Salesforce buys Braze for $5.66B: Marketing Cloud gets mobile-first muscle

Salesforce buys Braze for $5.66B: Marketing Cloud gets mobile-first muscle

5h ago
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The Gist

  • Salesforce acquires Braze at 6.8x revenue to boost real-time mobile and in-app engagement
  • Braze's 2,770 customers include Canva, Instacart, and Venmo; fills gaps in Marketing Cloud
  • Deal continues Salesforce's 2026 acquisition spree (Contentful, m3ter, Fin, Listen Labs, Loops)
  • Marketing software trades at depressed 3-4x multiples as AI threatens contact-based pricing

RevBots.ai View:

This acquisition signals Salesforce's push to own the real-time customer engagement layer, forcing competitors to choose between building or buying similar capabilities.

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