Marketing Automation Comparison: HubSpot vs Braze

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HubSpot Vs Braze 

Selecting the perfect customer engagement platform (CEP) can feel like navigating a vast ocean of options. In the quickly evolving world of marketing automation, standout names like HubSpot and Braze shine as beacons for businesses seeking to enhance their customer engagement strategies.

Braze is a CEP, focusing on improving customer engagement and enhancing the customer experience. HubSpot is a comprehensive customer relationship management (CRM) platform offering a full suite of capabilities (sales, marketing, operations, customer service) that also includes CEP functionality.

Our consultants at The OBO Group know how daunting it can feel to sift through the myriad choices and features each type of platform offers. That’s why we’ve meticulously crafted this guide to help you explore essential functionalities such as contact and lead management, lead generation and nurturing, along with reporting and analytics. Plus, get a clear view of the pricing structures to empower your business with the knowledge to make a well-informed decision.

Read on to simplify your journey to finding the customer engagement solution that aligns perfectly with your business needs!

Contact & Lead Management

Contacts form the core of your marketing and sales strategies, representing the actual individuals within your software who contribute to your business growth. That’s why implementing a contact management strategy for your database is essential to business revenue and productivity.

We’ve compiled a list of popular contact and lead management features to compare the offerings of HubSpot and Braze:

HubSpot

  • Lead Scoring
  • Lead Segmentation
  • Data Quality Management
  • Behavior Tracking
  • Automated Alerts & Tasks
  •  

Braze

  • Lead Scoring
  • Lead Segmentation
  • Data Quality Management
  • Behavior Tracking
  • Automated Alerts & Tasks
  •  

 

HubSpot Overview:

HubSpot stands out as a fully integrated and unified CRM platform, encompassing not only lead and contact management but also software tailored for sales, marketing, service, and operations. Its Sales CRM empowers sales professionals to efficiently oversee the sales pipeline, assign tasks, and conduct customer communications directly within its interface. Likewise, service and operations teams leverage HubSpot to streamline processes, automate tasks, and optimize time management.

Braze Overview:

Braze primarily focuses on customer engagement and enhancing customer experience, lacking tools tailored for sales, service, or operations teams. If your requirement is solely a platform for managing customer engagement and experience, Braze may be an acceptable choice. However, if you need a comprehensive solution encompassing all these capabilities within a unified platform, HubSpot would be a better option.

 

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Lead Generation & Nurturing

Attracting and converting quality leads is paramount for any business aiming to thrive in a competitive market. Both HubSpot and Braze stand out as powerful platforms for customer engagement offering a suite of tools to help your business reach the right people, at the right time, with the right message.

Let’s compare some of the most popular lead generation and nurturing tools offered by HubSpot and Braze:

HubSpot

  • Website Builder
  • Landing Pages & Forms
  • Making/Personalizing Emails
  • Sending Outbound Emails
  • Workflows/Journeys
  • Manage Email Deliverability
  • A/B Testing
  • Mobile Optimized
  • Search Tracking/Optimization
  • Social Campaigns
  • Social Listening
  • Social Media Engagement
  • Social Media Advertising
  •  

Braze

  • Website Builder
  • Landing Pages & Forms
  • Making/Personalizing Emails
  • Sending Outbound Emails
  • Workflows/Journeys
  • Manage Email Deliverability
  • A/B Testing
  • Mobile Optimized
  • Search Tracking/Optimization
  • Social Campaigns
  • Social Listening
  • Social Media Engagement
  • Social Media Advertising
  •  


HubSpot Overview:

With HubSpot, you have the ability to capture fresh leads, expand your database, develop a new website, customer survey forms and landing pages, and engage with visitors in real-time through live chat. HubSpot’s social and ad management tools help you engage with your audience, draw more visitors to your site, and monitor and optimize all of your marketing efforts in one platform. Additionally, you can continue to nurture new leads through customized email workflows. While HubSpot’s email policies don’t allow for outbound emailing, HubSpot offers seamless integration with your existing marketing tools, allowing for the creation of personalized customer experiences across multiple channels throughout the entire customer journey.

Braze Overview:

As a cross-channel customer engagement platform with an open ecosystem, Braze accommodates multiple channels for interacting with your customers, encompassing email, SMS, desktop, and mobile. This integration of messaging enables the delivery of cohesive experiences from a unified platform. While Braze does allow for paid media management within its platform, it doesn’t have organic social media management or social listening capabilities. Additionally, while Braze includes tools for establishing landing pages, it lacks a website-building feature. If you aren’t in need of website building or social media management tools, then Braze may work for your business needs.

