Grodan leads the industry not just with experience but also with its innovative practices and robust research and development capabilities that produce transformative products.
Pargo Fibre will differentiate itself from its competitors when relaunched by leaning into Grodan’s innovation legacy. We’ll communicate Pargro’s key differentiators focusing on the outcomes provided by those identifiers.
Persona Development
Our persona development process joins extensive research with internal brainstorming. But we want to do more than just speak the language of our key personas; we must also ensure our messaging focuses on what matters most to them.
Social Media
Social Media won't be a significant Grodan or Pargro Fibre lead source, but it's essential for building awareness and establishing trust.
Website
Grodan and Pargro Fibre's websites are its most crucial digital assets - they're the hubs for our marketing ecosystem. The websites must communicate both brands' values and key differentiators. They must also provide an exceptional outcomes-focused user experience, becoming an educational and informational repository for nurtured leads. Ultimately, each site must be a sales tool encouraging bottom-of-funnel engagement and conversions.
Unique Value Proposition (UVP)
Pargro Fibre's UVP must be defined and stratified into the brand, whether it's outward-facing or an internal concept.
“Product consistency is essential, and it’s one of the hardest things to do in this industry. So any tool or product introduced, or anything that could help improve consistency, is incredibly valuable.”
-Malek Noueiry, Malek’s Premium Cannabis
Relevant Industry Organization Memberships
Membership badges can signal industry acknowledgment and professionalism. And there are additional benefits to relevant industry organization memberships.
Trade associations like NCIA (National Cannabis Industry Association) give members opportunities for awareness, lead generation, and thought leadership through guest blogs and event sponsorships
Events
Tradeshows are an essential business driver in the legal cannabis industry. We're seeing a steady return to in-person events as the pandemic slows.
Tradeshow sponsorship and paid placements can provide a quick path to name recognition and awareness.
Here are two tradeshows worth considering:
Speaking Engagements
Public speaking engagements can help Grodan and Pargro Fibre team members establish thought leadership and demonstrate expertise. And it's about more than the presentation. It's also about pre and post-event impressions.
When a prospect sees key Grodan and Pargro Fibre team members' names as featured speakers at a significant cannabis industry conference, the lead doesn't have to attend for Grodan and Pargro Fibre to gain a valuable positive impression.
Podcast Appearances
Podcasts are an essential industry channel. And they have been since the legal cannabis industry's inception. Podcasts are easier to join (and attend) than in-person speaking engagements, and in some instances, they carry more weight.
Skilled podcast hosts are masters of self-promotion - it's in their best interest to promote an episode with notable guests. For example, Bruce Eckfelt, host of Thinking Outside the Bud, has 22,000 LinkedIn followers, and he relentlessly promotes his show (and its guests).
Public Relations
We generally take an earned media-first approach, but we also often use paid placements to support our goals. Hybrid works with a PR partner with over a decade of B2B cannabis industry experience; they regularly win placements in its top publications.
Written and Video Case Studies
Case Studies aren't generally an awareness tactic, but they're essential for trust establishment. So we'll co-opt customers' positive industry status for Grodan and Pargo Fibre's co-branded case studies.
Written case studies are quick and easy, but video case studies are often more valuable and impactful.
Outbound Lead Generation
Google Ads
Google offers a wide range of ad targeting options, and Google is a reliable pay-per-click advertising source. But like most sizeable digital advertising platforms, there are significant restrictions we must consider to make the channel a reliable traffic source.
Run-of-Site and Industry Publication Ads
Run-of-site ads are hard to miss, which is why they're effective. But they need to be suitable ads on the right sites to support our goals.
List Building
We use proprietary tools to build highly targeted contact lists. They are never purchased, and we won't share the lists with other organizations.
Email Marketing
Email marketing is one of the few open channels in the cannabis industry; it's a critical B2B tool. In addition, email marketing supports our four-branch strategy.
INBOUND LEAD GENERATION
*See the "Long Game."
SALES EFFICIENCY AND EFFECTIVENESS
Establish marketing and sales tools to provide as much insight as possible on leads for handoff to the sales team. We want them to prioritize the most qualified leads while allowing others to continue to be nurtured.
Blogs
Blogs are critical for SEO and thought leadership. Every blog is an opportunity to hit the top of the search engine results page (SERP) and find your next best customer.
Long Form Content
Long-form content includes guides, checklists, whitepapers, market research, etc. These are well-researched and expertly written pieces that provide insight and education. We'll typically use long-form content to convert visitors into leads (they're excellent lead magnets).
Video
B2B customers consume more visual content than ever before - and they read less. We can produce video content to communicate Grodan and Pargro Fibre's processes, differentiators, products, outcomes, and customer success stories, inspiring loyalty and emotion.
Webinars
People increasingly turn to webinars to access valuable information from notable experts. Of course, brands probably flood your leads' inboxes with daily webinar RSVPs, but it's still a helpful tool; we'll produce webinars that are a cut above the rest.
Grodan Academy
SOLUTIONS PROFILE