What are Effective Ways to Generate Leads at Cannabis Conferences?

Cannabis Conference Marketing Strategy – Picking The Right Events

Cannabis conferences attract several key attendee groups, first identify who you need to meet:

• – Industry professionals (dispensary owners, cultivators, processors, manufacturers)
• – Medical professionals interested in therapeutic applications
• – Investors and entrepreneurs seeking opportunities
• – Policymakers and regulators shaping industry frameworks

Cannabis Conference Selection and Event Planning

The cannabis industry offers many conferences throughout the year. Check out our comprehensive 2025 Global Hemp and Cannabis Conference List for the most up-to-date event calendar. Here are some top events to consider for your 2025 marketing strategy:

Some key factors for choosing conferences should include:

• – Target audience match
• – Conference focus (B2B vs. B2C)
• – Geographic market relevance
• – Past attendee quality and quantity
• – Speaking and networking opportunities
• – Local regulations (check online or with event organizers about specific requirements)

Pre-event outreach – Building Momentum and Booking Meetings Before the Conference

Direct Outreach – Booking Meetings and Securing Prospects

Pre-event outreach can significantly increase conference ROI by establishing connections before the event begins. NisonCo’s cannabis lead generation service specializes in this crucial preparation phase.

• – Research and build targeted prospect lists from confirmed conference attendees and exhibitors.
• – Create personalized outreach campaigns via email or LinkedIn (LinkedIn typically yields better response rates for industry events).
• – Schedule specific meeting times with potential clients during the conference to ensure valuable face-to-face time.
• – Track engagement metrics and response rates to continuously refine your approach throughout the pre-conference period.
• – Use follow-up sequences for prospects who show interest but don’t immediately commit to meetings.

Social Media and Content Strategy – Building Visibility and Awareness

Complement your direct outreach with broader digital marketing efforts. NisonCo’s content creation service can help with this phase.

• – Create event-specific blog content that establishes your expertise on topics being discussed at the conference.
• – Use official conference hashtags on social media platforms to increase visibility among attendees.
• – Share previews of what you’ll be showcasing at the event to generate interest.
• – Consider strategic sponsorship opportunities that align with your target audience and goals.
• – Create and share a conference attendance announcement on your company blog and social channels.
• – Engage with other confirmed attendees’ content to start building relationships ahead of time.

On-Site Strategy – Booth Strategy and Lead Capture

Booth Design and Engagement

Create an effective booth presence:

• – Design a professional space that is welcoming
• – Add interactive elements (touchscreens, AR/VR)
• – Create engaging marketing materials
• – Train staff on effective engagement
• – Add comfortable meeting spaces
• – Use sustainable materials
• – Plan product displays thoughtfully

Technology and Lead Capture Systems

Implement efficient lead capture systems:

• – QR codes for contact exchange
• – Tablet or computer-based registration
• – Interaction tracking – consider AI note takers like Fireflies to record meetings to assure nothing is missed in the chaos of the event
• – Simple data collection forms to assist with qualifying later

Educational Content Strategy

Build thought leadership through content:

• – Run booth workshops or panels from your booth (check to make sure this is allowed)
• – Share industry reports
• – Present market insights
• – Showcase case studies
• – Provide market research
• – Offer practical guides

Post-Conference Strategy – Lead Nurturing and Conversion

Follow-Up Protocol

Track your leads and metrics to improve both sales and future conference strategy.

• – Lead qualification and scoring
• – Automated follow-up sequences
• – Personalized communication templates
• – CRM integration
• – Performance tracking

Some follow-up tips:

• – Wait about 24 hours after the conference ends to send your first follow-up – this gives people time to travel home and get settled.
• – Include specific details from your conversation in your follow-up message, such as particular challenges discussed or solutions proposed.
• – Add your professional photo to your email signature or footer to help prospects remember who you are among the many people they met.

Lead Management Strategy

Create a structured system that combines human expertise with AI capabilities:

• – Use AI agents to qualify and sort leads
• – Automate initial contact and follow-up sequence
• – Track response patterns
• – Generate data-driven insights

Check out our webinar on using AI agents for sales optimization to learn more about implementing these strategies. NisonCo’s AI consulting services can help you set up and optimize these systems for your specific needs.

Performance Tracking –  Analytics and ROI

Track key metrics:

• – Lead quality and quantity – track both the total number of leads generated and their quality scores based on factors like budget authority, timeline, and fit with your offerings. Create a standardized scoring system that weighs factors like company size, purchasing timeline, and expressed interest level to consistently evaluate lead potential.
• – Source-specific conversion rates – – measure conversion rates for different lead sources within the conference, such as booth visits, scheduled meetings, workshop attendees, and referrals from other attendees. Compare these rates to identify which activities generate the highest quality leads and adjusting future conference strategies accordingly.
• – Cost per qualified lead – this should include all event-related expenses: booth costs, travel, personnel time, marketing materials, and technology investments. Break this down by lead source to identify the most cost-effective activities.
• – Meeting completion rates need tracking beyond just scheduled meetings – monitor show-up rates, meeting duration/value, and immediate next steps committed to during the conversation. This helps optimize future meeting strategies.
• – Brand awareness – track social media mentions, booth traffic patterns, and content engagement.
• – Survey results should gather feedback across multiple touchpoint, both internal and external – immediate post-meeting feedback, post-event satisfaction surveys, and long-term relationship development tracking.

Cannabis Conference Marketing Trends

Here are some current trends to keep in mind:

• • – Niche event segments are growing more specialized – dedicated tracks for specific license types, cultivation techniques, extraction methods, and regional markets. These focused sessions often yield higher-quality leads than general sessions.
  • – Integrated mobile apps have become central to event experience – features include real-time schedule updates, automated follow-up reminders, digital business card exchange, and instant messaging with booth staff. Many apps now integrate with major CRM platforms for seamless lead management.
  • – Sustainability initiatives extend to all aspects of event participation – consider digital-only materials, recyclable booth components, carbon offset programs for travel, and partnerships with local environmental organizations.

Note: Always check with event organizers about specific requirements and guidelines for exhibitors and marketing activities.

Want to discuss conference lead generation strategies for your cannabis business? Contact us to learn how we can help.