Braze vs Salesforce: ¿Cuál herramienta de automatización de marketing es mejor?

Si estás buscando una herramienta de automatización de marketing, es posible que te preguntes cuál es mejor: Braze o Salesforce? Ambas son excelentes herramientas que pueden mejorar las tasas de conversión de tu negocio. Sin embargo, hay algunas diferencias entre las dos que podrían facilitar la elección para tu empresa. ¡Echemos un vistazo a las características clave de cada programa y cómo se comparan!

¿Qué es Braze?

Braze es una plataforma de automatización de marketing móvil. Ayuda a las empresas a enviar mensajes personalizados a los clientes utilizando datos de las aplicaciones de la empresa, así como sistemas de gestión de relaciones con clientes (CRM) y otras fuentes.

Braze es una de las muchas herramientas para los especialistas en marketing que buscan automatizar su mensajería con los clientes en dispositivos móviles, correo electrónico y redes sociales.

También es una de las pocas que se integra con dispositivos de Apple y Google, así como con navegadores web como Safari y Chrome. Se puede emparejar directamente con las aplicaciones móviles de los usuarios para rastrear sus actividades en la aplicación, de modo que los mensajes sean más personalizados para cada usuario.

¿Qué es Salesforce?

Salesforce es una solución de CRM para empresas. Fue fundada en 1999 por exingenieros de Oracle, que querían crear una plataforma de CRM asequible de la que pudieran beneficiarse las pequeñas y medianas empresas.

El principal propósito de usar Salesforce es organizar la información del cliente bajo un mismo techo sin tener que utilizar múltiples sistemas. Salesforce también ofrece un plan gratuito para que las pequeñas y medianas empresas puedan probar el software antes de comprometerse a largo plazo.

Usar Salesforce permitirá a las empresas estar más organizadas con los clientes, lo que significa un servicio más rápido para sus clientes y menos tiempo dedicado a trabajar en múltiples sistemas. Dado que todos los datos se almacenan bajo un solo sistema, hay una visibilidad mucho mejor de todos los clientes y prospectos, lo que ayudará a las empresas a crear estrategias de generación de leads con éxito.

Ventajas de Braze

Braze es una plataforma ligera y robusta que se puede personalizar según tus necesidades específicas.

Braze es una plataforma simple y fácil de usar que puede ser fácilmente personalizada por los especialistas en marketing de acuerdo con las necesidades individuales del modelo de negocio de cada cliente. También ofrece muchas soluciones, como crear un entorno que proporcione datos necesarios en tiempo real, algo que Salesforce no hace.

Es rápida y fácil de usar, permite rastrear datos de usuarios en tiempo real y ofrece la capacidad de personalizar correos electrónicos así como otros materiales de marketing en función de las acciones de cada individuo dentro de una aplicación o sitio web móvil. Esto ayudará a tu negocio a crecer exponencialmente utilizando las integraciones de Braze con la plataforma de anuncios de Gmail para que puedas reutilizar tus listas de correo existentes y enviar correos electrónicos altamente personalizados.

Ventajas de Salesforce

Las ventajas de Salesforce son que tiene una enorme cantidad de funcionalidades para CRM, automatización de marketing y análisis. También es la herramienta líder en todas estas categorías, lo que significa que tendrás acceso a características avanzadas.

Otra ventaja es que es fácil de usar e implementar. También incluye un CRM gratuito que probablemente necesitarás si estás utilizando su herramienta de automatización de marketing. Esto es fácil para el bolsillo porque no tendrás que pagar extra por software de CRM. Finalmente, ofrecen muchos tipos diferentes de planes, lo que facilita elegir algo que funcione para tu negocio.

Salesforce también es una herramienta muy confiable y conocida, lo que la hace reputada y te sientes seguro al usar el producto. Además, tienen un gran soporte al cliente porque muchas personas ya confían mucho en esta empresa. Eso significa que si te quedas atascado, puedes contactar a su equipo para obtener ayuda.

