FloQast’s Guide to Multi-Channel Review Campaigns
FloQast has attained what so lots of companies try to: promptly populating genuine consumer testimonials on G2.
In partnership with The Captivate Collective, their cohesive evaluate technology system resulted in a 312% increase in opinions when compared to the calendar year prior.
FloQast is a near administration option produced for accountants, by accountants, that automates, streamlines, and presents visibility into the various motion products that accountants have to go through each individual month. The Captivate Collective is an advocate internet marketing consulting agency that performs with customers like FloQast to develop their advocacy strategy from scratch.
Alongside one another they constructed a critique era method that produced extra evaluations than FloQast at any time has before.
We sat down with Victoria LaPlante, FloQast’s Head of Purchaser Marketing and Group, and Kiely Monteiro, The Captivate Collective’s Senior Marketing consultant, to find out far more.
Building their evaluation selection approach
LaPlante and Monteiro shared their playbook for building the campaign that drove hundreds of new assessments, and how they utilized these testimonials soon after collecting them. Their review assortment strategy involves 4 significant measures, highlighted under.
1. Targeting segments
When FloQast initially started out doing the job with The Captivate Collective, they explored techniques to grow outreach and looked at concentrating on shoppers for assessment asks when they were being most engaged (and for that reason most most likely to leave a evaluation).
To start, they seemed at admins and administrators from firms that experienced renewed in the previous 6 months, as perfectly as everyone considered a product winner by their purchaser results managers. They understood these end users experienced more than enough experience with the system to give a in depth critique, and that they were actively leveraging FloQast at their business.
Following, they focused customers who experienced shared opinions with them in several other channels and hypothesized that if they were willing to share feedback in just one channel, they would be probably to share it on G2 as properly. They despatched assessment requests out to their NPS respondents, as well as any person who experienced submitted a assistance ticket and remaining comments by means of the comply with-up.
By growing their concentrate on viewers, FloQast was equipped to capture a wide range of authentic reviews from their most engaged buyers.
But they didn’t cease there.
2. Soliciting critiques by means of additional than a person avenue
In buy to drive as several reviews as doable, FloQast also applied a multi-channel approach to have interaction their full consumer foundation. They explored just about every client touchpoint and labored to incorporate evaluate requests during their client encounter.
This incorporated building evaluation requests through:
- In-application notifications
- Merchandise banners
- FloQast’s software indicator-in website page
- Social posts
- Shopper local community internet pages
- E mail newsletters
- In-individual gatherings
LaPlante shared, “Showcasing it inside the application itself, which countless numbers of people are looking at every single single day, it underscores the value that we are positioning on customer opinions.”
3. Partaking shoppers
One particular very simple strategy the group applied to catch the attention of and engage probable reviewers was theming their monthly critique requests. Whilst a compact contact, it captured the notice of their buyers and kept the asks fresh.
Some illustration opening traces included “you are audit I need” in February and “April showers carry May bouquets (and G2 testimonials)” in Might.
Each e-mail would open with an accounting pun or holiday getaway concept, and then would incentivize reviewers to go away feedback in exchange for an Amazon reward card. Consider it or not, accountants are amusing people!
4. Driving internal alignment
Finally, to carry out cross-purposeful alignment and visibility across the firm for their strategies, an inside playbook was produced.
LaPlante suggests, “Making sure our crew comprehended that their involvement in the achievements of the campaign was important, and obtaining that basic understanding of what we had been trying to carry out, was crucial and portion of the accomplishment.”
Victoria LaPlante
Head of Client Advertising and marketing and Community at FloQast
Monteiro and the FloQast advertising leadership workforce met weekly to brainstorm the original program, and after getting alignment, worked with each other to converse that plan to FloQast’s heads of assistance and purchaser success.
As soon as they were being purchased in, the campaign kicked off with 1:1 outreach from the CSMs to their prospects. Monteiro and LaPlante also wished to make sure that teams stayed motivated to proceed their outreach. They began by displaying a ticker to visually clearly show how close they had been to their target.
LaPlante met with internal stakeholders on a weekly foundation to align all different touch points and discussions that have been occurring throughout the group. She also established and leveraged an inside Slack channel dedicated to ongoing marketing campaign updates, concepts, and benefits.
From collection to utilization
Now that they experienced produced a large variety of testimonials from throughout their purchaser base, FloQast employed evaluations both internally, to establish have confidence in with consumers, and externally from a advertising and marketing standpoint.
LaPlante shares, “If you have a prospect who sees your badges and then becomes a consumer, a yr later when you ask them for a evaluation, they’ll bear in mind how assessments aided them truly feel validated in their acquire conclusion and be much more most likely to go away a evaluate by themselves. It is a constant loop that positive aspects all parties concerned.”
Victoria LaPlante
Head of Buyer Promoting and Group at FloQast
Internally, LaPlante and her workforce acquire these critiques and make positive to reply to and occur up with key themes that they are observing throughout testimonials. When reviews are collected, FloQast teams them into thematic buckets and crucial variables for their company, this sort of as business enterprise dimension, sector, and geography.
They are then packaged into quotebooks to be leveraged as marketing elements by the product sales growth teams.
Embracing all comments
As a Director of Buyer Advertising and marketing, LaPlante acknowledges that outreach to all consumers can trigger some panic, in particular at the leadership amount, but notes, “you will need to stand at the rear of your products. If you are resolute that you have a solution that would make a variation, and you know that shoppers are prosperous utilizing it, you can be self-confident that they are going to give you that sort of feedback that you might be on the lookout for on G2.”
LaPlante encourages providers not to be afraid of customer critiques, even if it is unclear the place their favor falls. When FloQast receives a destructive critique, which is rare, they make positive to reply to the client, and share the feed-back with the internal workforce with the aligning place of option.
Kiely Monteiro
Senior Expert at The Captivate Collective
This awareness to the purchaser is reflected in FloQast’s most current recognition as the #1 vendor in the Relationship Index for Economic Close in G2’s Drop 2022 experiences. When probable buyers are reading critiques and responses, they can truly feel snug realizing that if a worst-situation scenario happens, they will be in excellent arms.
LaPlante reflects, “One of the core themes that we have been ready to pull away was how our consumers are pinpointing the simple fact that we are listening and they feel like we genuinely are having their feedback to heart and to the product or service. It was 1 of the regions they gave us a great deal of higher remarks on.”
Ready to create much more testimonials and become a G2 Chief? Study how to lean into purchaser-led advancement with G2 Marketing and advertising Alternatives.