Challenge: Multi-stakeholder complexity slowed campaigns

As NxtWave scaled, its communication needs grew harder to manage:

• Multi-stakeholder communication: NxtWave needed to run parallel engagement for parents, mentors, students, and universities, each with different expectations, content needs, and touchpoints. Coordinating these streams created significant operational complexity.
  
  

• Platform misfit: Their existing customer engagement system was built for single-user B2C scenarios like e-commerce. It lacked the flexibility to manage interconnected relationships across multiple stakeholders, a core requirement in an education ecosystem.
  
  

• Heavy technical overhead: To make the old system work, the team relied on custom workarounds and engineering support. This drained technical bandwidth, slowed down campaign launches, and made it harder to scale efficiently.

Solution: Sortment on top of BigQuery

To solve these challenges, NxtWave adopted Sortment, a customer engagement platform built for businesses with complex stakeholder ecosystems.

"Sortment has been a game-changer for us. Connecting our BigQuery data with an intuitive engagement platform has transformed how we communicate with stakeholders. What took weeks now takes hours, letting us focus on delivering value instead of managing technical complexities."

Shashank, Co-founder, NxtWave

With Sortment’s seamless integration and intuitive interface, NxtWave was able to streamline communication and scale operations.

• Seamless BigQuery integration: Already consolidating data in BigQuery, NxtWave connected Sortment directly to its warehouse. This unlocked a unified data source that could power precise, stakeholder-specific campaigns.
  
  

• Faster campaign management: Sortment’s no-code interface allowed the marketing team to design and launch campaigns in under a day, work that previously took weeks. This agility cut time-to-market dramatically and freed bandwidth for strategic initiatives.

Use cases unlocked

• Parent engagement: Automated campaigns were launched to share performance reports with parents, keeping them informed about their children’s progress.
  
  

• Mentor support: Mentors received insights on students with the lowest scores, enabling timely interventions and personalized guidance.
  
  

• Student-centric communication: Tailored messages were sent directly to students to enhance their learning experience and motivate them toward achieving their goals.

Results

With Sortment, NxtWave transformed how it engaged its ecosystem:

• Campaigns launched in <1 day: Campaign launch times were cut from several weeks to just a few hours, giving the team the agility to respond to student needs, exam cycles, and placement drives almost instantly.
  
  

• Personalized at scale: Parents, mentors, and students now receive communications tailored to their role—progress reports for parents, intervention alerts for mentors, and motivational nudges for students—ensuring every stakeholder gets the right message at the right time.