Question · Q3 2026
Brett Huff asked if the hesitancy among progressive marketing organizations to buy aggressively has changed, and if customers are now buying side-by-side with legacy platforms in anticipation of switching.
Answer
Bill Magnuson (CEO, Braze) noted that switching costs and budget constraints still exist, requiring careful qualification and timing. He pointed to increased investment in premium channels (SMS, WhatsApp) and a resumption of 'credits upsells' (customers buying more as they consume faster than projected) as signs of normalization and willingness to invest for ROI.
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