Point tools do not talk
Each tool optimizes its own metric. Nobody fuses them into one recommendation per person, so the work falls to a human every week.
Wave · Platform
Five predictions, one decision, for every contact.
Wave learns what each person reads, the format they prefer, how they arrive, how to reach them, and when, then fuses it into a single next-best-action and writes it to your CRM. No new tool for your team to learn.
Quick answer
Wave's Next-Best-Action engine combines five person-level predictions, content topic, content format, inbound channel, promotional channel, and timing, plus buying-group context, into one recommendation for every contact. It writes the result back to HubSpot as contact fields, so your existing campaigns and reps act on one decision per person instead of stitching together four separate tools.
Key capabilities
- One next-best-action per contact
- Combines content, format, channel, timing, and role
- High, medium, or low confidence grade
- Writes back to HubSpot, no data engineering
- Per-tenant models, no shared learning
- Audited writeback with one-step rollback
- Deploy incrementally, products compound
Last updated June 2026
The problem
Your stack has five opinions and no decision.
A send-time tool, a content tool, an ABM platform, and a channel layer each answer one slice of the question. None of them combine into a single, person-level next step.
Insight stalls at activation
Even great predictions sit in dashboards. Getting them into the CRM where reps and automation live becomes its own project.
No confidence, no trust
Black-box scores do not say how sure they are, so teams either over-trust them or ignore them.
How Wave does it
Five predictions converge into one card.
Wave runs each model per person, then fuses the outputs into a single next-best-action with a confidence grade any marketer can read.
- 01
Learn five things per person
What they have read, the format they prefer, how they arrive, how they respond, and when they want to hear from you.
- 02
Add buying-group context
Where each person sits in the committee and the next theme their role still needs to see.
- 03
Fuse into one recommendation
Wave combines the signals into one next-best-action: next theme, format, channel, and timing, with a high, medium, or low confidence grade.
- 04
Write it to your CRM
The recommendation lands on the contact record in HubSpot, so your existing sequences and reps act on it immediately.
Where it fits
One data layer behind every campaign.
Each Wave product is independently useful, and they compound. The Next-Best-Action engine is what you get when they share one person-level data layer.
Your sources
Wave
HubSpot
Wave reads from your existing systems, runs each model per tenant so your data never trains on anyone else's, and writes the fused recommendation back as contact fields. Every write is logged with the previous value, the new value, and the model version. Rolling one back is a single step.
Works alongside Content Intelligence, Channel Affinity, Buying Groups.
Why Wave is different
Point tools optimize. Wave decides.
The category is full of tools that each answer one question. Wave is the layer that answers them together, per person, and ships the answer to your CRM.
Most tools
Wave
A send-time tool tells you the hour. A content tool tells you the asset.
Wave tells you the asset, the format, the channel, and the hour, as one decision.
Predictions live in a separate dashboard you have to remember to check.
Wave writes the recommendation to the contact record your team already works in.
AI scores arrive with no sense of how reliable they are.
Every Wave recommendation carries a high, medium, or low confidence grade.
Four tools mean four contracts, four integrations, and four bills.
Wave is one layer that makes the tools you already own sharper.
FAQ
Questions buyers ask about the Next-Best-Action engine.
What is Wave's Next-Best-Action engine?
It is the part of Wave that fuses five person-level predictions, content topic, content format, inbound channel, promotional channel, and timing, plus buying-group context, into one recommendation per contact. The result writes back to HubSpot so your campaigns can act on it.
Which predictions does it combine?
Content Intelligence for what to send, Engagement Channel for the format they prefer, Channel Affinity for how they arrive and how to reach them, Cadence Affinity for when and how often, and Buying Groups for their committee role and next theme.
Do I have to buy every product at once?
No. Each Wave product is independently valuable and can be enabled on its own. They compound when combined, but you can start with one and layer in the rest as you go.
Where does the recommendation show up?
On the contact record in HubSpot, as standard fields your sequences, lists, and reps already use. There is no separate tool for your team to open.
What is the confidence grade?
Every recommendation carries a high, medium, or low grade based on how much signal Wave has across timing and the channel axes, so your team knows when to trust it and when to wait for more data.
Does this replace my CRM or marketing platform?
No. Wave is an intelligence layer that reads from your stack and writes predictions back. Your CRM and marketing platform stay exactly where they are.
How often does it refresh?
Wave re-scores on a regular cadence per product and writes updated recommendations back to the contact record, so the next-best-action stays current as behavior changes.
How do I see it on my data?
Book a 20-minute walkthrough. We will configure a workspace shaped like your stack and show the next-best-action card Wave would produce for your contacts.
See it on your data
See one next-best-action per contact.
Book a 20-minute walkthrough. We will show the fused recommendation Wave would write to your contacts, on data shaped like your stack.
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