B2B DEMAND & MEDIA ACTIVATION

Qualified Leads. Targeted Media. Zero Operational Friction.

Secure guaranteed CPL content syndication and CPM digital display campaigns powered by an intelligent workflow engine.

Stop buying raw spreadsheets of data. Fairway delivers the audience, verifies the signals, and builds the automated workflows required to route high-intent leads directly into your CRM—fully enriched and ready for sales.

You buy the pipeline. We handle the data orchestration, vendor management, and technical execution.

Explore Media Activations See the Workflow Engine
fairway_campaign_payload.json
{
  "activation_model": [
    "Guaranteed CPL Syndication",
    "Programmatic CPM Display"
  ],
  "the_fairway_engine": [
    "Automated data verification",
    "Real-time CRM routing",
    "Sales enablement triggers"
  ],
  "budget_approval": "Standard Media & Demand Budgets",
  "outcome": "Sales-ready pipeline. No manual data entry."
}

Pay for the work and output—not the prompts, retries, tokens, or AI credits behind it.

Fairway translates the technical inputs behind delivery into clear commercial units tied to what your business receives. You know what is being delivered, how it is priced, and which costs change with volume.

The Credit and Token Model

"You consumed this many technical resources."

Token and credit pricing is useful for developers managing models directly. But it does not naturally tell a marketing or revenue leader what a completed workflow, enriched visitor, qualified lead, or campaign deliverable will cost.

The Fairway Model

"You know what was delivered and what it cost."

Fairway prices services using commercial units that match the work—CPL, CPM, fixed-scope projects, workflow builds, and usage rates tied to defined outputs. We manage the technical orchestration behind delivery.

Pricing Built Around What You Receive

Clearer Budgeting

Fixed project fees and defined unit rates make it easier to forecast costs as scope and volume change.

Commercial Alignment

You pay for agreed work, outputs, or delivery units—not the internal mechanics required to produce them.

Less Technical Management

Fairway manages model selection, prompts, validation, integrations, exception handling, and quality control.

Better Use of Existing Investments

We can incorporate your current CRM, data licenses, platforms, and internal resources before recommending additional costs.

FLAGSHIP ACTIVATIONS

Buy the Pipeline. We Manage the Complexity.

Deploy your media and demand budgets through Fairway to secure guaranteed outcomes without taking on the operational burden of vendor management, data scrubbing, and CRM integration.

CPL Demand Generation

Guaranteed volume of qualified leads matching your exact Ideal Customer Profile.

  • ✓ Content syndication networks
  • ✓ Fixed Cost-Per-Lead pricing
  • ✓ BANT qualification filtering
  • ✓ Automated lead delivery workflows

CPM Media Activation

Targeted brand awareness and account-based advertising across premium publisher networks.

  • ✓ Programmatic display & video
  • ✓ Target account list (ABM) matching
  • ✓ Cross-channel retargeting
  • ✓ Consolidated vendor management

Powered by a Managed Workflow Engine

Most agencies hand you a CSV file. We build the operational infrastructure that ensures your media and demand investments actually translate into sales conversations.

Data & Intelligence

  • • Intent signal monitoring
  • • Contact enrichment & validation
  • • Target account discovery

GTM Operations

  • • CRM lead-to-account matching
  • • Automated routing rules
  • • Data deduplication

Content & Strategy

  • • Positioning and messaging
  • • Campaign narratives
  • • Lead magnet production

Sales Enablement

  • • Executive account research
  • • Buyer-specific messaging
  • • Follow-up sequencing
TRANSPARENT MEDIA & DEMAND PRICING

Buy the Pipeline. The Engine Comes With It.

We price our programs based on the qualified leads and targeted media you actually receive. Data enrichment, CRM routing, and campaign workflows are integrated directly into the delivery model.

CPL Demand Gen

Starting at $45 / Lead

Guaranteed volume of qualified leads delivered directly to your sales team.

  • ✓ Target account list (ABM) matching
  • ✓ BANT & custom qualification questions
  • ✓ 100% data accuracy guarantee
  • ✓ Content syndication distribution
Build a Lead Program
TARGETED AWARENESS

CPM Media Display

Starting at $15 / CPM

Keep your brand in front of active buying committees across premium B2B publishers.

