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 rich 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.

In this guide, we’ll cover 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. Let’s explore how this integration can transform your customer engagement strategy!

What Is the Braze Salesforce Integration?

The Braze Salesforce Integration connects Salesforce’s CRM capabilities with Braze’s real-time customer engagement tools. It allows 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 deep customer insights, and sales teams can track engagement without switching platforms.

Braze excels at delivering cross-channel, personalized messages, while Salesforce provides a 360-degree view of customer interactions, including sales pipelines, support cases, and account details. By integrating the two, you ensure that every message is relevant, timely, and aligned with your customer’s journey. Note that, as of May 2025, Braze does not offer a native Salesforce integration, so setups typically rely on middleware platforms like Segment, MuleSoft, or custom APIs.

Why Use the Braze Salesforce Integration?

This integration bridges the gap between CRM data and customer engagement, offering significant advantages for businesses. Here are the top benefits:

1. Personalized Messaging: Deliver 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 work from the same customer data, ensuring 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 for better 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, click-throughs) to Salesforce for reporting and follow-up, helping teams measure campaign impact.
7. Scalable Workflows: Handle large datasets and complex campaigns effortlessly, making it ideal for businesses of all sizes.

These benefits help businesses create meaningful customer relationships while streamlining operations.

Key Features of the Integration

The Braze Salesforce Integration leverages middleware or APIs to connect the platforms, offering powerful features to enhance customer engagement. Here’s what it can do:

• Data Syncing: Import Salesforce objects (Leads, Contacts, Accounts, Opportunities) and fields (e.g., name, email, stage) into Braze to create or update user profiles.
• Real-Time Triggers: Launch Braze campaigns based on Salesforce events, such as a lead converting, an opportunity closing, or a case being resolved.
• Field Mapping: Map Salesforce data to Braze attributes, ensuring relevant details (e.g., account type, purchase date) are available for segmentation and personalization.
• Two-Way Sync: Send Braze engagement data (e.g., campaign interactions, 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, 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, particularly for businesses focused on customer engagement. Here are 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 (e.g., 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, like “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 (e.g., 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 achieved through middleware platforms (e.g., Segment, MuleSoft, Zapier) or custom APIs. Here’s a step-by-step overview of how it works:

1. Connect Platforms: Use a customer data platform (CDP) like 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 (e.g., Leads, Contacts, 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 (e.g., email, SMS, push) triggered by Salesforce data updates.
5. Track Engagement: Monitor campaign performance in Braze, and sync key metrics (e.g., opens, clicks, 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 setup due to the lack of a native connector. Follow these steps to get started:

1. Check Requirements:
   • Braze: You need a Braze account with access to APIs and integration features (typically Enterprise plans).
   • Salesforce: Ensure you have a Salesforce Enterprise or Unlimited account with API access.
   • Middleware: Choose a CDP (e.g., Segment, Tealium) or integration platform (e.g., MuleSoft, Zapier). For custom setups, ensure your development team has API expertise.
   • Admin Access: You’ll 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 with 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 admins 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: Admins can control which Salesforce fields sync to Braze, ensuring only necessary data is shared.
• Audit Logs: Middleware platforms like 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 compliance with regulations.

Who Should Use the Integration?

The Braze Salesforce Integration is ideal for teams that want 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, like 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 perfect 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 out which Salesforce objects, fields, and events should sync to Braze to avoid data clutter.
2. Start Simple: Begin with a single use case, like onboarding campaigns, to test the integration before scaling to complex journeys.
3. Use Middleware: Opt for 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’s Canvas tool 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 going live.
6. Monitor Performance: Regularly review Braze analytics and Salesforce reports to optimize campaigns and troubleshoot issues.
7. Train Teams: Provide training on Braze’s personalization tools and Salesforce’s 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 may add complexity and cost.
• Technical Expertise: Setting up middleware or APIs may require developers or consultants, especially for custom workflows.
• Cost: Braze Enterprise plans and Salesforce Enterprise/Unlimited editions are required, which may be expensive for small businesses.
• Data Volume: Syncing large datasets can strain middleware or API limits, requiring careful planning.
• Real-Time Limits: While Braze excels at real-time engagement, Salesforce’s API may introduce slight delays in data syncing compared to native integrations.

Evaluate your team’s needs and budget to determine if the integration fits your stack. For advanced needs, consider third-party tools like 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/Unlimited) accounts with API access.
2. Choose a Middleware: Start with Segment for simplicity or explore MuleSoft, Zapier, or custom APIs for complex needs.
3. Consult Experts: Work with your IT team or an integration partner (e.g., 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: Explore 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 empowers businesses to combine Salesforce’s deep 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, better retention, and stronger customer relationships. From onboarding new customers to preventing churn, it supports a wide range of use cases that boost efficiency and revenue.

While the lack of a native integration requires middleware or custom APIs, the benefits of personalized, data-driven engagement make it worth the effort for businesses using both platforms. Start exploring the Braze Salesforce Integration today by consulting your IT team, choosing a middleware like Segment, or partnering with experts to unlock its full potential. Transform your customer engagement strategy and build lasting relationships with the power of Braze and Salesforce!