A Quick Guide to What's Inside
A Quick Guide to What's Inside
TABLE OF CONTENTS
TABLE OF CONTENTS
Here's What you're About to Discover
Here's What you're About to Discover
Download Now or Continue Reading
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Introduction
Why Sell to the Cannabis Industry
What Cannabis Companies Actually Need
Top Opportunities in 2025
Defining Your Target Customer
Build Your Sales Strategy
Resources and Partnerships to Leverage
Navigating Social Media for Cannabis Brands
Paymewnt Processing in the Cannabis Space
Common Mistakes to Avoid
Sales Readsiness Checklist
Are You Ready?
Introduction
Why Sell to the Cannabis Industry
What Cannabis Companies Actually Need
Top Opportunities in 2025
Defining Your Target Customer
Build Your Sales Strategy
Resources and Partnerships to Leverage
Navigating Social Media for Cannabis Brands
Paymewnt Processing in the Cannabis Space
Common Mistakes to Avoid
Sales Readsiness Checklist
Are You Ready?
Setting the Stage for a Smooth Journey
Setting the Stage for a Smooth Journey
INTRODUCTION
INTRODUCTION
The cannabis industry is booming, and it’s not just about
cultivation or retail licenses.
The cannabis industry is booming, and it’s not just about
cultivation or retail licenses.
Whether you’re oering soware, consulting, packaging, or other services, there’s real opportunity in selling w i t h i n the cannabis industry. This guide is built to help startups, B2B service providers, and creators of ancillary products successfully navigate this space and land real customers.
Our mission is to empower the cannabis and hemp industries by simplifying the complexities of licensing, business connections, and contact management.
We understand the unique challenges faced by professionals in this space—fragmented data, unreliable resources, and overwhelming processes—and we’re here to change that.
At The High Index we’re passionate about making smart, strategic growth more accessible with reliable, aordable cannabis data. This guide will help you build a go-to-market plan, identify the right customers, and understand the landscape before you make your move.
Through our user-friendly platform, we provide real-time, verified information at an affordable price, ensuring you can focus on growth, not roadblocks. Unlike competitors, we prioritize transparency, community, and ease of access with a simple sign-up process, making trusted connections seamless for everyone in the industry
WHY SELL INTO THE CANNABIS INDUSTRY?
WHY SELL INTO THE CANNABIS INDUSTRY?
The industry presents a unique window of opportunity for entrepreneurs and existing businesses looking to expand. If you've already found success in a dierent industry-whether it's tech, design, logistics, finance, or marketing-your expertise may translate well into this evolving space.
“This isn’t a “get rich quick” industry. The competition is fierce, and cannabis professionals are exceptionally good at spotting inauthenticity. If you’re here just for the money, you’ll get filtered out fast. Authenticity, cultural understanding, and value-driven solutions are non-negotiables."
Through our user-friendly platform, we provide real-time, verified information at an affordable price, ensuring you can focus on growth, not roadblocks. Unlike competitors, we prioritize transparency, community, and ease of access with a simple sign-up process, making trusted connections seamless for everyone in the industry
Here’s why entering the space-with the right intent-can be so powerful:
Explosive Growth: Cannabis is projected to become a $50B+ market in the next few years. New states are legalizing annually, with expanding programs fueling demand across all verticals.
Our mission is to empower the cannabis and hemp industries by simplifying the complexities of licensing, business connections, and contact management.
We understand the unique challenges faced by professionals in this space—fragmented data, unreliable resources, and overwhelming processes—and we’re here to change that.
Constant Demand for Services: Operators need partners who understand their challenges-from banking workarounds to packaging compliance to customer engagement
Pivot Potential: If your company already solves problems for highly regulated or fast-growing industries, there’s a high chance you can pivot with minor adjustments.
Lower Barrier for Ancillaries: Unlike plant-touching businesses, ancillary companies face fewer regulatory restrictions. This allows for faster launches, fewer licensing headaches, and national scalability.
Just remember: succeeding here isn’t about showing up with a slick sales pitch-it’s about showing up consistently, adding real value, and staying true to your roots. The cannabis community is tight-knit, highly informed, and deeply passionate. If your business model reflects that same spirit, you’ll earn your seat at the table.
