Braze vs Salesforce: Which customer engagement platform is right for your business?

Choosing between Braze vs Salesforce comes down to what your business needs from customer engagement software. Are you prioritizing real-time personalization and mobile engagement, or standardizing marketing execution inside a broader CRM ecosystem?

Both platforms support cross-channel messaging and marketing automation, but they’re built with different strengths in mind. The right pick depends on your channels, your data setup, and how your team prefers to build and run journey orchestration.

Short on time? Here’s a quick summary:

• Braze is typically chosen for real-time, mobile-first lifecycle messaging that teams can iterate quickly.
• Salesforce is typically chosen when marketing execution needs to live inside a Salesforce-standardized ecosystem with CRM-connected workflows, governance, and partner support.
• Salesforce has both legacy and next-gen versions of their marketing products, making it difficult for companies to understand if there’s feature parity across all versions and editions

Why this comparison matters

Braze and Salesforce are both leaders in customer engagement and marketing automation. They’re also built for different use cases and technical capabilities, so the same feature list can feel very different when put to use in the real world.

A useful evaluation looks at how each platform supports your workflows, your data model, and your resourcing. That includes how quickly you can act on customer behavior, how you handle mobile engagement, and how much effort it takes to build and maintain journey orchestration.

Braze vs Salesforce Marketing Cloud: A quick comparison

This table gives you a quick way to compare Braze vs Salesforce Marketing Cloud on the factors that shape day-to-day reality—who each platform fits best, ease of use, how pricing is typically structured, and how long setup can take.

Braze strengths: Real-time engagement and mobile mastery

Braze is built for teams that want customer engagement to react in the moment. When someone browses, abandons, upgrades, churns, or comes back, Braze is designed to turn that behavior into cross-channel messaging quickly, with the right context attached.

For teams comparing Braze vs Salesforce Marketing Cloud, these are the strengths that tend to stand out:

• Real-time data access: Data that is ingested in Braze is designed to be available for use in real time after it has been accepted. This means direct use in campaigns, segmentation, and canvases across multiple channels.
• Mobile engagement that’s native, not bolted on: Push and in-app are core channels, which helps mobile-first brands coordinate experiences without extra complexity.
• Cross-channel messaging that stays connected: Orchestrate touchpoints across push, in-app, email, and SMS, so customers don’t get fragmented experiences across channels.
• Journey orchestration built for iteration: Build, test, and refine journeys without heavy admin overhead, which helps smaller teams move faster.
• Automation tied to timing and intent: Trigger messages based on what customers do, and when they do it, rather than relying on static schedules.
• Reusable templates and content blocks for faster campaign builds: Create on-brand messages efficiently, then personalize at send time without rebuilding every variant.
• Integrations that fit modern stacks: Connect Braze with your existing tools and data sources, so customer data can flow into engagement and reporting, including setups that use a customer data platform.
• AI decisioning for 1:1 optimization: With BrazeAI Decisioning Studio™, teams can use AI decisioning agents to test and optimize choices like message, offer, channel, and timing at the individual level, using first-party signals.

AI decisioning with BrazeAI Decisioning Studio™

BrazeAI Decisioning Studio™ (formerly OfferFit by Braze) is designed to run decisioning across your engagement programs, using AI decisioning agents to learn what works for each customer over time. That includes choices like which offer to present, what content to send, when to send it, and which channel to use, based on your first-party signals.

In practice, it’s a way to scale experimentation so you can keep optimizing without teams manually building and maintaining endless variants. It tends to matter most when you’re running high-volume lifecycle programs and want to increase relevance while keeping operations manageable.

Braze limitations

Braze won’t be the perfect match for every organization. If your evaluation is centered on consolidating around the Salesforce ecosystem, or you want marketing execution to sit inside a single multi-cloud operating model, that can change what “best” looks like.

Here are the limitations to consider as you compare Braze vs Salesforce Marketing Cloud:

• Salesforce-standardized environments may prefer a single-vendor model: If your organization is aligned around Salesforce across teams and clouds, keeping everything within that ecosystem can simplify procurement, governance, and internal alignment.
• Complex approval and access rules can slow early rollout: If your organization needs lots of sign-off steps, tight user permissions, or coordination across multiple teams or regions, it can take longer to get programs live and start seeing results.
• Data readiness still matters: Real-time engagement depends on reliable events, identity mapping, and consent. If those foundations aren’t in place, implementation can take longer regardless of platform.
• Salesforce-first teams may find Salesforce additions easier: If your priority is tight coupling between marketing activity and Salesforce CRM objects, processes, and reporting, Salesforce Marketing Cloud can be the more direct fit.

Salesforce Marketing Cloud strengths: Multi-cloud ecosystem and CRM alignment

Salesforce Marketing Cloud, both legacy and next generation versions, is commonly shortlisted by organizations that want marketing automation tightly connected to Salesforce CRM and a broader multi-cloud stack. If your teams already work inside Salesforce, that ecosystem alignment can shape everything from data access to reporting, governance, and cross-team collaboration.

