FloQast’s Guide to Multi-Channel Review Campaigns

FloQast has attained what so quite a few corporations try to: speedily populating authentic buyer testimonials on G2.

In partnership with The Captivate Collective, their cohesive critique era technique resulted in a 312% increase in evaluations as opposed to the 12 months prior.

FloQast is a near management option manufactured for accountants, by accountants, that automates, streamlines, and offers visibility into the numerous motion merchandise that accountants have to go as a result of every single thirty day period. The Captivate Collective is an advocate promoting consulting company that works with clients like FloQast to create their advocacy approach from scratch. 

Jointly they constructed a assessment technology method that produced more critiques than FloQast ever has prior to. 

We sat down with Victoria LaPlante, FloQast’s Head of Consumer Marketing and Neighborhood, and Kiely Monteiro, The Captivate Collective’s Senior Advisor, to understand additional. 

Developing their review assortment technique

LaPlante and Monteiro shared their playbook for setting up the marketing campaign that drove hundreds of new evaluations, and how they utilized people opinions after amassing them. Their overview selection strategy incorporates four important steps, highlighted under. 

1. Targeting segments

When FloQast to start with started functioning with The Captivate Collective, they explored strategies to increase outreach and looked at targeting customers for assessment asks when they were most engaged (and as a result most likely to leave a overview). 

To commence, they appeared at admins and supervisors from corporations that had renewed in the past six months, as perfectly as anyone considered a products champion by their buyer results administrators. They understood these people had ample knowledge with the platform to give a comprehensive review, and that they were actively leveraging FloQast at their group. 

Future, they focused consumers who experienced shared feed-back with them in various other channels and hypothesized that if they were being eager to share suggestions in a person channel, they would be very likely to share it on G2 as properly. They sent evaluate requests out to their NPS respondents, as effectively as any person who had submitted a assist ticket and remaining responses by way of the abide by-up.

By growing their concentrate on viewers, FloQast was in a position to capture a wide range of genuine testimonials from their most engaged users. 

But they did not cease there.

2. Soliciting assessments through extra than one avenue

In purchase to generate as several critiques as probable, FloQast also executed a multi-channel tactic to engage their entire buyer foundation. They explored every shopper touchpoint and labored to incorporate review requests through their client encounter. 

This integrated generating assessment requests via: 

  • In-application notifications
  • Product or service banners
  • FloQast’s software sign-in webpage
  • Social posts
  • Shopper local community internet pages
  • E-mail newsletters 
  • In-man or woman events

LaPlante shared, “Showcasing it inside the application by itself, which thousands of end users are observing just about every one working day, it underscores the price that we are placing on purchaser feed-back.”

3. Engaging clients

A person straightforward system the team utilized to bring in and have interaction potential reviewers was theming their every month assessment requests. While a small touch, it captured the focus of their customers and saved the asks new. 

Some instance opening traces included  “you are audit I need” in February and  “April showers bring May possibly bouquets (and G2 testimonials)” in May.

FloQast's customer engagement G2 campaign

 

Each e-mail would open with an accounting pun or getaway topic, and then would incentivize reviewers to go away opinions in exchange for an Amazon reward card. Believe it or not, accountants are humorous persons!

4. Driving interior alignment

Lastly, to execute cross-practical alignment and visibility throughout the organization for their strategies, an inner playbook was developed.

LaPlante claims, “Making positive our crew recognized that their involvement in the success of the marketing campaign was critical, and possessing that typical knowledge of what we were being striving to execute, was important and section of the accomplishment.” 

“Reviews are really crucial to our fast-rising firm. We consider purchaser comments very seriously, and G2 facts can help us speedily adapt to much better meet our client’s wants.”

Victoria LaPlante
Head of Customer Advertising and Group at FloQast

Monteiro and the FloQast marketing management team satisfied weekly to brainstorm the preliminary program, and immediately after having alignment, labored jointly to talk that approach to FloQast’s heads of assistance and purchaser results. 

At the time they were bought in, the campaign kicked off with 1:1 outreach from the CSMs to their customers. Monteiro and LaPlante also wanted to guarantee that teams stayed inspired to carry on their outreach. They begun by displaying a ticker to visually show how close they were being to their goal.

LaPlante achieved with inside stakeholders on a weekly basis to align all many touch factors and discussions that have been occurring throughout the group. She also created and leveraged an inner Slack channel dedicated to steady marketing campaign updates, tips, and success.

From assortment to utilization

Now that they experienced generated a broad variety of opinions from throughout their purchaser foundation, FloQast made use of opinions equally internally, to establish belief with prospects, and externally from a advertising viewpoint. 

LaPlante shares,  “If you have a prospect who sees your badges and then results in being a buyer, a 12 months later on when you inquire them for a evaluate, they’ll don’t forget how testimonials assisted them come to feel validated in their invest in selection and be more very likely to depart a assessment on their own. It’s a continuous loop that positive aspects all parties involved.” 

“We’re very pleased to be named a Chief in our category on G2, and the badges admit our position of dominance previously mentioned our opposition.”

Victoria LaPlante
Head of Customer Marketing and Community at FloQast

Internally, LaPlante and her group get people critiques and make certain to react to and come up with essential themes that they are looking at throughout reviews. When testimonials are collected, FloQast teams them into thematic buckets and important variables for their small business, these types of as business enterprise sizing, business, and geography. 

They are then packaged into quotebooks to be leveraged as marketing materials by the revenue enhancement teams.

Embracing all suggestions

As a Director of Buyer Promoting, LaPlante acknowledges that outreach to all clients can result in some panic, primarily at the leadership amount, but notes, “you will need to stand at the rear of your item. If you are resolute that you have a products that makes a variation, and you know that customers are successful working with it, you can be assured that they’ll give you that sort of feedback that you are searching for on G2.” 

LaPlante encourages providers not to be worried of purchaser testimonials, even if it is unclear where by their favor falls. When FloQast receives a detrimental evaluation, which is unusual, they make certain to reply to the consumer, and share the responses with the inside workforce with the aligning space of prospect. 

“Negative testimonials are a fantastic possibility. Responding to destructive reviews and switching regardless of what it is, if doable, is a likelihood to expand and convert consumers all-around.”

Kiely Monteiro
Senior Marketing consultant at The Captivate Collective

This interest to the shopper is mirrored in FloQast’s most current recognition as the #1 vendor in the Connection Index for Monetary Shut in G2’s Slide 2022 reviews. When likely customers are looking at critiques and responses, they can experience relaxed knowing that if a worst-circumstance state of affairs happens, they will be in good palms.

LaPlante demonstrates, “One of the core themes that we have been able to pull absent was how our customers are determining the point that we are listening and they really feel like we truly are getting their feedback to coronary heart and to the product or service. It was a person of the locations they gave us a lot of large remarks on.”

Completely ready to crank out much more opinions and grow to be a G2 Leader? Study how to lean into purchaser-led progress with G2 Promoting Answers.

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