Salesforce just agreed to pay more than twice its ExactTarget price for Braze. What does overlap, pricing and roadmap look like?

The Gist

Biggest marketing bet. Salesforce agreed to pay approximately $5.66 billion in enterprise value for Braze, more than double the $2.5 billion it agreed to pay for ExactTarget, the deal that built Marketing Cloud.

Real-time engagement. Braze's event-streaming architecture updates customer profiles and journeys as people browse, buy and use apps across mobile, web, email, SMS and WhatsApp.

Lifecycle buying spree. Braze follows 2026 deals for Contentful, Fin and Listen Labs, giving Salesforce new pieces for content, service agents, customer research and B2C engagement.

Salesforce just made an acquisition that cracked its top 5 most-expensive buys, and it comes in the customer engagement software world.

Salesforce announced Oct.…