Fairwater Marketing Strategies

Fairwater Marketing Strategies is a business-to-business (B2B) marketing and sales strategy consulting firm with a life science focus.

About Us

Fairwater Marketing Strategies is a business-to-business (B2B) marketing and sales strategy consulting firm with a life science focus. We provide sound marketing strategy tied to the ideal mix of marketing programs along with the processes and systems to track results.


What’s different about Fairwater Marketing Strategies?

Specialized Life Science Focus

  • Cross-functional knowledge of the life science industry plus the service providers and investment community that support it

Strategy and Implementation Capabilities

  • Combining the strategic, process-oriented discipline typically found at a strategy consulting firm with the creative thinking and implementation capabilities commonly sourced from a traditional marketing agency

Market-Tested Methodologies

  • Client marketing programs have historically delivered a 6.6x return-on-investment in the form of new revenue


Fairwater Marketing Strategies was founded by James Forte, a career-long life science marketer with 23 years of experience in corporate strategy, brand strategy, marketing, thought leadership, and sales.

Mr. Forte began his career in investment banking on the corporate communications team at CIBC World Markets in NYC. His first agency role was at Keating Communications where he helped establish the Life Science practice as well as the firm’s West coast office. He continued his foray into integrated marketing with Townsend Inc.’s Life Science practice in San Diego before transitioning back to the East coast to join pharma and biotech strategy consulting firm Campbell Alliance in Raleigh where he established the firm’s thought leadership and content marketing function.

Mr. Forte helped expand Campbell Alliance to include worldwide operations across the US, Europe, and Asia as well as launch their training and market research businesses, Pharmaceutical Institute and Encuity Research. He was appointed Head of Global Marketing following Campbell Alliance’s acquisition by inVentiv Health (now Syneos Health) where he helped integrate the two businesses while mentoring marketers across inVentiv’s worldwide subsidiary businesses.

Mr. Forte continued his career in advisory roles for various life science companies before establishing Fairwater in October 2017. He maintains a depth of knowledge of the life science marketing and selling environment across functions and company types from emerging biotechs and big pharma to medtech and digital health as well as knowledge of the investment community from VCs and private equity to investment banks and hedge funds. He has a B.S. in Communications from St. John’s University in NYC and studied international business at John Cabot University in Rome, Italy.

James lives in the Raleigh countryside along with his two children, Devon and Elena, as well as their dog Daisy and cat Charlie. He enjoys adventure travel, hiking, and auto racing along with spending time at church and serving on the Board of Directors at Shepherd Youth Ranch, a horse ranch offering equine therapy programs to special needs children, at-risk youth and their families.

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Delivering Results

Fairwater’s focus on building and managing a finely tuned “marketing machine”—from strategy to tactics to infrastructure—ensures that we can deliver and track results for our clients’ marketing and selling activities.

Most companies tend to focus on the tactical nature of marketing—a specific program or two that seem like it might move the needle at any given time. While the right marketing mix is key, it’s easy for tactical marketing programs to be misguided without clear marketing objectives and a concise message platform. Even with the right strategy and marketing mix, a company must have the processes, systems, and discipline to track and manage new business leads through the sales cycle.

Sound marketing strategy. The ideal marketing mix. Processes and systems to track results. Would you like to realize the benefits of a high-performance marketing and selling program?

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Sampling of past and current life science clients include:

  • Locust Walk
  • Eppendorf
  • US Pharmacopeia
  • 3T Biosciences
  • Blue Fin Group (now IntegriChain)
  • Savana Medical
  • Codeable Therapeutics
  • Locust Walk Acquisition Corp.
  • Ambit
  • Precision Biosciences
  • ClearView Healthcare Partners
  • Biorasi
  • Kineticos
  • Campbell Alliance (now Syneos)
  • inVentiv Health
  • Encuity Research
  • Pharmaceutical Institute
  • DOW Chemical
  • Merck KGaA
  • EMD Biosciences (now EMD Millipore)
  • Palladin Group
  • CIBC World Markets
  • Tanager Capital
  • The Conference Board
  • Gen-Probe (now Hologic)
  • ActivX (now Kyorin)
  • MediciNova
  • Applied Molecular Evolution (now Lilly)
  • Tensys Medical
  • Genvault (now IntegenX)
  • Sentigen Biosciences
  • Perlan Therapeutics
  • Accelrys (now Dassault Systemes)
  • Ortec International
    (now Hadasit Bio-Holdings)
  • Saul Ewing
  • SimStar (now Rosetta)
  • BioniCare
  • Cengent Therapeutics
  • Biota (now Novozymes)
  • Viking Systems (now CONMED)
  • Self Help Works (now Avidon Health)
  • GeneBridges
  • XTL Biopharmaceuticals


There are many components to a successful B2B marketing and selling program. Fairwater Marketing Strategies can assist you with any or all of these components from strategy and tactics to implementation and results tracking. Learn more about our solutions below.

Marketing and Brand Strategy

Articulate your unique value proposition. Understand your audience and what they value most. Differentiative from your competitors.

  • Messaging and Positioning
  • Brand Identity Development
  • Buyer Personas
  • Brand Awareness and Market Perception Studies
  • Competitive Assessments
  • Thought Leadership Strategy

Branding and Awareness Programs

Ensure the market is aware of your company, has the desired perceptions, and is open to a dialogue.

Thought Leadership Programs

Position your team as experts and leverage this credibility to influence your audience and enhance selling success rates.

Lead Generation

Get your team in front of targeted decision-makers, translate marketing programs into significant meetings, project opportunities, and wins.

Sales Support

Ensure that your team is effective in selling when in front of targeted decision-makers

Marketing and Selling Infrastructure

Provide the processes, tools and systems for the marketing function to operate efficiently, manage leads, and track results.

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Motormouth by Fairwater

Relationships matter most. That’s why we take them so seriously. Let the self-proclaimed “Mayor of Motorsports” help manage your most valued relationships as a team owner in motorsports… those with drivers and sponsors. Let me be your man in the paddock, eyes in the pits, and voice on social media. 

I’m no pro racer. I’ll admit that. I’m just an HPDE guy. But, I’ve turned a lot of laps at a lot of tracks across this great nation. I’ve met a lot of folks in a lot of cars. I’m sure you’ll recognize me when we connect. I’m the German car drivin’ … loud exhaust blastin’ … Swiss watch wearin’ guy with a smile who just handed you a racing sticker and a business card after your last run. I’m the one who asked where your home track is and why you love to race, and was genuinely interested in your answer. 

What We Do

Simply put… we’re a motorsports agent. We keep drivers in seats and sponsors on cars—it’s kinda reciprocal if you know what I mean. We do this by crafting a sponsorship marketing program that helps you proactively manage your highest priority relationships with drivers and sponsors.

Why We’re Different

Many team owners and pro drivers can land a sponsor or two on their own. Many are “gentlemen” or “gentlewomen” drivers who are self-funded business owners that bankroll their own racing habits, errrr… racing efforts. However, it sure is nice to offset the cost of racing with additional sponsorship. When those additional sponsors come on-board, I’ve found that most sponsors don’t stick around after the first year. That’s because they don’t garner a return on that sponsorship investment. It’s not enough to place a logo on a race car. We’ll help weave motorsports in the marketing plans of sponsors to increase the likelihood that they recognize an ROI and stick around year-after-year.



What makes a successful race program?

Many pieces come together to make a race program successful. We can help in many important areas:

What makes a successful race program?

We’ve built many motorsports-related relationships over the years–either because we helped launch the company, currently help manage that business or have a network of friends that offer complementary services. Here are just a few of our past and/or current relationships and partners:




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