How to Use CannaSpyglass and HubSpot to Enhance Your Digital Marketing and Sales Strategies

In the increasingly competitive cannabis industry, impactful and targeted digital marketing and sales strategies are essential. With the combined force of advanced tools like CannaSpyglass and HubSpot, cannabis businesses can gain a significant edge. CannaSpyglass offers comprehensive cannabis market data and industry insights, while HubSpot provides a sophisticated customer relationship management (CRM) platform. Together, these tools enable cannabis companies to streamline operations, target the right audiences, and maximize their marketing and sales efforts.

Harnessing the power of these two platforms allows you to broaden your reach and engage prospective customers more effectively, ultimately driving higher sales. Whether you're a seasoned marketer or new to the cannabis industry, the tips and strategies shared here will help you unlock the full potential of CannaSpyglass and HubSpot for your cannabis business.

Understanding HubSpot's Capabilities for Cannabis Businesses

As an all-in-one CRM, HubSpot offers an extensive suite of tools designed to optimize marketing, sales, and customer service processes. Its features include lead management, a website CMS, SEO, social media management, email marketing, and more – making it perfect for cannabis businesses of all sizes and levels of marketing proficiency.

HubSpot's email marketing tools are user-friendly, with drag-and-drop email editors, customizable templates, and advanced reporting capabilities. Using HubSpot, you can create targeted email campaigns based on selected criteria and contact demographics, employing A/B testing to refine your messaging and improve your results.

HubSpot Plans and Costs for Cannabis Businesses

HubSpot offers multiple subscription plans, each with varying features, to cater to different needs and budgets. Currently, a starter subscription starts at $15/mo per user and includes 1,000 contacts. This subscription includes access to HubSpot's email marketing features, plus the ability to create landing pages and forms to direct email recipients to offers and downloads. 

For larger cannabis businesses, HubSpot offers a professional subscription tier that starts at $800/mo for three users and includes 2,000 contacts, with additional users added for $45/mo. This subscription allows you to fully manage your marketing campaigns and automate your sales workflows – enabling you to create highly personalized messages and distribute them at scale across the channels that matter most, including email, social media, ads, and more.

In addition to its paid subscription plans, HubSpot offers free tools for individuals and small businesses venturing into their first CRM or looking to demo HubSpot's features. This free plan is perfect for smaller companies and sole proprietors, providing simple lead capture and basic email marketing features.

Step-By-Step Guide to Using CannaSpyglass and HubSpot

Reliable cannabis data is essential for sales and marketing success. CannaSpyglass ensures that contact and company records are correct, complete, and consistent, allowing you to better understand your customers and close more sales. Plus, with CannaSpyglass' data-as-a-service capabilities, you can engage with the Data Research Team to find new information specific to your goals or organize cannabis data to fit your unique preferences. 

Utilizing CannaSpyglass' industry-leading cannabis market data with HubSpot's sales and marketing tools enables you to:

• Infuse operator contact details, revenue estimates, location information, associated licenses, and more data points into new and existing records in your HubSpot CRM
• Build customizable, hyper-targeted reports in CannaSpyglass and easily import details to HubSpot for follow-up from your sales and marketing teams.
• Segment and personalize email marketing campaigns to nurture leads and propel sales conversions

STEP 1 - Export and Organize Your CannaSpyglass Data

The first step in using CannaSpyglass with HubSpot is to export and organize your cannabis data. Here's how you can do it:

• Filter Your Data: Use the CannaSpyglass Reports Hub to select your market focus (Operators, Vendors, Associations, etc.) and filter for desired criteria (state, license type or status, city/county, etc.)
• Export Your Report: Select the export button and download your .xlsx file. 

STEP 2 - Import Your CannaSpyglass Data Into HubSpot

After exporting your CannaSpyglass data, you'll want to import this information into HubSpot for use in your sales initiatives and marketing campaigns. To complete this process:

• Prepare Your Data: Ensure your data is clean and formatted correctly, with key fields matching your HubSpot properties, including names, emails, phone numbers, company names, job titles, and any relevant notes. 
• Import Data into HubSpot: Use HubSpot's import tool to upload your data by navigating to your HubSpot dashboard, going to CRM > Contacts, and selecting Start an Import.
• Map Your Data Columns: Match the column headers in your import file to existing HubSpot properties. Create custom properties for new cannabis data fields you'd like to track in your CRM. 

***If you'd like to skip the export/import process, contact our sales team to discuss connecting your HubSpot CRM to our CannaSpyglass data via an extensible API 

STEP 3 - Segment Your Audience & Build Email Lists

A strong email list is the backbone of any successful email marketing campaign; the cannabis industry is no exception. Building and segmenting your email lists enables you to deliver targeted, personalized, and relevant content to your contacts, ultimately increasing engagement and sales conversions.

You can use HubSpot's segmentation tools to create lists based on various data points tracked in CannaSpyglass, including:

• License type, such as dispensary, cultivator, or processor
• Multi-license ownership (MSO status)
• Business location, such as state, city, or county
• Contact job title, such as owner, manager, or CEO

You can also segment lists based on data from HubSpot's reporting features, including:

• Behavioral data, such as user purchase history or website activity
• User engagement, such as email opens or clicks

Building and segmenting your contact lists is an essential part of successful email marketing, and one of the biggest mistakes marketers make is sending the same email to everyone. It's important to segment contacts to speak directly to the buyer, focus on their specific needs, and show the value you offer them – driving results for your cannabis business. 

