at Mama Money (51-200 employees employees)

Use Cases and Deployment Scope

We use Braze to send our customers messages at different parts of their journey with us across multiple platforms: Push, In-App, WhatsApp, SMS, Email. We use it for onboarding, cross-selling, education, notifications, specials and other use cases. We serve a large number of different segments and languages and can adapt messaging per segment with ease leading to much greater engagement

Pros

Segmentation and complex messaging for different cohorts
Real time notifications
Simple One off messages

Cons

Making it easier to access information and reporting in the platform itself for more detailed use cases

Return on Investment

Much better cross selling of multiple products
High conversion rate across the funnel as we can message people at each step with ease
Reduce churn through using their model and always on messaging
Higher uptake of specials or promotions as we can communicate these easily

Usability

Verified User

Analyst in Marketing (1001-5000 employees employees)

Use Cases and Deployment Scope

Currently, I use the Braze platform to send messages across all channels, email, SMS, push notifications, in-app banners, and in-app messages. It is a crucial tool because it enables us to communicate with our customers, providing them with information about our products while automating these interactions; this helps us significantly in maintaining close contact with our clientele. Therefore, the scope of its use is to serve as a CRM for communicating with our customers, covering both B2B and B2C segments.

Hoje na plataforma Braze eu utilizo para disparos de mensagens de todos os canais, e-mail, SMS, push, banner no app, in-app. É uma ferramenta muito importante porque é onde que nós conseguimos comunicar com os nossos clientes informando sobre os nossos produtos automatizando comunicações então isso nos ajuda a muito a ter um contato próximo com o nosso cliente. Então o escopo é utilizá-lo como CRM em comunicação com os nossos clientes tanto B2B quanto B2C

Pros

What Brasil does exceptionally well is array processing—specifically, applying dynamic filters within a message. Furthermore, when a recipient does not meet the specified filter criteria, we can utilize the "abort" function; this allows us to achieve a high degree of content personalization.
We can achieve powerful segmentation—such as by creating events based on attributes and customer behavior, using multiple rules—and also create campaigns via API events for real-time communications.
O que é Brasil faz muito bem é o processamento de arrays agenda aplicar filtros dinâmicos dentro da mensagem e também quando a pessoa não atende aos filtros e a gente consegue utilizar a função abort então a gente tem um alto grau de personalização de conteúdo
A gente consegue ter uma segmentação bem poderosa como criação de eventos atributos e comportamento do cliente com múltiplas regras e também criar campanhas através de API eventos para comunicações em tempo real

Cons

Customization is a complex undertaking because it utilizes the Liquid language; consequently, for a layperson, performing this programming is very difficult. It is hard to get it right on the first attempt without prior experience, making it a particularly challenging task—especially in the case of my company, where we make extensive use of nested structures.
When creating campaigns that require a high level of detail, the tool lacks convenient features for copying and pasting templates; instead, this process must be performed manually, item by item. Since the required change is often just a minor detail—such as a single filter adjustment—we are forced to rebuild the entire workflow step-by-step from scratch. We are unable to simply take a template, copy it, and paste it directly within the same Canvas. Furthermore, when a highly complex Canvas is created, it is impossible to export all the communications to Figma or a partner platform to review the content more efficiently; instead, one must open each individual message just to understand or recall the content that was originally entered.
There remains a heavy reliance on data engineering for structuring events, sending complex attributes, and standardizing data—tasks that a CRM system still cannot handle autonomously. This necessitates the constant involvement of a developer; consequently, having to depend on other teams to achieve agile progress is a factor that tends to slow down the process somewhat.
É um complexo fazer a personalização pois utiliza a a linguagem Liquid então para um leigo é muito difícil fazer essa programação é difícil de acertar ela de primeira pra quem não tem experiência então é muito desafiador principalmente no caso da minha empresa que utilizamos muito o nested
Ao criar campanhas que precisas ter muitos detalhes a ferramenta não oferece as facilidades de copiar templates e colar precisa ser feito manualmente um a um porque muitas vezes é um detalhezinho um filtro que precisa mudar e a gente tem que ficar reconstruindo os passo a passo do zero a gente não consegue pegar um template copiar e colar dentro de um mesmo Canvas e também quando cria algum Canvas muito complexo a gente não consegue exportar todas as comunicações pro fi guima ou uma plataforma de um parceiro pra gente ver o conteúdo com mais agilidade tem que abrir mensagem por mensagem pra entender ou relembrar o conteúdo que havia colocado
Ainda há uma forte dependência de engenharia de dados pra estruturação de eventos envio de atributos complexos a padronização de dados coisas que um CRM um ainda não consegue fazer sozinho precisa sempre ter um desenvolvedor então dependendo de outros times pra conseguir evoluir com agilidade é uma parte que acaba travando um pouco o processo