Here are the strengths that tend to stand out in a Braze vs Salesforce Marketing Cloud comparison:

• Multi-cloud ecosystem alignment: Salesforce Marketing Cloud connects closely with Salesforce products and data, which can reduce friction for brands that focus on B2B use cases.
• CRM-integrated marketing automation: If your marketing needs to connect closely with Salesforce CRM data and sales workflows, that integration can be a real advantage, especially for B2B brands.
• Customer support workflows: Salesforce Marketing Cloud support kicking off a service ticket in a service cloud, making it easier for teams to handle.
• Governance and permissions built for complex orgs: Role-based access, approvals, and structured controls can work well when multiple teams need shared visibility without shared editing rights.
• Large services and partner ecosystem: As it typically requires agencies, consultants, or system integrators to build and maintain programs, Salesforce has a mature ecosystem to support that model.
• Standardization across teams: For organizations consolidating tools and processes, Salesforce Marketing Cloud can support a unified approach to templates, reporting, and operational practices.
• AI-driven personalization for digital experiences: Salesforce offers Einstein Personalization and Marketing Cloud Personalization capabilities focused on real-time personalization and recommendations for digital experiences, within the Salesforce ecosystem.

AI personalization and decisioning in Salesforce

Salesforce’s AI personalization capabilities are commonly associated with Einstein Personalization and Marketing Cloud Personalization (formerly Interaction Studio). These offerings focus on real-time personalization and AI-driven decisioning for digital experiences, including web personalization and recommendations, with packaging and availability shaped by your Salesforce products and setup.

For teams operating inside a Salesforce multi-cloud ecosystem, that can be a way to connect personalization to Salesforce data and workflows. The key evaluation question is where you want AI decisions to show up (web, app, email, service workflows), and how much flexibility you need to optimize decisions like timing, channel, and offer selection inside your engagement programs.

Salesforce Marketing Cloud limitations

Salesforce Marketing Cloud, both legacy and next generation versions, can be a strong option when your marketing stack is built around Salesforce, but it can feel heavy if your team wants speed, simplicity, and frequent iteration without specialist support.

Here are the limitations to weigh up in a Braze vs Salesforce comparison:

• Setup can take longer: Implementations often involve more moving parts across data, permissions, integrations, and internal governance, which can extend timelines.
• Steeper learning curve for day-to-day teams: Many marketers need enablement to run programs confidently, especially when workflows span multiple studios, products, or business units.
• Specialist resourcing is common: Organizations often rely on Salesforce-certified admins, consultants, or system integrators for build, maintenance, and change management.
• Iteration can be slower: If changes require admin time, partner tickets, or cross-team coordination, test-and-learn cycles can stretch out.
• Mobile engagement can require extra coordination: For mobile-first use cases, execution can depend on how your Salesforce products are packaged and integrated, plus how closely marketing and product teams work together.
• Convergence of multiple products may be riskyFor existing customers using legacy marketing cloud products, adding on next generation products and running them together may cause operational burden

Braze vs Salesforce features: A head-to-head comparison

Feature checklists can look similar on paper, so it helps to compare how each platform supports the work your team needs to do—real-time personalization, mobile engagement, journey orchestration, and cross-channel messaging. If you use a customer data platform today, pay close attention to how each option activates audiences and events into live programs.

Braze vs Salesforce pricing: Total cost of ownership (TCO)

Pricing is hard to compare because the two models are built differently. Salesforce publishes pricing for specific editions, while Braze uses a value-based pricing model designed to scale with the value you’re getting from active engagement, your platform edition, and your channel and AI usage.

Salesforce publishes list pricing for several Marketing Cloud offerings, including Marketing Cloud Engagement tiers like Marketing Cloud Next Advanced Edition, to “grow customer relationships and close deals faster with agentic marketing”, priced at $3,250 a month per organisation. The options extend right up to their AI decisioning and web personalization offering, Einstein Personalization, at $96,000 annually.

Braze does not publish list pricing, preferring to talk with customers directly to quote for their exact requirements, which can be different for each business.

Total cost of ownership is the full cost of running a platform over time, beyond the license line item. These factors usually shape the real number:

1. Pricing model and what drives cost

Some platforms scale primarily with usage (messages, profiles, channels, data volume). Others scale through plans, add-ons, and packaged capabilities. Ask whether pricing is tied to active engagement or total database size, and whether adding team members changes your costs. Also ask how AI features are packaged and measured, since some platforms price advanced decisioning and personalization as a separate product or add-on.

1. Implementation and integration effort

The cost of connecting data sources, setting up identity, configuring channels, and establishing governance can be as significant as the platform itself, especially if you rely on partners.

2. People and admin overhead

Consider who will own the platform day to day. If the platform needs specialist admins or frequent partner support, that shows up in ongoing cost.

