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About the author Josip GlasnovićMarketing Cloud Tech Lead Josip Glasnović is Marketing Cloud Tech Lead at LeverUP. He leads Salesforce CRM and marketing automation implementations for B2B and B2C clients across Europe and North America and coordinates between technical teams and clients as a functional and technical bridge. Table of contents Salesforce isn’t just updating Marketing Cloud, it’s rebuilding the foundation underneath it. Most guides to migrating from Marketing Cloud Engagement to Marketing Cloud Next read the same way, what MCN is, what it can do, why it’s worth the move. What they don’t tell you is that most of what teams worry about turns out to be the wrong thing to worry about. The features people panic about losing usually aren’t lost. The risks nobody plans for usually are the ones that hit. Here are ten myths about MCE to MCN migrations, and what’s actually true instead. 10 myths about migration to Marketing Cloud Next   Myth 1 – MCN is just MCE with a better UI It’s not. Some things are genuinely reimagined, like journey orchestration, consent, the customer profile itself. MCN is built around unified data, AI-assisted marketing, and cross-cloud integration, not a facelift on the old model. Teams that go in expecting to recreate their old folder structures, automation patterns, and SQL-heavy workflows end up fighting the platform instead of using it. Myth 2 – Migrate everything, since you already built it Somewhere in your MCE instance is an automation nobody fully understands anymore. It works and everyone’s afraid to touch it, but now you have to migrate it, which means someone finally has to explain it, or admit no one can. Most orgs are sitting on: Customer identifiers that don’t match across systems Overlapping Data Extensions nobody fully understands anymore Duplicated segmentation logic Preference center models built for a marketing org that doesn’t exist anymore Attributes nobody’s queried in years Trying to bring all of it over doesn’t preserve value, it just moves the mess. Myth 3 – This is an IT migration, so IT should own it The reality is that the technical lift can be handled by IT. The decisions that actually determine whether the migration pays off, meaning which automations still serve a purpose, which segments and identifiers are worth keeping, how the team should work once journeys react in real time instead of running on a schedule, those are marketing calls, not infrastructure ones. Hand the project to IT alone and you’ll get a clean technical migration that replicates every process marketing never got asked about. The orgs that get real value out of MCN treat it as a joint project from day one, not a handoff. Myth 4 – You’ll lose your SSJS scripts and Automation Studio workarounds This is the one people fear the most, and the fear is almost never justified. Teams often worry that moving from complex Automation Studio SQL and SSJS logic means losing control. But in MCN, much of that complexity can be replaced with simpler queries and Salesforce Flow, making the logic easier for any admin to understand and maintain. Myth 5 – Data mapping is the easy part   It’s the part everyone underestimates. Content migration and journey migration get all the planning attention. Almost nobody budgets enough time for reconciling “the same customer” across years of duplicated, inconsistently-keyed Data Extensions into one coherent identity model in Data Cloud. If your migration timeline doesn’t have a serious chunk of time set aside for this, it’s wrong. Myth 6 – Unified profiles are just “another customer database” The reality is that it sounds like a database upgrade, while it’s not. It changes how marketers build audiences. Instead of joining multiple Data Extensions and syncing data across systems by hand, marketers work from one customer view that supports personalization across every channel. Myth 7 – The new preference center is just a nicer UI on the old one Because it’s built on a real data model instead of DEs and suppression lists stitched together, the preference center becomes the actual source of truth for consent. Most orgs don’t realize this solves a compliance problem until someone asks “can we prove this person consented, across every channel, right now?” and they suddenly can. Myth 8 – A bigger migration means a bigger technical lift Not always, as some of the biggest wins come from orgs that used the migration to challenge every legacy automation and found most no longer served a purpose. They migrated less than expected. Technically smaller, strategically the biggest win of the project. Myth 9 – Partners and orgs are not speaking the same language about why this matters Partner messaging leads with capability, “look what you can do now”, and the people actually deciding are thinking about risk, concretely, will campaigns break, will the team need retraining, what happens to three years of automation logic. The pitch that lands is about de-risking and continuity, not new features. Myth 10 – Recreating your MCE implementation feature-by-feature is the safe move It’s the move that guarantees you don’t get any of the benefit. The org’s job isn’t to preserve every Data Extension and automation, it’s to get better marketing outcomes from a platform built differently on purpose. When you shouldn’t migrate yet Migrating under a deadline instead of a driver produces worse outcomes every time. If your team runs on script-heavy processes that are stable and working, and there’s no near-term need for a unified profile or Data Cloud capability, wait. The tell is the business case itself. “Everyone else is doing it” is not a reason. Real-time personalization, cross-channel identity, consolidating multiple orgs into one, those are the right reasons. What actually changes your thinking mid-migration MCE trains you to think in extracts and batches, data lives in a Data Extension, gets processed, gets moved on a schedule. MCN’s Data Cloud foundation trains you to think in one persistent customer record that everything reads from and writes to in near real time. Most teams don’t

  Yearly family vacations, romantic anniversary dinners, exciting solo trips – the mission of every hospitality business is to make these experiences as special as their guests want them to be. A customer engagement platform is what helps them achieve this. Engagement platforms help brands overcome some of the biggest challenges of the industry, such as achieving one-on-one interaction with thousands or even millions of guests, finding a way to centralize guest data, or completing routine marketing tasks in a more time-efficient way. In this blog, we discuss the solutions to these challenges engagement platforms can offer such as personalized communication, unified customer data, automated guest journeys and many more. LeverUP is a team of marketing technology experts that you can trust. As certified partners to notable customer experience management platforms such as Braze, we have been delivering exceptional implementations to clients all over the world for over four years now. While working with clients in the hospitality industry, we gathered quite a bit of knowledge that we would now love to share with you. The success of customer engagement platforms speaks for itself. According to Braze, businesses that use engagement platforms have seen a 34% increase in booking conversion rates, with their repeat booking rates quadrupling. Let’s see how Braze can help you secure your customers’ loyalty and make your business thrive. Meet Your Guests Where They are with Journey Orchestration and Cross-Channel Messaging As a hospitality professional, you may find yourself wondering: what is it that my guests really want? It’s easy to make assumptions and to look towards past experiences, but in a world where trends constantly shift and audiences quickly transform, generalizing just won’t cut it. So, how can you know what your guests’ needs and preferences are when it comes to traveling, dining, or going out? How do you reach out to them with the right offer, without pushing them away? Customer engagement platforms such as Braze offer automated cross-channel messaging and customer journey orchestration options, which may be the solution you are looking for. Here is how they work, and how they help solve this challenge. Orchestrate Personalized Customer Journeys with Confidence With Braze, you can orchestrate complex and unique customer journeys that are tailored to the individual desires of every customer. An intuitive interface allows you to quickly map the journeys and edit them according to real-time insights from every touchpoint. For instance, a hotel group may use Braze to track how guests interact across its website, booking engine, mobile app, and in-stay touchpoints. Guests who repeatedly browse spa treatments but don’t book are automatically placed into a wellness-focused journey, while business travelers engaging with late check-out options receive a different path. As these journeys evolve in real time based on browsing behavior, bookings, and on-property actions, the hotel gains a clear picture of what each guest values – whether that’s relaxation, convenience, or upgrades – and can continuously refine the experience. Reach Every Guest with Perfectly Timed Cross-Channel Messaging Braze ensures that your guests receive personalized promotional communication through a combination of their preferred channels, at their preferred frequency and times. This process is fully automated, adjusting the communication to real-time response analytics and freeing up your marketing team’s precious time. By using Braze, hospitality brands can automatically deliver personalized offers across email, push, and in-app messages based on guest preferences and engagement patterns. A leisure guest might receive a pre-arrival email promoting breakfast upgrades, while a frequent guest gets a timely push notification for a loyalty-only room offer during their preferred booking window. Braze optimizes channel, timing, and frequency using relevant performance data, ensuring each message feels relevant and drives higher repeat bookings and on-property spend. Knowing what your guests want out of their experiences is the true key to success in the hospitality industry. Braze allows you to learn this from their data, and shape customer loyalty journeys accordingly. Braze AI-Powered Personalization – Your Trusted Journey Companion  While automation and cross-channel communication ensure that a guest sees your offers at the right time, personalization is what makes the offers themselves right. You can make sure that every message feels relevant to your guests, and does not go unnoticed. For instance, a restaurant may use personalization to adjust the content of their newsletters to the preferences of each guest, sending those that make reservations later in the day offers for dinner, or a monthly schedule of special events such as wine tastings or live music nights to those that have browsed these on the website in the past. However, coming up with a personalized offer for each customer segment can be a lot of work for your marketing team. What happens when there are time constraints, when there are too many overlapping customer segments to cater to, or when creativity