Through our user-friendly platform, we provide real-time, verified information at an affordable price, ensuring you can focus on growth, not roadblocks. Unlike competitors, we prioritize transparency, community, and ease of access with a simple sign-up process, making trusted connections seamless for everyone in the industry
Practical Tips to foundational tools and trusted
partners
Practical Tips to foundational tools and trusted partners
Practical Tips to foundational tools and trusted
partners
WHAT CANNABIS COMPANIES ACTUALLY NEED
WHAT CANNABIS COMPANIES ACTUALLY NEED
Understanding what cannabis operators truly need is the key to breaking into the industry. While the market is full of innovation, many operators are still lacking access to foundational tools and trusted partners. Selling to the cannabis industry requires you to not only solve real problems but to present your solution in a way that aligns with their unique challenges.
Understanding what cannabis operators truly need is the key to breaking into the industry. While the market is full of innovation, many operators are still lacking access to foundational tools and trusted partners. Selling to the cannabis industry requires you to not only solve real problems but to present your solution in a way that aligns with their unique challenges.
Compliance Solutions: Operators juggle constantly evolving regulations at the local, state, and sometimes federal levels. They need partners who understand METRC, seed-to-sale tracking, labeling laws, and data privacy.
Operational Tools: Inventory management, point-of-sale (POS) systems, supply chain logistics, and packaging compliance aren't luxuries-they’re must-haves. Solutions that integrate easily and reduce friction are highly valued.
Marketing That Works: Traditional marketing channels like Google Ads or Instagram are often restricted. Cannabis companies need creative, compliant ways to build their brand and generate leads-whether it’s through content, events, or influencer relationships.
Market Intelligence: Operators need insights that help them set pricing, track trends, understand competitors, and identify high-value opportunities. But it's not just about charts and graphs-they also need quality contact and lead data to help them reach the right decision-makers faster. Tools like The High Index provide both market clarity and actionable outreach data operators often can’t find anywhere else.
Capital: Whether it’s raising money from investors or managing cash flow, the financial side of cannabis is complicated. Limited banking access, high tax burdens (like 280E), and irregular revenue cycles mean businesses need specialized support in accounting, funding, and financial planning.
True Partners: Cannabis operators don’t want vendors-they want collaborators. Businesses that take time to understand the industry's culture, challenges, and day-to-day realities stand out quickly. If you're a tourist, you'll get spotted.
Compliance Solutions: Operators juggle constantly evolving regulations at the local, state, and sometimes federal levels. They need partners who understand METRC, seed-to-sale tracking, labeling laws, and data privacy.
Operational Tools: Inventory management, point-of-sale (POS) systems, supply chain logistics, and packaging compliance aren't luxuries-they’re must-haves. Solutions that integrate easily and reduce friction are highly valued.
Marketing That Works: Traditional marketing channels like Google Ads or Instagram are often restricted. Cannabis companies need creative, compliant ways to build their brand and generate leads-whether it’s through content, events, or influencer relationships.
Market Intelligence: Operators need insights that help them set pricing, track trends, understand competitors, and identify high-value opportunities. But it's not just about charts and graphs-they also need quality contact and lead data to help them reach the right decision-makers faster. Tools like The High Index provide both market clarity and actionable outreach data operators often can’t find anywhere else.
Capital: Whether it’s raising money from investors or managing cash flow, the financial side of cannabis is complicated. Limited banking access, high tax burdens (like 280E), and irregular revenue cycles mean businesses need specialized support in accounting, funding, and financial planning.
True Partners: Cannabis operators don’t want vendors-they want collaborators. Businesses that take time to understand the industry's culture, challenges, and day-to-day realities stand out quickly. If you're a tourist, you'll get spotted.
OUR TOP 9 ANCILLARY OPPORUNITIES
OUR TOP 9 ANCILLARY OPPORUNITIES
Software-based or service-driven, the key is to understand how your solution fits
Software-based or service-driven, the key is to understand how your solution fits
Data & Market Intelligence: Platforms like The High Index, Headset, BDSA, and Cannabis Benchmarks help brands and retailers understand trends, pricing shifts, and market movement to make smarter, faster decisions.
Financial Services: Firms like Dope CFO, Bridge West CPAs, and GreenGrowth CPAs specialize in cannabis-specific accounting, tax strategy (especially 280E compliance), and fractional CFO services.
Processing & Packaging Equipment: Companies such as Grove Bags, Deutsche Process, Futurola, and Custom Cones USA help operators scale manufacturing with compliant, efficient tech.
Marketing & Branding: Agencies like NisonCo, Mattio Communications, and Wick & Mortar bring regulatory expertise and cannabis-specific creative strategy to build authentic, differentiated brands.
Legal & Compliance: Specialized legal firms and consultants assist with licensing, zoning, SOPs, and maintaining regulatory alignment. Examples include Vicente LLP and CannDelta.
Data & Market Intelligence: Platforms like The High Index, Headset, BDSA, and Cannabis Benchmarks help brands and retailers understand trends, pricing shifts, and market movement to make smarter, faster decisions.
Financial Services: Firms like Dope CFO, Bridge West CPAs, and GreenGrowth CPAs specialize in cannabis-specific accounting, tax strategy (especially 280E compliance), and fractional CFO services.
Processing & Packaging Equipment: Companies such as Grove Bags, Deutsche Process, Futurola, and Custom Cones USA help operators scale manufacturing with compliant, efficient tech.
Marketing & Branding: Agencies like NisonCo, Mattio Communications, and Wick & Mortar bring regulatory expertise and cannabis-specific creative strategy to build authentic, differentiated brands.
Legal & Compliance: Specialized legal firms and consultants assist with licensing, zoning, SOPs, and maintaining regulatory alignment. Examples include Vicente LLP and CannDelta.
Agricultural Equipment & Systems: Providers offering fertigation systems, HVAC/D solutions, lighting systems (e.g., Fluence, Gavita), and climate monitoring tech help cultivators stay consistent and compliant
IPM (Integrated Pest Management) Products:Organic and OMRI-listed pest control solutions are vital in cannabis environments. Companies like ProKure, Marrone Bio Innovations, and GrowSafe offer focused solutions
Consultants & Specialized Advisors: Operators seek guidance on operations, strategy, compliance, and growth. Like Cannabis Experts, CannDelta, and Point Seven Group offering services to help navigate licensing to scaling to exit strategies
Facility & Site Infrastructure Services: Facilities often require extensive build-outs-including nutrient delivery systems, water filtration, drainage, and HVAC installations. Electricians, contractors, and mechanical specialists who understand regulatory requirements.
These aren’t just hot-they’re essential. Whether your software-based or service-driven, the key is to understand how your solution fits into the day-to-day of operators. Surveying businesses and competitors will refine you value and avoid reinventing the wheel.
Agricultural Equipment & Systems: Providers offering fertigation systems, HVAC/D solutions, lighting systems (e.g., Fluence, Gavita), and climate monitoring tech help cultivators stay consistent and compliant
IPM (Integrated Pest Management) Products:Organic and OMRI-listed pest control solutions are vital in cannabis environments. Companies like ProKure, Marrone Bio Innovations, and GrowSafe offer focused solutions
Consultants & Specialized Advisors: Operators seek guidance on operations, strategy, compliance, and growth. Like Cannabis Experts, CannDelta, and Point Seven Group offering services to help navigate licensing to scaling to exit strategies
Facility & Site Infrastructure Services: Facilities often require extensive build-outs-including nutrient delivery systems, water filtration, drainage, and HVAC installations. Electricians, contractors, and mechanical specialists who understand regulatory requirements.
These aren’t just hot-they’re essential. Whether your software-based or service-driven, the key is to understand how your solution fits into the day-to-day of operators. Surveying businesses and competitors will refine you value and avoid reinventing the wheel.
These aren’t just hot-they’re essential. Whether your software-based or service-driven, the key is to understand how your solution fits into the day-to-day of operators. Surveying businesses and competitors will refine you value and avoid reinventing the wheel.
DEFINE YOUR TARGET CUSTOMER
DEFINE YOUR TARGET CUSTOMER
Understanding your ideal customer in the cannabis industry goes beyond a generic B2B profile. Aligning your offering with the right segment is critical for traction and long-term success.
Identify Your Segment: Are you targeting dispensaries, MSOs (multi-state operators), cultivators, manufacturers, or emerging brands? Each has unique needs, timelines, and budgets.
Lifecycle Stage Matters: Startups may need foundational services and education, while established players may be seeking efficiency, scale, or market expansion tools.
Build Detailed Personas: Dig into your audience's pain points, goals, and buying behaviors. Are they trying to improve compliance? Cut costs? Increase market share? Know their triggers and tailor your messaging accordingly.
Understanding your ideal customer in the cannabis industry goes beyond a generic B2B profile. Aligning your offering with the right segment is critical for traction and long-term success.
