Market Like a Badass with Kristin McFarland

How to Get Press, Build Credibility, and Earn Media in Cannabis with Special Guest Garrett Rudolph

Tue, 07 Apr 2026 03:30:00 -0600

In this episode of Market Like A Badass, Kristin welcomes Garrett Rudolph, Editor in Chief of Marijuana Venture magazine, one of the cannabis industry's most respected B2B publications. As a journalist, editor, and event producer behind the Interchange series, Garrett sits at the intersection of cannabis media, retail, and wholesale, giving him a front-row seat to what's working (and what's not) for brands trying to get their message out.

Garrett pulls back the curtain on what actually makes a cannabis story worth covering, why most brand pitches miss the mark entirely, and how businesses with limited budgets can build a realistic, consistent media strategy without hiring a PR firm. From crafting the perfect pitch to maximizing a placement once it finally lands, this episode is a masterclass in earned media for cannabis and ancillary brands ready to stop flying under the radar.

Then Kristin and Garrett square off in a round of "Ass or Badass" — reacting to the hottest headlines across the industry, from a Michelin-starred restaurant collab with craft cannabis growers to Shopify's alleged double standard with Seth Rogen's Houseplant brand, and more.

On this episode, you will:

Learn what editors at top cannabis publications actually want to see in a pitch — and the red flags that get you ignored instantly
Discover how to build a sustainable earned media strategy with limited time and no PR budget
Hear why credibility still drives media opportunities — and how to maximize coverage once you finally land it

QUICK LINKS

Connect with Garrett: LinkedIn

Check out Marijuana Venture: www.marijuanaventure.com

Follow Kristin: www.sourcemarketinggroup.com | LinkedIn

Subscribe: Apple Podcasts | Spotify

This is a bonus episode of Market Like A Badass — outside our usual seasonal themes, but too good to keep in the vault.

Coco Flow: Canna Connect x Back Channel Brewing Collab with Special Guest Spencer Ploessl

Tue, 27 Jan 2026 03:30:00 -0600

In this episode of Market Like A Badass, Kristin welcomes Spencer Ploessl, Creative Director and marketing strategist who bridges the worlds of cannabis, craft beer, and beverage innovation. As Advisor and Creative Director for Canna Connect in Minnesota, Spencer recently launched Coco Flow - a THC-infused coconut water that is a first of its kind. This special hemp beverage collaboration with Back Channel Brewing Co. showcases what's possible when cannabis and craft beer collide.

Spencer shares the inside story of how this collaboration came together, revealing the strategy behind successful brand partnerships in highly regulated spaces. From navigating tolerance variations to educating consumers on minor cannabinoids, Spencer breaks down the creative marketing tactics that work when traditional advertising won't cut it. Plus, he reveals which craft beer branding lessons translate to hemp beverages - and which approaches need to be completely reimagined.

On this episode, you will:

Discover how the Canna Connect and Back Channel Brewing Co. collaboration came together and what metrics actually matter when launching a co-branded hemp beverage
Understand how to differentiate hemp beverage brands in an increasingly crowded market
Hear real-world tactics for educating consumers about minor cannabinoids and dosing

QUICK LINKS

Connect with Spencer: SpencerPloessl.com | LinkedIn

Check out Canna Connect: www.cannaconnectmn.com

Follow Kristin: www.sourcemarketinggroup.com | LinkedIn

Subscribe: Apple Podcasts | Spotify | YouTube

This episode is part of "Taboo to Tap" - a special season exploring how hemp beverage pioneers are racing to craft billion-dollar beverage brands by mastering the art of compliant and grassroots marketing.

Building the Buzz: Creative Marketing for Hemp Beverage Brands with Special Guest Lisa Hurwitz

Tue, 20 Jan 2026 03:30:00 -0600

In this episode of Market Like A Badass, Kristin McFarland sits down with Lisa Hurwitz, Founder and CEO of Happi, the female-founded THC beverage brand that's revolutionizing how consumers experience cannabis through thoughtfully dosed, wellness-focused drinks.

Lisa shares her journey from CPG and cannabis expertise to launching Happi with a clear mission: creating accessible, low-dose THC beverages. From navigating regulations to choosing the right dosing and marketing strategy, Lisa reveals what it really takes to build a compliant, women-first cannabis beverage brand.

On this episode, you will:

Discover why Happi chose a low dose philosophy in a market obsessed with high potency - and how this strategic decision opens doors to the canna-curious demographic
Learn how being female-founded influences every aspect of product development, from formulation to flavor profiles to packaging designed with women in mind
Understand the biggest regulatory challenges facing THC beverage brands and how Happi navigates compliance while building a recognizable brand
Hear Lisa's digital marketing playbook for hemp beverage brands when traditional advertising isn't an option - including email marketing tactics that actually work (and helped them build a 100,000+ person subscriber base)
Get insider insights on why it's important for hemp beverage brands and marketers to build trust and provide ample education in the emerging cannabis beverage space

QUICK LINKS

Shop Happi: www.happihourdrink.com

Connect with Lisa: LinkedIn

Follow Kristin: The Source Marketing Group | LinkedIn

Subscribe: Apple Podcasts | Spotify

From Launch to Liquor Stores: A Blueprint for Building a Hemp Beverage Brand with Special Guest Haylee Jordan

Tue, 13 Jan 2026 03:30:00 -0600

In this exciting episode of a new season of Market Like A Badass, Kristin gathers hemp beverage experts to explore the season theme "taboo to tap". This new season is all about how hemp beverage pioneers are racing to craft billion-dollar beverage brands by mastering the art of compliant and grassroots marketing.

On this episode, Kristin sits down with Haylee Jordan, Co-Founder of Fabric, the Australian-born, US-crafted beverage brand that's redefining what non-alc and THC-infused drinks can be. Fabric is pioneering a new style of high-function fizz that keeps you sharp, sparks creativity, and helps you drop into the moment.

On this episode, you will:

Discover how Fabric is navigating the complex regulatory landscape to build a compliant hemp beverage brand that can't rely on traditional advertising channels - and why grassroots marketing is their secret weapon
Learn the positioning strategy behind "dosed for any moment" and how Fabric is differentiating in an increasingly crowded THC beverage market by focusing on function and community
Understand Fabric's approach to building a beverage brand from the ground up
Hear real-world tactics for educating consumers on THC-infused drinks, functional benefits, and responsible consumption
Get insider insights on partnerships, sampling strategies, and the grassroots marketing tactics that are helping Fabric compete against legacy brands and deep-pocketed competitors

QUICK LINKS

Shop Fabric: drinkfabric.com

Connect with Haylee: LinkedIn

Follow Kristin: The Source Marketing Group | LinkedIn

Subscribe: Apple Podcasts | Spotify | YouTube

Building a Brand Through Trauma Informed Marketing with Special Guest Kat Kennan

Tue, 27 May 2025 03:30:00 -0600

In this eye-opening episode of Market Like A Badass, I sit down with Kat Kennan, certified trauma-informed professional and Founder and CEO of Radical Customer Experience and BVscore.ai, to explore how trauma-informed marketing is revolutionizing customer relationships and brand loyalty.

On this episode, you will:

Discover why traditional marketing techniques that trigger inadequacy are actually driving customers away and how trauma-informed approaches can transform your ROI
Learn actionable strategies for implementing strengths-based marketing that builds genuine connections without exploiting vulnerabilities
Explore how Kat's Brand Inclusion Index provides companies with measurable alternatives to traditional metrics like Net Promoter Score
Understand the critical importance of data hygiene and segmentation in creating meaningful, trauma-sensitive customer experiences
Hear real-world examples of brands succeeding with compassionate marketing approaches

QUICK LINKS

Connect with Kat: Radical Customer Experience | BVscore.ai

Follow Kristin: The Source Marketing Group | LinkedIn

Subscribe: Apple Podcasts | Spotify | YouTube

How To Use AI To Scale Your Business with Special Guest Evan Nison

Tue, 20 May 2025 03:30:00 -0600

In this electrifying episode of Market Like a Badass, host Kristin McFarland (Founder & CEO of The Source Marketing Group) sits down with Evan Nison, Founder & President of NisonCo, a trailblazing PR, SEO, and content creation firm specializing in cannabis, psychedelics, and emerging industries.

