Braze Salesforce Integration: Powering Smarter Customer Engagement

The Braze Salesforce Integration combines the strengths of Braze, a leading customer engagement platform, with Salesforce, the world’s top customer relationship management (CRM) system. This integration enables businesses to deliver personalized, data-driven messages across channels like email, SMS, push notifications, and in-app messaging, all informed by comprehensive CRM insights. By syncing customer data between the two platforms, teams can align marketing, sales, and support efforts, creating seamless customer experiences that drive loyalty and growth.

This guide explains what the Braze Salesforce Integration is, its benefits, key features, common use cases, how it works, security measures, who should use it, tips for success, and how to get started. Learn how this integration can transform your customer engagement strategy.

What Is the Braze Salesforce Integration?

The Braze Salesforce Integration connects Salesforce CRM capabilities with Braze real-time customer engagement tools. It enables businesses to import Salesforce customer data, (like leads, contacts, or opportunities) into Braze, trigger personalized campaigns based on CRM updates, and sync engagement metrics back to Salesforce. This creates a unified workflow where marketing campaigns are informed by detailed customer insights and sales teams can track engagement without switching platforms.

Braze excels at delivering cross-channel, personalized messages, while Salesforce provides a comprehensive view of customer interactions, including sales pipelines, support cases, and account details. Integrating the two ensures that every message is relevant, timely, and aligned with your customer’s journey. As of May 2025, Braze does not offer a native Salesforce integration, so setups typically rely on middleware platforms such as Segment, MuleSoft, or custom APIs.

Why Use the Braze Salesforce Integration?

This integration connects CRM data with customer engagement, providing significant advantages for businesses. Here are the main benefits:

1. Personalized Messaging: Send tailored emails, SMS, or push notifications based on Salesforce data, such as a customer’s purchase history, lead stage, or support interactions.
2. Team Alignment: Sales, marketing, and customer success teams use the same customer data to ensure consistent messaging and coordinated efforts.
3. Automated Campaigns: Trigger lifecycle campaigns, like onboarding or re-engagement, when Salesforce records update, saving time and improving efficiency.
4. Enhanced Customer Insights: Enrich Braze user profiles with Salesforce data to improve segmentation, targeting, and behavioral analysis.
5. Improved Retention and Revenue: Personalized, timely engagement increases customer loyalty, reduces churn, and drives upsell opportunities.
6. Data-Driven Decisions: Sync Braze engagement metrics (e.g., email opens and click-throughs) to Salesforce for reporting and follow-up, helping teams measure campaign impact.
7. Scalable Workflows: Manage large datasets and complex campaigns efficiently, making this approach suitable for businesses of all sizes.

These benefits help businesses build meaningful customer relationships and streamline operations.

Key Features of the Integration

The Braze Salesforce Integration uses middleware or APIs to connect the platforms, providing powerful features to enhance customer engagement. Here is what it can do:

• Data Syncing: Import Salesforce objects (Leads, Contacts, Accounts, Opportunities) and fields (e.g., name, email, and stage) into Braze to create or update user profiles.
• Real-Time Triggers: Launch Braze campaigns based on Salesforce events, such as lead conversions, opportunity closures, or case resolutions.
• Field Mapping: Map Salesforce data to Braze attributes to ensure relevant details (e.g., account type and purchase date) are available for segmentation and personalization.
• Two-Way Sync: Send Braze engagement data (e.g., campaign interactions and message opens) back to Salesforce to update records and inform sales or support actions.
• Journey Orchestration: Use Braze’s Canvas tool to build multi-step, cross-channel customer journeys triggered by Salesforce updates.
• Segmentation: Combine Salesforce attributes with Braze behavioral data (e.g., app usage and website visits) for precise audience targeting.
• Analytics and Reporting: Track campaign performance in Braze and sync key metrics to Salesforce dashboards for a unified view of engagement and sales outcomes.

These features make it easy to deliver relevant, personalized experiences at scale.

Common Use Cases

The integration supports a wide range of scenarios across industries, especially for businesses focused on customer engagement. Here are some popular use cases:

• Customer Onboarding: When a lead converts to a customer in Salesforce, trigger a Braze onboarding campaign with welcome emails, in-app tutorials, or SMS reminders.
• Churn Prevention: If Salesforce data shows declining engagement, such as fewer logins or support tickets, launch a Braze win-back campaign with personalized offers or surveys.
• Upsell and Cross-Sell: Send targeted upsell emails or push notifications via Braze when an opportunity reaches a specific stage in Salesforce, such as “Negotiation” or “Proposal.”
• Account-Based Marketing: Sync Salesforce account data to Braze to deliver high-touch, personalized email sequences that complement sales outreach.
• Support Follow-Ups: After a Salesforce case is closed, trigger a Braze campaign to check in with the customer, request feedback, or offer related resources.
• Event Promotions: Use Salesforce campaign data to trigger Braze messages promoting webinars, product launches, or in-person events to targeted segments.
• Loyalty Programs: Reward loyal customers with personalized Braze messages, such as exclusive discounts, based on Salesforce purchase history or account tier.

