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Right now, everyone in B2B is tracking buyer behavior: clicks, topics, keyword spikes.
They’re scoring intent, triggering campaigns, arming reps.
It’s a machine. Efficient. Sophisticated. Feels great.
But it's missing something big.
It all looks smart — until the market shifts.
Why?
Because inflation just came in hotter than expected again.
The Fed? Hawkish.
Rate cuts? Off the table for now.
CFOs? Re-tightening Q2 budgets across the board.
And if your GTM motion isn’t adjusting to that context — your funnel is about to get flooded with ghost deals.
Let me make it real:
A VP of IT reading about 'cloud cost optimization’ this week isn’t exploring.
They’re reacting.
They’re under pressure to defend budget, consolidate vendors, and prove ROI in 90 days — or it’s off the roadmap.
Same topic as Q2 last year. Entirely different motivation.
A VP of IT researching ‘cloud cost optimization’ in Q2 of 2024 was likely preparing for a return to growth.
Today, it’s panic. Budgets are freezing. CFOs are gatekeeping every dollar.
And if you miss that?
You send ‘growth’ messaging to a buyer in survival mode.
You pitch features when they need board-level justification.
Your TAL isn’t misaligned — it’s mistimed.
Same signal, different pressure, opposite pitch.
That’s the hidden cost:
Pipeline full of noise
Sales cycles that stall
Reps pushing into deals with no path to budget
This isn’t a personalization problem.
It’s a timing intelligence problem.
You don’t need better messaging.
You need better timing intelligence.
Because here’s the truth:
Buyers don’t respond to features. They respond to pressure.
And Q2 of 2025? That pressure is back.
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Real Buying Intent Isn’t Just in the Keywords — It’s in the Pressure.
Fairway Digital Media Launches Context Engine™
A Market-Aware Intelligence Layer That Enhances Traditional Keyword-Centric Intent Models by Prioritizing Accounts Under Real Economic Pressure
In an era where every B2B team is fighting for signal clarity, Fairway Digital Media has unveiled Context Engine™ — a next-generation intelligence layer that adds crucial economic and psychological context to traditional intent data.
While keyword and content-based intent signals have long served as the backbone of account prioritization, they often miss a critical variable: urgency. Context Engine™ doesn’t replace keyword-centric models — it amplifies them, showing why a prospect is engaging now, and what pressure they’re under.
"The future of intent isn’t about who has the most data — it’s about reducing uncertainty around ‘why now’ and uncovering what’s truly driving buyer behavior."
– Ben Belcher, CEO, Fairway Digital Media
The Problem
Traditional intent models rely heavily on tracking content consumption — assuming that researching terms like “cloud security” or “AI in marketing” signals purchase readiness.
But in today’s macro-driven market — shaped by rate hikes, inflation volatility, and spend freezes — that’s only part of the story.
A VP of IT reading about “cost optimization” during a Core PCE surprise isn’t curious — they’re under pressure.
They must consolidate vendors, justify spend, and deliver ROI in 90 days.
Same content. Totally different signal.
Introducing Context Engine™: What Makes It Different
Context Engine™ doesn’t just track interest — it maps urgency.
It fuses intent signals with economic indicators like CPI, Core PCE, FOMC outcomes, and sector-specific earnings narratives to:
Score accounts based on macro-aligned urgency
Predict justification complexity, deal velocity, and spend type
Surface narrative tags like:
“Board-Level Justification Required”
“PoC or Pause”
“Vendor Consolidation Mandate”
Align messaging tone with the buyer’s real emotional state — growth-mode, fear-mode, or freeze-mode
Adding Context to Intent = Smarter Revenue Motion
By enriching existing models with macro context, Fairway helps revenue teams reduce noise, factor in economic pressure, budget posture, and deal survivability — delivering:
Fewer ghost deals
Sharper targeting
Messaging that resonates with buyer reality
“You might see the buying group — But without context, you can’t see the conditions shaping their decisions. That’s the gap we’re closing.”
– Ben Belcher, CEO, Fairway Digital Media
A New Era for Revenue Teams
As economic volatility heats up in 2025, timing intelligence will become core to GTM success. Context Engine™ is already helping clients:
Build Target Account Lists based on timing, not just firmographics
Deploy dynamic campaigns that match macro tone
Give sales reps real-time context cards that explain why a buyer is under pressure this week
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Discover how Context Engine™ brings timing intelligence into your GTM motion.
Visit: fairwaydigitalmedia.com/marketintelligence
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