Braze vs Salesforce : Quel outil d'automatisation marketing est le meilleur

Si vous recherchez un outil d'automatisation marketing, vous vous demandez peut-être lequel est le meilleur : Braze ou Salesforce ? Les deux sont d'excellents outils qui peuvent améliorer les taux de conversion de votre entreprise. Cependant, il existe certaines différences entre les deux qui pourraient faciliter le choix pour votre entreprise. Examinons les principales caractéristiques de chaque programme et comment elles se comparent !

Qu'est-ce que Braze ?

Braze est une plateforme d'automatisation marketing mobile. Elle aide les entreprises à envoyer des messages personnalisés aux clients en utilisant des données provenant des applications de l'entreprise, ainsi que des systèmes de gestion de la relation client (CRM) et d'autres sources.

Braze est l'un des nombreux outils pour les marketeurs cherchant à automatiser leur communication avec les clients sur les appareils mobiles, par e-mail et sur les réseaux sociaux.

C'est aussi l'un des rares à s'intégrer avec les appareils Apple et Google, ainsi qu'avec des navigateurs web comme Safari et Chrome. Il peut être associé directement aux applications mobiles des utilisateurs pour suivre leurs activités dans l'application afin que les messages soient plus personnalisés pour chaque utilisateur.

What is Salesforce?

Salesforce est une solution CRM pour les entreprises. Elle a été fondée en 1999 par d'anciens ingénieurs d'Oracle, qui souhaitaient créer une plateforme CRM abordable dont les petites et moyennes entreprises pourraient bénéficier.

L'objectif principal de l'utilisation de Salesforce est de s'organiser avec les informations clients, le tout sous un même toit, sans avoir à utiliser plusieurs systèmes. Salesforce propose également un plan gratuit afin que les petites et moyennes entreprises puissent tester le logiciel avant de s'engager à long terme.

Utiliser Salesforce permettra aux entreprises d'être plus organisées avec leurs clients, ce qui signifie un service plus rapide pour leurs clients et moins de temps passé à travailler dans plusieurs systèmes. Étant donné que toutes les données sont stockées sous un même système, il y a une bien meilleure visibilité sur tous les clients et prospects, ce qui aidera les entreprises à créer avec succès des stratégies de génération de leads.

Avantages de Braze

Braze est une plateforme légère et robuste qui peut être personnalisée selon vos besoins spécifiques.

Braze est une plateforme simple et conviviale qui peut être facilement personnalisée par les marketeurs en fonction des besoins individuels du modèle commercial de chaque client. Elle propose également de nombreuses solutions, comme la création d'un environnement qui fournit les données nécessaires en temps réel, ce que Salesforce ne fait pas.

Elle est rapide et facile à utiliser, permet de suivre les données des utilisateurs en temps réel et offre la possibilité de personnaliser les e-mails ainsi que d'autres supports marketing en fonction des actions de chaque individu dans une application ou un site mobile. Cela aidera votre entreprise à croître de manière exponentielle en utilisant les intégrations de Braze avec la plateforme de publicités Gmail, afin que vous puissiez réutiliser vos listes d'e-mails existantes et envoyer des e-mails hautement personnalisés.

Avantages de Salesforce

Les avantages de Salesforce sont qu'il dispose d'une énorme quantité de fonctionnalités pour le CRM, l'automatisation marketing et l'analyse. C'est également l'outil leader dans toutes ces catégories, ce qui signifie que vous aurez accès à des fonctionnalités avancées.

Un autre avantage est qu'il est facile à utiliser et à mettre en œuvre. Il inclut également un CRM gratuit dont vous aurez probablement besoin si vous utilisez leur outil d'automatisation marketing. Cela allège le budget car vous n'aurez pas à payer de supplément pour un logiciel CRM. Enfin, ils proposent de nombreux types de plans, ce qui facilite le choix de quelque chose qui fonctionne pour votre entreprise.