La última ventaja es que ofrece muchas integraciones con otras empresas, lo que convierte esto en una herramienta muy poderosa para usar en el espacio de la tecnología de marketing. También ofrece una API para que puedas construir integraciones adicionales si es necesario. Esto brinda a los especialistas en marketing mucha flexibilidad a la hora de encontrar una herramienta que se ajuste mejor a sus objetivos comerciales.

Comparación de características de Braze vs Salesforce Marketing Cloud

Esta comparación se centrará en Braze y Salesforce en términos de características generales, precios e integraciones ofrecidas por ambas empresas.

En este artículo, compararemos las funcionalidades clave de dos herramientas líderes en automatización de marketing: Braze vs Salesforce.

Braze es un nuevo jugador en el mercado, pero ha ganado popularidad entre los especialistas en marketing por su simplicidad y efectividad en lo que respecta a la automatización de marketing.

Salesforce es un jugador antiguo en el mercado, pero ha ganado popularidad debido a su gran número de usuarios.

Facilidad de Uso

La facilidad de uso es importante en la automatización de marketing porque facilita a los usuarios interactuar con el software. También es más probable que las personas continúen usando una aplicación si encuentran su interfaz fácil de usar, especialmente dado que muchas otras aplicaciones pueden estar compitiendo por su atención.

La facilidad de uso se relaciona con el éxito y soporte del cliente también; estos son factores clave en si un individuo continuará usando un producto.

La facilidad de uso de Braze se relaciona con el hecho de que es una aplicación basada en móviles, por lo que muchas de sus características están simplificadas porque han sido optimizadas para teléfonos móviles.

Algunas características que hacen que Braze sea más fácil de usar en comparación con Salesforce son su panel simplificado y la capacidad de enviar mensajes solo a través de teléfonos móviles (lo que facilita a las personas responder).

Salesforce tiene funcionalidades más avanzadas y requiere una curva de aprendizaje más larga; sin embargo, esto puede ser beneficioso si una organización ya tiene equipos de ventas o marketing que están familiarizados con Salesforce.

Salesforce es web-based, por lo que se puede acceder desde cualquier lugar. También ofrece informes más completos y análisis de clientes que Braze, lo que muchas empresas pueden encontrar útil.

En términos de facilidad de uso, Braze es el ganador porque tiene características más simplificadas que Salesforce. Sin embargo, muchas empresas pueden encontrar útiles las funcionalidades adicionales de Salesforce y, por lo tanto, preferir esa plataforma sobre Braze.

Plantillas

Las plantillas son piezas de contenido prehechas que se pueden enviar en ciertos momentos o por desencadenantes. La mayoría de las herramientas de automatización de marketing utilizan plantillas, que son excelentes para ahorrar tiempo y energía al elaborar tu estrategia de comunicación porque no tienes que empezar desde cero cada vez. El tipo más común de plantilla es el correo electrónico, pero también puedes utilizar herramientas de automatización de marketing para crear otros tipos de plantillas como páginas de destino y seminarios web.

Las plantillas de Blaze son bastante simples, pero ofrecen algunos tipos diferentes. Hay plantillas para correos electrónicos y mensajes SMS, así como algunas creatividades publicitarias prehechas. También puedes crear tu propia plantilla de correo electrónico, lo cual es agradable si deseas agregar un toque extra de personalización en ocasiones.

Braze has some robust templates that allow you to personalize the content with a lot of different types of information. You can include customer attributes, merge tags for dynamic data, and even personalization variables that allow you to pull in things like users’ names based on their email address or phone number. That way your emails always look nice and personalized!

Salesforce’s templates are pretty standard, and there aren’t very many of them. You can create a template for an email or SMS message (though they’re not as customizable as Braze’s), but that’s about it. For most people, this won’t matter much, though if you want to personalize your communication then Salesforce is probably the wrong choice.

In terms of templates, Braze and Salesforce are pretty similar. They both offer email templates, though Braze’s gives you more customization options like merge tags for dynamic data. When it comes to SMS messages, there is not much comparison because only Braze offers that option in their marketing automation tool!

