The cannabis industry may be growing rapidly, but it remains a close-knit professional community where who you know matters. Ancillary businesses—also known as non-plant-touching businesses—and those engaged in strictly business-to-business (B2B) relationships, in particular, face unique challenges when trying to build credibility and lasting business bonds in a competitive, highly regulated market.
Although these types of firms can be seen as less exciting in comparison to consumer packaged goods brands, at least in the rarefied atmosphere of social networking, properly leveraged networking still can lead to tremendous growth. That’s why leaning into the long-term game is essential to create sustainable growth and stand out.
In this industry, trust is essential. In a market where compliance must be airtight and success comes only to those who are in it for the long haul, a reputation for reliability is key. Therefore, no one can expect to grow a professional network overnight. By focusing on building real connections (rather than short-term gains) and centering clients, B2B businesses can foster deeper, more profitable collaborations.
Building relationships is all about alignment. Find individuals or businesses that share your values and goals and back their words with action. Whether you’re co-hosting an industry event or launching a co-branded product, success depends on shared goals and a long-term vision for growth.
For this reason, you must have a clear set of goals and values anytime you speak with an industry professional. Whether you’re networking for personal or business reasons, having guidelines for compatibility will help determine your investment in that relationship.
Moreover, you can more clearly assess red flags. For instance, partners focused solely on financial gain or with conflicting goals can derail even the most promising collaborations. Before attending a networking event or meeting up with a fellow professional, be sure to jot down your priorities and values to keep you focused.
Industry-specific events are goldmines for professionals looking to form meaningful connections. Major trade shows like MJBizCon, MJ Unpacked, and NECANN offer unparalleled opportunities to meet industry leaders and potential partners in person. Local events, such as New England’s TeeHC Open golf tournament, provide a more intimate setting for building hyper-local relationships.
To make the most of events, plan ahead. Schedule meetings before you arrive, attend after-parties for chances to network in a more relaxed environment, and seek out opportunities to participate in panel discussions or breakout sessions. Such touchpoints help establish your presence and build connections.
In addition to in-person events, digital networking tools like LinkedIn are essential for nurturing relationships post-event. By sharing valuable content, engaging with industry professionals in the comments, and sending thoughtful direct messages, you can keep the conversation going long after the trade show ends.
Networking requires a focus on providing value without expecting immediate returns. Offering helpful insights, sharing resources, and being a reliable sounding board can foster genuine connections.
It goes without saying this should be a consistent effort made over time. Stay engaged without overwhelming contacts by periodically sharing industry updates, relevant articles, or upcoming events others may find useful. This not only keeps you on your contacts’ radar but also demonstrates your commitment to supporting their success.
For example, after meeting someone at a trade show or networking event, follow up with a thoughtful email that recaps your conversation and expresses interest in continuing the relationship. Then, focus on keeping the conversation going in the months to come.
Lastly, show up for your contacts when it matters, whether that means attending their events, sharing their content on social media, or offering insights when asked. These small but meaningful actions build trust, setting the foundation for stronger, more profitable partnerships in the future.
Long-term networking opens the door to powerful opportunities like joint ventures and co-branded campaigns that foster mutual growth. Once trust is established, businesses can collaborate on joint product launches, educational webinars, or cross-promotional campaigns that showcase their products and expertise to a wider audience.
Beyond the direct benefits, the ripple effect of good connections is significant. In a tight-knit industry like cannabis, word-of-mouth recommendations often lead to new opportunities without aggressive marketing tactics. When businesses focus on building trust and providing consistent value rather than chasing immediate sales, they create a foundation for sustained growth, innovation, and stronger partnerships.
Whether your business is B2C or B2B, consider rethinking your strategy for networking and forming strategic partnerships. By aiming for genuine connections, trust, and consistent value exchange, you’ll be better positioned for long-term success.
Dan Serard is vice president of sales and marketing for Cannabis Creative Group, an award-winning marketing agency. A six-year veteran of the cannabis industry, he is a member of professional organizations including the Cannabis Marketing Association, Rolling Stone Culture Council, and the National Association of Cannabis Businesses.