Identify Your Segment: Are you targeting dispensaries, MSOs (multi-state operators), cultivators, manufacturers, or emerging brands? Each has unique needs, timelines, and budgets.
Lifecycle Stage Matters: Startups may need foundational services and education, while established players may be seeking efficiency, scale, or market expansion tools.
Build Detailed Personas: Dig into your audience's pain points, goals, and buying behaviors. Are they trying to improve compliance? Cut costs? Increase market share? Know their triggers and tailor your messaging accordingly.
Align With Their Mission: Cannabis is often mission-driven. Find customers who align with your company's values and the unique value you bring. Are you passionate about organic cultivation? Social equity programs? Sustainability? Let that guide your ideal partnerships.
Understand Licensing Landscape: According to Flowhub's 2024 cannabis industry statistics, the U.S. has over 13,000 active cannabis dispensaries and over 10,000 licensed cannabis cultivators.Each license type (cultivation, manufacturing, retail, distribution, testing) has its own operational challenges and support needs.
Don’t Overlook Ancillaries: There are thousands of ancillary cannabis businesses-ranging from packaging companies and equipment suppliers to distribution hubs and testing labs-that also require services like facility build-outs, financial support, and technology.
Align With Their Mission: Cannabis is often mission-driven. Find customers who align with your company's values and the unique value you bring. Are you passionate about organic cultivation? Social equity programs? Sustainability? Let that guide your ideal partnerships.
Understand Licensing Landscape: According to Flowhub's 2024 cannabis industry statistics, the U.S. has over 13,000 active cannabis dispensaries and over 10,000 licensed cannabis cultivators.Each license type (cultivation, manufacturing, retail, distribution, testing) has its own operational challenges and support needs.
Don’t Overlook Ancillaries: There are thousands of ancillary cannabis businesses-ranging from packaging companies and equipment suppliers to distribution hubs and testing labs-that also require services like facility build-outs, financial support, and technology.
BUILD YOUR SALES STRATEGY
BUILD YOUR SALES STRATEGY
Once you know who you're targets, you need to map out how you’re going to reach them. Time-strapped operators and overloaded inboxes means your sales tactics must be strategic, persistent, and deeply rooted in value.
Once you know who you're targets, you need to map out how you’re going to reach them. Time-strapped operators and overloaded inboxes means your sales tactics must be strategic, persistent, and deeply rooted in value.
→ Get Comfortable With Ghosting: It happens. A retailer might love your pitch one week and disappear the next. It’s part of the game. Operators wear multiple hats and constantly reprioritize. Don’t take it personally. →Lead Generation Matters: It’s not just about reaching more people; it’s about reaching the right people. Use platforms like The High Index to search by licenses, states, and contact details. Pair with trade shows, LinkedIn, and referral networks to build high-quality pipelines. →Events Are Goldmines: Expos and local events offer face-to-face time with decision-makers. Even better? They provide social proof. People see you at events with peers, you’re no longer a stranger, you’re in the ecosystem. |
→ Old School Still Works: Cold calls, email outreach, and door-knocking (yes, even now) work-especially when paired with good timing and strong messaging. It's a relationship-based industry at its core.
→ Digital Content is Key: Build brand presence through short-form videos, carousels, infographics, and founder-led posts. Thought leadership, transparency, and value-driven content create momentum and warm up cold leads.
→ Podcasts & Interviews Build Authority: Doing interviews or speaking on industry podcasts, make it part of your strategy. Social proof, gives you content, and makes prospects more familiar with your brand
→Stay Consistent with Multitouch: Email, DMs, calls, ads, and socials should work together. It takes 6–8 touches before an operator responds, don’t give up too early.
→Track and Adapt:Monitor what channels and messages work. Build systems around what's performing. Don’t scale outreach until your process is dialed in.
→ Old School Still Works: Cold calls, email outreach, and door-knocking (yes, even now) work-especially when paired with good timing and strong messaging. It's a relationship-based industry at its core.
→ Digital Content is Key: Build brand presence through short-form videos, carousels, infographics, and founder-led posts. Thought leadership, transparency, and value-driven content create momentum and warm up cold leads.
→ Podcasts & Interviews Build Authority: Doing interviews or speaking on industry podcasts, make it part of your strategy. Social proof, gives you content, and makes prospects more familiar with your brand
→Stay Consistent with Multitouch: Email, DMs, calls, ads, and socials should work together. It takes 6–8 touches before an operator responds, don’t give up too early.
