Cannabis Business Confidential

About Cannabis Business Confidential

Are you in the weeds trying to keep up with the increasingly complicated, and competitive industry? Join our host, Hybrid Marketing Co.'s VP of Strategy, Jen Lamboy, a respected and tenured cannabis industry expert, for a discussion with industry insiders covering everything from legalization to regulatory compliance, to marketing, branding, and the business side of cannabis culture. Our podcast is your lifeline. Don't miss an episode if you want to do more than survive in the growing cannabis industry. Our Informer: Jen Lamboy is a respected cannabis industry expert possessed by a desire to help the industry become a global game-changer. She started her cannabis career with seed genetics, and today, as a business outcomes-focused strategist, she doesn't step lightly; instead, she charges with the zeal of a cult leader and the collaborative spirit, intention, intelligence, humility, compassion, and grit of a zen monk.

Publisher

Jen Lamboy, Tyler Jacobson, Matt Gillespie, Aaron Rosenbluth

Category

business · business · business

Language

en

Explicit

No

First episode

23 Oct 2023

Latest episode

22 Dec 2025

Latest episodes

3 of 18 episodes have a transcript.

1. 

   22 Dec 2025TRANSCRIPT

   The 10 Marketing Blind Spots Holding Cannabis Brands Back

   In this bonus episode of Hybrid Office Hours, the Hybrid team breaks down the most common marketing blind spots they see across the cannabis industry, from dispensaries to B2B and ancillary brands. Drawing on years of firsthand experience, this conversation outlines why many cannabis marketing strategies fail to deliver results and what brands should rethink if they want to compete, grow, and win market share. The discussion is practical, candid, and grounded in real examples from legal cannabis markets. Rather than chasing trends or vanity metrics, the episode challenges brands to focus on fundamentals like audience clarity, value differentiation, realistic expectations, and long term visibility. Below are the ten cannabis marketing blind spots covered in the episode and why each one matters. 1. Believing Your Audience Is Everyone One of the most persistent mistakes cannabis brands make is assuming their product is for everyone. While many people can consume cannabis, that does not mean everyone will. Trying to appeal to a broad audience dilutes messaging and weakens brand identity. The team emphasizes the importance of niching down and focusing on the people most likely to say yes. Brands that go deep with a specific audience conserve marketing budgets, create stronger emotional connections, and become more relevant within a defined lifestyle. 2. Relying on Educational Content to Drive Sales Educational cannabis content has value, but it rarely leads directly to transactions. Topics like terpenes, cannabinoids, and the entourage effect attract informational search traffic, not buyers ready to purchase. The episode explains that educational searches are typically global and dominated by publishers and media brands, not dispensaries or product companies. While education can support sales conversations or B2B marketing, it should not be treated as a primary revenue driver for consumer brands. 3. Failing to Clearly Define a Unique Value Proposition If a brand looks and sounds like its competitors, consumers have no reason to choose it. Every purchase decision is based on perceived value, not just price. The team stresses that brands must clearly communicate what makes them different and why that difference matters to customers. A unique value proposition only works if the market actually cares about it, which requires research, testing, and validation. 4. Assuming Consumers Will Adopt What You Want to Sell Many brands build products or features based on internal assumptions rather than market demand. This often leads to wasted time, money, and energy. The conversation highlights the importance of minimum viable products, market research, and competitive analysis. Great ideas are only valuable if customers actually want them and are willing to pay for them. 5. Underestimating the Impact of Packaging and Design Packaging is often the first and sometimes only interaction a consumer has with a cannabis brand. Strong design builds trust, signals quality, and drives trial. Examples like Wild and 1906 illustrate how distinctive packaging can influence purchasing decisions, even when consumers cannot remember the brand name. The team also notes that while compliance rules may limit creativity, all competitors face the same constraints. 6. Treating Cannabis as a Commodity Instead of a Lifestyle Successful brands align themselves with a lifestyle, values, and identity rather than just a product category. People use brands to signal who they are and what they believe in. The episode reinforces that lifestyle branding is a natural extension of niching down and is especially effective in competitive markets where products are otherwise similar. 7. Ignoring PR as a Core Marketing Channel Public relations is positioned as a visibility engine that fuels both traditional and AI driven search. Mentions from trusted publications and industry sources carry more weight than self promotion. The team advises brands to budget for PR early, coordinate

2. 

