Salesforce 以 56.6 亿美元收购 Braze
Salesforce to Buy Braze for $5.66 Billion
- 1Salesforce 签署最终协议，以 5.66 亿美元级交易的 56.6 亿美元收购客户互动平台 Braze
- 2Braze 股东每股 A 类股获 47.50 美元现金；Salesforce 称交易短期将摊薄盈利
- 3Salesforce 计划用 Braze 的 AI 提供客户行为实时信号，并帮助营销人员优化内容
- 4Salesforce 今年以 12 亿美元收购 Qualified，并以 36 亿美元收购 Intercom
Salesforce 在用现金收购持续补齐营销与 AI 服务资产，Braze 补上实时客户互动一块，收购方口径接受短期盈利摊薄换增长。
- 影响：使用营销 SaaS 的品牌将面临 CRM 与客户互动更捆绑的选型；Braze 客户需关注合并后产品路线图变化；收购方自己承认近期盈利被摊薄，说明整合有成本。
- 参考：使用 Braze 的企业可盘点依赖它的客户互动流程，并记录哪些环节用到其 AI 功能；选型营销 SaaS 的企业可考虑把合并后产品路线图的不确定性纳入评估。
- 依据：交易金额、每股价格与现金支付方式来自 Salesforce 新闻稿和提交给 SEC 的投资者材料，收购历史数据来自其 10-Q 文件；Salesforce 未回应 Adweek 置评请求。
Salesforce is buying Braze. On Tuesday, the CRM giant said it had signed a definitive agreement to acquire the New York-based customer engagement platform for roughly $5.66 billion.
Braze shareholders will get $47.50 in cash for each Class A share.
Braze is a real-time customer engagement platform (CEP) that collects customer data, analyzes audience data, and sends personalized marketing messages. In a press release, Salesforce said, “Braze helps marketers build deeper customer relationships by responding to customer behavior in real time, coordinating personalized experiences across mobile apps, websites, email, SMS, WhatsApp, and more.”
In an investor presentation filed with the Securities and Exchange Commission (SEC), Salesforce said it will fund the deal entirely in cash, and that Braze will boost growth but dilute profitability in the near term. The company also cited “significant operational efficiencies” across the combined businesses. Salesforce pitched Braze to investors as an extension of its marketing products: Braze is built for high-volume consumer brands that need real-time mobile engagement. In return, Braze gets Salesforce’s global distribution.
Salesforce intends on using Braze’s AI to deliver customers real-time signals on customer behavior, deliver services across platforms, and utilize the company’s AI to help marketers to optimize content. Braze’s clients include Canva, Dairy Queen, Equinox, Instacart, Urban Outfitters, and Venmo.
Despite previous concerns about the impact of AI on Salesforce’s business, this year the company has been on an acquisition spree. According to its 10-Q filings with the SEC, in April, the company acquired Qualified Inc., an agentic AI marketing company, for $1.2 billion. It also entered into agreements to acquire Contentful Global for approximately $1.5 billion and Intercom, Inc. (“Fin”), a platform that provides end-to-end AI service agents, for $3.6 billion.
Last year, the company acquired Informatica, an enterprise cloud data management company, for around $8 billion. According to its 10-Q, Informatica brought in around $900 million over the first half of 2026.
Salesforce did not respond to ADWEEK’s request for comment.
来源：Adweek · adweek.com