Salesforce has entered into a definitive agreement to acquire customer engagement platform Braze for approximately $5.66 billion in an all-cash deal. The acquisition brings together two significant players in marketing technology and is expected to strengthen Salesforce’s Marketing Cloud offerings.
Competitor Zeta Global called the acquisition a “significant competitive opportunity.” Zeta said integration risks and product uncertainty could disrupt its rivals, and plans to position its platform as a stable alternative for enterprise clients reconsidering their options.