Dear Anna: How Can I Optimize Lead Generation?

Studying your company’s touchpoints can lead to smarter marketing decisions

By Jill Bloom, Anna Anderson, Chris Gray

Dear Anna: How Can I Optimize Lead Generation?

In reviewing revenue and the lead sources driving that revenue, it makes sense for contractors to invest in those sources bringing in the most money. It’s a fair strategy, but contractors can do more.

How Can I Optimize Lead Generation?

Lead generation serves contractors well, but do they really know what the first touchpoint was that led a customer to their business? In this episode, Art Unlimited CEO and marketing expert Anna Anderson challenges contractors to think differently about where and how to invest in lead generation.

In this episode of “Dear Anna,” Art Unlimited CEO and marketing expert Anna Anderson challenges contractors to think differently about where and how to invest in lead generation. She points out it’s not only the source contractors need to examine, but the process.

She explains a company might use a customer service representative or artificial intelligence as the initial touchpoint, which is then turned over to a salesperson. That agent, AI or human, will only process that lead by the last touch point.

“We’re only making decisions based off of ‘Where did those individuals do the final conversion through?’” she said.

According to a 2017-18 study from Google, customers at that time experienced an average of seven to 12 touchpoints. Anderson says when companies begin to measure those touchpoints, they gain a better understanding of what the actual first touchpoint was that drove a customer to contact them.

“When we make budgetary decisions, are we cutting out budget dollars that are for lead sources or platforms that are the first touchpoint my customer engages with?” she said.

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Jill Bloom is the innovative Group Publisher 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 eNews of Roofing Contractor.
Safety Advisor, an eNews focused on critical resources for jobsite safety.
Thermal Talk, an eNews focused on insights and news for the insulation contractor.
eRock, a leading eNews 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.

Anna Anderson is the visionary CEO of Art Unlimited, a leading marketing agency that specializes in digital and traditional marketing services. With years of experience in the marketing industry, Anna has become a well-known expert in roofing marketing services, having helped numerous companies increase their online presence and boost their bottom line.