How MBO Ventures became a trusted name in cannabis ESOPs.

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About MBO Ventures

MBO Ventures is an investment bank dedicated to Employee Stock Ownership Plans (ESOPs) for cannabis companies, a structure that helps owners address the tax burden of Section 280E.

The challenge

Darren Gleeman, Managing Partner, had tried pitching journalists and podcasts himself, but running an investment bank left no time for proper media outreach. “I wanted someone with a network larger than mine, someone who could get me on podcasts, in publications, and beyond,” he said.

He compared several firms. His concern with a larger agency was being handed to a junior associate. With Green Lane, he knew the most experienced person would work directly on his account.

What Green Lane did

Green Lane took over the time-intensive work of pitching so Gleeman and his team could focus on the business. The program secured podcast appearances, publication features and other media placements that positioned Gleeman as the expert voice on cannabis ESOPs.

Detailed monthly coverage reports showed the media impact clearly. Gleeman first committed to three months and extended the engagement because he saw the value in continuous visibility.

“The work we've done with Green Lane has laid a strong foundation for my brand, and I'm confident it will continue to pay off in the long term as people recognize my name and associate it with expertise.”

The results

The placements exceeded Gleeman's expectations. Referral partners, such as attorneys, now introduce him to people who already recognize his name, and that recognition reinforces trust before the first conversation.

“The earned media Green Lane has generated for me and MBO Ventures has definitely enhanced my brand. It's built credibility, trust, and awareness within the industry.”

Darren Gleeman, Managing Partner, MBO Ventures