[Podcast] High Risk, High Reward Vertical

"The Cannabis Creative Group has absolutely taken off like wildfire."  – Dan Serard, VP of Sales and Marketing for Cannabis Creative Group 

(🎙️ listen now)

Let’s take a deep dive into a vertical that certainly is anything but dull. This week's guest, Dan Serard, is a trailblazer in cannabis marketing and has stories to tell.

We discuss everything from carving out a vertical for a highly regulated product to dreaming up a standalone event brand for industry networking and the building blocks that made CGC the success that it is today.

We cover in this episode:

• Starting the cannabis vertical at an agency.

• The quirks of the industry and navigating restrictions.

• How CCG grows through thought leaderships, partnerships, trade shows, and more.

• Building community for long-term success.

Here are some actionable key takeaways for agency founders:

• GTM skills, even from a different industry, is a great skill set for sales leaders.

• Try to find spaces where you can show up first to gain an unfair advantage.

• Be active at industry associations; it’s a space not all agencies play in.

• Be the connector between clients and prospects at industry events to build community.

🎧 Listen to the episode now:

• Podcast Website 

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• YouTube 

• Spotify

• Amazon Music

Sharing is caring! If you enjoyed this episode, please consider sharing it with a few friends who might find it useful. Thanks!

Best,

CQ

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Frequently Asked Questions

What made carving out a vertical in cannabis marketing particularly challenging?

Navigating a highly regulated product with real restrictions, requiring a different approach than more conventional verticals, discussed directly in the episode as a defining part of building Cannabis Creative Group.

How does CCG use thought leadership and partnerships to grow within this specific vertical?

Through trade shows, industry partnerships, and thought leadership content, all discussed as core growth channels that fit the specific dynamics and community of the cannabis industry.

Why does Dan Serard believe GTM skills from a different industry still transfer well to cannabis marketing?

Because go-to-market fundamentals apply broadly, even coming from outside cannabis specifically, real go-to-market skill sets from another industry proved valuable in helping shape strategy within this new, highly specific vertical.

What does "showing up first to gain an unfair advantage" mean in the context of cannabis marketing?

Establishing early presence in the spaces and conversations relevant to a vertical, before competitors arrive, a strategic advantage discussed as part of how CCG built its reputation early in the space.

How did CCG build community for long-term success in this vertical?

By becoming a connector between clients and prospects at industry events, and staying active in industry associations most other agencies don't engage with, building genuine community rather than just transactional relationships.