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wednesdaywalsh's avatar
wednesdaywalsh
Collaborator
11 months ago

Hello from San Francisco, Looking for B2B users in Sydney

Hello everyone, 
I'm writing from Canva California to formally re-introduce myself to the new-ish platform for Bonfire. I used it a bunch when it lived on slack, but its time for me to embrace the new! 
What brings me here today is that I have 2 open roles on my team - check them out here. We're looking specifically for manager and lead level folks with B2B experience in the Sydney area. 
Lastly, I'll end on a question: What do you say when people tell you that Braze is not a B2B tool? Any objections to that view? 
Thanks and see you around the bonfire! 
MRW

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  • phswiss's avatar
    phswiss
    Collaborator
    23 days ago

    Hi MRW, nice to meet you! 🙂

    I'd be happy to answer:

    "What do you say when people tell you that Braze is not a B2B tool? Any objections to that view?"

    We believe that Braze represents the modern present and the future of what B2B marketing should look like. Long story short, there's no need why a B2B company should not go for Braze for B2B or B2B2C use cases, on the contrary we feel it will provide them with a competitive edge.

    I can personally confirm that Braze has almost all it needs at the core for successful B2B marketing engagement, and today offers partner integrations that cover missing B2B features of Braze.

    The steady decline of legacy B2B marketing automation platforms like Marketo, Pardot or Eloqua I do not just attribute to the age of these systems, but their out-dated vision of how and where B2B buyers make purchase decisions. Concretely, while B2B buyers would be mostly approached with emails in the past, today there is global "email fatigue" and B2B buyers are present on many other channels (keyword "omni-channel") that Braze offers.

    In parallel, since B2C companies - which Braze was originally designed for - had a need earlier on to create "experiences" vs. simply "touches", it incorporates great data handling at its core along, with tools to personalize B2B customer engagements and create modern B2B buyer experiences. It's a different mindset, and what we see forward-looking B2B marketers strive for. Any B2B / B2B2C customer betting on a new platform should select a platform that is future-proof for at least 3 - 5 years, and Braze is one of these platforms.

    Further B2B requirements notes:

    • Key B2B functionality that your typical Marketo customer used to be missing in Braze is covered by the Braze tech partner SalesWings
      • Lead and account scoring for Braze (including rule-based, predictive, point-based
      • AI powered sales intelligence
      • Sales and marketing alignment tools
      • Sales email alerts, browser notifications, Slack signals
    • Native account / opportunity data model for ABM inside Braze is set to be released in Q2 2025 (to my knowledge)
    • Salesforce Sales Cloud integration is set to be released in Q3 2025 (to my knowledge); other integrations can be custom built
    • LinkedIn audience sync is in beta at this moment that I write this
    • Lead gen forms and landing pages are there (new version coming out soon)

    I hope this helps, and happy to connect further on LinkedIn!

    Philip