Return on Investment

The personalization of communications has driven significant conversion in our activation and engagement campaigns. Automated customer journeys increase the frequency of product usage and purchases—a process aided by the artificial intelligence tools embedded within our platform, which allow us to identify the specific channel through which an individual is most likely to convert, as well as the times when they are most inclined to view our communications. A practical example of this is customers who had not yet made a first purchase converting after passing through incentive-based workflows on the platform.
We implemented several intelligent customer journeys that enabled us to prevent customer churn resulting from a lack of contact or delayed outreach. Consequently, the overall customer experience improved, and we were able to foster a stronger affinity between our brand and the end customer. Thanks to the infrastructure provided by Braze, we were able to design churn-reduction journeys and execute timely interventions—specifically, by delivering appropriate communications to delinquent customers, tailored to the specific stage of their payment delinquency.
A personalização das comunicações tem gerado uma conversão significativa nas campanhas de ativação e engajamento as jornadas automatizadas aumentam a frequência do uso e compra dos nossos produtos inclusive as ferramentas de inteligência artificial embutidas na plataforma no qual a gente consegue identificar qual é o canal que a pessoa mais converte qual é o horário que a pessoa tende a ver mais nossas comunicações então exemplo prático é clientes sem a primeira compra convertendo após fluxos de incentivo da plataforma
Algumas jornadas inteligentes que fez com que a gente evitasse a perda de clientes por falta de contato ou uma abordagem tardia então houve uma melhora na experiência e a gente conseguiu ter uma afinidade melhor da marca com o cliente final devido à estrutura que a Braze oferece conseguimos montar jornadas de redução de churn e ações no tempo correto como clientes que estavam inadimplentes fazer as comunicações adequadas a cada período de inadimplência dessas pessoas

Usability

Alternatives Considered

Salesforce Marketing Cloud Social Studio (discontinued)

Verified User

Manager in Marketing (501-1000 employees employees)

Use Cases and Deployment Scope

Braze is a fantastic solution for our B2C Customer Lifecycle strategy. They are continuously improving, releasing new features that allow us to scale our B2C touch points. It has a very user friendly interface, is intuitive to use and if you every face any issues their Documentation is second to none.

Pros

Documentation for solutioning
Design for ease of use
Saves you time on your day-to-day

Cons

Simple functionality like highlighting all canvas components to delete

Return on Investment

Reduced time spent on adhoc campaigns
More cohesive customer experiences

Usability

Alternatives Considered

HubSpot CRM and SAP Marketing Cloud

Other Software Used

HubSpot CRM, Figma

Verified User

Director in Marketing (1001-5000 employees employees)

Use Cases and Deployment Scope

We use Braze as the main tool for customer comms and how we approach our CRM for both all types of customer comms - marketing / transactional, desktop / mobile etc. Braze is the tool that powers it all, the central customer engagement platform. At a high level, Braze enables us to move from campaign-led CRM to a product-led, lifecycle-driven engagement model, where communication is triggered by real customer behaviour rather than fixed schedules.

Pros

Channel orchestration
Data and Segmentation
UI and simplicity of use

Cons

Analytics and reporting are still built mostly for ecommerce biz models
Canvases (journey orchestration) have limitations when you're trying to build super complex journeys

Return on Investment

Helped us pay 4x less than on our previous vendor and get a lot more features for our money
Engagement rates are up 10% since we started using it
Powers our journey towards £10mil in incremental revenue

Usability

Alternatives Considered

Salesforce Agentforce Marketing

Braze

What is Braze?

Categories & Use Cases

Most Frequent Users

Information

Professional, Scientific, and Technical Services

Finance and Insurance

Braze Reviews

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Use Cases and Deployment Scope

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Use Cases and Deployment Scope

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Return on Investment

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Use Cases and Deployment Scope

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Alternatives Considered

Other Software Used

Use Cases and Deployment Scope

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Alternatives Considered

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