FloQast’s Guide to Multi-Channel Review Campaigns
FloQast has attained what so a lot of firms try to: speedily populating authentic buyer evaluations on G2.
In partnership with The Captivate Collective, their cohesive assessment era method resulted in a 312% boost in assessments as opposed to the 12 months prior.
FloQast is a shut management alternative designed for accountants, by accountants, that automates, streamlines, and gives visibility into the several motion merchandise that accountants have to go by means of every single month. The Captivate Collective is an advocate advertising consulting agency that performs with purchasers like FloQast to construct their advocacy strategy from scratch.
Collectively they created a critique era tactic that generated extra testimonials than FloQast at any time has before.
We sat down with Victoria LaPlante, FloQast’s Head of Consumer Advertising and Local community, and Kiely Monteiro, The Captivate Collective’s Senior Specialist, to understand a lot more.
Setting up their critique collection approach
LaPlante and Monteiro shared their playbook for building the marketing campaign that drove hundreds of new testimonials, and how they utilized those critiques immediately after gathering them. Their review selection technique features 4 significant techniques, highlighted down below.
1. Focusing on segments
When FloQast initial commenced operating with The Captivate Collective, they explored ways to expand outreach and seemed at concentrating on shoppers for evaluation asks when they were most engaged (and for that reason most probable to leave a overview).
To commence, they appeared at admins and supervisors from providers that experienced renewed in the past 6 months, as perfectly as anybody deemed a products winner by their consumer results administrators. They understood these customers experienced adequate experience with the platform to give a extensive evaluation, and that they had been actively leveraging FloQast at their business.
Upcoming, they qualified customers who had shared comments with them in various other channels and hypothesized that if they were being keen to share suggestions in one particular channel, they would be probable to share it on G2 as perfectly. They despatched evaluation requests out to their NPS respondents, as well as anyone who had submitted a assistance ticket and still left responses by means of the follow-up.
By expanding their focus on viewers, FloQast was capable to seize a wide array of genuine reviews from their most engaged buyers.
But they did not prevent there.
2. Soliciting assessments by means of more than one avenue
In purchase to drive as lots of evaluations as probable, FloQast also executed a multi-channel tactic to engage their full customer foundation. They explored just about every consumer touchpoint and labored to integrate assessment requests in the course of their consumer working experience.
This provided earning assessment requests via:
- In-application notifications
- Item banners
- FloQast’s software indicator-in webpage
- Social posts
- Purchaser community webpages
- Email newsletters
- In-human being functions
LaPlante shared, “Showcasing it in the software by itself, which thousands of users are looking at every single single working day, it underscores the price that we are placing on buyer comments.”
3. Engaging customers
One simple process the staff applied to bring in and interact probable reviewers was theming their regular critique requests. When a smaller contact, it captured the interest of their prospects and held the asks new.
Some illustration opening strains included “you are audit I need” in February and “April showers carry May well flowers (and G2 reviews)” in Might.
Each e mail would open with an accounting pun or getaway concept, and then would incentivize reviewers to go away suggestions in exchange for an Amazon gift card. Imagine it or not, accountants are funny men and women!
4. Driving inner alignment
Last but not least, to achieve cross-functional alignment and visibility across the firm for their campaigns, an inner playbook was created.
LaPlante states, “Making certain our crew understood that their involvement in the achievements of the campaign was essential, and possessing that general comprehension of what we ended up seeking to carry out, was vital and element of the achievement.”
Victoria LaPlante
Head of Shopper Marketing and advertising and Local community at FloQast
Monteiro and the FloQast marketing leadership group met weekly to brainstorm the original prepare, and following getting alignment, labored with each other to converse that prepare to FloQast’s heads of guidance and customer good results.
At the time they ended up purchased in, the marketing campaign kicked off with 1:1 outreach from the CSMs to their shoppers. Monteiro and LaPlante also required to ensure that teams stayed motivated to continue their outreach. They began by displaying a ticker to visually present how close they were to their target.
LaPlante satisfied with inner stakeholders on a weekly basis to align all various contact points and discussions that ended up occurring throughout the firm. She also developed and leveraged an inner Slack channel dedicated to continual marketing campaign updates, thoughts, and success.
From selection to utilization
LaPlante shares, “If you have a prospect who sees your badges and then gets to be a consumer, a year later on when you inquire them for a evaluate, they’ll recall how evaluations served them come to feel validated in their acquire choice and be far more most likely to leave a evaluate on their own. It’s a continual loop that rewards all get-togethers concerned.”
Victoria LaPlante
Head of Buyer Promoting and Group at FloQast
Internally, LaPlante and her team take these critiques and make guaranteed to reply to and come up with critical themes that they are seeing throughout opinions. When opinions are gathered, FloQast teams them into thematic buckets and significant variables for their small business, these kinds of as organization dimensions, marketplace, and geography.
They are then packaged into quotebooks to be leveraged as advertising elements by the revenue enhancement teams.
Embracing all responses
As a Director of Shopper Advertising, LaPlante recognizes that outreach to all prospects can cause some panic, primarily at the management stage, but notes, “you need to have to stand powering your product. If you are resolute that you have a product that makes a variance, and you know that customers are thriving employing it, you can be self-confident that they’ll give you that kind of opinions that you are seeking for on G2.”
LaPlante encourages companies not to be frightened of buyer reviews, even if it is unclear exactly where their favor falls. When FloQast gets a damaging overview, which is exceptional, they make certain to answer to the shopper, and share the feedback with the inner crew with the aligning location of chance.
Kiely Monteiro
Senior Marketing consultant at The Captivate Collective
This focus to the purchaser is mirrored in FloQast’s most current recognition as the #1 seller in the Partnership Index for Economic Shut in G2’s Fall 2022 reports. When prospective prospects are looking through reviews and responses, they can truly feel comfortable recognizing that if a worst-situation situation happens, they will be in great arms.
LaPlante demonstrates, “One of the core themes that we have been capable to pull away was how our prospects are identifying the truth that we are listening and they experience like we truly are getting their feed-back to coronary heart and to the solution. It was one particular of the spots they gave us a large amount of higher remarks on.”
Completely ready to create additional testimonials and become a G2 Leader? Learn how to lean into client-led progress with G2 Promoting Options.
