How Braze Canvas Helps Brands Master Real-Time Marketing Orchestration

Mary Kearl By Mary Kearl Jun 19 2020

It's hard not to notice the brands that just seem to get it. Like the recipe website that remembers its readers' favorite ingredients and would never email vegans about dishes that contain dairy or send push notifications about recipes with nuts to those with allergies.

And it's just as hard to witness the striking difference with the ones that don't, especially as they continue to email shoppers to buy items they've already purchased or leave five-star reviews for products they've returned.

When the right messages get sent to the right customers at the right time, you can bet that real-time marketing orchestration is the machine that's humming behind the scenes.

3 Key Building Blocks of Real-Time Marketing Orchestration

Real-time marketing orchestration platforms, like the Braze platform’s customer journey tool, Canvas, support meaningful customer engagement and messaging. Here are three you need to know about how brands like Fiverr, IBM, MINDBODY, and more are putting key technologies into practice to support their customer engagement.

#1. Customer journey management

Let customers' journeys across channels, up-to-the-moment interests, and activity be your guide. Companies like Rakuten, MINDBODY, and Ibotta rely on Canvas, the Braze platform’s customer journey tool, to map cross-channel experiences and deploy relevant content for every touchpoint. For example, IBM leverages Braze to nurture customer engagement based on event and behavioral triggers, resulting in the ability to send timely communications at any point in the customer journey.

#2. Testing and optimization tools

Marketing isn't just an art—it's a science. And with multivariate testing you can find your most successful campaigns faster so you can start sending optimized customer outreach, faster.

Thanks to testing its campaign variants using Canvas, Fiverr not only discovered the winner—a cross-channel campaign that featured mobile and web push notifications, in-browser and in-app messaging, and email—it saw immediate financial results, with a nearly 9% increase in purchases, a 10% increase in average order value, and a 21% increase in revenue.

#3. Cross-channel messaging support

Deliver meaningful content, wherever your customers are engaging, whether that's email, push, SMS, web messaging, or all of the above.

IBM has tapped into the cross-channel messaging features of Canvas to help guide new customers into becoming future power users. Neetika Bhargava, Customer Marketing Manager at IBM, says the company has been able to create segments that are "so accurate, it's freaky." This enables them to get the right messages and reminders in front of customers. One cart-recovery campaign IBM created and deployed across channels resulted in a boost in conversions by 5X compared to a control group, driving $800,000 in annual recurring revenue.

The Key to Reaching Customers in the (Right) Moment

One ill-timed push notification or email that comes across as out-of-touch or insensitive, and once-loyal customers may find themselves disabling notifications, unsubscribing, uninstalling their apps, or deleting their accounts altogether. Brands today risk alienating (and losing) customers for the kinds of seemingly minor technical glitches that can arise when technology systems aren't up to speed.

Modern marketers are only as good as their systems. Check out why more and more companies are investing in vertical engagement stacks, platforms built on real-time, streaming data, the kind that eliminate channel silos impeding many brands' marketing efforts.

Mary Kearl

Mary Kearl

Mary Kearl is a writer and digital strategist, who has led email, social media, and content marketing for several brands. She has helped launch six mobile apps and one niche social network and is always up for a good Netflix/Hulu/Amazon Prime binge recommendation or travel tip