PODCAST: Dear Anna: Strategy Behind Growing Your Customer List

By Anna Anderson, Jill Bloom, Executive Director, Roofing Contractor

In the most recent episode of Best of Success, RC Publisher Jill Bloom speaks with Art Unlimited CEO Anna Anderson about the best ways to find your customer persona. Anderson says that companies should be using data to determine its target customer, whether internal or external data. Anderson says her company has put together a whopping 300 data sets to help find customers’ target clients.

“We have so many data points that intersect and support each other, and through that layering of the persona data, we get this very robust information model of who this target customer is,” Anderson says. “So, it’s not specific to names, but it gives us the ability to truly understand them.”

You can also use your customer persona to find new customers, even targeting specific groups.

“So many [contractors] don’t understand the power of the data inside their CRM,” Anderson says. “So we have been taking that and saying, ‘What is your data inside the CRM?’ and modeling those users to find more users.”

Anderson also stresses the importance of using technology to your advantage.

“We hear a lot about AI, but we don’t hear as much about using big data sets and breaking that down for small businesses to make incredibly accurate decisions when it comes to their marketing strategy, white space as far as where they are going to take the company in three to five years and predictive analysis,” Anderson says. “These are things that are at the fingertips of business owners in 2024.”

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Anna Chapman Anderson, CEO of Art Unlimited, has grown up working in the marketing industry. As a second generation owner, Anna is leading Art Unlimited within multiple industries and specialties. She speaks on national stages across the United States and works alongside business owners helping them obtain success. She is a recipient of the Joel Labovitz Entrepreneurial Success Award. Anna is an active member in Roofing Technology Think Tank (RT3), National Women in Roofing (NWiR), and Business Network International (BNI).

Jill Bloom is the innovative Executive Director of Roofing Contractor, Walls & Ceilings, Building Enclosure, Roofing Supply Pro, and the highly regarded Best of Success event. With a deep commitment to advancing the roofing, construction, and building enclosure industries, Jill oversees a robust portfolio of publications, podcasts, and events that empower professionals with knowledge, inspiration, and connections.

Her brands deliver exceptional value across multiple platforms, including:

Techos y Más, the Spanish-language newsletter of Roofing Contractor.
Safety Advisor, a newsletter focused on critical resources for jobsite safety.
Thermal Talk, a newsletter focused on insights and news for the insulation contractor.
eRock, a leading newsletter for drywall contractors.
The Enclosure Experts podcast, offering architects deep insights into building enclosure technologies.
If Walls Could Talk, a podcast dedicated to exploring trends and innovations for the wall and ceiling contractor.
The Best of Success Podcast, providing thought leadership and practical advice for roofing professionals.

Jill’s passion for professional development and fostering industry connections is exemplified by the Best of Success event, a premier gathering of contractors, suppliers, and thought leaders for unmatched education and networking.