FloQast’s Guide to Multi-Channel Review Campaigns
FloQast has accomplished what so quite a few companies try to: rapidly populating authentic customer reviews on G2.
In partnership with The Captivate Collective, their cohesive evaluation era method resulted in a 312% enhance in assessments as opposed to the year prior.
FloQast is a close administration answer created for accountants, by accountants, that automates, streamlines, and gives visibility into the a variety of action objects that accountants have to go by means of each and every month. The Captivate Collective is an advocate marketing consulting agency that operates with clientele like FloQast to build their advocacy tactic from scratch.
Alongside one another they developed a assessment era approach that produced a lot more evaluations than FloQast ever has prior to.
We sat down with Victoria LaPlante, FloQast’s Head of Shopper Advertising and Group, and Kiely Monteiro, The Captivate Collective’s Senior Guide, to learn far more.
Building their evaluate assortment system
LaPlante and Monteiro shared their playbook for making the marketing campaign that drove hundreds of new critiques, and how they utilized those evaluations just after collecting them. Their review selection method involves 4 critical ways, highlighted down below.
1. Targeting segments
When FloQast very first began working with The Captivate Collective, they explored approaches to increase outreach and looked at targeting prospects for overview asks when they had been most engaged (and consequently most probable to go away a evaluation).
To begin, they seemed at admins and professionals from providers that had renewed in the previous 6 months, as well as anybody deemed a product champion by their buyer accomplishment managers. They understood these consumers had enough expertise with the platform to give a detailed critique, and that they were actively leveraging FloQast at their corporation.
Upcoming, they focused clients who experienced shared feedback with them in several other channels and hypothesized that if they were being eager to share feed-back in a single channel, they would be possible to share it on G2 as properly. They despatched evaluate requests out to their NPS respondents, as perfectly as any one who had submitted a guidance ticket and left feedback by means of the comply with-up.
By increasing their concentrate on viewers, FloQast was ready to capture a wide array of authentic assessments from their most engaged people.
But they did not prevent there.
2. Soliciting critiques by a lot more than one avenue
In get to push as lots of testimonials as feasible, FloQast also implemented a multi-channel tactic to engage their comprehensive shopper base. They explored each client touchpoint and worked to integrate critique requests during their customer expertise.
This provided building review requests through:
- In-app notifications
- Item banners
- FloQast’s software indication-in webpage
- Social posts
- Shopper local community internet pages
- E mail newsletters
- In-person events
LaPlante shared, “Showcasing it within the application by itself, which countless numbers of buyers are viewing every single day, it underscores the price that we are inserting on shopper opinions.”
3. Engaging buyers
One basic system the team used to appeal to and interact prospective reviewers was theming their regular monthly critique requests. Though a little contact, it captured the consideration of their shoppers and saved the asks refreshing.
Some instance opening traces included “you are audit I need” in February and “April showers convey May perhaps flowers (and G2 critiques)” in Might.
Each and every e mail would open with an accounting pun or holiday concept, and then would incentivize reviewers to depart feedback in trade for an Amazon gift card. Believe that it or not, accountants are amusing folks!
4. Driving inner alignment
Last but not least, to execute cross-purposeful alignment and visibility across the corporation for their campaigns, an internal playbook was established.
LaPlante says, “Making guaranteed our crew understood that their involvement in the good results of the campaign was important, and obtaining that general knowing of what we were striving to complete, was crucial and component of the success.”
Victoria LaPlante
Head of Purchaser Marketing and advertising and Group at FloQast
Monteiro and the FloQast marketing and advertising management crew fulfilled weekly to brainstorm the preliminary plan, and soon after getting alignment, labored alongside one another to converse that approach to FloQast’s heads of assist and buyer results.
At the time they were being bought in, the marketing campaign kicked off with 1:1 outreach from the CSMs to their prospects. Monteiro and LaPlante also preferred to ensure that teams stayed determined to continue their outreach. They started off by displaying a ticker to visually clearly show how near they were being to their target.
LaPlante satisfied with inner stakeholders on a weekly foundation to align all numerous contact points and discussions that were going on across the group. She also established and leveraged an inside Slack channel focused to constant campaign updates, thoughts, and outcomes.
From collection to utilization
Now that they experienced produced a broad variety of assessments from across their consumer base, FloQast utilized assessments both internally, to construct have faith 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 buyer, a yr later on when you talk to them for a evaluate, they’ll recall how testimonials aided them come to feel validated in their order choice and be much more probably to go away a evaluate by themselves. It’s a continuous loop that positive aspects all events involved.”
Victoria LaPlante
Head of Customer Advertising and Local community at FloQast
Internally, LaPlante and her team just take individuals assessments and make positive to react to and occur up with essential themes that they are viewing throughout reviews. When evaluations are gathered, FloQast teams them into thematic buckets and vital variables for their company, this sort of as business enterprise sizing, market, and geography.
They are then packaged into quotebooks to be leveraged as marketing and advertising materials by the product sales progress groups.
Embracing all comments
As a Director of Customer Promoting, LaPlante recognizes that outreach to all clients can trigger some anxiety, primarily at the leadership stage, but notes, “you want to stand at the rear of your item. If you are resolute that you have a merchandise that makes a distinction, and you know that shoppers are prosperous utilizing it, you can be confident that they’re going to give you that form of comments that you are wanting for on G2.”
LaPlante encourages businesses not to be worried of customer testimonials, even if it is unclear exactly where their favor falls. When FloQast receives a negative evaluate, which is exceptional, they make guaranteed to react to the client, and share the responses with the interior group with the aligning region of chance.
Kiely Monteiro
Senior Expert at The Captivate Collective
This consideration to the customer is mirrored in FloQast’s most modern recognition as the #1 vendor in the Romantic relationship Index for Monetary Shut in G2’s Slide 2022 stories. When probable prospects are looking through evaluations and responses, they can experience at ease recognizing that if a worst-case state of affairs transpires, they will be in very good hands.
LaPlante reflects, “One of the main themes that we were equipped to pull away was how our prospects are identifying the reality that we are listening and they truly feel like we truly are having their suggestions to coronary heart and to the product or service. It was one particular of the areas they gave us a good deal of superior remarks on.”
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