Quality Leads Generated
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As a fast-growing wholesale eCommerce brand selling smokable CBD products, TribeTokes needed a reliable way to generate high-quality B2B wholesale leads. Traditional channels such as trade shows were costly, inconsistent, and limited—especially during the pandemic. The brand required a scalable digital solution to consistently reach qualified CBD retailers.
Solutions
Targeted CBD retailers using compliant, high-performing paid advertising campaigns
Generated consistent, high-quality B2B wholesale leads at an efficient cost
Increased wholesale revenue while reducing reliance on traditional channels like trade shows
“Spokes has worked tirelessly to get ad channels set up for us that other agencies told us were impossible. They are very honest when they don’t think something will work or be profitable, which we appreciate. They’ve become like members of our internal team, always working toward our best interests on the marketing front. They’ve also helped us source B2B leads, reducing our reliance on trade shows, which was especially important during the” pandemic.”
What challenges were cannabis wholesale and B2B companies facing before partnering with Spokes Digital?
Before working with Spokes Digital, the wholesalers in the cannabis industry felt “invisible” within the marketplace. This group faced difficult conditions with the ban on advertising services like Google and Meta, and they couldn’t use the typical lead generation methods available through these platforms. This business model also relied on “word of mouth” marketing methods that were not current, and they used costly and ineffective trade show events. Their site also didn’t have the backbone to provide B2B search engine optimization, and they were lagging behind the competitors who were more adept at the new digital business model.
How did Spokes Digital help cannabis wholesalers increase qualified B2B leads and distributor inquiries?
We went beyond generic traffic and concentrated on lead generation with high purchase intent. Through the use of AI-driven SEO and B2B funnels, we optimized for the actual search terms used by dispensary owners and purchase managers, such as “bulk THC distillate” or “wholesale cannabis packaging,” to name a couple. We also utilized Programmatic and Native Advertising on cannabis-friendly networks and consumer sites, where the actual decision-makers spend their time, and we saw a constant flow of qualified leads.
How did Spokes Digital improve visibility for cannabis brands targeting retailers, distributors, and bulk buyers?
Visibility also has to do with being at the right place at the right time. We applied Hyperlocal and Technical SEO techniques to ensure our clients topped the list whenever retailers searched online for supply chain partners within their geographic locations. We optimized their Google Business Listings and engineered quality backlinks from authority domains in the cannabis industry to ensure our client stood out as the most visible and reputable option whenever the distributor or bulk buyer searched for partners.
What SEO and content strategies did Spokes Digital use to attract high-intent cannabis B2B traffic?
We don't just write blogs; we build educational authority. Our strategy includes:
Generative Engine Optimization-GEO: This is the process of optimizing the content to be cited by AI search engines such as ChatGPT or Gemini.
Educational Whitepapers: Developing resource-intensive content on subject matters like compliance in wholesale distribution that may assist in lead capturing.
Long Tail Search Phrase Target: Target focused phrases with high intent, such as "GMP certified cannabis extraction services," rather than generic phrases catering to recreational consumers.
Generative Engine Optimization-GEO: This is the process of optimizing the content to be cited by AI search engines such as ChatGPT or Gemini.
Educational Whitepapers: Developing resource-intensive content on subject matters like compliance in wholesale distribution that may assist in lead capturing.
Long Tail Search Phrase Target: Target focused phrases with high intent, such as "GMP certified cannabis extraction services," rather than generic phrases catering to recreational consumers.
How did Spokes Digital optimize the client’s B2B funnel to improve form submissions and demo requests?
The buying funnel in the case of B2B buyers is not the same as in the case of consumers. The optimized funnel was achieved by making the conversion process easier and shorter. This entailed the performance of Conversion Rate Optimization, the addition of Calls-to-Action, such as the addition of the action button "Get a Wholesale Quote," and the use of trust badges such as COAs and testimonials. Thus, the number of requests to demo and contact inquiries has greatly improved.
Why do cannabis wholesale companies choose Spokes Digital over other agencies in the industry?
Our clients choose to work with us because we are not “generalists” who have to study cannabis as we go. We are the largest global data-driven cannabis agency, and we provide:
Closed-Source AI Tech: The tools of our "Spokes AI" have predictive metrics that are unmatched by other agencies.
Compliance First: We understand the "legal minefield" of promoting cannabis, so we ensure our accounts aren't shut down.
Niche Expertise: We have experts on board who have experience working within the cannabis industry on both the B2B, B2C as well.
Closed-Source AI Tech: The tools of our "Spokes AI" have predictive metrics that are unmatched by other agencies.
Compliance First: We understand the "legal minefield" of promoting cannabis, so we ensure our accounts aren't shut down.
Niche Expertise: We have experts on board who have experience working within the cannabis industry on both the B2B, B2C as well.
How did Spokes Digital strengthen the client’s authority in the cannabis supply chain and wholesale market?
Authority is created by being consistently visible and of high value. Our strategy was to offer our clientele thought leadership positioning through the use of case studies based on facts, webinars on industry topics, and placements within top industry cannabis-related publications. By associating their brand with "education and reliability" as opposed to just "prices," our positioning strategy made them the "go-to" sources others turn to for their supply chain needs.
What improvements did Spokes Digital make to help the client reach decision-makers at dispensaries and distributors?
The decision-makers don’t scroll as the common man does. We have used the tools available on LinkedIn to "surround" the online world that dispensary owners and C-level executives occupy. Through the content we have developed, they have been able to address the concerns dispensary owners have related to product integrity, and through that, we have enabled our client’s message to reach the people who sign the checks.
How did Spokes Digital use targeted campaigns to increase wholesale order inquiries and bulk purchase leads?
Native Advertising and Retargeting: We drove interest by serving targeted ads on other industry websites to distributors who had visited a client's "Bulk Flower" page but didn't contact them. These omnichannel campaigns allowed the brand to appear in front of customers throughout the long B2B sales cycle, driving better quality inquiries and larger bulk orders.
How does Spokes Digital ensure long-term B2B growth for cannabis wholesale clients?
"One-and-done" campaigns are not something we support. Scalable digital transformation is our main focus. Instead of just chasing the next prospect, we construct a marketing engine that becomes more efficient over time by building a solid SEO base, automating email nurturing sequences for current leads, and constantly analyzing the data with our AI dashboards. This would undoubtedly assist our clients in establishing a strong and long-lasting market position.