Get ready to dive deep into the future of AI, automation, and cutting-edge cannabis tech as Evan shares his expertise on:

How AI is revolutionizing marketing, lead gen, and sales workflows
Must-know AI tools for business owners
The power of PR & SEO in highly regulated industries like cannabis
Social equity, advocacy, and why giving back matters in this space
Pro tips for networking at cannabis conferences (even on a tight budget)
Common AI mistakes to avoid - and how to use it to work smarter, not harder

Whether you're a marketer, entrepreneur, or tech enthusiast, this episode is packed with actionable insights to help you automate more, do more with less, and market like a true badass.

Brought to you by The Source Marketing Group - helping businesses in regulated industries grow revenue with data-driven marketing & AI solutions.

Listen now and level up your AI game!

QUICK LINKS

https://nisonco.com/

Leveraging Loyalty Tech to Increase Retail Revenue with Special Guest Varun Sharma

Tue, 13 May 2025 03:30:00 -0600

In this episode of Market Like a Badass, host Kristin McFarland, Founder and CEO of The Source Marketing Group, welcomes Varun Sharma, Founder and CEO of Sticky Cards for a dynamic and engaging conversation on cannabis tech. Discover how Sticky Cards is revolutionizing loyalty programs for cannabis retailers with their app-free solution that leverages Apple and Google Wallet.

Varun shares insights on overcoming SMS marketing restrictions in the cannabis industry through push notifications, revealing how dispensaries can communicate directly with customers without worrying about carrier policies. Learn about innovative features like geofencing that allow retailers to send location-based notifications to nearby customers, even targeting competitor locations.

The conversation covers essential marketing tactics for dispensaries, including:

Building customer loyalty and repeat business
Creating effective push notifications that drive store visits
Integrating loyalty programs with platforms like Klaviyo and Breadstack
Ensuring compliance with marketing regulations like CASL and CAN-SPAM
Using geofencing to capture customers when they're near your store

Whether you're a cannabis retailer looking to enhance your marketing technology stack or interested in innovative approaches to customer engagement in highly regulated markets, this episode delivers actionable insights to help grow your business.

This episode is part of the "Innovation in Cannabis Tech" season of Market Like a Badass.

QUICK LINKS

https://www.stickycards.co/

Learn How Klaviyo Supercharges Ecommerce Growth in Highly Regulated Industries with Special Guest Paul Millar

Tue, 06 May 2025 03:30:00 -0600

Most cannabis, hemp, and other highly regulated businesses are leaving thousands on the table with broken email flows and generic automations. Or even worse, using restrictive technology that makes it harder for your teams to perform and monetize your customer data. But the real pros? They’re using Klaviyo to crush revenue.

Klaviyo isn’t just for mainstream ecommerce - it’s a secret weapon for regulated DTC brands and dispensary retailers.

In this episode, podcast host and Klaviyo Community Champion, Kristin McFarland, sits down with Klaviyo Community Champion, Paul Millar (CBDfx/Trehouse) to reveal:

The power of Klaviyo for highly regulated businesses like cannabis, hemp and CBD
The underused Klaviyo strategies that drive ROI in regulated industries (while staying compliant)
Data monetization opportunities by integrating disparate data sources
Paul’s battle-tested playbook for lifecycle marketing (with real examples)
How top cannabis brands structure flows that actually convert (without landing in spam)

Spoiler: If you still don't have a solid retention marketing plan and email program, you’re losing. This is how the champions win.

Tune in to this episode to hear the Klaviyo Champions break down why Klaviyo is the top choice for compliant growth, whether you’re a DTC hemp company, a growing edible brand, or a dispensary ready to grow and scale!

This podcast episode is brought to you by Breadstack Technologies, they build eCommerce software that powers growth at the most progressive dispensaries in North America.

QUICK LINKS

https://www.klaviyo.com/

https://cbdfx.com/

https://trehouse.com/

The Hidden Cost of Innovation: Building Ethical AI for Cannabis Tech with Special Guest Brad Bogus

Tue, 29 Apr 2025 07:00:00 -0600

Discover the intersection of AI ethics and cannabis technology in this enlightening episode of Market Like a Badass with host Kristin McFarland and cannabis marketing expert Brad Bogus. Explore how to navigate critical ethical considerations that impact your marketing strategy.

In this episode, we dive deep into:

How AI is reshaping cannabis marketing and technology implementation
Brad's journey from traditional marketing to becoming a pioneering voice in cannabis tech
Common pitfalls cannabis brands face when adopting new technologies
Strategies for leveraging AI tools while maintaining authentic customer connections
The future of data analytics and customer profiling in the cannabis industry

Brad shares his expertise on managing the complex attribution challenges unique to cannabis marketing and offers practical insights on how cannabis brands can effectively integrate AI without sacrificing the human touch.

Whether you're a cannabis brand looking to innovate responsibly, a marketer seeking to understand the cannabis tech landscape, or an entrepreneur navigating the evolving regulatory environment, this episode provides actionable insights for ethical technology adoption in the cannabis space.

QUICK LINKS

https://www.happycabbage.io/

How Breadstack Technologies is Revolutionizing Dispensary eCommerce with Special Guest Riel Roussopoulos

Tue, 22 Apr 2025 03:30:00 -0600

On this episode of Market Like A Badass, host Kristin McFarland sits down with Riel Roussopoulos, marketing badass at Breadstack Technologies, to explore innovation in cannabis tech. Discover how Breadstack is revolutionizing dispensary marketing while maintaining compliance in this highly regulated industry.

Riel shares the origin story behind Breadstack's powerful ecommerce platform and dives deep into dispensary marketing strategies, including:

Building an effective marketing tech stack for cannabis retailers
Leveraging data for strategic decision-making
Recent SEO changes impacting dispensary visibility
The crucial importance of owned marketing channels like email

Plus, don't miss Riel's insights on the power of open standards in cannabis technology and why this matters for the future of the industry. Whether you're a dispensary owner looking to boost revenue or a cannabis marketer seeking innovative approaches, this episode delivers actionable tips to help you market like a true badass in the cannabis space.

Monetizing Cannabis Data and Unlocking New Revenue Streams with Special Guest Jenny Kitchen

Tue, 22 Oct 2024 03:30:00 -0600

Summary

In this final episode of Season 5, Market Like a Badass, Kristin McFarland speaks with Jenny Kitchen, Co-Founder of Emerald Intel, about the intricacies of data monetization in a highly regulated market like cannabis. Jenny shares insights on leveraging data for targeted marketing, avoiding common mistakes, and the significance of personalization in outreach. The conversation highlights the dynamic nature of data and the need for reliable data sources to drive successful marketing campaigns.

Market Like A Badass will be back in 2025. Stay tuned to @marketlikeabadass on IG, FB, or LinkedIn to stay up to date on marketing trends and the latest episodes of Market Like A Badass.

Takeaways

Emerald Intel serves as a central source of truth for cannabis data.
Quality data is essential for effective marketing strategies.
Building relationships is key in the cannabis industry.
Targeted marketing requires a nuanced approach to data.
Personalization enhances outreach effectiveness.
Reliable data sources prevent reputational damage.
Geographic insights can inform marketing strategies.
Continuous innovation is necessary in data management.

Quick Links

https://www.emeraldintel.ai/

Effective Marketing Strategies for Driving Dispensary Sales with Special Guest Shelby Poole

Tue, 15 Oct 2024 03:30:00 -0600

In this episode of Market Like a Badass, host Kristin McFarland speaks with Shelby Poole, Marketing Director at Happy Days Cannabis Dispensary. They chat about the most effective dispensary marketing strategies including social media campaigns, email marketing, and in-store promotions.

They discuss Shelby's journey from craft beer into the cannabis industry and the challenges of marketing in a highly regulated market. Shelby shares insights on consumer education, the need for standardization in cannabis marketing, and the importance of messaging in this emerging industry.