3. Time to launch, test, and improve

Slower iteration has a cost. If every change requires tickets, approvals, or specialist work, it affects how quickly you can respond to customer behavior and business priorities.

4. Training and ongoing enablement

Platforms that are easier to learn can reduce onboarding time and make it easier to scale best practices across teams.

5. Scale and complexity over time

More channels, more brands, more regions, more business units, and stricter governance all add operational cost. The right question is how predictable that cost feels as you grow.

Use case scenarios: Which platform for which business?

The fastest way to choose between Braze vs Salesforce Marketing Cloud is to start with your most common use cases, then work backward to the platform strengths that support them. Think about where your customer interactions happen, how quickly you need to react to behavior, and how closely marketing needs to align to a Salesforce multi-cloud setup if that’s what you already have.

Choose Braze if:

• Real-time personalization is a priority, and you want journeys that react to live behavior.
• Mobile engagement is central to your product experience, with push and in-app playing a big role.
• You want to coordinate cross-channel messaging without heavy day-to-day admin overhead.
• Your team wants to launch, test, and iterate frequently, without relying on specialist support for every change.
• Your data lives across multiple tools, and you want flexibility in how you activate it for journey orchestration, including when a customer data platform is part of your stack.

Choose Salesforce if:

• CRM integration is central to how you run marketing, sales, and account workflows.
• You need structured governance and permissions across multiple teams and stakeholders.
• Your priority is consolidating tools and reporting around Salesforce data and processes.

Can you use both? (Yes)

Yes. Many organizations use Braze for real-time customer engagement while keeping Salesforce CRM for account management.

This setup often works well when teams want Salesforce to remain the system of record for sales and account activity, while Braze runs cross-channel messaging and journey orchestration based on customer behavior.

That can mean Salesforce holds core customer and account data, and Braze activates that data alongside real-time signals to personalize experiences across mobile and other channels.

If you’re considering this approach, the key planning areas are data flows, identity matching, consent and preferences, and which team owns ongoing governance across both platforms.

Implementation, support, and learning curve

Implementation is where a lot of platform fit becomes obvious. It’s one thing to compare features, and another to see how quickly your team can connect data, launch cross-channel messaging, and keep journeys running without constant bottlenecks. So you’ll need to be fully aware of what support you have and how easy it is to access.

Braze is a self-service platform. It has Braze Academy for training, and a responsive support team. This is great for brands that want to build and iterate in-house. Training resources help marketers and operators ramp up, and support is positioned to help teams troubleshoot as they scale programs.

Salesforce requires Salesforce Certified consultants or system integrators. The learning curve can be steep and quality of support has been reported by third parties as variable and dependent on plan and partner setup.

Salesforce Marketing Cloud often works best when there’s specialist support in place, whether that’s internal Salesforce admins or external partners.

A practical step during evaluation is to ask what customer support looks like in day-to-day use, including response times, escalation paths, and the role partners play in ongoing troubleshooting.

Customer reviews and market positioning

G2 is a software marketplace where buyers compare tools using peer reviews and ratings. On G2 comparison pages, the overall star rating is calculated from the “Likely to Recommend” question (1–10 scale) and displayed as a 1–5 star rating.

G2 also shows average scores on a 0–10 scale for metrics like ease of use, ease of setup, and quality of support, based on reviewer responses.

Here’s how Braze and Salesforce Marketing Cloud compare on the headline ratings G2 displays, as of January 2026:

Beyond the scores, teams often shortlist these platforms for different reasons. Braze is commonly shortlisted for real-time personalization and mobile engagement, where messages need to react quickly to customer behavior. Salesforce Marketing Cloud is commonly shortlisted for CRM-connected workflows and a Salesforce multi-cloud ecosystem, where standardization across the Salesforce stack is a key requirement.

Braze vs Salesforce comparison: Key takeaways and decision framework

Picking between Braze vs Salesforce Marketing Cloud usually comes down to how you run customer engagement on a daily basis—how quickly you need to act on behavior, how central mobile engagement is, and if and how closely marketing work needs to sit inside a Salesforce multi-cloud stack.

Braze or Salesforce for customer engagement: what to ask internally

Choosing between Salesforce Marketing Cloud and Braze comes down to your business needs, your existing tech stack, and how your team runs customer engagement day to day.

Salesforce Marketing Cloud is commonly shortlisted by organizations standardizing on a Salesforce multi-cloud ecosystem and wanting marketing automation closely connected to Salesforce CRM workflows. It can support complex, multi-channel programs, especially when you have the internal resources, partner support, or governance model to manage a larger stack.

Braze is commonly shortlisted by teams prioritizing mobile engagement and real-time personalization, where behavior-triggered communications and rapid iteration matter. It tends to resonate with digital-native brands that want to move quickly, coordinate cross-channel messaging, and act on customer context as it changes.

In both cases, strong evaluations look at more than features. Data readiness, integrations, operating model, and total cost of ownership often shape time-to-value more than any single capability. If those fundamentals are clear, either platform can support a strong customer engagement strategy.