Reporting & Analytics

Comprehensive reporting is critical to understanding campaign performance and optimizing future efforts to meet business goals. While both HubSpot and Braze offer reporting tools, HubSpot’s features are far more comprehensive and extend across sales and marketing while Braze’s tools are more limited.

Let’s compare the primary reporting tools offered by HubSpot and Braze:

HubSpot

  • Website Analytics
  • Campaign Analytics
  • Email Analytics
  • Sales Analytics
  • Report Builder
  • Custom Reporting Dashboards
  •  

Braze

  • Website Analytics
  • Campaign Analytics
  • Email Analytics
  • Sales Analytics
  • Report Builder
  • Custom Reporting Dashboards
  •  


HubSpot Overview:

HubSpot makes it easy to track the performance of your campaigns, website traffic, and interactions throughout the sales and marketing process. HubSpot’s tools offer real-time, customizable reporting and dashboards so you can quickly see results. Comprehensive reporting all in one platform allows you to better understand the holistic customer journey and make more informed decisions about sales and marketing efforts.

Braze Overview:

Braze allows you to view and compare campaign performance metrics across channels to track trends over time. Braze’s tools offer custom reporting and a singular dashboard to view your most important metrics in one place. However, Braze lacks tools such as sales analytics, customized reporting dashboards for individual users, and website analytics.

Other Popular Tools

If your business is looking for an all-in-one customer engagement platform that goes beyond the basics, you may be looking for additional features that aren’t mentioned in the above sections.

This isn’t a full list of included features offered by each platform, but here are some additional popular tools you may need:

HubSpot

  • Sandbox/Test Environment
  • Blogs
  • Calendaring
  • Data Input & Export Tools
  • Integration APIs
  •  

Braze

  • Sandbox/Test Environment
  • Blogs
  • Calendaring
  • Data Input & Export Tools
  • Integration APIs *
  •  

* While Braze does offer integration APIs, the list is far less comprehensive than HubSpot’s. Braze offers integrations with the popular tools Zapier and SugarCRM, but it lacks integrations with Outlook and Gmail, Salesforce, SAP, and Netsuite. HubSpot offers integrations with all of these and more.

Pricing

When it comes to choosing a platform, pricing is always an important factor. HubSpot does a great job of being very transparent with their pricing. They offer different levels depending on your number of marketing contacts, as well as pricing for each of their different hubs and user seats needed in those hubs.

Conversely, Braze doesn’t publish their pricing on their website; you must contact sales for a quote. The price you pay with Braze will mainly depend on the features that you need. Additionally, while HubSpot offers a free trial and certain tools are completely free, Braze doesn’t have these offerings.

Choosing the Right Platform

Which platform is right for you? Ultimately, the decision is going to come down to your individual business needs and budget. Braze may be a good option if you already have other tools in place for your sales team, website analytics, blog, and other needs outside of cross-channel messaging. If you’re in need of a more all-encompassing solution, then HubSpot is a great option not only for your inbound marketing efforts but also for sales and customer service.

You may have already made your decision after seeing the available features for each platform in the information above, but if you’re still in need of more details, we recommend visiting each of these platforms’ websites for a complete features list.

As a HubSpot Elite Solutions Partner, The OBO Group is available to answer any questions you may have about how HubSpot could help you grow your business. Contact us today to chat with one of our HubSpot experts.

About the Author

Margaret Lawhorn has been working in marketing for seven years, with three years of HubSpot expertise. Margaret is a treasure trove of creativity, ensuring that client’s marketing efforts are tailored to meet their business needs. Establishing HubSpot practices for data accuracy, sales and marketing automation, lead nurturing and reporting, and optimization is the backbone of her process.

Disclaimer: This article was written based on the latest information and best practices available at the time of publication, March 2024. The dynamic nature of marketing automation means that details, statistics, and best practices evolve over time. We encourage readers to consider the date of publication when applying the advice or strategies contained herein. For the most current information, please refer to the latest research or official sources. The author and publisher assume no responsibility for any changes that have occurred or for any actions taken based on the information provided in this article.

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HubSpot versus Braze - a comparison of marketing automation tools

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Last Updated October 7th, 2021