Braze (BRZE) Piper Sandler Growth Frontiers Conference summary

Evolution of customer engagement technology

• Marketing, sales, and ad tech boundaries are blurring, leading to more integrated customer engagement platforms.

• Early silos between channels (email, mobile, web) have been broken down, enabling unified data and communication.

• Modern customer engagement involves multiple channels, including SMS, WhatsApp, surveys, and in-product messaging.

• Teams are increasingly interdisciplinary, combining marketing, product, and data expertise.

• The market and team sophistication have grown, requiring more advanced solutions and integrations.

Growth strategies and budget expansion

• Growth is driven by expanding within existing customers across brands, geographies, and channels.

• Initial small contracts can scale to eight-figure deals through multi-year, multi-dimensional expansion.

• Vendor consolidation is becoming more attractive as companies seek to replace legacy systems.

• New use cases, such as CX surveys and product experimentation, open additional budget opportunities.

• The convergence of teams and needs creates more entry points for value and budget capture.

Market catalysts and consolidation triggers

• The shift to first-party data, driven by privacy changes and the decline of third-party cookies, is a major catalyst.

• Direct-to-consumer strategies in industries like automotive, QSR, and media are transforming customer relationships.

• Companies gain leverage and new business models by owning customer data and communication channels.

• Transition costs and macroeconomic caution have delayed some consolidation, but pent-up demand exists.

• As growth postures return, more companies are expected to switch from legacy to modern platforms.