The conversation highlights the unique intersection of cannabis and craft beer marketing, and provides actionable marketing tips for growing your dispensary sales.

Takeaways

Consumer education is essential to reduce stigma and increase canna curious segment.
Leverage data for smarter marketing decisions.
Standardization in cannabis marketing is necessary for consumer understanding and market maturity.
Multi-channel marketing is vital for customer engagement.
Retailers are preparing for loyalty programs in New York but still unable to launch.

Quick Links

https://www.linkedin.com/in/shelby-poole/

@bettybloomsocialclub

@happydaysli

https://happydaysli.com/

Crowning Success: How Tiana Woodruff Built Queen Mary with Community, Events, and Data

Tue, 08 Oct 2024 07:00:00 -0600

On this episode, Kristin McFarland sits down with Tiana Woodruff, Founder and CEO of Queen Mary. Tiana shares her journey in the cannabis industry and how she uses data to inform her marketing strategy.

As a Tier 1 Social Equity Recipient, Tiana grew up in one of the lowest income zip codes in LA. She's witnessed the war on drugs and personally experienced the strain and disproportionate impact it had on friends and family.

She created Queen Mary, a brand that creates premium cannabis products that blend natural supplements and healing techniques.

Tiana emphasizes the value of building a loyal customer base through events and community engagement. Tiana also shares her insights on scaling a business and the importance of following your gut and not falling for deals that sound too good to be true. Tune in for an episode full of cannabis education, event tips, and data marketing insights.

Takeaways

Educate and find new consumers through events.
Use data to analyze sales and customer preferences, but also rely on direct feedback and interactions with customers.
Building a loyal customer base through events and community engagement is crucial for success in the cannabis industry.
Scaling a business requires careful planning and avoiding deals that sound too good to be true.

QUICK LINKS

https://www.queenmarybrand.com/

https://www.instagram.com/queenmary_la

https://www.emeraldintel.ai/ - Cannabis Data and Insights to Drive Growth. Thanks to our episode 4 sponsor!

Scaling a Multi-State Cannabis Brand with Data-Driven Marketing with Special Guest Alison Di Spaltro

Tue, 01 Oct 2024 03:30:00 -0600

In this episode, Kristin McFarland sits down with Alison Di Spaltro, CEO of Escape Artists and CODA Premium Edibles. They discuss the journey of Escape Artists, the inspiration behind the brand, and how data informs their marketing strategy. They also talk about the challenges of maintaining brand consistency in retail stores and the importance of capturing customer data for remarketing. Alison shares advice for starting a brand in the cannabis industry or expanding your portfolio. She emphasizes the need to focus on specific markets and nurture relationships with retail partners. She also highlights the value of email marketing and social media engagement in reaching and engaging customers.

Takeaways

Go deep, not wide - focus on specific markets and nurture relationships with retail partners to grow your brand sustainably.
Capture customer data and use email marketing and social media engagement to stay top of mind with customers.
Maintain brand consistency by providing retailers with updated brand kits and actively monitoring online platforms for errors and inconsistencies.
Consider the challenges of online orders and find ways to engage customers and provide accurate product information.

Quick Links

https://letsescape.com/

https://codasignature.com/

Reinventing the Edible Experience One Choice At A Time with Special Guest Hadas Dewey

Tue, 24 Sep 2024 03:30:00 -0600

In this episode, Kristin McFarland interviews Hadas Dewey, COO of It's All About Choices, a badass brand reinventing edibles. Hadas discusses how they built their brand in the highly competitive cannabis market by offering unique and diverse cannabis-infused products with Capsoil’s patented process. They offer everything from infused spices to condiments, ice cubes, freeze pops, soups, drink mixes, and more.

It's All About Choices is giving their customers even more choices with their latest development. They're launching a new hemp-derived line called Precise. Tune in to hear more about Choices and hear expert tips and tricks about monetizing data, managing extensive product SKUs, and leveraging data to identify trends and focus on categories that perform well.

Takeaways

It's important to constantly pivot and adjust based on customer feedback and data.
Use in-store and Sales data to help inform decisions and strategy.
Consistency and quality control are crucial in managing a large number of product SKUs.
Leveraging partner email lists and collaborating with retailers helps reach a wider audience

QUICK LINKS

It's All About Choices Website

It's All About Choices Instagram

Breaking Barriers and Stigma for Women In Cannabis

Tue, 17 Sep 2024 03:30:00 -0600

Welcome to Season 5 of Market Like A Badass! In this episode, we’re kicking things off by shining a spotlight on some incredible women shaping the cannabis industry.

This episode is all about the unique perspectives and insights of women in cannabis—how to enter the industry, grow in your career, and navigate the challenges that come with it. We’ll also pay homage to Olivia Castaldy’s upcoming Women In Canna Business podcast, launching this October!

What to expect:

Special Interviews: We’re thrilled to have Olivia from Women In Canna Business along with four other special guests. Olivia shares her journey, the inspiration behind her new podcast, and how she’s amplifying women's voices in cannabis.
Live Event in Colorado: We take you to a women’s networking event hosted by Cannabis Golf League, where we speak with top female leaders in the Colorado cannabis scene about their stories, successes, and advice for women entering the industry.
Pro Tips for Success: Our guests share actionable advice for breaking into the cannabis world and building a lasting career, from networking and education to overcoming gender barriers.

Whether you’re thinking about starting your own cannabis business, a career in cannabis, or simply want to support women in the space, this episode is packed with inspiration and practical tips to guide your journey.

QUICK LINKS

Women In Canna Business Website

Women In Canna Business Instagram

Live from Benzinga Cannabis Capital Conference: Investment Insights with Special Guest Seth Yakatan

Tue, 28 May 2024 13:30:00 -0600

This interview is part of a series of podcast episodes recorded live on-site at Benzinga Cannabis Capital Conference. Hear exclusive interviews and discussions with industry leaders, offering fresh perspectives and insider knowledge on the latest trends in the cannabis world.

In this episode, I sat down with Seth Yakatan, Partner at Katan Associates. Seth is a well-known badass that might not even need an introduction. With over a $1B+ raised and 22 companies sold, he's dialed in to market movers and shakers, industry trends, and has a lot of bets riding on this industry.

Hear Seth's industry growth predictions, which metrics he looks at in a business, and what investors are looking at right now for investing capital - such as certain markets, supply chain in Michigan, hemp beverages, and beyond.

Quick Links

https://www.katanassociates.com/

https://www.linkedin.com/in/seth-yakatan/

Live from Benzinga Cannabis Capital Conference: Market Expansion and Scaling with Special Guest Kristi Palmer

Tue, 28 May 2024 13:15:00 -0600

In this episode, I sat down with Kristi Palmer, Co-Founder and President of Kiva. Kristi discusses their new venture into hemp-derived products, which metrics to measure in a business, what has helped their brand be successful, and how to navigate the industry as a woman in cannabis.

Hear how in-person activations in-store or in the community have helped them grow their brand and effectively communicate with customers.

Quick Links

https://www.kivaconfections.com/

Live from Benzinga Cannabis Capital Conference: Industry Trends and Data Monetization with Special Guest Ian Dominguez

Tue, 28 May 2024 13:00:00 -0600

In this episode, I sat down with Ian Dominguez, Founder of Delta Emerald Ventures. Ian's group also puts together CannaDataCon, an event created to help business owners learn how to build a useful data strategy in cannabis.

Hear how operators can better monetize their customer data and look at customer loyalty in a new way. You'll also hear the buzz about low-dose THC beverages and how the booming product category is helping the overall cannabis industry.

Quick Links

https://www.cannadatacon.com/

https://www.deltaemerald.com/

Highs and Hurdles: A Female CEO's Journey in Cannabis with Special Guest Ashley Schriener

Mon, 22 Apr 2024 03:30:00 -0600

Summary

In this episode, Kristin interviews Ashley Schreiner, CEO and Co-Founder of DADiRRi. DADiRRi is a woman-owned, and family-owned and operated lifestyle brand, specializing in cannabis products such as infused joints and solventless bubble hash.

