FloQast has completed what so many firms strive to: swiftly populating genuine client critiques on G2.
In partnership with The Captivate Collective, their cohesive evaluate technology tactic resulted in a 312% improve in reviews when compared to the calendar year prior.
FloQast is a close management resolution designed for accountants, by accountants, that automates, streamlines, and provides visibility into the different action merchandise that accountants have to go as a result of each month. The Captivate Collective is an advocate advertising and marketing consulting company that will work with clients like FloQast to develop their advocacy approach from scratch.
Together they crafted a overview era technique that produced additional testimonials than FloQast at any time has before.
We sat down with Victoria LaPlante, FloQast’s Head of Buyer Internet marketing and Group, and Kiely Monteiro, The Captivate Collective’s Senior Advisor, to learn additional.
Setting up their overview selection system
LaPlante and Monteiro shared their playbook for constructing the marketing campaign that drove hundreds of new critiques, and how they utilized all those opinions just after gathering them. Their evaluate assortment technique features 4 crucial steps, highlighted beneath.
1. Concentrating on segments
When FloQast 1st began functioning with The Captivate Collective, they explored ways to broaden outreach and appeared at focusing on buyers for evaluate asks when they had been most engaged (and for that reason most likely to depart a evaluate).
To start out, they seemed at admins and supervisors from providers that experienced renewed in the previous 6 months, as properly as anyone considered a product winner by their consumer accomplishment administrators. They knew these consumers experienced more than enough expertise with the system to give a thorough critique, and that they were actively leveraging FloQast at their organization.
Subsequent, they specific shoppers who had shared feed-back with them in many other channels and hypothesized that if they had been ready to share feed-back in just one channel, they would be most likely to share it on G2 as very well. They despatched review requests out to their NPS respondents, as nicely as anybody who experienced submitted a assist ticket and remaining comments by way of the adhere to-up.
By growing their concentrate on audience, FloQast was able to seize a wide variety of genuine opinions from their most engaged users.
But they did not quit there.
2. Soliciting evaluations as a result of far more than one avenue
In purchase to generate as numerous opinions as attainable, FloQast also implemented a multi-channel approach to engage their full purchaser base. They explored each individual consumer touchpoint and labored to include overview requests all through their purchaser knowledge.
This included generating evaluate requests as a result of:
- In-application notifications
- Product or service banners
- FloQast’s application indicator-in site
- Social posts
- Buyer neighborhood pages
- Electronic mail newsletters
- In-person events
LaPlante shared, “Showcasing it within the software by itself, which 1000’s of customers are seeing every single solitary working day, it underscores the value that we are inserting on shopper comments.”
3. Partaking customers
Just one basic system the team utilised to catch the attention of and have interaction likely reviewers was theming their monthly overview requests. Although a compact contact, it captured the notice of their customers and stored the asks fresh.
Some illustration opening traces included “you are audit I need” in February and “April showers bring Could flowers (and G2 testimonials)” in Could.
Every single e mail would open with an accounting pun or holiday break topic, and then would incentivize reviewers to leave opinions in exchange for an Amazon reward card. