Short answer
Migrating from Salesforce Marketing Cloud Engagement to Braze moves subscribers, preferences, data extensions, templates and journeys into Braze user profiles, segments, Canvas journeys and Liquid templates, with Salesforce data flowing to Braze through an integration. Firms switch for real-time, app-centric cross-channel engagement.
Why firms make this move
Braze is built for real-time, behaviour-driven messaging across email, push, in-app and SMS. Moving from Marketing Cloud is an opportunity to simplify the data model, rebuild journeys around events, and modernize templates.
Deliverability planning, including IP warming, is essential because sending infrastructure changes.
What moves
- Subscribers and consent
- Data extensions as user attributes and catalogs
- Journeys as Braze Canvases
- Email templates converted to Liquid
- Suppression and unsubscribe lists
How the data maps
| From | To |
|---|---|
| Subscriber | Braze user profile |
| Data extension | Custom attributes, events or catalogs |
| Journey | Canvas |
| AMPscript | Liquid |
| Publication list | Subscription group |
What to watch out for
- Opt-out and preference carry-over
- AMPscript logic that must be rewritten in Liquid
- IP warming on new sending IPs
- Salesforce data sync design
How Vantage Point runs the migration
- Inventory journeys, data and templates
- Design Braze data model and integration
- Migrate users and preferences
- Rebuild Canvases and templates
- Warm IPs and run in parallel
- Cutover and optimization
Typical timeline
Typically 8 to 14 weeks.
Frequently asked questions
Can Braze use our Salesforce data?
Yes. Salesforce data is synced to Braze profiles through an integration, often with MuleSoft or a CDP.
Will deliverability suffer?
Not if the move includes domain authentication and a planned IP warming schedule.