Personalización

Customization is important in marketing because it allows marketers to design and launch campaigns that are specific to each client. Customization is a feature that helps marketers improve their marketing efforts. For example, if a company has two different brands they will need to design separate campaigns for each brand’s audience and this is where customization comes into play because it allows the marketer to change specific aspects of the automation process for each campaign.

Braze’s customization is highly advanced. It is one of the most customizable automation tools on the market today, allowing marketers to engage their entire audience throughout different stages of engagement. They can even offer automated messages for specific events such as registration or purchase completion within a campaign’s funnel(s).

Braze’s customization features can be applied to all kinds of automation including re-engagement, lead nurturing, or even one-time messages. Marketers are also able to schedule automated email campaigns for specific timeframes and can choose from a variety of templates that correspond with different events within the campaign funnel(s).

Salesforce has customization capabilities which are also very valuable but they do not have the same level of customization as Braze. This is because they only focus on one type of marketer which is sales-focused marketers, so Salesforce’s automation will not have the flexibility that a marketing manager needs to design custom campaigns for their audience or specific events within each campaign funnel.

Salesforce does have a few different features that allow marketers to design automated email campaigns. For instance, they can set up automation with triggers based on lead scoring rules or specific events within the campaign funnel which will trigger an event and send out personalized messages accordingly. They also offer some integrations for marketing automation tools such as Pardot, Marketo, and Eloqua.

However, these marketers are mostly limited to just customizing the emails that they send out. They cannot design specific campaigns for each client or audience which makes it difficult if a company has multiple brands with different audiences because then their automation would be very one-dimensional.

In terms of customization, Braze is the better marketing automation tool because marketers can design fully customizable campaigns that can be applied to all kinds of audiences or different events within each campaign funnel. This allows their audience(s) to receive highly personalized messages throughout various stages of engagement which ultimately leads to higher conversion rates and improved ROI for clients.

Salesforce does have customization capabilities but does not have the same level of customization as Braze. This is because they only focus on one type of marketer which is sales-focused marketers, so Salesforce’s automation will not have the flexibility that a marketing manager needs to design custom campaigns for their audience or specific events within each campaign funnel.

Soporte al Cliente

Customer support is the process of managing and handling customer service issues. It is a crucial part of any marketing campaign because it can directly impact your brand’s reputation, which will determine how much revenue you generate from each sale. Let me explain…

When customers make purchases online or offline they may have one or more questions before completing their purchase. These questions could be related to a product or service, the purchase process itself (shipping & returns), billing information, etc.

In these instances, customer support from both your marketing automation tool and your e-commerce platform should be connected so that questions can easily be transferred between them without any interruption for the customer. This is an example of how marketing automation can help improve customer support.

Braze’s customer support is automated and can be found under the ‘Support’ section of your Braze account. It is always free to talk with a member of their team, which makes it very accessible for customers who may need additional guidance or troubleshooting to complete their purchase(s).

Salesforce’s customer support cannot be accessed within Salesforce itself but rather requires a portal login. Salesforce does offer live chat with their team but it is only available during business hours and can cost your company up to $50 per month for the service (depending on the package).

Braze excels over Salesforce in regards to customer support. Customers know that they can contact a member from Braze anytime and for any reason, which makes them feel more confident in their purchasing decisions. If you are looking to streamline your Customer Support process then it is worth considering an alternative marketing automation tool other than Salesforce.

In terms of customer support, Braze is the clear winner over Salesforce. Customers know that they can get in touch with a member from Braze any time, which makes them more confident about completing their purchase(s). If you are looking to streamline your customer support process then it is worth considering an alternative marketing automation tool other than Salesforce.

Integraciones

Integrations are vital in any marketing automation platform because the more marketing channels and tools you can use together, the better. Your customers are on multiple digital platforms; they need to be reached in each of them with relevant content that’s personalized for their needs. Integrations can also be used to share information across different marketing automation platforms so you can create a more cohesive experience for your customers.

Creating integrations through various channels, including webhooks and APIs, provides organizations with greater flexibility in how they connect their systems. It also enables organizations to integrate systems that are built by different developers.

