Case Study: IBM achieves faster time-to-billable usage, 91% more milestone completions, and 2X+ CTR with Braze

IBM’s Cross-Channel Approach Revs Up Retention And Revenue

IBM needed to boost retention and progression for its Cloud Object Storage users, so the company partnered with Braze (via Braze Alloys) and solution partner WillowTree to move beyond onboarding into sustained lifecycle engagement. The goal was to influence existing users to deepen product use through personalized, cross-channel messaging across email and in-app touchpoints.

Using Braze’s cross-channel capabilities alongside partners Segment (CDP) and Amplitude (analytics), IBM implemented behavioral, personalized email and in‑app campaigns that delivered the right message at the right moment. The Braze-powered program cut average time to billable usage by 10 days (from 30 to 20), drove a 91% increase in milestone completions, produced click-through rates ~140% higher than industry averages (more than 2× benchmarks), and lifted open rates by ~75%.

IBM

Neetika Bhargava

Customer Marketing Manager