Case Study: IBM achieves up to 5X conversion lift with Braze-powered lifecycle messaging

How IBM Uses Braze-Powered Lifecycle Messaging to Boost Conversions by up to 5X

IBM, the company behind IBM Cloud’s suite of more than 150 products, faced the challenge of turning rich but disconnected behavioral data into timely, personalized lifecycle messaging to nurture users from onboarding to power-user status. To achieve data agility, deeper analysis, and automated cross‑channel outreach, IBM implemented Braze together with partners Segment and Amplitude as its marketing technology stack.

Using Braze to power coordinated emails, in‑app messages, and Braze Canvas campaigns—fed by Segment data and analyzed in Amplitude—IBM automated milestone and win‑back journeys and built dashboards to measure impact. With Braze, IBM drove 7% higher conversion rates among email recipients, saw 64% of users in its largest PayGo flow perform at least one key conversion event, and realized a lifecycle email flow that boosted conversions by up to 5X versus a control group, generating $800,000 in annual recurring revenue.

IBM

Neetika Bhargava

Customer Marketing Manager