FloQast’s Guide to Multi-Channel Review Campaigns
FloQast has completed what so several organizations attempt to: swiftly populating authentic purchaser reviews on G2.
In partnership with The Captivate Collective, their cohesive overview technology method resulted in a 312% boost in opinions in comparison to the 12 months prior.
FloQast is a near administration alternative manufactured for accountants, by accountants, that automates, streamlines, and provides visibility into the different action things that accountants have to go via every month. The Captivate Collective is an advocate promoting consulting company that is effective with clients like FloQast to create their advocacy tactic from scratch.
Together they crafted a overview era strategy that produced additional testimonials than FloQast at any time has right before.
We sat down with Victoria LaPlante, FloQast’s Head of Customer Advertising and marketing and Group, and Kiely Monteiro, The Captivate Collective’s Senior Specialist, to find out a lot more.
Making their evaluation selection method
LaPlante and Monteiro shared their playbook for building the marketing campaign that drove hundreds of new critiques, and how they utilized these evaluations following accumulating them. Their evaluation collection technique includes four vital measures, highlighted under.
1. Concentrating on segments
When FloQast initial commenced operating with The Captivate Collective, they explored techniques to increase outreach and looked at concentrating on shoppers for evaluate asks when they have been most engaged (and therefore most probably to leave a evaluate).
To get started, they appeared at admins and managers from businesses that experienced renewed in the previous six months, as perfectly as any one deemed a solution champion by their customer results managers. They realized these customers experienced ample practical experience with the platform to give a comprehensive critique, and that they have been actively leveraging FloQast at their business.
Upcoming, they specific buyers who had shared comments with them in different other channels and hypothesized that if they were being ready to share feed-back in one channel, they would be likely to share it on G2 as properly. They sent critique requests out to their NPS respondents, as properly as anyone who experienced submitted a aid ticket and remaining suggestions by the observe-up.
By expanding their target audience, FloQast was ready to seize a broad selection of authentic assessments from their most engaged end users.
But they didn’t end there.
2. Soliciting evaluations by means of additional than one particular avenue
In buy to drive as several critiques as achievable, FloQast also executed a multi-channel strategy to interact their entire client foundation. They explored each buyer touchpoint and worked to integrate assessment requests all through their consumer expertise.
This included making assessment requests as a result of:
- In-application notifications
- Solution banners
- FloQast’s software sign-in website page
- Social posts
- Customer local community pages
- E mail newsletters
- In-individual events
LaPlante shared, “Showcasing it in just the software by itself, which thousands of customers are observing each and every solitary working day, it underscores the benefit that we are inserting on customer suggestions.”
3. Partaking buyers
A single very simple approach the group utilized to draw in and interact potential reviewers was theming their month to month evaluation requests. While a tiny contact, it captured the focus of their consumers and stored the asks new.
Some instance opening traces included “you are audit I need” in February and “April showers bring Could bouquets (and G2 critiques)” in Could.
Each and every e-mail would open with an accounting pun or vacation theme, and then would incentivize reviewers to go away opinions in trade for an Amazon gift card. Believe that it or not, accountants are funny persons!
4. Driving inside alignment
Last but not least, to accomplish cross-purposeful alignment and visibility throughout the business for their strategies, an internal playbook was developed.
LaPlante says, “Making certain our crew recognized that their involvement in the achievements of the marketing campaign was crucial, and obtaining that basic comprehending of what we were hoping to execute, was significant and aspect of the accomplishment.”
“Reviews are very important to our quickly-increasing group. We consider purchaser feedback quite critically, and G2 data aids us rapidly adapt to better meet our client’s demands.”
Head of Client Internet marketing and Community at FloQast
Monteiro and the FloQast promoting leadership staff satisfied weekly to brainstorm the first program, and immediately after receiving alignment, labored alongside one another to connect that prepare to FloQast’s heads of assistance and customer results.
When they were being acquired in, the campaign kicked off with 1:1 outreach from the CSMs to their clients. Monteiro and LaPlante also preferred to make sure that groups stayed inspired to go on their outreach. They started by displaying a ticker to visually clearly show how shut they have been to their aim.
LaPlante fulfilled with inside stakeholders on a weekly foundation to align all a variety of touch factors and conversations that have been taking place throughout the business. She also created and leveraged an interior Slack channel committed to continual campaign updates, suggestions, and outcomes.
From collection to utilization
Now that they experienced created a extensive selection of assessments from across their shopper foundation, FloQast applied opinions each internally, to build have faith in with customers, and externally from a promoting perspective.
LaPlante shares, “If you have a prospect who sees your badges and then will become a purchaser, a yr afterwards when you ask them for a evaluate, they’ll don’t forget how testimonials assisted them really feel validated in their obtain decision and be extra probably to go away a review them selves. It’s a steady loop that advantages all get-togethers included.”
“We’re happy to be named a Leader in our category on G2, and the badges acknowledge our situation of dominance above our competition.”
Head of Shopper Advertising and marketing and Local community at FloQast
Internally, LaPlante and her group consider those testimonials and make certain to reply to and occur up with key themes that they are looking at throughout opinions. When assessments are gathered, FloQast teams them into thematic buckets and vital variables for their company, this sort of as enterprise sizing, marketplace, and geography.
They are then packaged into quotebooks to be leveraged as marketing components by the gross sales improvement teams.
Embracing all suggestions
As a Director of Buyer Promoting, LaPlante recognizes that outreach to all shoppers can cause some nervousness, especially at the leadership degree, but notes, “you need to have to stand powering your solution. If you are resolute that you have a merchandise that will make a difference, and you know that consumers are successful making use of it, you can be assured that they’re going to give you that sort of suggestions that you might be looking for on G2.”
LaPlante encourages providers not to be afraid of purchaser opinions, even if it is unclear where their favor falls. When FloQast receives a damaging review, which is unusual, they make sure to reply to the shopper, and share the suggestions with the inner workforce with the aligning place of opportunity.
“Negative testimonials are a wonderful chance. Responding to unfavorable critiques and shifting whichever it is, if attainable, is a likelihood to develop and change buyers close to.”
Senior Expert at The Captivate Collective
This awareness to the purchaser is mirrored in FloQast’s most latest recognition as the #1 vendor in the Romance Index for Money Near in G2’s Fall 2022 stories. When likely buyers are reading through evaluations and responses, they can feel comfortable being aware of that if a worst-case state of affairs comes about, they will be in fantastic palms.
LaPlante demonstrates, “One of the core themes that we had been able to pull absent was how our customers are pinpointing the point that we are listening and they experience like we actually are having their feed-back to coronary heart and to the product or service. It was 1 of the regions they gave us a great deal of substantial remarks on.”
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