Ashley shares her journey of building a successful brand in the cannabis industry, the challenges she faced as a woman in a male-dominated industry, and the unique opportunities she is working on this year. Learn about the franchise opportunities she is building in the cannabis industry.

She also discusses the struggles of marketing in the cannabis industry, including social media restrictions, and provides tips for navigating PR and in-person experiences.

Takeaways

Building a successful brand in the cannabis industry requires authenticity, a focus on quality, and a commitment to changing the stigma around cannabis.
Being a woman in a male-dominated industry like cannabis can be challenging, but it's important to keep going and support other women in the industry.
Franchising can be a great way to expand a cannabis brand and bring entrepreneurs into the industry who may not have the knowledge or resources to start a cannabis company from scratch.
Navigating multi-channel marketing in the cannabis industry can be difficult due to regulations and restrictions, but focusing on education, in-person experiences, and building relationships can help drive brand awareness and loyalty.
Social media marketing in the cannabis industry is challenging due to restrictions and the risk of being shut down. It's important to be careful with hashtags, focus on educational content, and explore other marketing channels like PR and in-person events.

Quick Links

DADiRRi

https://www.instagram.com/dadirri.extracts/

Dispensary Marketing: The Power of In-Person Activations and Strategic Partnerships with Special Guest Chris Vianello

Mon, 15 Apr 2024 03:30:00 -0600

Chris Vianello, co-founder of Dazed Cannabis, shares insights on scaling a dispensary and marketing strategies in different regulated states. He emphasizes the importance of community engagement and building authentic partnerships. Budtender education and brand partnerships are key for building awareness and loyalty. Chris also discusses the value of in-person event activations. He highlights the significance of understanding the local market and tailoring marketing strategies accordingly.

Takeaways

Engaging with the community and building authentic partnerships are crucial for scaling a dispensary.
Budtender education and brand partnerships are key for building awareness and loyalty.
In-person activations can be effective in reaching the target audience.
Understanding the local market and tailoring marketing strategies accordingly is essential.

Quick Links

https://www.instagram.com/dazedcanna/

https://dazed.fun/

Navigating Marketing and Compliance in the Hemp Beverage Industry with Special Guest Christopher Lackner

Mon, 08 Apr 2024 03:30:00 -0600

Summary

In this episode, Kristin McFarland interviews Christopher Lackner, Founder and President of Hemp Beverage Alliance. The Hemp Beverage Alliance is a trade association representing the emerging and growing hemp beverage industry.

Kristin and Chris discuss the growth and challenges of the hemp beverage industry, including consumer perception and education. They also explore industry trends and talk about the future of hemp-based beverages. Christopher shares insights on advocacy and regulation in the industry, as well as marketing strategies for hemp beverage businesses.

Takeaways

The hemp beverage industry is experiencing significant growth, with new products and innovations emerging.
Consumer education is crucial in overcoming challenges and changing perceptions about hemp beverages.
Industry trends include the development of new flavors and emulsion technology to improve the taste and consistency of hemp beverages.
Advocacy and regulation play a vital role in creating a framework for the industry to thrive while protecting consumers.
Marketing strategies should focus on sampling events and demos to allow consumers to try the products and gather feedback.
Navigating marketing technology and compliance requires careful consideration of payment processors and other tools.
There are top-of-funnel marketing strategies to help hemp beverage brands acquire new customers.

Quick Links

https://www.hempbeveragealliance.org/

How To Scale Nationally with an Asset-Light Brand with Special Guest Ardell Romez

Mon, 01 Apr 2024 07:30:00 -0600

In this episode, Kristin McFarland interviews Ardell Romez, Chief of Staff at Old Pal, a leading asset-light cannabis brand. They discuss the importance of authenticity and building a strong team in scaling a cannabis brand. They also explore the success of field marketing activations and the impact of local events on brand growth. They discuss collaboration opportunities in emerging markets like New York. He discusses the challenges of navigating different cannabis markets and the importance of building relationships with budtenders. Ardell also talks about the marketing channels that work for Old Pal, including email and Instagram. He highlights his favorite marketing campaigns and emphasizes the importance of growing email lists.

Takeaways

Authenticity is crucial in building a successful cannabis brand. Consumers value brands that are genuine and authentic to their local markets.
Building a strong team is essential for scaling a cannabis brand. Having a team that can execute and work well together is key to success.
Finding the right partners in different markets is crucial.
Field marketing activations, such as interactive events and experiences, can greatly contribute to brand growth and revenue goals. Navigating different cannabis markets requires finding the right strategies for each location's unique laws and regulations.
Building relationships with budtenders is crucial for successful sell-through in the cannabis industry.
Email marketing is a cost-effective channel for cannabis brands, but creativity is needed to comply with regulations.
Growing email lists takes time and can be achieved through events, promotions, and offering incentives to sign up.

Quick Links

https://www.linkedin.com/in/ardell-romez-733bbb115/

https://www.linkedin.com/company/old-pal/

https://oldpal.com/

The Future of Ecommerce for Dispensary Retailers with Special Guest Max Juhasz

Mon, 25 Mar 2024 03:30:00 -0600

Max Juhasz, CEO of Dope SEO, comes on as he launches his new Managed WordPress Plugin. He discusses the importance of conversion-focused marketing and SEO in the cannabis industry.

He shares how his new managed WordPress plugin integrates with Metric and Bio Track to streamline operations and provide accurate inventory counts through your website. He emphasizes the benefits of using native e-commerce functionality and the ability to track sales and customer data.

The future of cannabis e-commerce lies in creating better functioning websites that provide a seamless shopping experience for consumers.

Takeaways

Conversion-focused marketing and SEO are crucial for driving sales and revenue in the cannabis industry.
The creation of a managed WordPress plugin allows dispensaries to streamline operations, improve online sales, and provide accurate inventory counts.
Unlocking native e-commerce functionality will help you drive more revenue

Quick Links

https://dopeseo.com/

https://www.linkedin.com/in/maxjuhasz/

How to Make The Most of In-Person Events with Special Guest Matt Stumphf

Mon, 18 Mar 2024 11:20:00 -0600

Kristin McFarland introduces Season Four of Market Like a Badass, which focuses on increasing revenue with multi-channel marketing.

In this episode, she is joined by Matt Stumphf, an industry expert and representative of Strike Visuals, our sponsor for Season 4.

Matt shares the background of Strike Visuals and the synergy between the craft beer and cannabis industries.

They also talk about the misconceptions of investing in events and how to leverage digital marketing tactics in your event marketing plans. The conversation covers staffing and engagement at events, prepping for high-converting events, and the Madness in March campaign by Strike Visuals to encourage early planning.

Takeaways

Create an inviting environment at trade shows to encourage visitors to stay longer and have meaningful conversations.
Inflatable furniture can be a unique and fun solution for creating a lounge vibe at trade show booths.
Professional branding is crucial for building confidence and trust with potential customers.
Collecting customer emails and personalizing marketing efforts leads to better engagement and conversions.

Links

https://www.strikenow.com/

https://www.instagram.com/strikevisual/

https://www.linkedin.com/company/strike-visuals/

Brewing a Better Future: Empowering Women in Beer with Special Guest Glenda Quesada

Tue, 07 Nov 2023 03:30:00 -0600

Glenda Quesada is the Head Brewer and Co-owner at Dirigo Fermentory in Costa Rica. On this episode, she’s going to share her journey from corporate home brewer in Maine to Head Brewer and business owner in Costa Rica. We cover it all on this episode - from breaking stereotypes and creating more diversity in the beer industry to tips on running a successful restaurant and brewery. Learn more at: Dirigo Fermentory

https://www.instagram.com/dirigofermentory/

Cannabis Commerce: How To Drive More Sales Using Marketing Technology with Special Guest Erik Fletcher

Tue, 24 Oct 2023 03:30:00 -0600

On this episode, Kristin sits down with Erik Fletcher, the Founder of Arrowsmith Corporation out of Toronto, Canada. His company helps small and medium-sized businesses in tech, cannabis, and other sectors with a wide range of expertise including marketing, technology, business development, investment advisory, and consulting services. He’s been an entrepreneur for decades and has so much knowledge to offer when it comes to marketing technology.