   24 Nov 2025TRANSCRIPT

   Why Your Business Website Matters in 2026: B2B vs B2C Digital Strategy

   What’s the real purpose of a website in 2024? In this episode of Hybrid Marketing’s Office Hours, Tyler Jacobson, Matt Gillespie, and Aaron Rosenbluth tackle a question most marketers avoid: when was the last time you actually visited your favorite brand’s website? Starting with frozen pizza brands and ending with strategic insights for cannabis businesses, this conversation challenges conventional wisdom about digital presence. The team discusses why they completely abandoned educational blog content after years of heavy investment, how Google’s AI overviews are reshaping SEO, and why consumer behavior has shifted from brand loyalty to convenience-first shopping. You’ll learn why B2B websites need to serve as sales enablement tools rather than traffic generators, how dispensary websites should prioritize user experience over content, and why some of the most successful brand websites focus on unexpected experiences like merchandise drops and interactive games rather than product information. The conversation also explores the harsh reality that many websites exist simply to validate legitimacy rather than drive transactions, and why aligning your expectations with actual user behavior is more important than chasing vanity metrics. Whether you’re marketing a cannabis brand, running a dispensary, or managing any B2B or B2C business, this episode will help you rethink what your website should actually accomplish and where to invest your marketing resources for maximum impact. Key Takeaways: Why educational content strategies have fundamentally shifted The critical question every business should ask: “Why would anyone come to our website?” How to align website strategy with actual customer behavior The difference between websites that support sales vs drive direct conversions

3. 

   6 Oct 2025TRANSCRIPT

   Are you a brand or just a logo?

   In this Office Hours Live session, the Hybrid Marketing Co. team explores one of the most common misconceptions in branding: the difference between having a logo and building a true brand. Tyler Jacobson, Aaron Rosenbluth, and Matt Gillespie unpack why a logo is just the tip of the iceberg, while a brand encompasses everything beneath it—purpose, values, tone of voice, customer experience, and more. Through real-world examples from the cannabis industry and beyond, the conversation explores how visual identity may grab attention, but brand strategy is what builds loyalty and long-term connection. The team also discusses how packaging, retail experience, scent, and even music play into brand perception, as well as how businesses can evolve their brand over time without losing their identity. Whether you’re launching a new company or refining your market presence, this episode highlights why investing in brand strategy is not optional—it’s the differentiator that drives trust, recognition, and growth.

4. 

   4 Aug 2025

   Why Cannabis Brands and Dispensaries Need to Become ‘Love Brands’

   In this must-listen episode, the Hybrid Marketing Co. team explores what truly sets love brands apart—and why this distinction could be the difference between growth and irrelevance in the cannabis space. Whether you’re a dispensary owner or brand marketer, you’ll gain powerful insights into creating lasting emotional connections with your customers. What You’ll Learn: What a “love brand” really is—and why cannabis companies need to careHow to forge authentic emotional connections that drive loyaltyReal-world lessons from brand missteps: Southwest, Bud Light, TargetThe difference between lifestyle and love brands (and why it matters)Simple, actionable steps you can take today to start building trust Featured Experts:Matt Gillespie – VP of CreativeTyler Jacobson – Director of MarketingAaron Rosenbluth – Director of Content Topics Covered:The psychology of brand love and cannabis consumer behaviorCommon brand misfires that erode trustBuilding loyalty in a highly regulated marketHow to connect deeply—on any budget

5. 

   25 Jul 2025

   Entering the Cannabis Beverage Market with Walter Apodaca of PotShot & Vessl

   Hybrid Marketing Co. Vice President of Strategy, Jenny Lamboy, and  Vessl founder and CEO, Walter Apodaca, discuss the early success of PotShot and how Walter made the leap from the traditional beverage market into building a cannabis beverage brand PotShot.

6. 

   9 Jul 2025

   How a Texas hemp beverage brand fought back against a possible hemp THC ban with guest Joel Canada, CRO at Bayou City Hemp

   Hybrid Marketing Co. Vice President of Strategy, Jenny Lamboy, and Bayou City Hemp Co. and co-founder of Howdy THC beverage CRO, Joel Canada, discuss the recent veto of Texas Senate bill 3 and House bill 28, which could have banned all hemp THC beverages in Texas. Learn what effort went into overcoming these bills, the stakes involved, and what the future holds.

7. 

   6 Jan 2025

   Live from MJUpacked: Transforming the Customer Experience Through AI and LLMs

   Conference session from MJ Unpacked St. Louis ’24. Explore how retailers and brands are using AI-driven personalization and large language models (LLMs) to enhance customer experiences and scale marketing efforts. Gain insights into the latest tools and techniques, learn how to implement AI-driven personalization in a retail environment, and discover how LLMs can streamline content creation while maintaining brand authenticity. Through effectively harnessing these technologies, both cannabis retailers and brands can drive both operational efficiency and more personalized connections with their customers.

8. 

