The Challenge
Today, Treez is trusted by hundreds of dispensary retail businesses, and as their customer base has continued to expand—like any good business—Treez has further refined its Ideal Customer Profile (ICP). With a clear ICP in mind, the sales and marketing team found themselves needing greater visibility into the market, the competitive landscape, and verified contact information to prioritize and personalize messaging to key decision makers. Head of Marketing, Natasha Nicholas, knew she needed something better to get the job done.
“Before Emerald Intel, we leveraged a mix of internal reporting and a third-party business intelligence tool, however the tool lacked a centralized, reliable source of truth that could support real-time, data-driven decision-making, and as a result, lost credibility with our team over the years.”
The Solution
Emerald Intel delivered on each of Treez's requirements:
- Access to regularly updated data, including retail operation status
- Reliable contact and ownership information
- Robust filtering and segmentation capabilities to surface ICPs in key territories
- Seamless, easy integration with Salesforce
- A user-friendly, intuitive experience requiring minimal end-user training
The Results
After implementing Emerald Intel, Natasha and her team have experienced multiple efficiency gains.
“Our territory planning and account-based marketing (ABM) initiatives are now more targeted and effective, and as a result, we’ve reduced the time required for ABM list creation by over 40%.”
For the Treez team, Emerald Intel stood out for its depth of licensee and contact data, commitment to data integrity, intuitive UX, and the filtering and segmentation tools.
“We can quickly build lists based on license type, state, business status, and ownership structure for both marketing research and sales outreach—which means we can target existing markets with greater efficiency and expand to new markets by quickly surfacing viable targets aligned with our ICP.”
From start to finish, Natasha has found Emerald Intel to be responsive, collaborative, and genuinely invested in her team’s success.
“It feels like a true partnership, not just a vendor relationship. For any team operating in the cannabis industry that values accurate license data, enriched contact intelligence, and efficient segmented list creation, Emerald Intel is a no-brainer. EI is a foundational tool to add to your tech stack that can save your team time, improve targeting, and ultimately accelerate GTM and sales growth.”