simply runs dry. BrazeAI is a welcome addition to a hospitality brand’s engagement strategy– it helps your marketing team engage with your guests meaningfully and with ease, at all times. This is how: Real-time personalization: With AI, personalization can go beyond simple segments. It learns from real-time information, triggering personalized messages and journeys on each touchpoint, and uses customer data to predict future engagement patterns. For instance, an AI-agent can include product or service recommendations in newsletters that are based on the customers’ purchase history, and update after each new purchase. According to this Braze case study, a business that adopted this feature has increased its purchase conversion rate by 35%. Enhancing creativity: When inspiration is scarce, your marketing team can use BrazeAI to help them with creating copy aimed at different segments, or even with optimizing the strategy. They can describe the type of copy that needs to be written, and AI agents will produce it in accordance with your brand’s tone and customer segments that it is targeting. They can also use the analytic features and insights of BrazeAI to enhance the marketing strategy. Boosting efficiency: Whether it is personalized copywriting, journey orchestration or customer segmentation, AI is

LeverUP Becomes Braze Commercial Partner for Adria, Hungary, and the Baltics Global Customer Engagement Platform Goes Local Zagreb, 9 April 2026 LeverUP, a Zagreb-based consulting company specialising in customer experience and marketing technologies, has expanded its partnership with Braze, the leading customer engagement platform to make global technology truly impactful at the local level. The agreement covers the Adria region (Croatia, Slovenia, Bosnia and Herzegovina, and Serbia), Hungary, and the Baltics (Lithuania, Latvia, and Estonia) — making it significantly easier for local brands to adopt and get value from one of the world’s leading customer experience platforms, with licensing, implementation, and ongoing expertise delivered locally. Through this expanded partnership, local companies gain access to Croatian and Baltic Braze experts who can evaluate existing CRM strategies, benchmark them against Braze capabilities, guide brands through implementation and migration from legacy systems, and provide hands-on support for day-to-day platform use and optimization. LeverUP first became a Braze Solution Partner in 2024 and the status of a Braze Commercial Partner further validates the company’s expertise and its commitment to helping local brands build meaningful, personalised relationships with their users. About Braze Braze is the leading customer engagement platform that empowers brands to Be Absolutely Engaging™. Braze helps brands deliver great customer experiences that drive value both for consumers and for their businesses. Built on a foundation of composable intelligence, BrazeAI™ allows marketers to combine and activate AI agents, models, and features at every touchpoint throughout the Braze Customer Engagement Platform for smarter, faster, and more meaningful customer engagement. From cross-channel messaging and journey orchestration to AI-powered decisioning and optimization, Braze enables companies to turn action into interaction through autonomous, 1:1 personalized experiences. Although U.S.-based, Braze ensures full GDPR compliance — a key consideration for European organisations managing large volumes of customer data. “Our mission at Braze is to forge vibrant connections between people and the brands they love, fuelled by a community that inspires and technology that lights the way. Having the right local expertise is critical to that mission. LeverUP stood out as a partner with the perfect combination of deep local knowledge and the hands-on technical expertise needed to help brands master the craft of Customer Engagement. As a long standing Delivery Partner, they have an outstanding track record of helping Braze customers achieve their business outcomes. We are excited to build on this success and deepen our commercial partnership in order to support brands across the Adria, Hungary, and Baltic regions as they accelerate their customer engagement strategies and deliver world-class experiences that drive real business value.”— John Ashton, VP of Partnerships at Braze Experienced Braze Experts Driving Implementation and Business Impact As a commercial partner LeverUP provides end-to-end support: from licensing and migration from legacy systems to implementation, integration, and ongoing optimisation. The team includes certified Braze developers, technical architects, marketers, and digital strategists, with extensive experience working on enterprise projects across Europe and the U.S. in industries including manufacturing, iGaming, entertainment, healthcare, and telecom — with clients such as Austrian Lotteries, GO3, and Synlab. “A global platform only becomes truly powerful when it’s backed by people who understand the local market. As a Braze Commercial Partner in the region, we’re bridging that gap — giving brands across the Adria, Baltics, and Hungary not just the technology, but a team that speaks their language, literally and strategically.”— Daria Nemchonok, CEO and Co-founder of LeverUP About LeverUP LeverUP is a consulting company specialising in customer experience, CRM, and marketing technologies. Headquartered in Zagreb with operations across the Adria and Baltic regions, the company delivers measurable business outcomes through advanced personalisation and customer experience optimisation. Media Contact Petra Lauš, LeverUP+385 91 618 09 58petra.laus@leverup.io