Marijuana and Motherhood: Reducing Stigma For Plant-Based Parents with Special Guest Kelley Usborne Bruce

Tue, 10 Oct 2023 08:30:00 -0600

On this episode, you'll hear from special guest Kelley Usborne Bruce. Kelley is the Founder of CannaMommy and an industry OG. Out of the emerald triangle, Kelley has created a niche brand that empowers and educates moms around the world. She’s got some really cool experiential campaigns hitting the road soon and we share tips and tricks for leveraging field marketing events to grow your fan base.

https://www.cannamommy.org/

https://www.linkedin.com/in/thecannamommy/

The CMO Guide to Cannabis Marketing and Strategic Alliances with Special Guest Lance Lambert

Tue, 26 Sep 2023 08:30:00 -0600

On this episode, you'll hear from special guest Lance Lambert. As the Chief Marketing Officer of Grove Bags, he is responsible for overseeing the planning, development and execution of the organization's marketing and advertising initiatives. But he is no stranger to the cannabis industry. This Northern California cancer survivor has been part of the industry and speaking about the plant for a long time, working with well-known brands like The Cannabist, Weedmaps, and so on.

Join us as we guide you through customer journey marketing, strategic alliances, global markets, events, and much more.

Find out more at:

https://grovebags.com/

https://www.linkedin.com/in/lanceclambert/

Cannabis Growth Strategies: In-Store Demos, Product Differentiation, and Expert Insights with Special Guest Joe Hodas of Wana Brands

Tue, 12 Sep 2023 03:30:00 -0600

In this episode, we dive into the captivating world of cannabis marketing with a trailblazing guest, Joe Hodas. Joe is the Chief Marketing Officer of Wana Brands, the largest edible company in North America. Join us as we unravel the secrets behind their remarkable success in the rapidly evolving cannabis industry.

Joe takes us on an insightful journey through the art of multi-channel marketing. Discover how Wana Brands has conquered the art of reaching diverse audiences through multiple platforms, from special events to innovative collaborations.

But that's not all – our conversation delves deep into a cornerstone of their growth strategy: in-store demos. Uncover the magic that happens when customers have the chance to experience these edibles firsthand. From building trust to sparking customer loyalty, these in-store demos have been a pivotal force in expanding Wana Brands' customer base.

This episode will provide you with invaluable insights into the cannabis industry, actionable marketing strategies, and a glimpse into the future of marketing in one of the world's most exciting sectors.

Tune in to learn how Wana Brands continues to lead the way, tantalizing taste buds and sparking connections through strategic marketing and immersive customer experiences.

https://www.wanabrands.com/

https://www.linkedin.com/in/joehodas/

How Events Deliver Big Success for Small Business with Special Guest JR Awguagbaka

Fri, 01 Sep 2023 03:30:00 -0600

On this episode, we are going to hear from special guest John Richard (JR) Awguagbaka. JR is Founder and CEO of JOTIA Group. JOTIA Group is a B2B Tradeshow and Expo Organizer and their next upcoming event is the Green Label Summit & Expo in Las Vegas. Tune in as we geek out on events and event marketing so our listeners can understand how to make the most out of their event budgets and how to run high-performance events that have a return on investment.

https://www.linkedin.com/in/jrawguagbaka/

https://jotiagroup.com/

Season 2 Recap

Tue, 27 Jun 2023 10:00:00 -0600

On this episode, Kristin recaps the season, provides guest updates, and covers high level learnings from season 2 of Market Like A Badass.

For more details or updates on the launch of Season 3, follow Market Like A Badass on Instagram https://www.instagram.com/marketlikeabadass/

Or, follow Kristin on LinkedIn https://www.linkedin.com/in/kristinmcfarlandprofile/

Get Lit with Lauren Miele: Discover How the Kush Kards Queen Scaled Her Cannabis Greeting Cards Empire Through Events and Social Media

Tue, 06 Jun 2023 03:30:00 -0600

On this episode, you'll hear from special guest Lauren Miele, owner of Kush Kards and Naughty Kards, the ultimate collection of greeting cards for stoners. Lauren is a badass at social media marketing and is a mastermind when it comes to scaling a business through strategic events.

Find Kush Kards at:

https://www.kushkards.com/

https://www.instagram.com/kushkards/?hl=en

https://www.pinterest.com/kushkards/

Building A Revenue Generating Website For Your Craft Beer or Cannabis Business with Special Guest Nicola Tweed

Tue, 23 May 2023 03:30:00 -0600

On this episode, Kristin McFarland sits down with team member and website guru Nicola Tweed.

Nicola has been on the team since March 2022, helping cannabis and craft beer clients build high performing websites. She also runs her own global business when she’s not helping the agency, delivering badass websites for photography, wedding and other businesses through NT web design and development.

We'll talk about debunking website myths and website best practices for small business owners in the cannabis or craft beer industry.

We cover:

What’s the best platform for a website?
The benefits of WordPress for a cannabis or craft beer business
DIY versus D-I-DON’T - When to do it yourself and when to ask the expert.
What’s website maintenance and why should people care about it?
Why is it important to be intentional with your pages and content for conversion and SEO purposes?
What does it mean for a website to be optimized for conversions?

Find Nicola at:

https://nicolatweed.com/

https://www.youtube.com/@NicolaTweed

Resources mentioned:

https://thelifecoachschool.com/podcast/

https://www.denisedt.com/chillpreneur-book

High Impact Email Programs: How Cannabis and Craft Beer Companies Can Drive Repeat Business with Special Guest Alexandra Palau

Tue, 02 May 2023 03:30:00 -0600

On this episode, you'll hear from special guest Alexandra Palau, Founder and CEO of All About Email Marketing. Alexandra is based is sunny Florida but serves badass brands across the U.S. She’s worked with small, up and coming eCommerce businesses, to Carnival Cruise Lines and fortune 100 companies. She knows how to manage high impact email programs. She is a tremendous wealth of email knowledge and is joining us today to share some seriously badass email tips and tricks for our audience.

Learn how to use email marketing to increase repeat business, build brand loyalty, and increase customer lifetime value.

Connect with Alexandra at https://www.instagram.com/allaboutemailmarketing_/

https://allaboutemailmarketing.com/

Empowering Women in Cannabis: Overcoming Stigma, Discrimination, and Lack of Access to Funding with Special Guest Tanya Osborne

Tue, 18 Apr 2023 03:30:00 -0600

On this episode, Kristin sits down with The Canna Diva herself, Tanya Osborne. We are going to talk about empowering women in the cannabis industry. Our special guest today is building community, busting stigmas, and providing women a safe space to be who they are in the cannabis industry.

Connect with Tanya at https://www.linkedin.com/in/tanyaosborne/

Follow The Canna Diva: https://www.linkedin.com/company/the-cannadiva/about/

Follow Women Grow: https://womengrow.com/

How to Attract the Right Customers and Repel the Wrong Ones

Tue, 04 Apr 2023 03:30:00 -0600

On this episode, Kristin welcomes self-proclaimed Chief Personality Officer to the show! Welcome, Danielle Hughes, copywriting badass, workshop facilitator, speaker, and wine lover. We are going to talk about building your personality brand so you can attract the right clients and repel the wrong one’s.

Find Danielle at:

https://morethanwordscopy.com/

https://www.linkedin.com/in/daniellehughes/

Cultivating Cannabis and Community with Special Guest Rebecca Colett

Tue, 21 Mar 2023 03:30:00 -0600

On this episode, you'll hear from special guest Rebecca Colett, Founder and CEO of Calyxeum, a cannabis growing and processing company in Detroit, Michigan. Rebecca is supercharging her marketing with grassroots community efforts, giving voice to diversity and inclusion issues in the space, and is fueling the Detroit social equity incubator to empower other minority-owned cannabis businesses succeed!

https://calyxeum.com/

https://www.instagram.com/calyxeum_detroit/

https://www.linkedin.com/in/rebeccacolett/

https://www.linkedin.com/company/calyxeum-catalyst/

How to Centralize Your Dispensary Buying Process with Special Guest Sara Betesh

Tue, 07 Mar 2023 03:30:00 -0600

On this episode, you'll hear from special guest Sara Betesh, Founder and CEO of Betesh Buying Group. Sara kicks off the episode talking about how people can enter the cannabis industry. Next, you'll learn how cannabis business owners can develop their processes, vendor relationships, and forecasting. Sara also shares how dispensary's can find market voids to know what their consumers want and deliver top notch brand experiences.