   16 Dec 2024

   Trademarking in the Cannabis Space: Safeguard Your Brand as the Industry Grows

   Cannabis industry expert Jen Lamboy and attorney Seth Gardenswartz of Black Garden Law share expert strategies for safeguarding your brand and business through proactive trademarking in the competitive cannabis market.

9. 

   2 Oct 2024

   Crafting Success: Business Models Shaping the Cannabis and Hemp Beverage Market

   The ever-evolving cannabis and hemp beverage space is witnessing a shift driven by pioneering strategies from industry frontrunners. Our most recent webinar, hosted by our Director of Strategy, Jen Lamboy, explored the business models setting the stage for this new era in cannabis beverages with the industry heavyweights leading the way. Benjamin Kennedy, CEO of Fable Libations; Joel Canada from Bayou City Hemp; Erik Knutson, founder of Keef Brands; and Jake Bullock, Co-Founder and CEO of Cann, explored the gritty details of creating market entry strategies that cater to a broad consumer base while staying agile in a dynamic regulatory environment (and much more). The conversation covered critical strategies for success in the cannabis and hemp beverage space, including: Consumer-Centric Products: Developing drinks that resonate with evolving consumer preferences and lifestyle choices. Navigating Regulations: Leveraging regulatory challenges as opportunities for creative marketing and product positioning. Market Expansion: Techniques for expanding market reach and adapting to new consumer demographics with smart yet approachable products.

10. 

    3 Sept 2024

    Under The Influence: Using Influencers to Drive Cannabis Brand Success

    Successfully using influencers can be as challenging as running an ultramarathon. This episode tackles the subject, focusing on strategies to increase brand reach and authenticity. Hosted by Jen Lamboy, Hybrid Marketing Co. Director of Strategy, the session pools insights from a trio of industry experts: Lauren Mundell, founder of cannabis influencer marketing agency Hi-Curious; Aaron Rosenbluth, our Director of Content; and SJ Gingras, Social Media Manager and the personality behind ‘the Ouid Fairy.’ Together, they explain what it takes to build authentic connections in the influencer space to drive cannabis brand success.

11. 

    24 Jun 2024

    6 Tips For Crafting Your Cannabis Lifestyle Brand to Captivate & Connect

    Hybrid Marketing Co‘s Director of Strategy, Jen Lamboy, recently hosted a webinar on creating authentic and captivating cannabis lifestyle brands. The webinar featured Luna Stower from iSpire and Crystal Miliken from Cookies. They emphasized the importance of deep community engagement, noting that authentic engagement is the heart of brand longevity. Building a brand identity goes beyond a flashy logo—it’s about embedding your brand’s values, history, and vision into the consumer’s lifestyle. The conversation revolved around the practical application of analytics and heart-driven initiatives to elevate a brand from a mere participant to a cherished guide in the consumer’s journey. The importance of visual storytelling was underscored, with a focus on how packaging, promotions, and social media can be effectively used to engage and nurture a loyal following. Milliken and Stower also discussed the power of creating authentic connections that go beyond transactions. This includes fostering platforms for discourse, education, and shared experiences and rallying for causes that align with your brand’s and community’s ethos. They reiterated the value of differentiating your brand through quality and innovation and embracing new opportunities like sustainability. Their insights serve as a valuable guide for integrating your brand into your audience’s lifestyles and conversations.

12. 

    3 May 2024

    Cannabis Rescheduling: What It May Mean For 280E and the Industry’s Future.

    In this episode, Jen Lamboy, Director of Strategy, and Amber Littlejohn, Counsel at Ice Miller, explore the potential rescheduling of cannabis at the federal level. The discussion focuses on the implications for the cannabis industry, especially how this shift could affect the notorious 280E tax codes that have long been a financial obstacle for cannabis businesses. Amber offers a legal perspective, dissecting how legislative developments could reshape the industry’s financial landscape. Join them as they navigate this complex and evolving regulatory environment, providing valuable insights for industry professionals and enthusiasts alike.

13. 

    1 Jan 2024

    MJ Unpacked Panel: Native E-Commerce & Unique AI Approaches

    Taken from the conference session at MJ Unpacked Detroit, Oct. 10-12, 2023, at the MotorCity Casino Hotel. This panel, hosted by Hybrid Marketing Co.’s Director of Strategy, Jen Lamboy, features expert commentary from Native Roots Cannabis Company Chief Sales Officer, Denise De Nardi, Ajoya Brands CEO, Joey Gindi, and Dispense’s Business Development Manager, Jeremy Johnson.

14. 

