Braze - Marketing Automation That Makes a Difference
Use Cases and Deployment Scope
I use Braze to run our NPS survey programme. It has custom built integration with Iterate, the survey platform we use to build NPS, and it works seamlessly. All the responses are instantly transmitted to Braze and get populated against every user. Using that data, we have managed to build performance evaluation dashboards for our sales team with data getting updated in real time without needing any manual intervention. Options to experiment using tools like Intelligent Timing have allowed us to achieve more than 20% response rate. In addition, I also use Braze's Audience Sync to dynamically sync our existing customer lists with Facebook and Google Ads, allowing us to exclude them from prospecting campaigns and also create powerful lookalike audiences, making the overall ad spend a lot more efficient.
Pros
- Seamless integration with external tools. It took us less than 5 minutes to sync Braze with Iterate, Facebook, and Google Ads. They have worked flawlessly since then.
- Proactive and helpful client support - Regular meetings with our account managers allow us to channel our doubts and queries effortlessly and their response has always met our expectations.
- Plethora of options to customize customer journeys - The canvas comes with plenty of options to split customer journeys along different routes, including experimentation paths, intelligent timing, and using multi-channel sources like text messages.
Cons
- The ability to cc multiple customers in automated campaigns is sorely missed. We usually have joint applications that require being able to send two customers the same email at the same time.
- The ability to create landing pages - We have to rely on external tools to build landing pages for the website. Having it within Braze would be very helpful.
- Better data measurement for SMS success - Braze doesn't have the ability to measure link clicks on short URLs sent via SMS. That's a big hole in data reporting for us to evaluate campaign success.
Return on Investment
- I use Braze's Audience Sync to dynamically sync our existing customer lists with Facebook and Google Ads, allowing us to exclude them from prospecting campaigns and also create powerful lookalike audiences, making the overall ad spend a lot more efficient in addition to saving countless hours of doing that process manually.
- Braze's integration with Iterate has allowed us to establish a dynamic NPS programme for the first time - giving us invaluable first hand insights from our customers allowing us to significantly improve our entire customer experience
Usability
Alternatives Considered
Ontraport
Other Software Used
Ontraport, Klaviyo, Shopify
