ABC Transitioning from Salesforce to Braze
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Quick Overview
- ABC is moving from Salesforce Marketing Cloud to Braze.
- Goal: Improve audience targeting, personalization, and automation.
- Integral to ABC’s larger digital transformation strategy.
- Transition projected to finalize by Q2 2026.
ABC’s Transition in Marketing Technology
Australia’s national broadcaster, ABC, has undertaken a significant initiative by shifting its email marketing system from Salesforce to Braze. This strategic decision is designed to elevate audience engagement across its platforms.
Strategic Reasons for the Change
The shift, emphasized in ABC’s annual report for 2024-2025, was the result of an exhaustive evaluation of its marketing technology framework. ABC has utilized Salesforce since 2017, and this upgrade is anticipated to dramatically enhance audience targeting, personalization, and operational effectiveness.
Integral to a Larger Digital Transformation
The adoption of Braze is not merely a standalone change but an element of a more extensive digital transformation strategy at ABC. The new system seeks to improve the accessibility of content, subsequently broadening the broadcaster’s audience reach.
Implementation and Future Prospects
A representative from ABC indicated that the transition illustrates the necessity to strengthen the organisation’s targeting, personalization, and automation skills. The teams are gearing up for a smooth transition to maintain service continuity and fully maximize the benefits of the new platform. The project is set to conclude by Q2 2026.
Overview
ABC’s transition from Salesforce to Braze is a tactical maneuver intended to enhance its marketing capabilities as part of a comprehensive digital transformation effort. The aim is to boost audience engagement and operational efficiencies, with the transition expected to be fully accomplished by mid-2026.
Common Questions
Q: Why has ABC transitioned from Salesforce to Braze?
A: The transition aims to enhance audience targeting, personalization, and automation as part of a larger digital transformation initiative.
Q: What benefits are anticipated from this transition?
A: The transition is projected to improve audience engagement, operational efficiencies, and content visibility.
Q: When will the transition be finalized?
A: The transition is expected to be finalized by Q2 2026.
Q: How will this change influence ABC’s operations?
A: ABC’s teams will experience enhanced communication capabilities and diminished technical support requirements, leading to more streamlined operations.
Q: Is this change part of a greater strategy?
A: Yes, this initiative is part of ABC’s extensive digital transformation strategy aiming to enhance content accessibility and engagement.
