Today’s MarketingSalesforce agrees to buy Braze
Salesforce signed a definitive agreement to acquire customer engagement platform Braze for approximately $5.66 billion in enterprise value. Braze shareholders will receive $47.50 in cash per share. Braze coordinates personalized messages across mobile apps, websites, email, SMS and WhatsApp based on live customer behavior.
Our take
The deal still has to close, so Braze customers keep their current setup for now, but the product roadmap will start to follow Salesforce. Check your renewal date and lock pricing and terms before the close. If you also pay for Marketing Cloud, ask both account teams how journeys and customer data will merge before you plan next year’s stack.
