Braze proves to be a powerful tool after using for a year
September 12, 2019

Braze proves to be a powerful tool after using for a year

Anonymous | TrustRadius Reviewer
Score 8 out of 10
Vetted Review
Verified User

Overall Satisfaction with Braze (formerly Appboy)

Braze is being used by product and marketing teams in a variety of departments and business units.
We are using Braze for nurturing the user along the journey of using our offerings to proficiency and driving them to convert to higher revenue plans, ensuring those who provision trial versions of our offerings get value during the trial period to drive upgrade to paid versions, and to drive those who show interest in our trial offerings to sign up for a trial.
We are seeing (1) increased business results and (2) improvement in our offering/marketing team skills at designing more effective nurture. Braze requires them to know what their use case is and the data needed to support it before crafting, so they are getting more data-driven and focused in their nurture planning.
  • Braze takes advantage of data to drive behaviorally-based nurture. It is more effective than other nurture tactics in driving results, based on windows of time from a purchase or trial registration, because of the context behavioral nurture provides. Therefore, if your organization has strong instrumentation to support your nurture use cases, Braze will prove to be a powerful tool to increase business results.
  • I find their support helpful, responsive, and open to discussions when their experience may not map to the needs of an enterprise the size of ours.
  • Some of the features and limitations are due to, probably, a lack of experience working with large enterprises.
  • Our company has hundreds of offerings, each wanting to nurture their users, and so the data involved is large, making search functions difficult unless you have a very specific character string for things like events.
  • Our data can require more than one event property to best describe the behavior, and the current limitation is for 1 property.
  • That being said, Braze is very open to discussing our needs and talking to their developers about the opportunity and impact of our needs on the product.
  • We see improved conversion rates for most campaigns. Conversion is a very loose term, as it is specific to the objective of each campaign. Some can be as generic as having engaged with the campaign. Some can be as specific (user journey nurture) as the user completing a specific action. In most cases, the nurture tactics helped, and if they didn't we were able to do additional testing to optimize the campaign through A/B testing.
  • Intercom
The way we wanted to use Intercom, it would not have scaled as well in our organizations as other solutions like Braze could.
Braze support that I've dealt with are responsive, thoughtful, and open about requirements and problems. At the same time, some features we need that we felt were a bit basic were not in their product roadmap. We have shared those with them and they were very open to discussing them and seeing if they could be added to their roadmap.

Do you think Braze delivers good value for the price?


Are you happy with Braze's feature set?


Did Braze live up to sales and marketing promises?


Did implementation of Braze go as expected?

I wasn't involved with the implementation phase

Would you buy Braze again?


Some use cases are casting a wide net when it comes to targeting an audience. Braze's power comes from focused targeting, and targeting based on data about behavior. Some of our folks want to nurture an audience that is very broad and not very definable, i.e. "someone who has tried any one of our 100's of products." That is not Braze's strength in the way we have implemented it.