FloQast’s Guide to Multi-Channel Review Campaigns6 min read
FloQast has attained what so several organizations try to: immediately populating reliable customer testimonials on G2.
In partnership with The Captivate Collective, their cohesive overview era method resulted in a 312% increase in assessments when compared to the calendar year prior.
FloQast is a shut administration resolution made for accountants, by accountants, that automates, streamlines, and provides visibility into the numerous motion merchandise that accountants have to go by means of each thirty day period. The Captivate Collective is an advocate marketing and advertising consulting agency that functions with customers like FloQast to build their advocacy strategy from scratch.
Alongside one another they designed a assessment generation tactic that generated more critiques than FloQast ever has right before.
We sat down with Victoria LaPlante, FloQast’s Head of Client Advertising and marketing and Neighborhood, and Kiely Monteiro, The Captivate Collective’s Senior Consultant, to find out more.
Building their assessment assortment tactic
LaPlante and Monteiro shared their playbook for developing the campaign that drove hundreds of new assessments, and how they used individuals testimonials right after collecting them. Their overview collection tactic features 4 essential ways, highlighted under.
1. Focusing on segments
When FloQast initial begun working with The Captivate Collective, they explored methods to grow outreach and seemed at concentrating on clients for critique asks when they ended up most engaged (and consequently most very likely to leave a review).
To start, they seemed at admins and supervisors from companies that experienced renewed in the past six months, as effectively as anybody deemed a item winner by their consumer accomplishment supervisors. They understood these users had more than enough encounter with the system to give a extensive evaluation, and that they were actively leveraging FloQast at their group.
Upcoming, they specific consumers who experienced shared opinions with them in many other channels and hypothesized that if they ended up ready to share suggestions in one channel, they would be likely to share it on G2 as effectively. They sent critique requests out to their NPS respondents, as nicely as any individual who experienced submitted a aid ticket and left comments by means of the stick to-up.
By growing their target viewers, FloQast was in a position to capture a wide variety of genuine assessments from their most engaged customers.
But they did not quit there.
2. Soliciting testimonials via more than a single avenue
In buy to drive as numerous critiques as achievable, FloQast also implemented a multi-channel strategy to interact their entire buyer foundation. They explored each shopper touchpoint and worked to integrate evaluate requests all through their customer experience.
This bundled generating evaluation requests by:
- In-app notifications
- Item banners
- FloQast’s software signal-in site
- Social posts
- Consumer local community internet pages
- E-mail newsletters
- In-man or woman occasions
LaPlante shared, “Showcasing it within the software alone, which thousands of customers are observing just about every one working day, it underscores the value that we are inserting on consumer feed-back.”
3. Engaging shoppers
1 easy process the workforce utilised to appeal to and interact possible reviewers was theming their monthly assessment requests. Although a compact contact, it captured the attention of their buyers and kept the asks refreshing.
Some example opening traces included “you are audit I need” in February and “April showers convey May flowers (and G2 critiques)” in May perhaps.
Each e mail would open with an accounting pun or vacation concept, and then would incentivize reviewers to go away responses in exchange for an Amazon present card. Believe that it or not, accountants are funny men and women!
4. Driving internal alignment
At last, to execute cross-useful alignment and visibility across the firm for their campaigns, an inside playbook was made.
LaPlante states, “Making guaranteed our team recognized that their involvement in the good results of the marketing campaign was important, and possessing that general knowing of what we have been attempting to achieve, was significant and element of the accomplishment.”
“Reviews are very important to our quickly-increasing group. We acquire shopper feed-back pretty seriously, and G2 facts will help us promptly adapt to far better fulfill our client’s demands.”
Head of Purchaser Marketing and advertising and Community at FloQast
Monteiro and the FloQast promoting leadership staff met weekly to brainstorm the preliminary plan, and after having alignment, labored together to talk that approach to FloQast’s heads of support and customer accomplishment.
After they have been bought in, the marketing campaign kicked off with 1:1 outreach from the CSMs to their buyers. Monteiro and LaPlante also wanted to be certain that groups stayed enthusiastic to continue on their outreach. They began by displaying a ticker to visually exhibit how near they have been to their target.
LaPlante satisfied with internal stakeholders on a weekly basis to align all different contact factors and discussions that were happening across the organization. She also established and leveraged an inside Slack channel devoted to constant marketing campaign updates, suggestions, and results.
From assortment to utilization
Now that they had generated a broad vary of critiques from across their shopper foundation, FloQast utilized assessments the two internally, to establish believe in with clients, and externally from a promoting viewpoint.
LaPlante shares, “If you have a prospect who sees your badges and then gets a buyer, a yr later on when you inquire them for a evaluation, they’ll try to remember how testimonials aided them experience validated in their invest in determination and be much more probably to go away a overview on their own. It’s a continuous loop that positive aspects all events involved.”
“We’re very pleased to be named a Chief in our category on G2, and the badges acknowledge our placement of dominance above our competitiveness.”
Head of Client Marketing and Local community at FloQast
Internally, LaPlante and her team choose these reviews and make confident to respond to and come up with critical themes that they are observing across assessments. When assessments are collected, FloQast teams them into thematic buckets and critical variables for their business enterprise, these as enterprise dimensions, sector, and geography.
They are then packaged into quotebooks to be leveraged as marketing materials by the income enhancement groups.
Embracing all opinions
As a Director of Shopper Advertising, LaPlante recognizes that outreach to all shoppers can lead to some stress, primarily at the management amount, but notes, “you require to stand at the rear of your item. If you are resolute that you have a solution that will make a change, and you know that shoppers are prosperous utilizing it, you can be confident that they are going to give you that type of suggestions that you happen to be hunting for on G2.”
LaPlante encourages organizations not to be concerned of shopper assessments, even if it is unclear in which their favor falls. When FloQast gets a detrimental assessment, which is scarce, they make absolutely sure to reply to the shopper, and share the feedback with the internal group with the aligning area of option.
“Negative critiques are a excellent opportunity. Responding to adverse evaluations and switching whatever it is, if possible, is a likelihood to develop and switch buyers all-around.”
Senior Specialist at The Captivate Collective
This notice to the client is reflected in FloQast’s most latest recognition as the #1 seller in the Partnership Index for Money Close in G2’s Tumble 2022 stories. When probable customers are looking at assessments and responses, they can truly feel cozy being aware of that if a worst-case state of affairs takes place, they will be in superior fingers.
LaPlante displays, “One of the core themes that we ended up in a position to pull absent was how our consumers are determining the point that we are listening and they really feel like we actually are using their suggestions to coronary heart and to the product. It was one particular of the spots they gave us a great deal of significant remarks on.”
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