→Track and Adapt:Monitor what channels and messages work. Build systems around what's performing. Don’t scale outreach until your process is dialed in.
"Stay authentic. Companies flood the space with promises, but very few follow up with consistent value, clarity, and commitment."
→ Get Comfortable With Ghosting: It happens. A retailer might love your pitch one week and disappear the next. It’s part of the game. Operators wear multiple hats and constantly reprioritize. Don’t take it personally.
→Lead Generation Matters: It’s not just about reaching more people; it’s about reaching the right people. Use platforms like The High Index to search by licenses, states, and contact details. Pair with trade shows, LinkedIn, and referral networks to build high-quality pipelines.
→Events Are Goldmines: Expos and local events offer face-to-face time with decision-makers. Even better? They provide social proof. People see you at events with peers, you’re no longer a stranger, you’re in the ecosystem. "Stay authentic. Companies flood the space with promises, but very few follow up with consistent value, clarity, and commitment." |
RESOURCES AND PARTNERSHIPS TO LEVERAGE
RESOURCES AND PARTNERSHIPS TO LEVERAGE
Success in the cannabis industry isn't just about what you know-it’s also about who you align with and how efficiently you can execute. Fortunately, there are powerful resources and partnerships available to support your growth.
Success in the cannabis industry isn't just about what you know-it’s also about who you align with and how efficiently you can execute. Fortunately, there are powerful resources and partnerships available to support your growth.
Industry Associations: Tap into organizations like the National Cannabis Industry Association (NCIA), Cannabis Marketing Association (CMA), Minority Cannabis Business Association (MCBA), and Women Grow.
Established Brands: Observe and learn from leading ancillary companies such as Grove Bags, Dope CFO, Futurola, and Cannabis Experts. Look at how they position their products and structure their offerings
Strategic Partnerships: Don’t go it alone. Partnering with complementary service providers (e.g., a packaging company teaming up with a logistics firm) can open doors to warm leads and broader market access.
Sales Stack & Tools: Use tools like HubSpot, Close, Mailchimp, Zapier, and Loom to automate outreach, book meetings, and stay organized. These platforms let you scale without losing the personal touch.
Video & Content Tools: Use tools like Canva, Descript, and Riverside.fm to create engaging visual content, including explainers, case studies, and interviews.
Social Media & Scheduling: Platforms like LinkedIn, Instagram, and Twitter are essential for visibility. Use schedulers like Buffer or Later to maintain consistency while you focus on selling.
Data & Insights: Use The High Index to get clean, reliable market data-including industry companies, licenses, lead lists and regional growth signals. The right data saves time and increases the precision of your sales efforts.
Industry Associations: Tap into organizations like the National Cannabis Industry Association (NCIA), Cannabis Marketing Association (CMA), Minority Cannabis Business Association (MCBA), and Women Grow.
Established Brands: Observe and learn from leading ancillary companies such as Grove Bags, Dope CFO, Futurola, and Cannabis Experts. Look at how they position their products and structure their offerings
Strategic Partnerships: Don’t go it alone. Partnering with complementary service providers (e.g., a packaging company teaming up with a logistics firm) can open doors to warm leads and broader market access.
Sales Stack & Tools: Use tools like HubSpot, Close, Mailchimp, Zapier, and Loom to automate outreach, book meetings, and stay organized. These platforms let you scale without losing the personal touch.
Video & Content Tools: Use tools like Canva, Descript, and Riverside.fm to create engaging visual content, including explainers, case studies, and interviews.
Social Media & Scheduling: Platforms like LinkedIn, Instagram, and Twitter are essential for visibility. Use schedulers like Buffer or Later to maintain consistency while you focus on selling.
Data & Insights: Use The High Index to get clean, reliable market data-including industry companies, licenses, lead lists and regional growth signals. The right data saves time and increases the precision of your sales efforts.
Industry Associations: Tap into organizations like the National Cannabis Industry Association (NCIA), Cannabis Marketing Association (CMA), Minority Cannabis Business Association (MCBA), and Women Grow.
Established Brands: Observe and learn from leading ancillary companies such as Grove Bags, Dope CFO, Futurola, and Cannabis Experts. Look at how they position their products and structure their offerings
Strategic Partnerships: Don’t go it alone. Partnering with complementary service providers (e.g., a packaging company teaming up with a logistics firm) can open doors to warm leads and broader market access.