Reach out to Sara Betesh, CEO of Betesh Buying Group at Sara@beteshbuying.com.

How to Build Your Personal Brand and Get Hired After Mass Layoffs

Tue, 07 Feb 2023 04:00:00 -0600

Layoffs are impacting employees in cannabis and across other industries. In this episode, Kristin sits down with Rachel Moore to discuss her #RachelForHire campaign, created after she was laid off to attract potential employers and get herself hired. Hear tips and tricks on how to build your own personal brand online so you can position yourself for the position of your dreams. #OpentoWork #RachelForHire

RESOURCES MENTIONED IN TODAY’S EPISODE:

Find and connect with Rachel Moore:

Rachel Moore is @rachelhasthemic everywhere on social media.

Her website is really.social, plus she has a weekly podcast she launched this year called The Really Social Podcast - all of this and more can be yours at her website really.social.

Other Resources:

Hemingway App

LEAVE SOME FEEDBACK:

What should we talk about next? Please let us know by emailing info@sourcemarketinggroup.com
Did you enjoy this episode? If so, please leave a short review.

CONNECT:

@marketlikeabadass

Follow our podcast on Apple or Spotify!

How to Manage Your Mental Health as an Entrepreneur with Special Guest Melissa Graziano

Wed, 01 Feb 2023 15:45:00 -0600

In this episode, Kristin welcomes listeners back to season 2 of the podcast with a special guest and episode. After taking a health hiatus from the podcast in 2022, Kristin opens up about her challenges with mental and physical health. Our special guest Melissa Graziano is a mental health expert and licensed trauma therapist. Kristin and Melissa are going to talk about mental health's impact on business owners and what people can do to avoid burnout, how to conquer imposter syndrome, and how to regulate your nervous system. Listen to this episode for at-home exercises and tips for managing the day-to-day stress that comes with being an entrepreneur.

RESOURCES MENTIONED IN TODAY’S EPISODE:

Find Melissa Graziano on Psychology Today or her website:

https://www.psychologytoday.com/us/therapists/melissa-graziano-fort-collins-co/933114

www.lanternswaycounseling.com

Other Therapy Resources:

www.psychologytoday.com to find a therapist

https://openpathcollective.org/ to find a lower cost therapist

https://www.emdria.org/find-an-emdr-therapist/ to find EMDR therapist

LEAVE SOME FEEDBACK:

What should we talk about next? Please let us know by emailing info@sourcemarketinggroup.com
Did you enjoy this episode? If so, please leave a short review.

CONNECT:

@marketlikeabadass

Follow our podcast on Apple or Spotify!

The Evolution of Digital Marketing in 2021

Mon, 12 Jul 2021 06:00:00 -0600

In our final episode of season one, you will hear about the evolution of digital marketing in 2021, what we have learned so far, and four ways to adapt your marketing strategy to compete in the ever changing digital marketing landscape.

TIME-STAMPED SHOW NOTES:

[00:25] Today’s topic: The evolution of digital marketing this year
[00:40] The digital revolution in 2021
[01:12] Instagram is punishing users for posting photos only
[02:01] Four ways to evolve your digital marketing strategy in 2021
[02:08] Harness the power of video and leverage the pros to make a positive impression
[02:42] Predictive analytics, machine learning, industry learning, or AI - whatever you want to call it, it helps you maintain your competitive advantage without a huge investment
[04:16] Social Media changes we’ve monitored this year and how it impacts your business and marketing plans moving forward
[05:17] Customer journey and the digitization of brand experiences
[06:30] You must embrace the digital age to remain competitive
[06:38] That’s a wrap for season one of Market Like a Badass
[07:21] We are launching a beta marketing membership, a monthly membership with no contracts at a low monthly rate to give YOU access to marketing executives, free resources, templates, and badass business advice. Join the Market Like A Badass group to learn more.
[07:54] We are coming back in the Fall so make sure you follow us on your favorite streaming platform and please follow us on social media to stay up to date with the launch of season 2.
[08:04] That’s it for today! To stay updated with marketing trends, go to www.sourcemarketinggroup.com for more information.

PLATFORMS AND GROUPS MENTIONED IN TODAY’S EPISODE:

Market Like A Badass Online Platforms

Facebook page
Facebook group
Along with having podcast pages on Instagram and Facebook, we have a Market Like A Badass Facebook Group that is free to our listeners. It’s a community of marketers and business owners who want to find valuable information and collaborate on ideas, marketing projects, and more. Join the Facebook group today! You’re a badass and we want you in our community.
Instagram page

LEAVE SOME FEEDBACK:

What should we talk about next? Please let us know by emailing info@sourcemarketinggroup.com
Did you enjoy this episode? If so, please leave a short review.

CONNECT:

@marketlikeabadass

Subscribe to our podcast on Apple or Spotify!

The Benefits of Hosting Customer Events with Special Guest Laura Clark

Mon, 21 Jun 2021 05:30:00 -0600

In this episode, Kristin brings on former colleague and fellow badass, Laura Clark, to talk about the importance of client events. Laura shares the benefits of hosting client facing events along with tips and tricks on how to plan all the details around a Client Advisory Board. Hear insights on how to grow relationships with your clients, get honest product/service feedback, and truly understand your clients real life experiences with your brand.

TIME-STAMPED SHOW NOTES:

[00:18] Today’s topic: how to host badass client events that help with product or service feedback and growing business relationships
[01:15] Why are events important for a business?
[02:29] The types of events you can host for clients and why
[04:30] Why voice of the customer is important
[06:07] Where do you start when planning a client event? How do you promote the event, invite people, or know which event type will perform best for your business goals?
[10:30] How to break through the noise and get more RSVPs
[13:17] How to work with sales and other internal stakeholders to build a target list for client events
[16:58] What makes a client a “top user”?
[17:52] How do you engage partners at events and why is that important? Is it a different format than a client event?
[22:34] The importance of executives at meetings and events. How to engage c-levels at events and how executives can support events
[23:55] Tracking and reporting ROI on events to C suite executives to justify your marketing and event spend and tie events back to closed/won business
[25:22] Event touchpoints have a higher propensity to close. Where you invest budget and which channels are effective always matters when planning events
[29:51] Why client touchpoints are important and what a business owner should do to be intentional with client events
[30:30] How do you stay organized with everything from run of show, communications, agenda, transportation, food and beverage, venue, and more?
[32:30] Keep it consistent with a campaign brief
[34:00] The importance of working with an event professional. A good event manager will understand all of the potential failures and prepare against that.
[36:33] Bad event example, including what can go wrong with poor planning - trouble at movie night. *Link to youtube video of dozens of air mattresses flying across event venue in Colorado :)
[37:33] Working with an event professional with empathy. Empathy is important because of the ability to anticipate needs of other people at live events.
[39:00] Knowing roles and goals and engaging event attendees - pre-event planning and training for your internal stakeholders
[42:15] Top three things Laura has learned along the way including, “The goal is not perfectionism, it’s progress.”
[45:32] What's the craziest thing that’s happened at an event of yours?
[48:03] What advice would you give someone looking to scale their event marketing on a tight budget?
[51:21] Lightning Round
[53:44] Learn more about and connect with Laura Clark https://www.linkedin.com/in/laurahclark/
[54:04] Thanks for listening! To stay updated with marketing trends, go to www.sourcemarketinggroup.com/blog for more information.

LEAVE SOME FEEDBACK:

What should we talk about next? Please let us know by emailing info@sourcemarketinggroup.com
Did you enjoy this episode? If so, please leave a short review.

