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Salesforce Buying Customer Engagement Firm Braze for $5.6 Billion

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Salesforce Buying Customer Engagement Firm Braze for $5.6 Billion

Salesforce says it will pay $5.6 billion to acquire customer engagement platform Braze.

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“Every interaction is an opportunity to wow your customers,” Patrick Stokes, president of applications and marketing at Salesforce, said in a news release announcing the planned acquisition Tuesday (Oct. 20).

“Most of that wow comes from knowing your customer, and responding at just the right moment. Braze was built to turn live customer behavior into personalized engagement at scale. Bringing that capability together with Salesforce Marketing Cloud, CRM, and Data 360 will deliver that wow moment in every customer interaction.”

According to the release, Braze helps marketers strengthen customer relationships by responding to customer behavior in real time, coordinating personalized experiences on platforms including mobile apps, websites, email, and WhatsApp.

After the close of the acquisition, Braze’s real-time engagement and AI decisioning capabilities are expected to complement the four layers of Salesforce’s architecture — Data 360, Customer 360, Agentforce, and SIForce, the company said.

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Bill Magnuson, Braze’s co-founder and CEO, noted that this year saw the company ship at the fastest pace in its history, with BrazeAI helping marketers bring ideas to life faster.

“Salesforce shares our commitment to marketers, and we’ll continue building as Braze and investing in the Braze community of customers and partners who built this company with us,” he added.


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