Sales Stack & Tools: Use tools like HubSpot, Close, Mailchimp, Zapier, and Loom to automate outreach, book meetings, and stay organized. These platforms let you scale without losing the personal touch.
Video & Content Tools: Use tools like Canva, Descript, and Riverside.fm to create engaging visual content, including explainers, case studies, and interviews.
Social Media & Scheduling: Platforms like LinkedIn, Instagram, and Twitter are essential for visibility. Use schedulers like Buffer or Later to maintain consistency while you focus on selling.
Data & Insights: Use The High Index to get clean, reliable market data-including industry companies, licenses, lead lists and regional growth signals. The right data saves time and increases the precision of your sales efforts.
Build audiences you own while you grow your presence
NAVIGATING SOCIAL MEDIA FOR CANNABIS BRANDS
Here's how to play it smart by each platform:
LinkedIn: A go-to for cannabis B2B marketing. You can openly share industry insights, case studies, press, and founder updates. It’s the most cannabis-friendly of the major platforms for professionals. Instagram: Extremely popular in the cannabis community-but be careful. Even ancillary brands have had posts removed or accounts shadowbanned. Avoid direct sales language, product pricing, or linking to e-commerce. Facebook: Less useful for B2B, and still very sensitive to anything cannabis-adjacent. Use sparingly, unless you’re building a private community or group. |
YouTube: A strong platform for educational and thought leadership content, especially in podcast or explainer formats. Just avoid anything that depicts usage or directly promotes products.
Podcasts & Blogs: No algorithms to fight and a great channel for long-form storytelling. Build your voice through interviews, educational series, or customer success stories.
Twitter/X: More lenient with cannabis content and ads, especially post-acquisition by Elon Musk. Still, always follow the latest terms of service and avoid medical claims or age-inappropriate content.
Pro Tip: Always diversify your content strategy. Don't rely on a single channel. Build audiences you own (like email lists) while you grow your presence on borrowed platforms.
"Social media can be a game-changer for visibility, lead generation, and community building, but in the cannabis space, it comes with unique challenges. Each platform has its own tolerance (or lack thereof) for cannabis-related content. Knowing what plays well where can save you from content removals, account suspensions, or worse."
PAYMENT PROCESSING IN THE CANNABIS INDUSTRY
One of the most overlooked-and painful-barriers to success in the cannabis industry is getting paid. Whether you’re plant-touching or an ancillary business, payment processors can be frustratingly inconsistent depending on how transparent your website, branding, and terminology are. Here’s a breakdown of the major payment platforms and how they treat cannabis-related businesses:
|
One of the most overlooked-and painful-barriers to success in the cannabis industry is getting paid. Whether you’re plant-touching or an ancillary business, payment processors can be frustratingly inconsistent depending on how transparent your website, branding, and terminology are. Here’s a breakdown of the major payment platforms and how they treat cannabis-related businesses:
|
NMI: Known for working with high-risk merchants and more customizable compliance setups. Many cannabis-friendly payment service providers (PSPs) use NMI under the hood with the right sponsor bank.
Cannabis-Centric Payment Brokers: Work with a broker or provider that specializes in cannabis-compliant payment processing. Companies like Zen Payments, PayKings, Greenbox POS, and Shift Processing understand the industry's nuances and can help set up reliable merchant accounts without the surprise shutdowns.
Best Practices:
- Do your due diligence before choosing a payment processor.
- Consider how your brand and website content are positioned.
- Explore options like manual invoicing, wire transfers, or ACH if credit card acceptance proves risky or unstable.
- Always have a backup plan and build processor flexibility into your financial systems in case of disruptions.
NMI: Known for working with high-risk merchants and more customizable compliance setups. Many cannabis-friendly payment service providers (PSPs) use NMI under the hood with the right sponsor bank.
Cannabis-Centric Payment Brokers: Work with a broker or provider that specializes in cannabis-compliant payment processing. Companies like Zen Payments, PayKings, Greenbox POS, and Shift Processing understand the industry's nuances and can help set up reliable merchant accounts without the surprise shutdowns.
Best Practices:
- Do your due diligence before choosing a payment processor.
- Consider how your brand and website content are positioned.
- Explore options like manual invoicing, wire transfers, or ACH if credit card acceptance proves risky or unstable.
- Always have a backup plan and build processor flexibility into your financial systems in case of disruptions.