Marketers can create meaningful experiences across channels through integrations, leading customers down a more personalized path based on their behaviors and preferences. This also helps reduce the noise of irrelevant marketing messages or content being sent out into the world. Integrating platforms also provide the opportunity to collect more data on customers, which can help inform campaigns down the road.

Braze’s integrations are much more robust than Salesforce. Braze offers integrations with 17 different marketing channels, including email providers like MailChimp and Marketo as well as digital advertising platforms such as Facebook Ads and Twitter Ads. SalesForce only has a handful of integrations that aren’t even built by the company itself. For example, its integration for Google Adwords is built by Adobe. SalesForce does, however, offer an integration with Marketo that can be used to manage marketing automation and ad campaign information.

Salesforce’s integrations feature is much more limited than Braze. SalesForce offers integrations with nine different marketing channels, including email providers like MailChimp and Marketo as well as digital advertising platforms such as Facebook Ads and Twitter Ads.

Braze’s integrations are far superior to that of Salesforce. Braze offers integrations with seventeen different marketing channels, including email providers like MailChimp and Marketo as well as digital advertising platforms such as Facebook Ads and Twitter Ads. SalesForce only has a handful of integrations that aren’t even built by the company itself, for example, its integration with Google Adwords is built by Adobe.

In terms of integrations, Braze is far superior. It offers a greater range of integrations and they’re all built in-house by Braze, whereas SalesForce only has a handful, most of which aren’t even built by the company itself. For marketers, this is an important factor to consider when choosing the right marketing automation tool for your business.

Interfaz de usuario

The user interface is how users interact with a website. The user interface can be designed to look good and it should run smoothly, but there is more than just aesthetics at play here. A great user interface allows the targeted customer to receive information about your product in an effective way that keeps their interest while avoiding distractions or confusion.

The user interface of Braze is clean, simple, and targeted. The information that is presented is concise which allows the user to take action without getting distracted or overwhelmed by too much confusing data at once.

The user interface of Salesforce has a lot more information at once so it can be difficult for customers to find things or know where to go next without getting frustrated. The design elements are not cohesive and sometimes seem haphazard.

Marketers can use both interfaces to get their message across effectively, but they need to know what kind of customer they are targeting before choosing which platform will work best. The more streamlined interface of Braze makes it easier for customers that do not want pages upon pages of information or are not as familiar with the internet. The interface of Salesforce is advantageous for marketers that need to present a lot more data to make their point clear, but they can’t expect everyone who visits their site will stick around long enough to find all the valuable content if it’s cluttered together without any organization.

The user interface of Salesforce on the other hand can be overwhelming since it doesn’t allow for as many succinct views into the customer’s information. It may require more time from the user to get the info that they need which can be frustrating for them. It’s harder for users to take action with Salesforce since it requires more information gathering before taking any steps forward.

Although both tools are effective, Braze has a cleaner and simpler interface allowing customers to digest their data more easily. This allows users to take more action with less hassle which is better for the user experience of the customer and helps them get what they want faster.

In terms of the user interface, Braze has a more streamlined and easy-to-digest interface which makes it better for the user experience. Salesforce, on the other hand, is not as helpful in terms of directing customers through their process quickly and easily but can offer marketers access to different kinds of data with ease depending on what their marketing goals are.

The user interface comparison between Braze and Salesforce has proven that Braze is better for the customer and allows them to take more action with less hassle. This makes the user experience of using Braze much better than Salesforce which can be frustrating and time-consuming at times depending on what kind of data you need.

Canales

Channel is a tool that allows marketers to create messages and send them out across different online channels. It can be used to schedule posts for different social networks, from Twitter and Facebook to Instagram.

Channels is an important feature because it allows marketers to coordinate and automate their outreach across multiple platforms.

Braze’s channel feature is very similar to that of Salesforce. Both allow users to schedule posts across multiple social media platforms. However, they go about it in different ways—Braze allows you to create one post which is then automatically sent out on the desired channels at designated times while Salesforce requires marketers to upload individual files for each channel and time zone.

