A Compilation of Stories on Sales, Equity, and Sustainability in the Cannabis Industry

Michele Ringelberg is the Owner and CEO of ThrivePOP, a digital marketing agency specializing in the cannabis, technology, and manufacturing industries. As a certified Hubspot Gold Partner, a Google Ad Certified Partner, and a WBENC-Certified woman business owner, she helps B2B and B2C businesses scale by implementing marketing tactics that generate leads and traffic. Michele also volunteers for the National Cannabis Industry Association’s (NCIA) Marketing & Advertising Committee, where she educates business owners about marketing in the cannabis industry.

Olivia Johnson is the Director of Marketing and Content Strategy at ThrivePOP. She began as a Digital Traffic Manager and has been with the company for five years. Before ThrivePOP, Olivia was a Project Coordinator at 40 VISUALS, where she managed new business development and project timelines.

In this episode…

From navigating strict regulations and inconsistent infrastructure to managing consumer distrust, cannabis businesses often struggle to grow sustainably. Entrepreneurs in this space must comply with laws, resonate with their audiences, and drive conversions. What approaches can cannabis business owners leverage to scale with impact?

Five experts from across the cannabis space have developed niche methods for growth in the cannabis industry. Cannabis cultivator Autumn Karcey urges other cultivators to align HVAC design with sustainability goals to reduce costs and environmental strain. Marketing maven Matt Bertram created a hero’s journey storytelling framework to help brands connect emotionally with their audiences. Self-proclaimed cannabis mom Bianca Snyder warns of the dangers of unregulated cannabis products and recommends vetting trustworthy sources. Sales expert Nikki Rausch advocates for a defined sales and marketing process to convert leads effectively. Ernest Toney calls for more education and support for underrepresented cannabis entrepreneurs, emphasizing business preparation and policy reform. 

In this special episode of Marketing That POPs, Michele Ringelberg and Olivia Johnson recap top conversations with cannabis and other industry leaders. Featuring guests Autumn Karcey, Matt Bertram, Bianca Snyder, Nikki Rausch, and Ernest Toney, they explore topics like brand storytelling, sustainability through smart design, and the importance of aligning sales and marketing.