PAYMENT PROCESSING IN THE CANNABIS INDUSTRY
One of the most overlooked-and painful-barriers to success in the cannabis industry is getting paid. Whether you’re plant-touching or an ancillary business, payment processors can be frustratingly inconsistent depending on how transparent your website, branding, and terminology are. Here’s a breakdown of the major payment platforms and how they treat cannabis-related businesses:
|
NMI: Known for working with high-risk merchants and more customizable compliance setups. Many cannabis-friendly payment service providers (PSPs) use NMI under the hood with the right sponsor bank.
Cannabis-Centric Payment Brokers: Work with a broker or provider that specializes in cannabis-compliant payment processing. Companies like Zen Payments, PayKings, Greenbox POS, and Shift Processing understand the industry's nuances and can help set up reliable merchant accounts without the surprise shutdowns.
Best Practices:
Do your due diligence before choosing a payment processor.
Consider how your brand and website content are positioned.
Explore options like manual invoicing, wire transfers, or ACH if credit card acceptance proves risky or unstable.
Always have a backup plan and build processor flexibility into your financial systems in case of disruptions.
Build audiences you own while you grow your presence
NAVIGATING SOCIAL MEDIA FOR CANNABIS BRANDS
Here's how to play it smart by each platform:
LinkedIn: A go-to for cannabis B2B marketing. You can openly share industry insights, case studies, press, and founder updates. It’s the most cannabis-friendly of the major platforms for professionals. Instagram: Extremely popular in the cannabis community-but be careful. Even ancillary brands have had posts removed or accounts shadowbanned. Avoid direct sales language, product pricing, or linking to e-commerce. Facebook: Less useful for B2B, and still very sensitive to anything cannabis-adjacent. Use sparingly, unless you’re building a private community or group. |
YouTube: A strong platform for educational and thought leadership content, especially in podcast or explainer formats. Just avoid anything that depicts usage or directly promotes products.
Podcasts & Blogs: No algorithms to fight and a great channel for long-form storytelling. Build your voice through interviews, educational series, or customer success stories.
Twitter/X: More lenient with cannabis content and ads, especially post-acquisition by Elon Musk. Still, always follow the latest terms of service and avoid medical claims or age-inappropriate content.
Pro Tip: Always diversify your content strategy. Don't rely on a single channel. Build audiences you own (like email lists) while you grow your presence on borrowed platforms.
"Social media can be a game-changer for visibility, lead generation, and community building, but in the cannabis space, it comes with unique challenges. Each platform has its own tolerance (or lack thereof) for cannabis-related content. Knowing what plays well where can save you from content removals, account suspensions, or worse."
COMMON MISTAKES TO AVOID
COMMON MISTAKES TO AVOID
COMMON MISTAKES TO AVOID
Lean in, listen, and execute with care, you’ll be rewarded
Lean in, listen, and execute with care, you’ll be rewarded
Lean in, listen, and execute with care, you’ll be rewarded
Misunderstanding the Culture
This isn’t a traditional B2B sector. The cannabis space values authenticity, community, and purpose. If you're here for a quick buck, you'll get sniffed out-and ignored-fast.
Generic Pitches
Operators are bombarded with vendors who don’t speak their language. If your messaging could apply to a bakery, a yoga studio, or a cannabis brand-it’s too vague.
Scaling Too Early
Don’t assume one or two wins equals repeatable traction. Make sure your process works before hiring, raising capital, or blowing your budget on outreach.
Generic Pitches
Operators are bombarded with vendors who don’t speak their language. If your messaging could apply to a bakery, a yoga studio, or a cannabis brand-it’s too vague.
"Let’s be real: just because you can roll a joint with oregano doesn’t mean anyone wants to smoke it. In other words, just because you can launch a product doesn’t mean it’s the right fit-or that anyone will buy it. This industry rewards strategy, humility, and good timing."
"Let’s be real: just because you can roll a joint with oregano doesn’t mean anyone wants to smoke it. In other words, just because you can launch a product doesn’t mean it’s the right fit-or that anyone will buy it. This industry rewards strategy, humility, and good timing."
Wasting Ad Spend
Google Ads, Facebook, and Instagram are not always cannabis-friendly. Learn where your customers spend their time-Reddit, LinkedIn, podcasts, in-person events-and double down there.
Ignoring What’s Worked Elsewhere
Mature markets like California and Colorado have already gone through boom and bust cycles. Learn from them. Study successful companies. Take inspiration from models that have been stress-tested in real cannabis ecosystems.
