FloQast’s Guide to Multi-Channel Review Campaigns
FloQast has achieved what so lots of companies try to: immediately populating authentic shopper reviews on G2.
In partnership with The Captivate Collective, their cohesive review technology system resulted in a 312% improve in reviews as opposed to the calendar year prior.
FloQast is a close administration resolution built for accountants, by accountants, that automates, streamlines, and gives visibility into the various action objects that accountants have to go via each individual thirty day period. The Captivate Collective is an advocate advertising consulting company that operates with customers like FloQast to construct their advocacy tactic from scratch.
With each other they created a critique era method that generated much more testimonials than FloQast ever has before.
We sat down with Victoria LaPlante, FloQast’s Head of Client Internet marketing and Local community, and Kiely Monteiro, The Captivate Collective’s Senior Guide, to study far more.
Making their evaluate collection strategy
LaPlante and Monteiro shared their playbook for setting up the marketing campaign that drove hundreds of new testimonials, and how they used these testimonials right after amassing them. Their review assortment technique involves four important steps, highlighted under.
1. Concentrating on segments
When FloQast very first began performing with The Captivate Collective, they explored ways to broaden outreach and seemed at targeting prospects for evaluation asks when they were most engaged (and as a result most possible to go away a evaluate).
To start off, they looked at admins and professionals from providers that had renewed in the earlier 6 months, as effectively as anyone deemed a products champion by their customer success professionals. They realized these consumers had more than enough practical experience with the platform to give a extensive evaluation, and that they were actively leveraging FloQast at their corporation.
Upcoming, they targeted clients who had shared opinions with them in several other channels and hypothesized that if they were being eager to share suggestions in one particular channel, they would be probable to share it on G2 as very well. They sent evaluation requests out to their NPS respondents, as very well as everyone who experienced submitted a guidance ticket and left comments by way of the comply with-up.
By growing their concentrate on viewers, FloQast was equipped to capture a wide range of genuine evaluations from their most engaged end users.
But they did not end there.
2. Soliciting assessments by means of more than one avenue
In buy to drive as a lot of assessments as probable, FloQast also carried out a multi-channel approach to interact their whole shopper foundation. They explored every single purchaser touchpoint and labored to incorporate overview requests through their shopper knowledge.
This incorporated making evaluate requests via:
- In-app notifications
- Product or service banners
- FloQast’s software indicator-in webpage
- Social posts
- Consumer community internet pages
- Email newsletters
- In-person situations
LaPlante shared, “Showcasing it within just the software alone, which 1000’s of end users are looking at every single one day, it underscores the worth that we are positioning on buyer feed-back.”
3. Participating shoppers
A single uncomplicated approach the team utilized to catch the attention of and have interaction opportunity reviewers was theming their monthly evaluation requests. Whilst a small contact, it captured the notice of their prospects and kept the asks new.
Some illustration opening lines included “you are audit I need” in February and “April showers provide May possibly bouquets (and G2 testimonials)” in May possibly.
Just about every e-mail would open with an accounting pun or holiday theme, and then would incentivize reviewers to depart feedback in exchange for an Amazon gift card. Think it or not, accountants are funny persons!
4. Driving inside alignment
Finally, to complete cross-useful alignment and visibility throughout the organization for their campaigns, an internal playbook was established.
LaPlante claims, “Making certain our staff comprehended that their involvement in the success of the campaign was vital, and obtaining that typical comprehending of what we were attempting to accomplish, was important and portion of the accomplishment.”
“Reviews are really essential to our fast-developing business. We take client feed-back quite significantly, and G2 information will help us immediately adapt to better meet our client’s requires.”
Head of Customer Marketing and Neighborhood at FloQast
Monteiro and the FloQast advertising and marketing leadership group achieved weekly to brainstorm the first prepare, and immediately after obtaining alignment, worked jointly to talk that prepare to FloQast’s heads of aid and shopper achievement.
The moment they were being bought in, the campaign kicked off with 1:1 outreach from the CSMs to their customers. Monteiro and LaPlante also desired to assure that groups stayed enthusiastic to carry on their outreach. They started out by displaying a ticker to visually clearly show how shut they had been to their goal.
LaPlante met with interior stakeholders on a weekly basis to align all various touch factors and conversations that ended up occurring throughout the group. She also created and leveraged an internal Slack channel dedicated to steady campaign updates, concepts, and effects.
From selection to utilization
Now that they had created a huge range of assessments from throughout their buyer base, FloQast applied reviews both internally, to make believe in with shoppers, and externally from a marketing and advertising standpoint.
LaPlante shares, “If you have a prospect who sees your badges and then results in being a shopper, a calendar year later when you inquire them for a review, they’ll try to remember how assessments helped them come to feel validated in their obtain decision and be a lot more likely to go away a critique themselves. It is a continual loop that advantages all parties included.”
“We’re very pleased to be named a Chief in our category on G2, and the badges accept our place of dominance previously mentioned our competitiveness.”
Head of Customer Marketing and Group at FloQast
Internally, LaPlante and her crew take people assessments and make positive to reply to and arrive up with vital themes that they are looking at throughout reviews. When opinions are gathered, FloQast groups them into thematic buckets and essential variables for their company, this sort of as business enterprise dimension, sector, and geography.
They are then packaged into quotebooks to be leveraged as promoting supplies by the revenue progress teams.
Embracing all feedback
As a Director of Consumer Marketing and advertising, LaPlante recognizes that outreach to all consumers can lead to some nervousness, particularly at the leadership stage, but notes, “you require to stand driving your merchandise. If you are resolute that you have a item that helps make a variance, and you know that consumers are productive applying it, you can be self-confident that they’ll give you that variety of feedback that you happen to be on the lookout for on G2.”
LaPlante encourages companies not to be concerned of shopper reviews, even if it is unclear where their favor falls. When FloQast gets a destructive assessment, which is uncommon, they make confident to react to the shopper, and share the opinions with the inner crew with the aligning spot of option.
“Negative testimonials are a excellent prospect. Responding to negative reviews and switching whichever it is, if doable, is a probability to increase and turn consumers close to.”
Senior Consultant at The Captivate Collective
This awareness to the consumer is mirrored in FloQast’s most modern recognition as the #1 vendor in the Relationship Index for Economical Close in G2’s Fall 2022 reviews. When potential customers are reading critiques and responses, they can come to feel snug understanding that if a worst-circumstance situation occurs, they will be in excellent hands.
LaPlante reflects, “One of the main themes that we were able to pull absent was how our consumers are identifying the simple fact that we are listening and they truly feel like we actually are taking their responses to coronary heart and to the products. It was one particular of the places they gave us a large amount of large remarks on.”
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