These use cases demonstrate the integration’s versatility for marketing, sales, and customer success teams.

How the Integration Works

Since Braze does not offer a native Salesforce integration, the connection is typically established through middleware platforms such as Segment, MuleSoft, or Zapier, or via custom APIs. Here is a step-by-step overview of how it works:

1. Connect Platforms: Use a customer data platform (CDP) such as Segment or a middleware tool like MuleSoft to link Salesforce and Braze. Alternatively, developers can build a custom API integration.
2. Sync Data: Map Salesforce objects (such as Leads, Contacts, and Opportunities) to Braze user profiles. For example, sync a contact’s email, name, and lead stage to Braze attributes.
3. Set Triggers: Configure rules in Salesforce (using Process Builder or Flow) or the middleware to send data to Braze when specific events occur, like an opportunity stage change.
4. Build Campaigns: Use Braze’s Canvas or Campaign tools to create multi-channel journeys (email, SMS, push) triggered by Salesforce data updates.
5. Track Engagement: Monitor campaign performance in Braze and sync key metrics (e.g., opens, clicks, and conversions) back to Salesforce for reporting or follow-up.
6. Optimize: Analyze results in both platforms to refine segmentation, messaging, and triggers for better outcomes.

This process ensures real-time data flow and automated, personalized engagement.

Installation and Setup Guide

Setting up the Braze Salesforce integration requires technical configuration because there is no native connector. Follow these steps to get started:

1. Check Requirements:
   • Braze: You need a Braze account with API and integration feature access, typically available on Enterprise plans.
   • Salesforce: Ensure you have a Salesforce Enterprise or Unlimited account with API access.
   • Middleware: Choose a CDP (e.g., Segment or Tealium) or an integration platform (such as MuleSoft or Zapier). For custom setups, ensure your development team has API expertise.
   • Admin Access: You need admin permissions in both Braze and Salesforce to configure the integration.
2. Choose an Integration Method:
   • CDP (Recommended): Use a platform like Segment to collect Salesforce data and send it to Braze. Segment simplifies data routing and supports real-time syncing.
   • Middleware: Tools like MuleSoft or Workato offer robust integration options for complex workflows.
   • Custom API: Developers can use Braze’s REST API and Salesforce’s API to build a tailored integration, syncing data via webhooks or scheduled jobs.
3. Install and Configure:
   • For Segment: Install the Segment app from the Salesforce AppExchange, connect it to Braze, and set up data sources to sync Salesforce objects to Braze.
   • For MuleSoft: Use MuleSoft’s Anypoint Platform to create connectors between Salesforce and Braze, mapping fields and defining triggers.
   • For Custom API: Work with your development team to authenticate APIs, map data, and test data flows. Refer to Braze’s API documentation and Salesforce’s API guide.
4. Map Data:
   • Sync Salesforce fields (e.g., email, lead status, account ID) to Braze user attributes or custom events.
   • Define which Salesforce events (e.g., opportunity created, case closed) trigger Braze actions, like creating a campaign or updating a profile.
5. Build Campaigns:
   • In Braze, use Canvas to design multi-step journeys or Campaigns for single messages, leveraging Salesforce data for personalization and segmentation.
   • Test campaigns to ensure triggers and data sync correctly.
6. Test and Monitor:
   • Test the integration in a Salesforce Sandbox or Braze test environment to verify data flows and campaign triggers.
   • Use Braze’s analytics and Salesforce reports to monitor performance and troubleshoot issues.
   • Check middleware logs (e.g., Segment’s debugger) for errors in data transfer.
7. Train Your Team:
   • Teach marketers how to use Braze’s Canvas and Campaign tools with Salesforce data.
   • Show sales and support teams how to view Braze engagement metrics in Salesforce.
   • Share Braze’s Help Center and Salesforce Trailhead for ongoing learning.

For detailed setup instructions, refer to Braze’s integration documentation or Segment’s Salesforce guide. Consulting an integration partner, e.g., Relationship One, can streamline the process.

Security and Compliance

The integration prioritizes data security and compliance to protect customer information. Here’s how it ensures safety:

• Encryption: Data transfers between Salesforce and Braze (via middleware or APIs) use HTTPS and AES-256 encryption to prevent unauthorized access.
• Compliance: Supports GDPR, CCPA, and HIPAA requirements, provided administrators configure data handling correctly (e.g., anonymizing PII).
• Access Controls: Respects user permissions in both platforms. For example, only authorized Salesforce users can access synced data, and Braze roles limit campaign access.
• Data Governance: Administrators can control which Salesforce fields sync to Braze, ensuring only necessary data is shared.
• Audit Logs: Middleware platforms such as Segment provide logs to track data flows, while Salesforce and Braze offer activity monitoring for compliance.
• Secure Authentication: Uses OAuth or API tokens for secure connections, minimizing risks during data exchange.

To enhance security, enable two-factor authentication, regularly review permissions, and conduct data audits to ensure regulatory compliance.

Who Should Use the Integration?

The Braze Salesforce Integration is ideal for teams seeking to combine CRM insights with personalized engagement. Specific users include:

• Growth Marketers: Automate scalable, data-driven campaigns using Salesforce data for targeting and personalization.
• Customer Success Managers: Proactively engage at-risk customers with Braze messages triggered by Salesforce signals, such as reduced activity.
• Sales Enablement Teams: Coordinate marketing campaigns with sales outreach using synced data to deliver consistent messaging.
• Product Teams: Test messaging strategies across customer lifecycle stages, leveraging Salesforce data for context.
• Data Analysts: Combine Braze engagement metrics with Salesforce reports to measure campaign ROI and customer behavior.
• IT Admins: Set up and maintain the integration to ensure secure, efficient data flows across platforms.

This integration is ideal for businesses in retail, e-commerce, finance, or technology that use both Salesforce and Braze to engage customers.

Tips for Success

To maximize the value of the Braze Salesforce integration, follow these best practices:

1. Plan Data Flows: Before setup, map which Salesforce objects, fields, and events should sync to Braze to prevent data clutter.
2. Start Simple: Begin with a single use case, such as onboarding campaigns, to test the integration before scaling to more complex journeys.
3. Use Middleware: Choose a CDP like Segment for easier setup and real-time syncing, especially if you lack developer resources.
4. Leverage Braze Canvas: Design multi-step journeys in Braze Canvas to deliver cohesive, cross-channel experiences based on Salesforce triggers.
5. Test Thoroughly: Use Salesforce Sandboxes and Braze test environments to validate data syncs and campaign triggers before launch.
6. Monitor Performance: Regularly review Braze analytics and Salesforce reports to optimize campaigns and resolve issues.
7. Train Teams: Provide training on Braze personalization tools and Salesforce data management to ensure teams use the integration effectively.
8. Stay Updated: Follow Braze and Salesforce release notes for new features, as both platforms frequently update their APIs and tools.
9. Consider Partners: Work with integration experts (e.g., Relationship One) for complex setups or to accelerate implementation.

Limitations to Consider

While powerful, the integration has some challenges:

• No Native Integration: Requires middleware or custom APIs, which can increase complexity and cost.
• Technical Expertise: Implementing middleware or APIs may require developers or consultants, especially for custom workflows.
• Cost: Braze Enterprise plans and Salesforce Enterprise or Unlimited editions are necessary, which may be costly for small businesses.
• Data Volume: Syncing large datasets can strain middleware or API limits, requiring careful planning.
• Real-Time Limits: Although Braze excels at real-time engagement, Salesforce’s API may introduce slight delays in data syncing compared to native integrations.

Assess your team’s needs and budget to determine whether the integration fits your stack. For advanced requirements, consider third-party tools such as Workato or Tray.io for enhanced syncing capabilities.

Getting Started

Ready to align your CRM and customer engagement strategies? Here’s how to begin:

1. Verify Accounts: Ensure you have compatible Braze (Enterprise) and Salesforce (Enterprise or Unlimited) accounts with API access.
2. Choose Middleware: Start with Segment for simplicity, or consider MuleSoft, Zapier, or custom APIs for more complex requirements.
3. Consult Experts: Collaborate with your IT team or an integration partner (such as Relationship One) to configure the setup.
4. Set Up and Test: Follow the installation guide to sync data, build campaigns, and test in a sandbox environment.
5. Learn More: Visit Braze’s Help Center (help.braze.com), Salesforce Trailhead (trailhead.salesforce.com), or Segment’s documentation for tutorials.
6. Get Support: Contact Braze or Salesforce support, or consult middleware providers like Segment for assistance.

For inspiration, check out Braze’s case studies (e.g., Sportsbet’s personalized messaging) or Salesforce’s integration guides.

Conclusion

The Braze Salesforce Integration enables businesses to combine Salesforce’s comprehensive CRM insights with Braze’s real-time, cross-channel engagement capabilities. By syncing customer data, triggering personalized campaigns, and aligning teams, this integration drives smarter marketing, improved retention, and stronger customer relationships. From onboarding new customers to preventing churn, it supports a wide range of use cases that enhance efficiency and increase revenue.

Although the lack of native integration requires middleware or custom APIs, the benefits of personalized, data-driven engagement make the effort worthwhile for businesses using both platforms. Begin exploring the Braze Salesforce integration by consulting your IT team, selecting middleware such as Segment, or partnering with experts to unlock its full potential. Enhance your customer engagement strategy and build lasting relationships with the combined power of Braze and Salesforce.