Salesforce Pays $5.66B for Braze, Buying the Rival That Outran Marketing Cloud

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Salesforce agreed to buy Braze for $5.66B in cash, a 58% premium. Inside the strategic case, the price debate and the trap for Braze customers.
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Salesforce agreed to acquire Braze for about $5.66 billion, or $47.50 a share in cash, a 58% premium. The deal buys Marketing Cloud the real-time, mobile-first engagement layer it lacked and takes out a rival that won customers fleeing Salesforce. Braze jumped 51%, Salesforce fell 3%, analysts called the premium odd, and Braze's roughly 2,770 customers may find themselves pulled back into the ecosystem they left.