  • ✓ Premium B2B publisher networks
  • ✓ Programmatic display and video
  • ✓ Multi-channel audience retargeting
  • ✓ Brand lift and engagement reporting
Plan a Media Buy

Workflow Engine

Custom Build + Setup

A one-time setup fee configures the routing rules, API connections, and data enrichment steps.

  • ✓ Custom API integrations (Salesforce, HubSpot)
  • ✓ Automated data scrubbing and formatting
  • ✓ Real-time lead routing rules
  • ✓ Slack/Teams notification alerts
Discuss Workflow Setup

Volume Economics for Enterprise GTM

Consolidating your media and demand buys through Fairway unlocks significant purchasing power. Quarterly commitments scaling above $50k unlock reduced baseline CPL/CPM rates and waived workflow setup fees.

MORE COMMITMENT. MORE PURCHASING POWER.

Larger Monthly Allocations Unlock Greater Value.

The $5,000 base allocation provides dollar-for-dollar value. Monthly commitments of $10,000 or more unlock volume-based purchasing power, scaling up to a 20% illustrative adjustment for enterprise programs. All adjustments are subject to approved scope, channels, volume, and contract terms.

Monthly Commitment Quarterly Commitment Illustrative Adjustment Illustrative Rate-Card Value
$5,000 $15,000 0% (Base Tier) $15,000
$10,000 $30,000 2% $30,612
$50,000 $150,000 10% $166,667
$100,000 $300,000 20% $375,000
Formula: Committed budget / (1 - applicable adjustment rate) = Illustrative rate-card value
ENTERPRISE BUDGET EXAMPLE

What a $300,000 Quarterly Allocation Could Unlock

A client needs 7,500 qualified leads at a standard rate card of $50 per lead ($375,000 total requirement).

Commit $300,000. Deploy $375,000 in rate-card value.

At a $100,000 monthly equivalent, the illustrative 20% rate-card adjustment allows a $300,000 quarterly commitment to support a 7,500-lead program priced at a standard $50 per lead.

  • Committed Quarterly Budget $300,000
  • Target Goal 7,500 Qualified Leads
  • Additional Purchasing Power $75,000
  • Illustrative Rate-Card Value $375,000
  • Effective CPL $40
Illustrative only. Final pricing and delivery depend on qualification criteria, scope, channels, targeting, suppliers, timing, and contract terms.
HOW FAIRWAY FLEX WORKS

Bring Us the Priority. We Build the Right Support Around It.

Your monthly commitment gives your existing leaders access to Fairway's GTM capabilities, executional capacity, managed programs, and repeatable workflows. Together, we identify the gaps and combine internal expertise, Fairway support, existing technology, data, and automation around the work that needs to move.

1
Start With Your Existing Team

Identify the leader who owns the priority, the internal capabilities already available, and where progress is being constrained.

2
Map the Remaining Gaps

Determine which specialist skills, deliverables, systems, data, or executional capacity are still required.

3
Build the Support Model

Combine internal leadership, Fairway resources, current platforms, and targeted automation around the priority.

4
Accelerate and Improve

Fairway completes the assigned execution, applies quality controls, reports on delivery, and creates repeatable processes as patterns emerge.

WE START WITH WHAT YOU ALREADY HAVE

Protect the Investments Already on Your Budget.

Already have the CMO, sales leader, operations owner, data license, CRM, automation platform, agency, or internal specialist required for part of the solution? Fairway incorporates those investments into the operating model, fills the remaining gaps, and helps the entire system produce more.

The goal is not to add another layer of ownership. It is to give the people and platforms you already fund more operating leverage.

FLEXIBLE SUPPORT AROUND YOUR EXISTING TEAM

Add the Capacity Your Leaders Need.

Fairway works within your existing leadership model. Use us for experienced executional support, managed workflows, or a hybrid approach built around the people, systems, and priorities already in place.

Leader-Directed GTM Execution

Give your marketing, sales, or operations leader experienced capacity to advance priorities without transferring ownership of the function.

  • • Executive-priority projects
  • • Positioning and messaging
  • • Sales enablement
  • • Research and synthesis
  • • Campaign planning
  • • Executive presentations

Managed GTM Workflows

Build and operate repeatable data and execution systems that increase the capacity, consistency, and effectiveness of the team already responsible for the outcome.

  • • Data enrichment and routing
  • • Account research
  • • Campaign operations
  • • Lead management
  • • Reporting workflows
  • • Content production systems

Collaborative Hybrid Delivery

Combine internal leadership, Fairway specialists, existing technology, and targeted automation when no single resource can deliver the complete outcome alone.

