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Jenny Lamboy, Vice President of StrategyEnter Hybrid Marketing Co., a business-outcomes focused agency dedicated to growth for B2B and B2C cannabis brands and fostering the long-term sustainability and maturity of the cannabis industry itself. Hybrid’s mission extends beyond successful campaigns; it’s about creating lasting impact for clients while shaping the industry’s growth in the right direction.
“Our aim is to create a positive impact every day, not only for our clients and colleagues, but for the industry as a whole. Because we started life as a go-to-market business consultancy, our approach is unique. Specifically, we hold business outcomes at the center of each customized strategy, and specifically design each program to impact 5 key business drivers: revenue, risk, cost, cashflow, and asset utilization. Words you don’t often hear from a marketer’s mouth,” says Jenny Lamboy, Vice President of Strategy.
More than Just Marketing: A Business-First Approach
As a high-value versus a high-volume agency, Hybrid believes effective B2B and B2C marketing goes beyond surface-level promotions. Unlike traditional agencies focused solely on brand visibility, it integrates business strategy, sales alignment, and customer acquisition to drive measurable growth. Instead of high-volume, one-size-fits-all tactics, the agency prioritizes high-value engagements, building a sustainable customer base over fleeting spikes in engagement.
Five key business drivers guide Hybrid’s strategies:
● Revenue Growth: Every strategy is designed with revenue acceleration in mind, ensuring marketing directly contributes to increased sales.
● Risk Reduction: The cannabis industry is heavily regulated, and missteps can result in hefty fines or business shutdowns. Hybrid ensures compliance-first marketing strategies, mitigating legal risks.
● Cost Efficiency: Marketing spending is optimized for maximum return, focusing on high-impact activities instead of wasteful advertising.
● Cash Flow: Unstructured spending leads to instability. Hybrid aligns marketing budgets with overall business financial health.
● Asset Utilization: Hybrid ensures clients maximize their existing resources, avoiding unnecessary costs while improving output.
This business-outcomes-focused approach ensures that marketing isn’t just an expense but a long-term investment – particularly prioritizing ROI. Hybrid’s focus on optimization and agility allows it to continuously refine strategies to adapt to regulatory shifts and changing consumer behavior, keeping clients ahead of the curve.
A Full-Funnel Strategy for Sustainable Growth
Success in cannabis marketing isn’t just about generating leads; it’s about structuring the entire sales process for long-term growth. Hybrid employs a full-funnel strategy, optimizing every stage—from brand awareness to customer retention—for efficiency and impact. This approach helps clients achieve steady revenue growth while maintaining financial stability.
Unlike many agencies focusing solely on digital channels, Hybrid leverages a multi-channel approach, combining direct-to-consumer strategies, influencer and PR partnerships, and data-driven performance marketing. This holistic methodology enables brands to build stronger, more sustainable connections with their audience rather than relying on fleeting trends or platform-dependent tactics.
Prioritizing Risk Reduction and Compliance
Understanding the regulatory intricacies of the cannabis industry, Hybrid crafts campaigns that maximize visibility while ensuring adherence to advertising laws. The agency’s expertise lies in marketing and guiding businesses through the steep learning curve of the industry, helping them avoid costly missteps.
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Our aim is to create a positive impact every day, not only for our clients and colleagues, but for the industry as a whole. Because we started life as a go-to-market business consultancy, our approach is unique. Specifically, we hold business outcomes at the center of each customized strategy, and specifically design each program to impact 5 key business drivers: revenue, risk, cost, cashflow, and asset utilization. Words you don’t often hear from a marketer’s mouth
Beyond compliance, another challenge is consumer education. Despite the industry’s rapid expansion, many potential customers remain uninformed about cannabis products and their benefits. Hybrid bridges this gap through targeted educational campaigns, ensuring that businesses don’t just sell products— they build trust with their audience. By combining compliance-driven strategies with assertive consumer outreach, brands can cultivate loyalty while avoiding regulatory pitfalls.
Breaking Through the Noise: A Success Story
A prominent cannabis dispensary approached Hybrid Marketing Co. with a familiar challenge: despite a strong product lineup, the company struggled to break through in a crowded marketplace. Their previous marketing efforts had been fragmented, focusing on short-term promotions without a cohesive strategy. As a result, they experienced inconsistent customer acquisition and weak brand loyalty.
Hybrid conducted an in-depth business analysis and identified key areas for improvement. The team implemented a multi-pronged strategy encompassing regulatory compliance, budget optimization, and sales alignment. By reallocating marketing spend to high-performing channels, they reduced costs by 25 percent while increasing engagement. Within six months, targeted campaigns led to a 35 percent increase in sales, shifting the business from a reactive marketing model to a structured, sustainable growth trajectory.
Beyond immediate revenue gains, the company also experienced more substantial brand equity, positioning itself as a leader in the industry. Hybrid’s emphasis on long-term strategy ensured the dispensary wasn’t just attracting new customers but retaining them, fostering a loyal consumer base that contributed to consistent cash flow.
A Collaborative, Expert Team
Hybrid’s success is driven by its tight-knit, collaborative team, which operates as an extension of the client’s team. With over 20 years of experience across design, content, social media, SEO, and business strategy, the agency’s experts bring unparalleled creativity and expertise to every project.
