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Braze vs Twilio

Braze vs Twilio (2027): Which Is the Better Customer Engagement Platform?

Braze is the better choice for companies seeking a mature, multichannel customer engagement platform (CEP), while Twilio Engage suits businesses prioritizing CDP-first data infrastructure.

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Braze is the better choice for companies seeking a mature, multichannel customer engagement platform (CEP), while Twilio Engage suits businesses prioritizing CDP-first data infrastructure.

Braze’s Competition in the Martech Ecosystem

Braze and Twilio are customer engagement platforms that help businesses connect with their customers across various channels. A Customer Engagement Platform (CEP) is software that supports real-time, cross-channel customer engagement, helping teams deliver relevant, personalized experiences across email, mobile, SMS, web, and more from a single interface. A Customer Data Platform (CDP) is a system that unifies customer data from multiple sources into a single customer profile, which can then be activated across marketing tools. Braze offers a suite of tools for personalized messaging, while Twilio entered the space through its acquisition of Segment, a leading CDP. Braze offers a leg up on competitors like Salesforce Marketing Cloud, Iterable, Klaviyo, and Attentive. Braze integrates with platforms like Twilio Segment, WhatsApp, Zendesk, Shopify, and Facebook. It provides comprehensive documentation and offers a network of solution partners called Braze Alloys.

TL;DR

  • Winner by use case: Braze for mature, multichannel orchestration; Twilio Engage for CDP-first data infrastructure.
  • Maturity: Braze (2011) vs. Twilio Engage (2020, via Segment).
  • Shared infrastructure: Braze runs messaging partly on Twilio’s API, but operates as an independent CEP.

 

Braze vs. Twilio Head to Head

In today’s highly digitized and data-driven business landscape, brands are vying to make their mark and reach out to their customers in multiple channels. Customer engagement platforms help companies do just that for their users. It’s now easy to interact with your customers on their preferred channels. Check the comparison table below to determine whether Braze or Twilio is the right fit for your business.

Platform

Braze

Twilio / Twilio Segment
Primary Platform Identity Marketer-First Customer Engagement Platform (CEP) Developer-First API & Customer Data Platform (CDP)
Best For Visual journey building (Canvas) & live cross-channel automation Programmable communication APIs & flexible data pipeline routing
Audience CRM Managers, Growth Marketers, CMOs, Lifecycle Leads Software Engineers, Data Engineers, Technical Product Managers
Channel Delivery Mobile/Web Push, In-App Messages, Content Cards, Email, SMS, WhatsApp Programmable SMS, Voice, WhatsApp, Email APIs (SendGrid), Video
Day-to-Day Execution Low-code/No-code visual UI for non-technical users Developer-led integration requiring API/SDK code maintenance

 

How does Braze compare to other competitors?

Braze and Twilio are not the only customer engagement platforms in the game. So how do those Braze competitors stack against Braze features and integrations? Here’s a run-through:

Braze vs. Salesforce Marketing Cloud

Salesforce has carved out a name in the customer relationship management (CRM) niche. It even offers very comprehensive tools for marketing automation and analytics, which also makes it compete with Braze in the customer engagement space. This SaaS platform is very reputable and gives its users access to CRM software. Its integration with other platforms makes it a leader in the marketing technology industry.

However, marketers who want to track user data in real time are better off with Braze, as Salesforce doesn’t offer this function. Braze also features a simpler dashboard compared to Salesforce, owing to the latter’s more comprehensive functionalities. That’s why Salesforce has a longer learning curve. But this is not a problem if you already have people on your team who are well-versed with this platform.

Braze vs. Iterable

Like Braze, Iterable supports email, SMS, in-app messaging, and in-app notification. Both offer comparable options to ingest data: CSV uploads, APIs, and SDKs. Braze and Iterable have built-in integration with technology partners, which include popular customer data platforms like Twilio Segment, Tealium, Census, and mParticle.

Both platforms make A/B testing different messages within one channel or the same elements in different channels. However, Braze has the upper hand in this space as it supports multivariate testing. Another difference between the two platforms is that Iterable can’t track anonymous users the way that Braze can. This could create data gaps since you can’t associate an anonymous user’s behavior with their data once their identity’s known.

Braze vs. Klaviyo

Klaviyo is another platform often pitted against Braze. Although Klaviyo supports SMS and has all the other features that Braze has, like segmentation, seamless campaign creation, and built-in integration, it’s more of an email marketing platform.

In addition, Klaviyo is more tailor-fit for eCommerce businesses, with its easy integrations with platforms like WooCommerce, Shopify, and Magento, as well as custom websites for B2C or B2B companies. The downside to this platform is that it doesn’t provide sales analytics the way Braze does.