Salesforce est également un outil très fiable et connu, ce qui le rend réputé et vous donne un sentiment de sécurité lors de son utilisation. De plus, ils disposent d'un excellent support client car de nombreuses personnes font déjà confiance à cette entreprise. Cela signifie que si vous êtes bloqué, vous pouvez contacter leur équipe pour obtenir de l'aide.

Le dernier avantage est qu'il propose de nombreuses intégrations avec d'autres entreprises, ce qui en fait un outil très puissant à utiliser dans le domaine de la technologie marketing. Il propose également une API afin que vous puissiez créer des intégrations supplémentaires si nécessaire. Cela donne aux marketeurs beaucoup de flexibilité pour trouver un outil qui correspond le mieux à leurs objectifs commerciaux.

Comparaison des fonctionnalités de Braze et Salesforce Marketing Cloud

Cette comparaison se concentrera sur Braze et Salesforce en termes de fonctionnalités globales, de tarification et d'intégrations proposées par les deux entreprises.

Dans cet article, nous comparerons les fonctionnalités clés de deux outils d'automatisation marketing leaders : Braze et Salesforce.

Braze est un nouvel acteur sur le marché, mais il a gagné en popularité parmi les marketeurs grâce à sa simplicité et son efficacité en matière d'automatisation marketing.

Salesforce est un ancien acteur sur le marché, mais il a gagné en popularité en raison de son grand nombre d'utilisateurs.

Facilidad de uso

La facilité d'utilisation est importante dans l'automatisation marketing car elle facilite l'interaction des utilisateurs avec le logiciel. Il est également plus probable que les individus continuent à utiliser une application s'ils trouvent son interface facile à utiliser, surtout puisque de nombreuses autres applications peuvent rivaliser pour leur attention.

La facilité d'utilisation est également liée au succès et au support client – ce sont deux facteurs clés qui détermineront si un individu continuera ou non à utiliser un produit.

La facilité d'utilisation de Braze est liée au fait qu'il s'agit d'une application mobile, donc de nombreuses fonctionnalités sont simplifiées car elles ont été optimisées pour les téléphones mobiles.

Certaines fonctionnalités qui rendent Braze plus facile à utiliser par rapport à Salesforce sont son tableau de bord simplifié et sa capacité à n'envoyer des messages que par téléphone mobile (ce qui facilite la réponse des individus).

Salesforce a des fonctionnalités plus avancées et nécessite une courbe d'apprentissage plus longue – cependant, cela peut être bénéfique si une organisation dispose déjà d'équipes de vente ou de marketing expérimentées avec Salesforce.

Salesforce est basé sur le web, donc il peut être accessible de n'importe où. Il offre également des rapports et des analyses clients plus complets que Braze, ce que de nombreuses entreprises pourraient trouver utile.

En termes de facilité d'utilisation, Braze est le gagnant car il dispose de fonctionnalités plus rationalisées que Salesforce. Cependant, de nombreuses entreprises pourraient trouver les fonctionnalités supplémentaires de Salesforce utiles et donc préférer cette plateforme à Braze.

Modèles

Templates are pre-made pieces of content that can be sent out at certain times or by triggers. Most marketing automation tools use templates, which are great for saving time and energy while crafting your communication strategy because you don’t have to start from scratch every single time. The most common type of template is email, but you can also utilize marketing automation tools for creating other types of templates like landing pages and webinars.

Blaze’s Templates are quite simplistic, but they do offer a few different types. There are templates for emails and SMS messages, as well as some pre-made ad creative. You can also create your custom email template which is nice if you want to add an extra touch of personalization on occasion.

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!

Personnalisation

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.

Support client

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.

Intégrations

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.

Interface utilisateur

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.

Channels

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 par e-mail

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.

Questions fréquemment posées

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.

Quelles sont quelques alternatives ?

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

LiveHive est une plateforme tout-en-un qui regroupe le marketing, les ventes et les données clients pour fournir aux marketeurs les outils dont ils ont besoin pour un engagement efficace.

Le puissant moteur d'analyse de LiveHive analyse chaque action de chaque utilisateur en temps réel afin que vous puissiez savoir qui a fait quoi, quand ; à quelle fréquence ; et où—à travers plusieurs canaux comme l'email, le mobile, le web et les réseaux sociaux.