This collaborative culture extends to Hybrid’s relationships with clients. The agency works closely with businesses to understand their unique challenges and opportunities, ensuring that every strategy is tailored to their needs.
The Future of Cannabis Marketing: A Long-Term Vision
Hybrid is more than just a marketing agency—it’s a strategic partner committed to the evolution of the cannabis industry. The company recognizes that short-term fixes won’t drive sustainable success. Instead, it provides businesses the tools to navigate industry complexities, align marketing with financial goals, and create lasting impact.
As the industry matures, so do consumer expectations. Brands can no longer rely on hype alone; they must build trust, educate their audience, and provide value beyond the product. Hybrid’s approach ensures its clients are well-positioned to meet these demands, fostering customer loyalty in an industry where trust is paramount.
Setting New Standards in Cannabis Marketing
Hybrid’s deep discovery process sets it apart from competitors. Before beginning a campaign, the agency conducts thorough audits to understand each client's competitive landscape, challenges, and opportunities. This upfront legwork allows Hybrid to hit the ground running, delivering tailored strategies that align with the client’s business objectives from day one.
The agency’s industry expertise is further bolstered by its roots in the tech sector and its sister company, 4B Marketing, which specializes in tech, wine and spirits, energy, and health and wellness. This cross-industry experience allows Hybrid to bring enterprise-level strategies to the cannabis industry, elevating it to the same standards as other mature sectors.
Lamboy, who travels extensively to provide state-specific and national industry insights, emphasizes that cannabis businesses deserve the same level of strategic planning and maturity as any other industry.
“When I hear the industry community say, ‘but, it’s cannabis,’ as an excuse for business immaturity, I reply, ‘No, this is a real industry with real businesses and real investment, and should be treated as such’ We’re here to uplevel cannabis and ensure it has a seat at the table alongside every other mature industry,” she says.
For cannabis brands looking to establish themselves in an increasingly competitive space, Hybrid offers more than just visibility. It delivers strategic guidance, risk mitigation, and a roadmap for sustainable growth. With its client-first approach, commitment to industry advancement, and unparalleled expertise, Hybrid Marketing Co. is setting new standards in cannabis marketing—one successful campaign at a time.
Cannabis Marketing Services Under Margin Pressure and Compliance Drift
Cannabis marketing services rarely move in sync with the financial expectations placed on them. Paid acquisition channels shift without warning, leaving brands to stitch together incomplete signals when trying to explain where demand actually originates. Executives end up relying on partial dashboards that separate attention from revenue timing, which makes planning more reactive than intended. Budgets are often locked into assumptions built months earlier, even as platform rules tighten and audience access changes mid-campaign. Measurement gaps widen further when platform restrictions shift mid-flight, leaving teams to reconcile performance after spend has already been committed. Forecasting models built on earlier engagement data often fail to adjust at the same speed as audience behavior changes across channels.
State level variation in cannabis rules adds friction that rarely shows up in campaign planning until execution begins. Messaging that clears review in one jurisdiction may require rework in another, which slows release cycles and increases coordination load across internal teams. Many organizations respond by dividing marketing responsibility across regions, yet this often creates uneven reporting formats that make performance comparison unreliable. Spend then drifts toward areas with cleaner measurement rather than stronger underlying demand, which quietly distorts acquisition strategy. Internal teams then spend additional cycles reconciling discrepancies rather than improving campaign direction, which slows decision cadence during critical launch windows. This creates hesitation in reallocating budgets even when demand signals are uneven.
Service providers in this space are judged less on channel output and more on whether their work survives contact with sales reality. Lead generation only matters when follow-up systems hold up, otherwise the numbers lose meaning quickly. Buyers tend to look for firms that can translate scattered campaign data into usable commercial direction without adding another reporting layer that sits outside revenue discussions. Many agencies struggle here because they optimize for platform behavior instead of downstream conversion flow. Data fragmentation across platforms also limits how quickly underperforming channels are corrected during active spend cycles. That delay often compounds into higher acquisition costs before corrective action begins.
A recurring issue across agencies is dependence on channel specific tactics that assume stable distribution paths. When those paths tighten, campaign structures often lag behind policy changes, leaving brands exposed to rising acquisition costs and slower adaptation cycles. The gap becomes visible in markets where retail expansion moves faster than internal reporting maturity, creating mismatch between campaign activity and store performance signals. Reporting inconsistencies between regions further complicate executive review and slow capital allocation decisions tied to expansion. Smaller operators often feel this gap more sharply during early growth phases.
Hybrid Marketing Co. enters engagements through structured discovery that maps competitive pressure and internal constraints before planning begins. Audit work follows across marketing and revenue touchpoints to identify where lead movement weakens between first contact and sales conversion. Strategy development frequently extends into sales alignment when breakdowns appear after initial engagement stages. Exposure across multiple regulated cannabis markets informs how it reads shifting retail conditions and uneven policy enforcement. It is often considered when buyers want marketing work tied directly to revenue behavior rather than isolated channel metrics, particularly where prior agency efforts produced fragmented reporting and unclear conversion logic.
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