Braze vs. Attentive

Unlike Braze, which offers multichannel support, Attentive is a purely SMS marketing platform. Attentive’s tools are designed for small businesses, with the majority of their users in the retail industry. Braze, on the other hand, offers a more comprehensive suite of tools. It serves mid-market companies with 51-1000 employees.

Attentive integrates with a host of eCommerce platforms, email service providers, and shipping services like Shopify, Magento, Salesforce, Zendesk, and Aftership. Attentive’s segmentation feature is very limited to simple customer actions compared to Braze, which allows for more complex segmentation.

 

Braze Integrations

Braze offers a flexible ecosystem with its built-in integration with other technologies. This is helpful because you need top-notch services from other platforms to provide seamless multi-channel customer engagement. With this goal, data silos are the last thing you need. And if you need to fine-tune your campaigns, Braze integrations offer all the tools you need. 

Does Braze Integrate with Twilio Segment?

Braze and Twilio Segment have bidirectional integration. This allows you to send customer data into Segment and Braze and tap into both platforms’ tools, like Braze Currents, to orchestrate a customized and data-driven message that resonates with your target audience.

Does Braze Support WhatsApp Marketing?

Braze WhatsApp integration is the latest in the slew of tech platforms that it supports. By integrating your WhatsApp Business account into Braze, it’s now easier to fine-tune your WhatsApp marketing campaign. You can craft targeted messages in Braze using the platform’s real-time data and send them to a segment of WhatsApp’s two billion-strong active users in just a few clicks.

Does Braze Integrate with Zendesk?

Zendesk Support Suite allows businesses to offer excellent customer service through email, omnichannel support, or social messaging apps. Using Braze API, you can connect Braze to your Zendesk account and check key metrics to improve customer interactions. Just by looking at CSAT scores and open ticket information, you’ll be able to tell if your business has been handling customer concerns really well.

Does Braze Integrate with Shopify?

If you have an online store, you know too well that abandoned carts are common in this business. You’re leaving money on the table if you don’t follow up with users who leave right before checkout. With Braze Predictive Suite working its magic on your Shopify store, you can easily follow up with a personalized message wherever they are in their buying journey.

Can You Sync Braze Audiences to Facebook Ads?

If you have a marketing campaign on Facebook, you can easily export your Braze segment into Facebook to build lookalike audiences of your high-value customers or retarget existing users.

 

Which platform is easier for marketing teams to implement?

Technologies are only as good as their documentation. In this regard, Braze’s documentation is comprehensive and robust. Comparatively, Twilio Segment’s documentation has largely been designed for developers in the past, while Braze’s has taken on a marketer-focused text. Although, Braze has created separate user and developer guides to ensure that people of different capacities can use the platform effectively.

Braze User Guide

This documentation is specifically developed for administrators and marketers. This covers everything users need to know to make the most of all the tools in Braze’s arsenal. This will take you through these necessary steps:

  • Onboarding actions
  • How to set up integrations with Braze API
  • How to build a customer journey
  • How to check important metrics to gauge your campaign performance using Braze’s tracking and reporting capabilities

 

Developer Guide

This document is where developers can find all the integrations available with Braze. This includes web, iOS, Android, and FireOS integrations, to name a few.

 

Braze Alloys Partner Network

To get more value out of the platform, Braze forged strategic partnerships with systems integrators, consultancies, and agencies to create a curated network called Braze Alloys Partner Network. These solution partners are often a team of marketing technologists, strategists, analysts, and marketers with varied offerings to deliver the best solutions that drive growth. Braze Alloys core competencies include engineering, marketing, or a combination of both (full-service).

One example of a Braze Alloy is Stitch. As a Braze solution partner, Stitch features a team of martech experts that partners with Braze and Twilio Segment. So with both platforms, you’re getting the most comprehensive suite of customer engagement tools and a team of experts as consultants. Some of the services they offer include:

  • Create and optimize customer journey strategy and processes
  • Set up configurations, data migration, integrations, and infrastructure
  • Provide training
  • Craft the right messaging to a highly targeted audience
  • Manage campaigns
  • Measure results and create iterations

 

Frequently Asked Questions

Is Braze built on Twilio?

Braze uses Twilio’s API for much of its messaging infrastructure, particularly for SMS and voice capabilities. However, Braze is an independent customer engagement platform with its own proprietary technology for cross-channel orchestration, segmentation, and personalization.

What is the main difference between Braze and Twilio Engage?

The main difference is platform maturity and core focus. Braze (founded 2011) is a mature customer engagement platform built for cross-channel marketing orchestration. Twilio Engage (launched after Twilio’s 2020 Segment acquisition) is a newer offering that approaches customer engagement from a CDP-first perspective, focusing on data infrastructure.

Can Braze and Twilio Segment work together?

Yes, Braze and Twilio Segment have bidirectional integration. This allows brands to unify customer data in Segment and activate it through Braze’s engagement tools, combining the strengths of both platforms for data-driven, personalized messaging campaigns.