Lack of Common Sense:
If something feels forced, confusing, or overly complex-it probably is. Operators don’t have time for shiny objects. They need clean, functional, and fast solutions. Simplicity sells.
SALES READINESS CHECKLIST
SALES READINESS CHECKLIST
Before you dive headfirst into outreach or scale your sales team, use this checklist to make sure you’re truly ready to hit the market with confidence.
Before you dive headfirst into outreach or scale your sales team, use this checklist to make sure you’re truly ready to hit the market with confidence.
✅ Go-to-Market Essentials
🔲 I’ve identified my Ideal Customer Profile (ICP) - license type, region, company size, and stage of business.
🔲 My value proposition clearly solves a cannabis-specific problem.
🔲 My website and sales materials speak the industry's language and reflect its culture.
🔲 I’ve validated market demand through outreach, feedback, or pilot customers.
🛠 Tools & Infrastructure
🔲 I have a working CRM, sales enablement tools, email platform, and booking calendar.
🔲 I’ve created supporting content - pitch decks, case studies, blogs, and videos.
🔲 My outreach plan includes multi-touch campaigns (emails, DMs, calls, ads, events).
📊 Metrics & Compliance
🔲 I’m tracking open rates, reply rates, demos booked, and close rates.
🔲 I’ve reviewed my payment processing setup and confirmed it’s compliant with cannabis standards.
🔲 I’ve developed backup systems for payments and outreach in case of platform issues.
Use this as a pre-launch gut check or quarterly reset tool. If you're missing too many boxes, pause and tune your foundation before pouring energy into outreach.
🔲 I’ve identified my Ideal Customer Profile (ICP) - license type, region, company size, and stage of business.
🔲 My value proposition clearly solves a cannabis-specific problem.
🔲 My website and sales materials speak the industry's language and reflect its culture.
🔲 I’ve validated market demand through outreach, feedback, or pilot customers.
🛠 Tools & Infrastructure
🔲 I have a working CRM, sales enablement tools, email platform, and booking calendar.
🔲 I’ve created supporting content - pitch decks, case studies, blogs, and videos.
🔲 My outreach plan includes multi-touch campaigns (emails, DMs, calls, ads, events).
📊 Metrics & Compliance
🔲 I’m tracking open rates, reply rates, demos booked, and close rates.
🔲 I’ve reviewed my payment processing setup and confirmed it’s compliant with cannabis standards.
🔲 I’ve developed backup systems for payments and outreach in case of platform issues.
Use this as a pre-launch gut check or quarterly reset tool. If you're missing too many boxes, pause and tune your foundation before pouring energy into outreach.
✅ Go-to-Market Essentials
ARE YOU READY?
All the tools are out there to help you connect with the right cannabis customers-but it starts with staying true to your roots. The companies that win are the ones who:
Know who they are
Know who they serve
Show up consistently across all channels
Build community, not just sales lists
This guide wasn’t built to pitch you a dream-it’s here to ground your go-to-market strategy in the real, gritty, and rewarding world of selling into cannabis. If you've made it this far, you're not just curious-you’re serious. And that’s what it takes.
The path isn’t easy. You’ll get ghosted, hit regulatory walls, and watch bigger players outspend you-but those who show up with authenticity, focus, and value will find their place in this wild, green economy. You don’t need to spend big, but you do need to stay smart. With the right tools, the right message, and a real passion for the space, your product or service can thrive
Looking to better understand the industry and your next best move? Visit www.thehighindex.com to access real cannabis data for just $129/month.
GET ACCESS NOW
ARE YOU READY?
All the tools are out there to help you connect with the right cannabis customers-but it starts with staying true to your roots. The companies that win are the ones who:
Know who they are
Know who they serve
Show up consistently across all channels
Build community, not just sales lists
This guide wasn’t built to pitch you a dream-it’s here to ground your go-to-market strategy in the real, gritty, and rewarding world of selling into cannabis. If you've made it this far, you're not just curious-you’re serious. And that’s what it takes.
The path isn’t easy. You’ll get ghosted, hit regulatory walls, and watch bigger players outspend you-but those who show up with authenticity, focus, and value will find their place in this wild, green economy. You don’t need to spend big, but you do need to stay smart. With the right tools, the right message, and a real passion for the space, your product or service can thrive
Looking to better understand the industry and your next best move? Visit www.thehighindex.com to access real cannabis data for just $129/month.
GET ACCESS NOW
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