Cela vous permet de créer des messages personnalisés qui tirent parti des connaissances sur la taille de l'entreprise de chaque prospect, son secteur d'activité, son comportement sur votre site web ou votre application—et même son niveau d'engagement avec les messages précédents.

Un autre outil d'automatisation alternatif est Intercom. Intercom est une plateforme de communication client pour les petites entreprises.

Elle unifie les données, les processus et les conversations à travers votre entreprise pour vous aider à offrir de meilleures expériences à chaque étape du parcours d'achat. C'est également l'un des rares outils qui disposent d'un support intégré pour les notifications push web (via API) ainsi que des capacités de messagerie SMS via leur API ouverte—ce qui signifie qu'il peut être configuré pour envoyer des messages SMS en plus des notifications par email standard.

Troisièmement, il y a Drip. Drip automatise le processus d'envoi d'emails en fonction du comportement des utilisateurs et vous aide à créer des campagnes véritablement automatisées qui peuvent avoir un impact immédiat sur le chiffre d'affaires de votre entreprise. Et comme il est axé sur le marketing par email, vous pouvez envoyer de magnifiques bulletins d'information par email et des campagnes de drip à vos clients.

Quatrièmement, il y a Hubspot. C'est une plateforme tout-en-un qui regroupe le marketing, les ventes et les données clients pour fournir aux marketeurs les outils dont ils ont besoin pour un engagement efficace (similaire à LiveHive).

L'intégration de Braze et Salesforce est-elle possible ?

Oui, Braze et Salesforce peuvent être intégrés. Vous pouvez utiliser une intégration comme Zapier pour connecter les deux outils afin que votre outil d'automatisation marketing mette à jour le CRM avec de nouveaux prospects chaque fois qu'un tout nouveau prospect est ajouté dans le premier. Tout cela se fait sans que quiconque ait à synchroniser manuellement les données d'une plateforme à l'autre de temps en temps.

Comment fonctionne cette intégration ?

Il y a quatre étapes pour intégrer Braze et Salesforce : d'abord, vous créez votre connexion Zapier entre les deux plateformes ; ensuite, vous liez vos clés API uniques pour chaque service afin qu'ils puissent communiquer entre eux ; troisièmement, vous sélectionnez quels champs Salesforce seront mis à jour dans Braze lorsqu'un nouveau prospect est ajouté au CRM ; enfin, vous choisissez quelles informations de ce prospect nouvellement ajouté doivent apparaître sur votre profil Braze.

Conclusion

Entre Braze et Salesforce, le meilleur outil d'automatisation marketing est Salesforce.

Salesforce dispose d'une grande variété de fonctionnalités puissantes et d'intégrations pour vous aider à lancer votre campagne d'automatisation marketing immédiatement.

Salesforce a également un meilleur service client et une plateforme plus fiable.

Bien que Braze soit moins cher, Salesforce sera le meilleur outil d'automatisation marketing pour la plupart des gens dans la plupart des cas.

Braze est un excellent choix si vous recherchez des campagnes de drip hautement automatisées qui envoient des messages en fonction des actions ou de l'inaction des utilisateurs, mais il manque certains outils nécessaires comme le scoring des prospects et les champs personnalisés qui sont utiles pour gérer des campagnes d'automatisation marketing plus importantes.

Enfin, Salesforce est meilleur que Braze car il est plus établi et mieux connu dans l'industrie—vous en avez pour votre argent lorsque vous achetez un service ou un produit, mais surtout une solution technologique comme celle-ci.

De plus, même si ces deux services offrent une excellente période d'essai gratuite, Salesforce propose une période d'essai gratuite de 30 jours plus généreuse.

Salesforce peut être coûteux à grande échelle, donc si vous avez peu de trafic ou des objectifs modestes, Braze pourrait mieux fonctionner pour vous financièrement à long terme même s'il est plus cher au départ.

Cependant, la plupart des entreprises feront mieux avec Salesforce comme leur plateforme d'automatisation marketing.