In addition, both platforms allow users to customize the message being shared on each channel—from text updates to images or videos. To stand out from competitors online marketers need their outreach messages across all channels to appear unified and equally well-tailored for each platform.

Braze has more than 25 channels while Salesforce only offers 12.

In terms of channels, Braze is a more robust platform with many features and channels compared to Salesforce because it allows you to schedule messages across more social media platforms.

Marketing por Correo Electrónico

Email marketing is a form of direct marketing in which organizations send emails to their consumers, often containing advertisements or other sales promotions. It can be sent out by email or through newsletters. It is important because email is an inexpensive and direct way to communicate with customers.

Braze’s email marketing is a great way to send out promotional emails and newsletters. You can use their A/B testing feature which will allow you to test different email templates for what is best received by your customers. It also lets you create upsells, which means that it’s easy to cross-promote products within Braze itself – this helps encourage users of one product to buy more and get users of other products.

Salesforce’s email marketing is a quick way to send out promotional emails or newsletters, but it doesn’t have the same A/B testing features that Braze does. It also only has product recommendations in one direction – for example, you can recommend people buy certain apps within Salesforce, but you can’t, for example, recommend they buy a subscription to your CRM program. It’s also not as easy to create up-sells in Salesforce – while it is possible, it takes more work and there isn’t an option that allows you to easily cross-promote products within the system itself.

In terms of email marketing, Braze is more powerful and user-friendly than Salesforce. It’s a great way to promote your products, while also being easy to use and allowing you to create upsells of different types of products within the system itself.

Mobile and Desktop Platform

Mobile and desktop platforms are important because they are the types of devices that people use to view content. These platforms also have different features, so marketers must make sure their marketing software can support them both.

Mobile platforms allow users to access information quickly while on the go via a smartphone or tablet.

Desktop platforms allow users to access information quickly while sitting at a desk via a computer. They also have larger screens, which allows for more content on one page to be shown. However, they can sometimes cause issues with scrolling since there is no touchscreen functionality like mobile platforms.

The mobile and desktop platforms of Braze are more limited than Salesforce. It only offers mobile access to apps and websites, while the Desktop Platform is absent for Braze.

Braze allows users to access information quickly while on the go via a smartphone or tablet by offering only a mobile platform. If they have a computer or tablet, users can also access information quickly while sitting at a desk via the website and app on both platforms.

Salesforce allows users to access information quickly while sitting at a desk via a computer. They also have larger screens, which allows for more content on one page to be shown. However, they can sometimes cause issues with scrolling since there is no touchscreen functionality like mobile platforms.

The mobile and desktop platforms of Salesforce are both supported by its Marketing Cloud software suite. Both of these platforms allow marketers to reach customers via their phones or computers with ease through this powerful toolset that keeps them up-to-date on current customers and potential new ones.

In terms of mobile and desktop platforms, the Braze marketing automation tool is far less powerful than Salesforce’s Marketing Cloud. While it can only be accessed via mobile devices, the Desktop Platform does not exist at all for Braze users. In terms of power and convenience, this means that those who use a computer to access information will have an inferior experience as they won’t even have the ability to access the Braze software. The Salesforce Marketing Cloud suite, on the other hand, offers powerful features for both mobile and desktop platform users with its rich feature set of marketing tools that marketers can use to reach out to customers through various channels via their mobile devices or computers.

Preguntas frecuentes

How do you decide which is the best for your team, user base, and budget?

In terms of teams, between Braze and Salesforce, Salesforce is more flexible for handling enterprise-level teams because it’s the best-known tool in the space. Of course, Braze has spent years developing its complex platform to handle enterprise needs as well, but you may have a harder time convincing the leadership of your small startup that this is worth sticking with over Salesforce.

Both tools are great at handling a wide range of user needs, but Salesforce is the more robust solution in terms of features. However, both tools offer flexibility to meet various business goals and requirements with ease.

In addition to all these factors, you’ll need to consider your budget when choosing between Braze and Salesforce because they are not equally priced solutions. Braze is cheaper.

