Braze: Shift from Legacy Marketing Cloud
Sales Executive at Customer.io
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Sales Executive at Customer.io
Interview Transcript
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Similar question among the new vendors. Out of the 10 marketing cloud deals where Salesforce, Adobe, Oracle aren't going to be competitive, how do those split up between Braze, Iterable, and whoever else?
I guess the go-to-market structure is quite an important factor here. I'd say that of those customers, they would lean towards a Braze, an Iterable, a Customer.io, or a Bloomreach based on their industry. For example, Bloomreach is very retail-focused, as is Klaviyo, so they seem to sweep up a lot of the retail stuff. Braze is very enterprise, with big logos like KFC, Burger King, and McDonald's.
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Similar question among the new vendors. Out of the 10 marketing cloud deals where Salesforce, Adobe, Oracle aren't going to be competitive, how do those split up between Braze, Iterable, and whoever else?
If you're on the bigger enterprise side, you might be drawn to that. Iterable probably leans heavily on its customer support world and being a really friendly company, although that is changing massively. Customer.io sits in that mid-market space, SME, mid-market space. But we've got enterprise customers on our platform whose use cases are far simpler than other enterprise customers. So they're happy to utilize Customer.io because they don't have as sophisticated a CRM team as someone who needs to utilize Braze or Iterable, etc.
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That's good to hear; we're on the same page there. Going back to the direction of product and sales processes, how do customers think about the ROI of switching to a modern vendor from Adobe or Salesforce? How do you justify that from Iterable?
The most obvious benefit is cost reduction. For example, if you switch your license from Salesforce to Iterable or Braze and maintain the same returns, you achieve a higher ROI. Utilizing better capabilities can drive better engagement, clicks, conversions, and ultimately increase revenue, providing a better ROI.
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