How to Integrate Braze with Salesforce, Segment, and Snowflake

The success of digital marketing today lies not only in creative campaigns but in data accuracy and cross-channel synchronization.
One of the biggest challenges marketing teams face is that their CRM systems, data warehouses, and customer engagement platforms often operate in isolation.

At this point, Braze steps in — offering brands a powerful solution to unify all customer data and deliver personalized experiences.
And the best way to unlock that potential is through integrations with Salesforce, Segment, and Snowflake.

In this article, we’ll explore how Braze integrates with these three critical platforms, the advantages this brings, and how Omtera’s Braze partnership enables seamless and optimized integration.

The Core Purpose of Braze Integration

Braze is designed to deliver the right message, to the right person, at the right time — powered by customer data. But this is only possible when Braze works in harmony with your data sources.

• Salesforce integration: Transfers CRM data (customer info, sales activities, lead statuses) to Braze.
• Segment integration: Synchronizes user interaction data (events, behaviors, device details).
• Snowflake integration: Enables big data analytics and advanced reporting.

The result:
A 360° customer view, smarter segmentation, and real-time campaign optimization.

Why This Triple Integration Matters

A brand’s success depends on how effectively it manages customer data.
Omtera’s field experience shows that most companies face three key challenges:

1. Scattered data sources: Sales data lives in CRM, but behavioral data stays in Segment.
2. Time delays: Manual data transfers slow down marketing campaigns.
3. Incomplete customer picture: Lack of connection between systems limits personalization.

Through these integrations:

• Salesforce data flows directly into Braze campaigns.
• Segment events enrich Braze user profiles.
• Snowflake analyzes all this data to deliver strategic insights.

In short, your brand can see, manage, and target each customer from a single unified profile.

Braze – Salesforce Integration

Purpose:

Bring customer relationship data into your marketing automation flow.

How It Works:

Salesforce and Braze exchange data via the Braze REST API or Braze Connected Content.
With this integration:

• Leads and account records in Salesforce are matched with Braze user profiles.
• CRM activities (e.g., purchase, demo request) can act as event triggers in Braze.
• Campaign performance metrics can be reported directly in Salesforce.

Technical Steps:

1. Generate your Braze API key.
2. Install the Braze Connector from Salesforce AppExchange.
3. Map fields such as email, phone, and user_id.
4. Test the integration with sample segments.

Omtera bridges the gap between your Salesforce admins and Braze engineers, ensuring data consistency and smooth implementation.

Braze – Segment Integration

Purpose:

Feed user behavior data into Braze to enable advanced targeting and personalization.

How It Works:

Segment collects user interactions from your web or mobile apps (e.g., “Added to Cart,” “Viewed Product”) and sends them to Braze.

This allows you to:

• Use real-time event data within Braze campaigns.
• Connect Segment Identify calls to Braze user profiles.
• Trigger behavior-based Braze Canvas campaigns, like “Abandoned Cart.”

Setup Steps:

1. In your Segment dashboard, select “Braze Destination.”
2. Enter your API Key and REST endpoint details.
3. Enable “Track,” “Identify,” and “Group” events.
4. Test the integration using Braze segments.

Omtera ensures data accuracy by optimizing your Segment SDK setup and event naming conventions.

Braze – Snowflake Integration

Purpose:

Transfer Braze campaign performance data to your data warehouse for advanced analysis.

How It Works:

Braze’s Currents feature exports user events (message opens, clicks, campaign participation) as structured tables in Snowflake.
This enables deep analysis using BI tools such as Power BI or Tableau.

Common Use Cases:

• Retargeting segments with campaign conversion rates above 5%.
• Triggering actions based on churn-risk user behavior.
• Device-based performance analysis.

Setup Steps:

1. In Braze, go to Currents Integration settings.
2. Select Snowflake as the destination.
3. Enter your Snowflake connection details (Warehouse, Database, Role).
4. Test the data flow and enable daily updates.

Omtera provides end-to-end support for both Braze Currents and Snowflake schema management.

Omtera’s Role: Beyond Integration

While connecting Braze to these three platforms is technically achievable, achieving maximum value requires strategic planning and proper data architecture.

As an official Braze Partner, Omtera offers more than just integration — we deliver strategic architectural consulting, including:

• Proper field mapping across systems
• API performance optimization
• Building advanced segmentation strategies
• Establishing KPI-driven reporting frameworks

The result:
Omtera + Braze elevates your brand’s engagement maturity, both technically and strategically.

5 Key Benefits of Integration

Integrating Braze with Salesforce, Segment, and Snowflake is not just a technical connection; it represents a measurable transformation in your marketing operations.
Here are the five main benefits:

1. Real-time personalization:
Once Salesforce and Segment data sync with Braze, campaigns can trigger instantly. This enables marketers to deliver hyper-relevant messages at the perfect time. For example, when a customer adds a product to their cart, a real-time discount message can be sent immediately.

2. Data integrity:
The Snowflake integration unifies data from multiple systems into a single source of truth. This eliminates inconsistencies between CRM, automation, and analytics tools. All teams access the same up-to-date, reliable data.

3. Scalability:
With Braze’s cloud infrastructure and Snowflake’s processing power, system performance remains stable even as user and data volumes grow. It’s a major advantage for scaling brands that want to expand without heavy infrastructure investment.

4. Automation:
Repetitive workloads are minimized thanks to this triple integration. Behavioral data from Segment can automatically trigger Braze Canvas campaigns, while Salesforce keeps customer records updated. Marketing teams can focus on strategy rather than manual tasks.

5. Increased ROI:
Delivering the right message at the right moment significantly boosts conversion rates. Centralized data and automated workflows reduce wasted spend, leading to measurable gains in engagement and revenue.

Ultimately, the Braze + Salesforce + Segment + Snowflake integration maximizes your brand’s data power and marketing efficiency, driving sustainable growth.

Unify your data and power up your campaigns. Plan your Braze integration with Omtera today!

Frequently Asked Questions (FAQ)

Do I need a dedicated IT resource for Braze integration?
No. Omtera’s Braze integration team can handle the entire process end to end. Your internal IT team only needs to provide access credentials.

Which Salesforce fields can be synced with Braze?
All standard and custom fields — including name, email, segment, and sales stage — can be synchronized.

Can Braze function without Segment integration?
Yes, but behavioral segmentation and event-triggered automation will be limited.

How long does Snowflake integration take?
Based on Omtera’s experience, setup and testing can typically be completed within 3–5 business days.