¿Cuáles son algunas alternativas?

Aside from Braze and Salesforce, another alternative automation tool is LiveHive.

LiveHive is an all-in-one platform that brings together marketing, sales, and customer data to provide marketers with the tools they need for effective engagement.

The LiveHive’s powerful analytics engine analyzes every action of each user in real-time so you can learn who did what, when; how frequently; and where—across multiple channels like email, mobile, web, and social.

This allows you to create personalized messages that leverage the knowledge of each lead’s company size, industry, behavior on your website or app—and even their level of engagement with previous messages.

Otra herramienta de automatización alternativa es Intercom. Intercom es una plataforma de comunicación con clientes para pequeñas empresas.

Unifica datos, procesos y conversaciones en tu negocio para ayudarte a ofrecer mejores experiencias en cada etapa del recorrido del comprador. También es una de las pocas herramientas que tienen soporte integrado tanto para notificaciones push web (a través de API) como para capacidades de mensajería SMS a través de su API abierta, lo que significa que se puede configurar para enviar mensajes SMS además de las notificaciones por correo electrónico estándar.

En tercer lugar, está Drip. Drip automatiza el proceso de envío de correos electrónicos basados en el comportamiento del usuario y te ayuda a construir campañas verdaderamente automatizadas que pueden tener un impacto inmediato en los resultados de tu negocio. Y dado que está construido en torno al marketing por correo electrónico, puedes enviar hermosos boletines informativos por correo electrónico y campañas de goteo a tus clientes.

En cuarto lugar, está Hubspot. Es una plataforma todo en uno que reúne marketing, ventas y datos de clientes para proporcionar a los mercadólogos las herramientas que necesitan para un compromiso efectivo (similar a LiveHive).

¿Es posible la integración de Braze con Salesforce?

Sí, Braze y Salesforce se pueden integrar. Puedes usar una integración como Zapier para conectar ambas herramientas de modo que tu herramienta de automatización de marketing actualice el CRM con nuevos leads cada vez que se añade un nuevo lead en la primera. Todo esto sucede sin que nadie tenga que sincronizar manualmente los datos de una plataforma a otra de vez en cuando.

¿Cómo funciona esta integración?

Hay cuatro pasos involucrados en la integración de Braze y Salesforce: primero, creas tu conexión de Zapier entre ambas plataformas; segundo, enlazas tus claves API únicas para cada servicio para que puedan comunicarse entre sí; tercero, seleccionas qué campos de Salesforce se actualizarán en Braze cuando se añade un nuevo lead al CRM; por último, eliges qué información de ese lead recién añadido debería aparecer en tu perfil de Braze.

Conclusión

Entre Braze y Salesforce, la mejor herramienta de automatización de marketing es Salesforce.

Salesforce tiene una gran variedad de características poderosas e integraciones para ayudarte a lanzar tu campaña de automatización de marketing de inmediato.

Salesforce también tiene un mejor servicio al cliente y una plataforma más confiable.

Aunque Braze es más barato, Salesforce será la mejor herramienta de automatización de marketing para la mayoría de las personas en la mayoría de los casos.

Braze es una excelente opción si estás buscando campañas de goteo altamente automatizadas que envíen mensajes basados en acciones o inacciones del usuario, pero carece de algunas herramientas necesarias como la puntuación de leads y campos personalizados que son útiles para gestionar campañas de automatización de marketing más grandes.

Finalmente, Salesforce es mejor que Braze porque está más establecido y es más conocido en la industria; estás obteniendo lo que pagas al comprar cualquier servicio o producto, pero especialmente una solución tecnológica como esta.

Además, aunque ambos servicios ofrecen un excelente período de prueba gratuito, Salesforce ofrece un período de prueba gratuito más generoso de 30 días.

Salesforce puede ser costoso de escalar, así que si tienes poco tráfico o metas modestas, Braze podría funcionar mejor para ti financieramente a largo plazo, aunque sea más caro al principio.

Sin embargo, la mayoría de las empresas harán mejor con Salesforce como su plataforma de automatización de marketing.