CONNECT:

@marketlikeabadass

Subscribe to our podcast on Apple or Spotify!

Five Tips for Small Business Owners to Close More Business

Tue, 08 Jun 2021 06:00:00 -0600

In episode #10, you’ll be hearing directly from Kristin on five marketing topics, including the most recent status update regarding iOS14 and the impacts on Facebook advertising, DIY marketing disasters, what to plan for in Q3 now that live events are back with a ferocity, email marketing trends in 2021, and three things Kristin has learned so far this year.

TIME-STAMPED SHOW NOTES:

[00:48]Today’s first topic: Apple’s latest iOS update is impacting small businesses who are advertising on Facebook.
[03:45] DIY Disasters: marketing expertise matters
[05:27] While live events are coming back with a ferocity, it’s important to still plan thoroughly and have contingencies in place.
[06:33] Email Marketing Trends in 2021
[08:09] 3 things I’ve learned this year
[09:17] Season one is ending soon
[09:56] That’s it for today! To stay updated with marketing trends, go to www.sourcemarketinggroup.com for more information.

PLATFORM MENTIONED IN TODAY’S EPISODE:

Facebook.com

LEAVE SOME FEEDBACK:

What should we talk about next? Please let us know by emailing info@sourcemarketinggroup.com
Did you enjoy this episode? If so, please leave a short review.

CONNECT:

@marketlikeabadass

Subscribe to our podcast on Apple or Spotify!

Managing Events After a Global Pandemic with Special Guest Karen Lewison

Mon, 24 May 2021 17:00:00 -0600

Host Kristin McFarland is a proponent for events, be it live, virtual or hybrid. She has immense industry experience which makes it easy for her to find subject matter experts in event planning. In this episode, Kristin and Karen Lewison, Event Manager at Scaled Agile, sat down to discuss the future of events after facing the impacts of COVID-19. Tune in to learn from Karen’s 25+ years of event experience and hear how her company has pivoted its event strategy to better support and engage their global audience.

TIME-STAMPED SHOW NOTES:

[02:59] Karen’s work with Boulder-based company called Scaled Agile
[04:17] Breakdown of Agile Methodology and how it helps organizations connect business strategy and execution
[05:44] The Big Picture - Agile Framework developed by Scaled Agile
[07:35] How Agile works in events
[08:35] What are Scaled Agile’s event goals now that live events are coming back?
[09:20] How to make events more engaging online and build solid community through virtual events
[11:40] How different event types can create more engagement (Peer Connect Example)
[13:52] How to manage virtual, hybrid and live events efficiently
[17:00] Building different events with parallel experiences
[17:55] Mobile app adoption - Karen recommends specific audience size and tactics for connecting with audiences on mobile apps and devices
[20:30] How Karen engages a virtual or hybrid audience
[24:28] Pre record some content to make your online events valuable to the audience and easier to manage for the event coordinator
[26:22] What needs to be pre recorded versus done live at a virtual event?
[29:17] On demand content is becoming more available and people hosting virtual events should be hosting that recorded content on demand on their website
[32:47] What results should marketers be tracking at events? Session surveys, email metrics and beyond.
[37:19] How to measure the tangibles and intangibles at an event, from branded promo items, content and accessibility to other secrets to create a badass brand experience
[44:33] Upcoming Scaled Agile events
[49:38] Why it’s important for YOU to go agile in your business
[53:05] Resources you can use to go agile (also see platforms mentioned in show notes below)
[55:51] Learn more at scaledagile.com or scaledagileframework.com
[57:55] Lightning Round
[1:00:44] Closing, follow us for more insights or contact us here at The Source Marketing Group.

PLATFORMS MENTIONED IN TODAY’S EPISODE:

Asana

Hop.io

Tableau

SAFe

Smartsheets

Trello

Slack

Connect with our special guest:

LinkedIn or karen.lewison@scaledagile.com

Scaledagile.com or scaledagileframework.com

LEAVE SOME FEEDBACK:

What should we talk about next? Please let us know by emailing info@sourcemarketinggroup.com
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CONNECT:

@scaledagile

@marketlikeabadass

Follow our podcast on Apple or Spotify!

Protecting and Securing Your Badass Brand

Mon, 10 May 2021 06:00:00 -0600

In this episode, Kristin gets steps into the wild world of privacy and security. Kristin interviews Dennis Dayman, Privacy and Security Expert and Maropost CPO. Kristin and Dennis cover the important tips you need to know to protect your business and brand. Listen to this episode to ensure your company information and client trust is protected.

TIME-STAMPED SHOW NOTES:

[00:58] Today’s topic: Privacy and Security - Special Guest Introduction: Dennis Dayman
[01:57] Tell us more about you.
[06:18] Dennis’ involvement championing females by supporting Pioneers in Skirts - social impact documentary that aims to advocate the conversations about women in the workplace.
[12:20] With all of the new data laws popping up across the globe, how can a small business set themselves up to protect their customers and themselves?
[15:30] Privacy by Design
[16:14] Would you do to your grandma what you do to a client? Build in a privacy by design process and a privacy impact assessment.
[18:03] When should privacy become important for a business?
[21:45] Is there a difference between anti-spam laws and privacy laws?
[25:00] What to do about Can Spam?
[26:50] When will the US enact data regulation similar to GDPR?
[30:38] Security session - how does a small business protect themselves and their client from data theft?
[31:50] Can a hacker steal information from a Point of Sale Service virtually?
[33:30] Get your passwords out of an excel sheet!
[33:48] Why should marketers care about protecting their domain/email from phishing attacks or other threats? How can they go about doing this?
[38:40] Phishing is a real concern. Do small businesses need security training like big companies?
[42:40] The iOS14, impact on remarketing, and protecting yourself from third party app tracking
[45:23] The future of live events - what privacy concerns will businesses face by asking event attendees for proof of vaccination?
[50:57] How do you protect a remote team from security threats?
[54:00] Hacks and Facts Lightning Round
[57:30] Thanks for listening! To stay updated with marketing trends, go to www.sourcemarketinggroup.com for more information.

PLATFORMS MENTIONED IN TODAY’S EPISODE:

Eloqua

TunnelBear

LEAVE SOME FEEDBACK:

What should we talk about next? Please let us know by emailing info@sourcemarketinggroup.com
Did you enjoy this episode? If so, please leave a short review.

CONNECT:

@marketlikeabadass

Follow our podcast on Apple or Spotify!

Entrepreneurship, Events and Beers with Special Guest Natalie Jones

Mon, 26 Apr 2021 05:00:00 -0600

Self-proclaimed beer goddess, business badass, serial entrepreneur, and champion for females - welcome Natalie Jones to our first-ever guest podcast episode. Kristin and Natalie cover a myriad of topics in this episode, from their mutual love for beer, poop jokes, events, marketing, the impact of internships, the value of business coaching, and being the most authentic version of yourself. Enjoy the laughs, the insights, and the spotlight on two entrepreneurs who embody the term Market Like A Badass.

TIME-STAMPED SHOW NOTES:

[01:19] Today, we will cover entrepreneurship, fun runs and beer, and everything in between
[02:42] Meet Natalie Jones
[07:45] Breakdown of Natalie’s two businesses - Rocky Mountain Brew Runs and Beer Feelings
[09:44] Natalie and Kristin dive into the Rocky Mountain Brew Runs brand
[10:35] How does Natalie incorporate her fun, bubbly personality into her brand while still remaining authentic and professional?
[11:35] Be the best version of yourself
[13:57] How Natalie runs her entire Rocky Mountain Brew Runs brand around events
[16:35] “I sell memories, not stuff”
[18:52] Badass brand experiences and how to measure success
[23:40] Beer Feelings deep dive and the importance of niching down
[29:34] As a CEO juggling multiple priorities, what helps Natalie stay focused on the right marketing channels?
[30:05] The importance of business coaching
[31:25] Even better if...
[38:15] One piece of advice Natalie has for someone wanting to turn their idea into a business
[41:56] Lightning Round
[43:00] Odell...be our sponsor?!
[44:49] Resources from Natalie - head over to beerfeelings.com/badass for special offers for the Market Like A Badass audience
[46:30] Closing, follow us for more insights or contact us here at The Source Marketing Group.

