FloQast’s Guide to Multi-Channel Review Campaigns
FloQast has accomplished what so lots of organizations try to: promptly populating genuine client evaluations on G2.
In partnership with The Captivate Collective, their cohesive assessment technology method resulted in a 312% enhance in assessments as opposed to the yr prior.
FloQast is a close management solution made for accountants, by accountants, that automates, streamlines, and provides visibility into the different action things that accountants have to go through every month. The Captivate Collective is an advocate marketing consulting company that will work with purchasers like FloQast to create their advocacy method from scratch.
Collectively they crafted a critique era technique that created a lot more reviews than FloQast ever has just before.
We sat down with Victoria LaPlante, FloQast’s Head of Buyer Internet marketing and Community, and Kiely Monteiro, The Captivate Collective’s Senior Specialist, to learn extra.
Setting up their evaluate collection strategy
LaPlante and Monteiro shared their playbook for developing the campaign that drove hundreds of new testimonials, and how they used all those reviews following accumulating them. Their review assortment method involves four vital techniques, highlighted underneath.
1. Concentrating on segments
When FloQast initially begun functioning with The Captivate Collective, they explored methods to increase outreach and seemed at focusing on consumers for assessment asks when they were being most engaged (and consequently most possible to leave a evaluate).
To begin, they seemed at admins and administrators from firms that experienced renewed in the past six months, as properly as any individual considered a product or service winner by their consumer achievement professionals. They understood these end users experienced plenty of encounter with the platform to give a complete evaluation, and that they had been actively leveraging FloQast at their organization.
Upcoming, they specific clients who experienced shared feedback with them in a variety of other channels and hypothesized that if they were being inclined to share comments in one particular channel, they would be likely to share it on G2 as perfectly. They sent evaluation requests out to their NPS respondents, as effectively as anyone who experienced submitted a help ticket and remaining feed-back via the adhere to-up.
By expanding their target viewers, FloQast was able to capture a wide selection of authentic testimonials from their most engaged end users.
But they didn’t stop there.
2. Soliciting reviews by extra than one avenue
In buy to generate as numerous assessments as attainable, FloQast also executed a multi-channel approach to engage their complete buyer foundation. They explored every consumer touchpoint and labored to incorporate critique requests throughout their customer expertise.
This included making evaluate requests via:
- In-application notifications
- Product or service banners
- FloQast’s software sign-in web page
- Social posts
- Consumer neighborhood pages
- Electronic mail newsletters
- In-man or woman gatherings
LaPlante shared, “Showcasing it within just the software by itself, which countless numbers of people are viewing every single working day, it underscores the price that we are placing on shopper comments.”
3. Partaking buyers
1 uncomplicated technique the team applied to entice and have interaction prospective reviewers was theming their month to month critique requests. Even though a compact contact, it captured the notice of their consumers and held the asks clean.
Some example opening strains included “you are audit I need” in February and “April showers deliver May possibly bouquets (and G2 reviews)” in May well.
Every e-mail would open with an accounting pun or getaway theme, and then would incentivize reviewers to depart responses in trade for an Amazon present card. Believe that it or not, accountants are funny men and women!
4. Driving inner alignment
Lastly, to accomplish cross-purposeful alignment and visibility across the organization for their strategies, an internal playbook was produced.
LaPlante suggests, “Making confident our team understood that their involvement in the accomplishment of the marketing campaign was essential, and obtaining that general understanding of what we have been striving to accomplish, was important and part of the good results.”
“Reviews are particularly vital to our speedy-growing firm. We acquire shopper feedback quite severely, and G2 knowledge helps us immediately adapt to superior fulfill our client’s wants.”
Head of Shopper Advertising and marketing and Community at FloQast
Monteiro and the FloQast marketing leadership staff met weekly to brainstorm the initial approach, and following having alignment, worked jointly to communicate that system to FloQast’s heads of assist and shopper success.
As soon as they had been bought in, the campaign kicked off with 1:1 outreach from the CSMs to their consumers. Monteiro and LaPlante also preferred to guarantee that groups stayed determined to keep on their outreach. They commenced by exhibiting a ticker to visually display how near they were to their target.
LaPlante achieved with inside stakeholders on a weekly basis to align all several touch details and discussions that ended up occurring throughout the business. She also designed and leveraged an inside Slack channel focused to continual campaign updates, thoughts, and outcomes.
From collection to utilization
Now that they had created a wide vary of critiques from throughout their purchaser base, FloQast utilised reviews equally internally, to build believe in with customers, and externally from a advertising point of view.
LaPlante shares, “If you have a prospect who sees your badges and then becomes a consumer, a 12 months later when you check with them for a review, they’ll don’t forget how reviews helped them come to feel validated in their order final decision and be far more probable to leave a evaluate by themselves. It’s a continuous loop that rewards all parties concerned.”
“We’re proud to be named a Chief in our category on G2, and the badges admit our posture of dominance previously mentioned our levels of competition.”
Head of Client Advertising and marketing and Local community at FloQast
Internally, LaPlante and her staff just take people opinions and make guaranteed to react to and appear up with vital themes that they are seeing across reviews. When reviews are gathered, FloQast groups them into thematic buckets and important variables for their business, this kind of as business enterprise size, market, and geography.
They are then packaged into quotebooks to be leveraged as advertising and marketing materials by the sales progress groups.
Embracing all comments
As a Director of Buyer Advertising, LaPlante recognizes that outreach to all consumers can trigger some anxiousness, particularly at the management degree, but notes, “you will need to stand behind your solution. If you are resolute that you have a merchandise that tends to make a variance, and you know that customers are prosperous making use of it, you can be self-assured that they are going to give you that variety of opinions that you might be wanting for on G2.”
LaPlante encourages companies not to be frightened of shopper reviews, even if it is unclear the place their favor falls. When FloQast receives a destructive review, which is scarce, they make sure to reply to the client, and share the comments with the inner team with the aligning location of opportunity.
“Negative assessments are a fantastic possibility. Responding to unfavorable opinions and transforming whatever it is, if achievable, is a possibility to expand and flip customers all-around.”
Senior Expert at The Captivate Collective
This notice to the client is reflected in FloQast’s most the latest recognition as the #1 vendor in the Connection Index for Financial Shut in G2’s Drop 2022 experiences. When probable consumers are reading through opinions and responses, they can experience relaxed recognizing that if a worst-circumstance state of affairs comes about, they will be in good palms.
LaPlante displays, “One of the core themes that we were being capable to pull away was how our shoppers are figuring out the reality that we are listening and they experience like we genuinely are using their opinions to coronary heart and to the product. It was a single of the parts they gave us a great deal of higher remarks on.”
Completely ready to make much more testimonials and turn out to be a G2 Chief? Understand how to lean into shopper-led advancement with G2 Advertising and marketing Options.