    18 Dec 2023

    The Green Evolution: Elevating Cannabis Through ESG

    In this episode of “The Cult” hosted by Jen Lamboy, Director of Strategy at Hybrid Marketing Co., features Geoff Trotter, CEO of Regennabis, and Tai Duncan, VP of Corporate Social Responsibility at Cresco Labs. The episode focuses on the importance of Environmental, Social, and Governance (ESG) initiatives in the cannabis industry. The panel discusses the significance of ESG for the longevity and success of organizations in the cannabis sector,  insights into how Regennabis is aiding companies in managing and reporting on ESG initiatives through a software solution, and how Cresco Labs is emphasizing the company’s focus on corporate philanthropy, employee volunteering, and social equity. The conversation delves into the definitions and differences between ESG, sustainability, and corporate social responsibility (CSR). They discuss the importance of ESG in risk mitigation, regulatory compliance, and as a competitive differentiator. The episode also covers the challenges and strategies for implementing ESG initiatives, especially for smaller businesses and startups in the cannabis industry.

15. 

    4 Dec 2023

    Everything You Wanted to Know About Terpenes with Curt Robbins

    In this episode, host Jen Lamboy of Hybrid Marketing Co. and Curt Robbins, a cannabis education expert from Higher Learning LV, unravel the complexities and evolving conversations around terpenes in the cannabis industry. This episode isn’t just a technical discussion; it’s a journey through the intersection of science, marketing, and consumer education in the cannabis world. Curt, with his extensive background in plant wellness molecules, sheds light on the nuances of cannabinoids, terpenes, and the human endocannabinoid system. Meanwhile, Jen brings a marketing perspective, probing into how education is being leveraged in the cannabis industry and its impact on consumers and businesses alike. From the challenges of overcoming decades of misinformation to exploring the biochemical intricacies of the cannabis plant, this episode is packed with insights. It’s a must-listen for anyone curious about the science behind cannabis, the role of terpenes, and the future of cannabis education and marketing. Whether you’re a cannabis enthusiast, a professional in the industry, or just someone intrigued by the subject, this episode of “The Cult” offers a compelling and informative deep dive into the world of terpenes. Tune in to “Everything You Wanted to Know About Terpenes” for an engaging and educational experience that will deepen your understanding of cannabis and its components.

16. 

    28 Nov 2023

    AI and The New Era of Human Interaction In the Cannabis Industry

    In this episode of The Cult, we explore the profound ways in which technology is reshaping our communication and social interactions within the cannabis industry. Hybrid Marketing Co.’s Director of Content, Aaron Rosenbluth, and Ajoya Brand’s CEO, Joey Gindi, trace the evolution of communication from traditional methods to today’s digital platforms. They examine the impact on personal relationships, societal dynamics, and cultural norms. Tune in to understand how technology is not just changing how we talk, but also how we connect and live.

17. 

    6 Nov 2023

    Building a Scalable Cannabis Business: Your Essential Tech Toolkit

    Join us for an enlightening discussion on the intersection of technology and the burgeoning cannabis industry. Hosted by Jen Lamboy, the Director of Strategy at Hybrid Marketing Co., this episode delves deep into the essential tech toolkit required to build and scale a successful cannabis business. With insights from industry experts like Eric Mercado of Terpli and West Paschal of AlpineIQ, you’ll gain a comprehensive understanding of the tools and strategies that are shaping the future of cannabis entrepreneurship.

18. 

    23 Oct 2023

    Cannabis Visibility 101: Creating and Maintaining Awareness

    In this special episode of “The Cult,” we delve into “Cannabis Brand Visibility 101: Strategies for Creating and Sustaining Brand Awareness.” Tailored for entrepreneurs and marketers in the cannabis industry, this episode features industry experts Jen Lamboy, Director of Strategy at Hybrid Marketing Co., Peter Vogel, Co-Founder and CEO of Leafwire, and Raquel Hochroth, VP at Rosen Group. Together, they unpack actionable strategies for building brand visibility in the increasingly competitive cannabis market. Unlike other episodes, this one zeros in on the unique challenges and opportunities within the cannabis sector, offering expert insights and answering your most pressing questions.

Inside a recent episode

The 10 Marketing Blind Spots Holding Cannabis Brands Back

Published 22 Dec 2025 · Transcript excerpt

[…] Unrealistic timelines. And the, uh, myth of the overnight wins. I can't tell you how many people come in and say, I got a, I got a, I got a move product right now. It's just marketing, even know who you are. So one of the best quotes that I ever heard was by a man named Alan Dibb. And he says, marketing is a, um, oh gosh, why, I just had it in my head. Um, marketing is a process. Marketing is a process, not an event. And it's so true. Marketing is a process. And I saw a meme the other day in a marketing thing that said, um, marketing is saying one thing a hundred times, not saying a hundred things once. […]

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Podcast Authority Score: 34 / 100

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