PLATFORMS MENTIONED IN TODAY’S EPISODE:

Asana

Freebies from our special guest:

https://beerfeelings.com/badass

On this page listeners have the opportunity to unlock a 15% discount on the Summer Beer Feelings Relaxation Kit as well as download a Denver-based trail and brewery map called Ales & Adventures.

LEAVE SOME FEEDBACK:

What should we talk about next? Please let us know by emailing info@sourcemarketinggroup.com
Did you enjoy this episode? If so, please leave a short review.

CONNECT:

@beerfeelings

@rockymountainbrewruns

@marketlikeabadass

Follow our podcast on Apple or Spotify!

6 Email Marketing Mistakes to Avoid, So You Can Create a Badass Email Campaign

Mon, 12 Apr 2021 06:00:00 -0600

It may be over 40 years old, but email is still one of the most important and effective marketing channels. It has a high ROI, can be easily customized, and your customers can access it when it’s convenient for them. Whether you have a kickass email strategy already or you’re starting from scratch, we compiled a list of six mistakes you should avoid to create or maintain a high-performing email program.

TIME-STAMPED SHOW NOTES:

[00:17] Today’s topic: Market like a badass with a results driven plan
[00:44] Your audience learns differently
[00:57] Mistake #1 Poor quality lists
[01:33] Mistake #2 You’re not welcoming new subscribers
[01:57] Mistake #3 Bad subject lines
[02:32] Mistake #4 Emails that don’t load well
[03:02] Mistake #5 Unengaging Content
[03:49] Mistake #6 Not measuring the results that matter
[04:26] AOverwhelmed? Let us help!Overwhelmed? Let us help!
[04:53] If you’re overwhelmed at the thought of executing your email campaign, contact us here at The Source Marketing Group.
[05:23] Email is one of the most effective marketing channels, but it’s not always easy.

LEAVE SOME FEEDBACK:

What should we talk about next? Please let us know by emailing info@sourcemarketinggroup.com
Did you enjoy this episode? If so, please leave a short review.

CONNECT:

@marketlikeabadass

Follow our podcast on Apple or Spotify!

How to drive results from your marketing plan

Mon, 29 Mar 2021 06:00:00 -0600

In this episode, I cover the tips of the iceberg as it relates to how to drive results from your marketing plan. There is no “silver bullet” but there are a lot of best practices that will help you be the most intentional with your marketing spend and drive the conversions for your business. Listen to this episode and learn how you should optimize your marketing plan to drive results.

TIME-STAMPED SHOW NOTES:

[00:20] Today’s topic: Market like a badass with a results driven plan
[01:29] Your audience learns differently
[01:49] Customer Journey Mapping
[02:14] Example of customer journey experience
[04:28] How do you track success? What metrics matter?
[05:29] Report, refine, and optimize for repeatable, predictable results
[06:29] Know what results you want
[06:45] Marketing is a dynamic field, always changing due to emerging technology, new platforms, new services, new channels, and new techniques. But those same reasons I mentioned can cause many to be unfocused, overwhelmed, or ineffective
[07:08] According to inbound marketing and sales software developer HubSpot, 40 percent of marketers say proving marketing ROI is their top marketing challenge
[07:31] Thanks for listening! To stay updated with marketing trends, go to www.sourcemarketinggroup.com for more information.

Is Clubhouse in the Doghouse?

Mon, 01 Mar 2021 05:30:00 -0600

In episode #4, you will hear about the privacy concerns recently raised about Clubhouse for iOS users. You will learn about the breach and why you should assume all conversations are being recorded.

TIME-STAMPED SHOW NOTES:

[00:19] Today’s topic: Privacy experts and journalists worldwide are reeling about the popular audio chatroom Clubhouse after an unidentified user was able to stream audio feeds into their own third-party system
[01:11] Clubhouse has millions of users, millions of dollars, and very few privacy options
[02:52] Users of the invitation-only iOS app should assume all conversations are being recorded
[04:04] Always give users permission for their information to be shared to fight against pervasive tracking
[04:45] That’s it for today! To stay updated with marketing trends, go to www.sourcemarketinggroup.com for more information.

PLATFORM MENTIONED IN TODAY’S EPISODE:

Clubhouse

LEAVE SOME FEEDBACK:

What should we talk about next? Please let us know by emailing info@sourcemarketinggroup.com
Did you enjoy this episode? If so, please leave a short review.

CONNECT:

@marketlikeabadass

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How to prepare for the iOS 14 update

Mon, 08 Feb 2021 06:00:00 -0600

In episode #3, you will hear about the disruption to Facebook advertising that businesses are facing with the rollout of Apple’s latest iOS 14 update. I’ll cover the changes in measurement, reporting and action items you need to take now to minimize the impact Apple’s update will have on Facebook ad spend.

TIME-STAMPED SHOW NOTES:

[00:24] Today’s topic: Apple’s latest iOS update is going to negatively impact small businesses who are advertising on Facebook and other platforms.
[02:05] What now?
[03:22] Here is what’s changing that will impact measurement
[04:04] Ways to minimize the loss of data
[04:54] 8 conversion event limits
[06:17] Retargeting and Reporting
[06:53] Actions you need to take now
[09:25] That’s it for today! To stay updated with marketing trends, go to www.sourcemarketinggroup.com for more information.

PLATFORM MENTIONED IN TODAY’S EPISODE:

Facebook.com

LEAVE SOME FEEDBACK:

What should we talk about next? Please let us know by emailing info@sourcemarketinggroup.com
Did you enjoy this episode? If so, please leave a short review.

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4 tips for hosting a virtual conference

Fri, 22 Jan 2021 06:00:00 -0600

In episode #1, you will hear about the four tips to keep in mind when hosting a virtual conference. Find out more about choosing the right platform, the benefits of social media integrations, and how to drum up brand engagement. Tune in to hear it all!

For more information, read our blog post at: https://sourcemarketinggroup.com/4-tips-for-hosting-a-virtual-conference/

TIME-STAMPED SHOW NOTES:

[00:18] Today’s topic: Tips for hosting a virtual conference.
[01:04] Number one: Plan big.
[01:52] Number two: Choose the right platform.
[03:11] Number three: The social media angle.
[03:49] Number four: Targeted Support.
[05:07] That’s it for today! To stay updated with events, go to www.sourcemarketinggroup.com for more information.

PLATFORM MENTIONED IN TODAY’S EPISODE:

Hopin

LEAVE SOME FEEDBACK:

What should we talk about next? Please let us know by emailing info@sourcemarketinggroup.com
Did you enjoy this episode? If so, please leave a short review.

CONNECT:

@marketlikeabadass

Subscribe to our podcast on Apple or Spotify!

Social Media Trends in 2021

Fri, 22 Jan 2021 06:00:00 -0600

In episode #2, you will hear about the changes in social media trends in 2021. Find out what algorithm changes will impact your social strategy and learn about the trending platforms that are changing the way you engage with your audience. Tune in to learn more!

TIME-STAMPED SHOW NOTES:

[00:19] Today’s topic: Social Media changes in 2021.
[00:23] Instagram
[02:08] TikTok
[03:06] Patreon
[03:49] Clubhouse
[05:17] That’s it for today! To stay updated with more marketing tips and tricks, visit marketlikeabadass.media to learn more.

PLATFORMS MENTIONED IN TODAY’S EPISODE:

Instagram - @marketlikeabadass

TikTok

Patreon

Clubhouse - @coloradokristin

LEAVE SOME FEEDBACK:

What should we talk about next? Please let us know by emailing info@sourcemarketinggroup.com
Did you enjoy this episode? If so, please leave a short review.

CONNECT:

@marketlikeabadass

Subscribe to our podcast on Apple or Spotify!

Welcome to Market Like a Badass

Wed, 20 Jan 2021 06:00:00 -0600

Welcome to Market Like a Badass with Kristin McFarland.

For more from Kristin and her team, visit https://sourcemarketinggroup.com/