BlueConic vs Braze

CDP Market Reinvents Itself with AI and M&A

The customer data platform (CDP) market has significantly evolved over the past 18 months, driven by AI integration and industry consolidation. In a podcast episode of Conversations with MarTech, BlueConic CEO Melissa Murray Bailey discusses the shift from traditional, feature-heavy CDP implementations to AI-powered platforms focused on tangible customer outcomes. The conversation highlights the emergence of 'agentic CDPs', the potential for real-time personalization at scale, and the importance of balancing personalization with consumer privacy. BlueConic's recent acquisitions of Jebbit and Blueshift are positioned as strategic moves to build an end-to-end platform for first-party data capture and engagement. The discussion also addresses the industry's 'biggest lie' regarding customer experience.

• CDP market has reinvented itself over the past 18 months.
• AI integration is transforming CDP implementation models.
• BlueConic acquired Jebbit and Blueshift.

BlueConic acquires Blueshift.

BlueConic acquires Blueshift. See what's next for customer growth →

Salesforce Signs Definitive Agreement to Acquire Braze

Salesforce has signed a definitive agreement to acquire Braze, a New York-based customer engagement platform, for approximately $5.66 billion. Braze shareholders will receive $47.50 in cash per Class A share. The acquisition aims to enhance Salesforce's AI-powered marketing capabilities by integrating Braze's real-time customer engagement technology with Marketing Cloud, Data 360, Customer 360, and Agentforce. Braze processes real-time customer data from mobile apps, websites, and other digital channels, enabling personalized communications via email, SMS, WhatsApp, and mobile apps. The platform handles trillions of messages annually and includes BrazeAI for optimizing content, offers, channels, and send times. The deal, expected to close in Salesforce's fiscal year 2028, is part of Salesforce's recent buying spree, including Qualified Inc., Contentful, and Intercom. Braze, co-founded by Bill Magnuson and Jon Hyman, serves about 2,770 enterprise customers, including Canva, Dairy Queen, Equinox, Instacart, Urban Outfitters, and Venmo. Salesforce intends to maintain Braze as a separate brand and continue existing customer and partner relationships.

• Salesforce signs definitive agreement to acquire Braze for approximately $5.66 billion.
• Braze shareholders will receive $47.50 in cash per Class A share.
• Acquisition expected to close in Salesforce's fiscal year 2028.

Salesforce announces $5.66B deal for Braze, stock soars 50%

Salesforce has announced a definitive agreement to acquire customer engagement platform Braze for approximately $5.7 billion in cash, translating to $47.50 per share, a roughly 58% premium over Braze's last closing price of $30.04. The deal, expected to close in fiscal 2028, is a strategic move to accelerate the time between customer signals and marketing actions, integrating Braze with Salesforce's Marketing Cloud, Data 360, Customer 360, and Agentforce. Braze, with about 2,770 customers including Canva and Venmo, reported strong growth. The acquisition aims to strengthen Salesforce's AI marketing capabilities, though integration risks remain. Following the announcement, Braze shares surged while Salesforce shares dipped slightly.

• Salesforce agreed to acquire Braze for approximately $5.7 billion in cash at $47.50 per share.
• The deal price is a 58% premium over Braze's closing price of $30.04 on Monday.
• The transaction is expected to close in fiscal 2028, subject to shareholder and regulatory approvals.

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