BioTrackTHC is an industry-leading seed-to-sale inventory management and dispensary point-of-sale (POS) software specifically designed for the cannabis industry. With its introduction in 2010, BioTrackTHC was the first cannabis POS system to integrate every vertical and type of license in the cannabis industry into a single tracking tool.
Today, BioTrackTHC provides cultivation tracking, processing/manufacturing tracking, and compliance tracking across the cannabis supply chain, as well as cannabis dispensary POS software solutions to clients in 34 states, seven countries, and nine government traceability contracts.
BioTrackTHC has been subscribing to the Cannabiz Media License Database for a year, and I spoke with Jeff Gonring, Director of Marketing Communications, and Steve Flaks, Vice President of Sales, to learn more about how BioTrackTHC uses the data available in the License Database to achieve its goals.
Why Does BioTrackTHC Subscribe to the Cannabiz Media License Database?
BioTrackTHC subscribes to the Cannabiz Media License Database to support its sales and marketing efforts. “Coming from other industries,” shares Jeff, “I know there are tools out there to help businesses reach decision-makers. When BioTrack was searching for a sales tool, we found that the Cannabiz Media License Database alleviates the problem of getting to cannabis industry decision makers. It’s a great tool with a great reputation, and we love the reliability of the data. Cannabiz Media is the first company to get accurate data for us, so we can focus on our initiatives.”
Having the ability to access current information about cannabis license holders enables BioTrackTHC to develop and implement focused strategies quickly and efficiently. “We’ve been able to hit the ground running in new markets, which is extremely valuable,” explains Steve. “For example, we wouldn’t have had a way to promote our product at events in Oklahoma as the state got its cannabis program up and running without the Cannabiz Media License Database.”
BioTrackTHC leverages the targeting and email marketing features in the License Database to move prospects through the sales funnel, engage with them effectively, and escalate leads to sales calls as appropriate. “Using the License Database, we can target decision makers by license and business type as well as by things like revenue,” says Jeff. “We can also track who has viewed and opened our messages, which helps with follow up messages. It allows us to see who is engaged and refine our approach to improve results.”
The team at BioTrackTHC also uses some unique features in the Cannabiz Media License Database to do their jobs. “The mapping tool makes it easy to see things and helps us focus our prospecting strategy visually and efficiently,” says Steve.
“Our sales team also utilizes the news and updates sent by Cannabiz Media. Because of the alerts, we can call clients and prospects right away to re-engage them,” Steve explains. “For example, a sales person can call a prospect and say, ‘I just read about this news happening in your area,’ which is a great way to start a conversation.”
One of the most unique benefits that BioTrackTHC has gained from the Cannabis Media License Database is validation of its market share and position as the industry leader. Jeff explains, “The majority of our industry is in the private sector, so it’s difficult to prove market share and each company’s position in the industry. The License Database allowed us to validate both our market share in POS for the cannabis industry and our position as market leader.”
What’s Next for Cannabiz Media and BioTrackTHC?
BioTrackTHC will be launching version 2.0 of its software product this summer and expects it to take the U.S. by storm. Jeff, Steve, and the BioTrackTHC team look forward to accessing more granular data from the Cannabiz Media License Database and working with Cannabiz Media on new opportunities in the future.
At the same time, the Cannabiz Media team will continue to deliver reliable, up-to-date data to BioTrackTHC and all of its subscribers as well as develop new features in the License Database to provide the granular data and robust functionality that companies operating in and with the cannabis industry need to be successful.
To learn what the Cannabiz Media License Database can do for your business, schedule a free demo.
Susan Gunelius, Lead Analyst for Cannabiz Media and author of Marijuana Licensing Reference Guide: 2017 Edition, is also President & CEO of KeySplash Creative, Inc., a marketing communications company offering, copywriting, content marketing, email marketing, social media marketing, and strategic branding services. She spent the first half of her 25-year career directing marketing programs for AT&T and HSBC. Today, her clients include household brands like Citigroup, Cox Communications, Intuit, and more as well as small businesses around the world. Susan has written 11 marketing-related books, including the highly popular Content Marketing for Dummies, 30-Minute Social Media Marketing, Kick-ass Copywriting in 10 Easy Steps, The Ultimate Guide to Email Marketing, and she is a popular marketing and branding keynote speaker. She is also a Certified Career Coach and Founder and Editor in Chief of Women on Business, an award-winning blog for business women. Susan holds a B.S. in marketing and an M.B.A in management and strategy.