  • • Internal leader direction
  • • Fairway specialist execution
  • • Human quality assurance
  • • Strategic review
  • • Exception handling
  • • Ongoing operational support
AMPLIFY THE TEAM YOU ALREADY HAVE

Your Leaders Own the Direction. We Help Them Move It Forward.

Fairway works alongside experienced marketing, sales, and operations leaders who already understand the business. We provide the specialist capacity, operating support, and hands-on execution required to turn more of their priorities into completed work.

Leadership Stays Internal

Your executive or functional leader retains strategic authority, organizational context, stakeholder relationships, and accountability for the mission.

Fairway strengthens their ability to deliver rather than competing with their role.

Experienced Capacity Surrounds Them

Add senior-minded support across research, positioning, enablement, campaigns, data, operations, presentations, and workflow design.

Critical work does not have to rely entirely on an overextended leader or inexperienced support.

More Priorities Reach Completion

Turn leadership decisions into coordinated deliverables, operating processes, and repeatable systems without hiring a separate employee for every capability gap.

The result is greater speed, throughput, and return from the team already in place.

MANAGED GTM WORKFLOWS

When the Work Repeats, We Build a Better System Around It.

Some GTM assignments begin as hands-on execution and evolve into managed workflows. Fairway identifies repeatable patterns, defines the operating model, applies the right technology, and maintains human quality control where judgment still matters. Each workflow is designed around the leader, team, tools, data, and approval processes already in place—not as a replacement for them.

Every workflow includes a defined build cost, operating model, technology requirements, quality criteria, and usage assumptions.

1

Understand the Existing Environment

Review the leader, team, process, examples, quality requirements, technology, and data already supporting the work.

2

Design Around the Gaps

Determine what should remain internally led, where Fairway should provide support, and where standardization or automation can improve performance.

3

Build, Support, and Improve

Implement the workflow, manage the assigned execution, evaluate outputs, and continuously improve the system with the internal owner.

ADD THE CAPACITY YOUR PLAN REQUIRES

Flexible Support Around the Team You Already Fund

Choose a commitment based on the priorities, specialist gaps, delivery volume, and operating cadence your existing leaders need to support. Fairway complements current personnel and technology rather than requiring you to rebuild the function.

Flexible Monthly

Starting at $5,000 / month

Best for pilots, focused programs, tests, and changing short-term priorities.

  • ✓ Prepaid Fairway service balance
  • ✓ Access to approved capabilities and executional capacity
  • ✓ Flexible monthly allocation
  • ✓ Approved overage scaling
  • ✓ Standard planning and reporting
Start Monthly
VOLUME ECONOMICS

Scaled Monthly

Custom monthly allocation

Best for larger multi-capability programs requiring greater volume, more channels, deeper operational support, or enterprise purchasing power.

  • ✓ Custom monthly commitment
  • ✓ Volume-based purchasing-power model
  • ✓ Multi-capability allocation
  • ✓ Program and supplier coordination
  • ✓ Custom reporting and governance
  • ✓ Quarterly budget planning
Build a Scaled Plan

Annual Access

Starting at $60,000 / year

Best for companies that want continuous access, quarterly allocation flexibility, consolidated planning, and ongoing execution.

  • ✓ Everything available in Flexible Monthly
  • ✓ Full service-catalog access
  • ✓ Quarterly allocation flexibility
  • ✓ Priority planning and execution
  • ✓ Named Fairway program lead
  • ✓ Consolidated cross-service reporting
  • ✓ Preferred commercial terms where applicable
  • ✓ Budget rollover within active annual term (where approved)
Build an Annual Plan
MORE THAN A MARKETPLACE

We Do Not Just Give You Vendors. We Operate the Work.

Marketplaces and platforms help you access suppliers and infrastructure. Fairway combines those resources with strategy, execution, quality control, data operations, supplier coordination, and accountability.

A Typical Marketplace or Platform... Fairway Flex...
Provides access to tools, publishers, or suppliers. Recommends the right service mix.
Leaves strategy and operational coordination with the client. Launches and manages approved programs.
Requires the client to negotiate and manage individual vendors. Coordinates suppliers and channels directly.
Requires internal demand-operations and RevOps resources to process data. Validates, enriches, and routes resulting data.
Shows dashboards of activity. Reports on delivery and recommends the next allocation.