STEP 4 - Personalize Your Email Marketing Campaigns

Email marketing remains one of the single most effective marketing channels for businesses, including those in the cannabis industry. It allows cannabis businesses to reach out to their target audience directly, build relationships with potential customers, and keep current customers engaged. But, with billions of emails sent every day, it's vital you get to the point quickly and make it abundantly clear how your solution can help. 

That's where personalization comes in. Personalized content will resonate better with your audiences, leading to higher engagement and sales conversion rates. For example, you can create special offers for first-time buyers or provide educational content for those interested in a specific service or product category.

HubSpot's email marketing and automation features allow you to send tailored messages to different segments. Here's how:

• Email Campaigns: Design and send customized emails to specific list segments, ensuring the content resonates with their interests and needs.
• Merge Fields: Insert dynamic, personalized elements such as the contact's first name, company name, or location within the subject line or email content.
• Dynamic Content Blocks: Create email templates with dynamic content blocks that change based on contact attributes or behaviors. (For example, display different products or offers based on past purchases or engagement history to increase relevance and drive conversions.)
• Automated Workflows: Set up automated workflows to nurture leads and guide them through the sales funnel. (For example, you can create a series of emails that educate new leads about your products and services.)
• Behavior-Based Triggers: Send personalized follow-up emails based on specific actions the contact takes, such as clicking a link, downloading a resource, or abandoning a cart.
• Personalized URLs: Create personalized URLs that include the contact's unique identifier or other personalized data, allowing contacts to access customized landing pages or offers while enabling HubSpot to track their interactions.
• A/B Testing: Experiment with personalization strategies by testing variations of subject lines, content, CTAs, and send times to identify the most effective approaches for your audience.

STEP 5 - Utilize HubSpot's CRM for Sales Activities

HubSpot's CRM capabilities can significantly boost your sales efforts when paired with credible cannabis market data from CannaSpyglass. By determining which criteria or data points represent a sales-qualified lead (SQL) – or a lead that is likely to convert to a paying customer – your sales team can more efficiently and effectively target their efforts. 

Leveraging CannaSpyglass's detailed contact and cannabis business data, sales teams can enrich their HubSpot CRM with up-to-date information on leads and prospects, such as license counts, vertical integration, license hold contact data, and other industry details. This enables more targeted and personalized outreach, improving the efficiency and effectiveness of sales campaigns. Additionally, CannaSpyglass helps sales teams prioritize high-value leads and strategically time their engagements, ultimately enhancing the overall sales process.

Here are some ways to leverage your CannaSpyglass data with HubSpot for sales:

• Lead Scoring: Implement a lead scoring system using your CannaSpyglass data to define your target buyer persona(s), such as company location, license count, or vertical integration. Use this system to prioritize your sales efforts and inform your interactions with leads. 
• Track Target Buyer Behavior: Monitor interactions with your CannaSpyglass-qualified leads in HubSpot, including email opens, website visits, form submissions, and content downloads. This gives you a comprehensive view of your relationship with each lead and helps your sales team understand the prospective buyer's interests, pain points, and likelihood to purchase.
• Pipeline Management: Use HubSpot's lead management and sales pipeline features to oversee deals and track their progress. This allows you to prioritize sales efforts and prospect at scale.

STEP 6 - Test, Analyze, and Improve Your Strategies

Regular analysis of your marketing and sales efforts is crucial for continuous improvement. HubSpot offers robust analytics and reporting tools to help you measure the effectiveness of your campaigns and sales activities. Focus on metrics such as email open and click rates, lead conversion rates, and revenue generated. 

Use these insights to refine your strategies, test new approaches, and optimize your efforts for better results!

Driving Success with CannaSpyglass and HubSpot

Integrating CannaSpyglass data into HubSpot offers a powerful combination for cannabis businesses aiming to enhance their digital marketing and sales strategies. With seamless integration, users can leverage CannaSpyglass's comprehensive market data and insights within HubSpot's sophisticated CRM platform to streamline operations, target the right audience, and create more effective, personalized marketing campaigns.

As the most customer-centric and growth-minded cannabis market database in the industry, CannaSpyglass empowers users to curate data reports based on their specific needs and preferences. The application allows for detailed segmentation within the CannaSpyglass database before exporting, enabling businesses to focus on relevant data such as license type, license status, and business size. Subscribers can also request specialized data reports several times a month, selecting fields and attributes like multiple contacts, specific roles, social media links, parent company name, headquarters address, and more.

Implementing the tips and strategies discussed in this article will enable you to broaden your reach with less effort, allowing you to focus on what truly matters – building relationships with your customers and closing sales. Start harnessing the full potential of CannaSpyglass and HubSpot today, and watch your business thrive in this competitive market. 

Why CannaSpyglass?

CannaSpyglass offers cannabis data subscription services that provide dependable, on-demand, and exclusive industry analytics. Our insights cover vital cannabis market data on cultivation, business statistics, and enterprise information within the rapidly growing cannabis sector. Whether you are an established industry leader seeking business expansion or a lawmaker requiring essential research to inform policy, our up-to-date, cloud-based cannabis market data can be tailored to your specific interests and regions.