People, not committees
Your stack stores individual contacts with no model of who sits on the buying group together or what role each one plays in the decision.
Wave · Buying Groups
Nurture the committee, not just the contact.
Enterprise B2B deals close with a buying committee, but your marketing automation treats every person as an isolated contact. Wave models the actual committee for each account, scores what each member has consumed, and tells you the next theme every seat needs before they are ready to move.
Quick answer
Buying Group Intelligence is a Wave feature that models the buying committee for each account: who is in it, the role each person plays, and the next theme each member still needs to see. It reads every person's real content consumption, surfaces a role by stage coverage matrix, and writes each member's role and next theme back to your CRM.
Key capabilities
- Committee modeling with roles per account
- Real consumption joined to content themes
- Role by stage curriculum coverage matrix
- Best-matching asset ranked per theme
- Next-up card blending channel, format, and timing
- HubSpot writeback today, Marketo next
- Per-tenant model with audit and rollback
Last updated June 2026
The problem
Your CRM has contacts. It has no concept of a committee.
Every experienced B2B seller knows the deal is won or lost by a group, yet nearly every marketing automation platform treats people as isolated contacts and sends the whole account the same generic nurture.
No idea who has seen what
When a rep asks what the economic buyer still needs before they will move, the honest answer is usually a guess, because consumption is never mapped to the committee.
Generic nurture for everyone
Without a role model, every member of the account gets the same sequence, so the champion and the legal reviewer receive identical content that fits neither.
How Wave does it
Model the committee, score coverage, route the next theme.
Wave lets you define your standard committee structure once, then automates the per-person question of what each member needs to see next across the whole account.
- 01
Define the committee structure
Set your standard roles, such as Champion, Economic Buyer, Technical Evaluator, and Legal, and map the themes and funnel stages each role needs to progress through. Wave assigns people to roles per account.
- 02
Join real consumption history
Wave reads each person's actual content consumption, joined to what the content was about, so the next-theme question is answered from behavior, not a persona template.
- 03
Score curriculum coverage
A role by stage matrix shows green, amber, and red for every cell, so a demand gen team can see at a glance which seats are covered and which are stuck.
- 04
Route the best asset per theme
Wave picks the next theme each seat needs, then ranks the single best-matching asset for it by persona, stage, and industry, and writes the role and next theme back to your CRM.
Where it fits
Built on the same person-level data layer as the rest of Wave.
Buying Groups reuses Wave's content intelligence and channel predictions, so the next-up recommendation for each seat is not generic. It blends what they need with how they prefer to receive it.
Your sources
Wave
HubSpot
Wave reads from your existing systems through native connectors, models the committee per tenant so your data never trains on anyone else's, and writes each member's role and next theme back to HubSpot today, with Marketo next. The next-up card blends the next theme with inbound channel, promotional channel, and the timing window, and every writeback is logged with previous value, new value, and the model version that produced it.
Works alongside Channel Affinity, Content Intelligence, The full Wave platform.
Why Wave is different
No ABM tool connects content to committee at this depth.
Intent vendors tell you which accounts are in market. None of them model the committee, track what each member has consumed, and tell you the next theme each one needs.
Most tools
Wave
ABM platforms surface account-level intent and a flat list of contacts.
Wave models the committee with roles and tracks the next theme each member still needs.
Nurture is built per persona and sent to the whole account the same way.
Wave routes the next theme each seat needs to the channel that person actually answers.
There is no view of which roles are stuck at which stage.
Wave surfaces a role by stage coverage matrix in green, amber, and red on every group.
Sales has to be re-educated on what each contact has seen.
Wave writes each member's role and next theme into your CRM, so reps see it in the contact view.
FAQ
Questions buyers ask about Buying Group Intelligence.
What is Buying Group Intelligence in Wave?
It is a Wave feature that models the buying committee for each account: who is in it, the role each person plays, and the next theme each member still needs to see. Wave reads real content consumption, scores curriculum coverage as a role by stage matrix, and writes each member's role and next theme back to your CRM.
How does Wave decide the next theme for a person?
Wave maps your content themes and funnel stages to each role, then joins each person's actual consumption history to find the gap. The next theme is the one that role needs at their current stage, drawn from behavior rather than a generic persona sequence.
What is the curriculum coverage matrix?
It is a role by stage grid for each buying group, shaded green, amber, or red. Each cell shows how much of the required content that role has covered at that stage, so a demand gen team can immediately see which seats are progressing and which are stuck.
Does Wave recommend a specific asset, not just a theme?
Yes. Once Wave picks the next theme a seat needs, it ranks the single best-matching asset for it by persona, funnel stage, and industry signals, so the recommendation is a specific piece of content rather than a broad topic.
What does the next-up recommendation include?
Each member's next-up card blends the next theme they need with their preferred inbound channel and promotional channel, the content format they prefer, and the timing window for outreach, all from Wave's person-level data layer, with a confidence grade.
Where do the recommendations end up?
Wave writes each member's role and next theme back to HubSpot today, with Marketo next, so reps see the committee role and next theme when they open a contact and your existing sequences can route on them with no engineering work.
Does my data train a shared model?
No. Wave models the committee and scores coverage per tenant. Your contact and engagement data never enters a shared or cross-customer model, and every writeback is stamped with the model version that produced it.
How do I see Buying Groups on my own accounts?
Book a 20-minute walkthrough. We will configure a tenant against your stack and show the committee model, the coverage matrix, and the next-theme recommendations Wave would produce on your real accounts.
See it on your data
See your buying committees mapped on your own accounts.
Book a 20-minute walkthrough. We will run Buying Groups against your stack and show the committee model, coverage matrix, and next-theme recommendations Wave would produce for your accounts.
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