Cleaning Up In The Cannabis Industry with XRpure
How Hybrid Marketing Co. helped drive awareness and results for XRpure’s industry-leading cannabis decontamination systems.
Results at a Glance
Increase in year-over-year website visits.
Increase in year-over-year leads.
Sales targets exceeded, positioning XRPure as the leader in cannabis decontamination.
Breaking Ground in Cannabis Decontamination
The cannabis industry is no stranger to challenges: microbial contamination, equipment skepticism, and fierce competition dominate the space. Enter XRpure, a new player with the bold vision of utilizing advanced, proprietary X-ray technology to eliminate contaminants without compromising quality.
Founded in 2023 as a Varex Imaging subsidiary, XRpure offers cold-process decontamination systems with unparalleled throughput and affordable leasing options to cannabis producers who desire a clean, pure, and potent product.
But being the new kid in a crowded, skeptical market is no easy feat. XRpure needed more than a brand—they needed a presence. That’s where Hybrid Marketing Co. came in.
The Goal: Establishing Credibility and Generating Demand
XRpure was entering a niche, high-stakes market dominated by established players, requiring far more than the typical launch. Hybrid’s mission was clear: build a brand that exudes confidence, craft a marketing strategy that educates and engages, and set the foundation for sustainable growth.
Hybrid’s objectives included:
- Creating a bold, approachable brand identity that positioned XRpure as an industry leader.
- Developing targeted campaigns to cut through the noise and reach skeptical cannabis producers.
- Crafting messaging that conveyed the value of X-ray technology in microbial mitigation.
- Supporting a strong debut at MJBizCon, the industry’s biggest stage.
The Approach: A Full-Court Marketing Press
Introducing a disruptive product in a saturated market demands momentum. Hybrid ignited XRpure’s launch with a dynamic strategy that made waves and drove immediate impact.
Brand Development with Impact
Hybrid crafted XRpure’s voice, logo, tagline, and website to position the brand as a trusted, innovative player in cannabis decontamination. The website was optimized for search visibility and designed for seamless usability, establishing XRpure’s credibility from the first click.
Maximizing MJBizCon Success
Hybrid turned XRpure’s MJBizCon debut into a cornerstone of its launch strategy. A stunning booth design, lead-capture system, and promotional campaign grabbed the attention of key industry players.
Integrated Marketing and PR
Hybrid’s multi-channel efforts reached XRpure’s target audience where it mattered most:
- Run-of-Site Ads: Featured in top industry publications like MG Magazine and Cannabis & Tech Today.
- SEO: Persona-driven content and search campaigns elevated XRpure’s online visibility.
- Thought Leadership: Blog posts and articles solidified their position as experts in microbial mitigation.
- PR Collaboration: Partnering with the Rosen Group secured coverage in MMJ Daily, Benzinga, and Cannabis Equipment News.
The Results: XRure Makes Its Mark
Hybrid’s approach delivered results that were as bold as the brand itself, laying the groundwork for XRpure’s continued success.
A Launch That Delivered
XRpure’s MJBizCon debut made an impact, drawing attention with a polished, professional brand that converted interest into actionable leads.
Significant Online Growth
Website traffic increased by 261.2% year over year, while leads grew by 34.5%, creating strong momentum.
Exceeding Sales Goals
XRpure outpaced its annual sales targets by 20%, positioning itself as a key partner for cannabis producers.
Building Industry Credibility
Consistent marketing and PR efforts helped XRpure gain recognition as a rising leader in the cannabis decontamination space.
About Hybrid Marketing Co.
Hybrid Marketing Co. thrives at the intersection of creativity and strategy, building brands that don’t just compete—they dominate. From crafting identities that stand out to delivering campaigns that drive measurable results, we turn ambition into success. Whether you’re entering the market or leveling up your presence, Hybrid is your partner in making moves that matter.
Get in touch; let’s do great work together.
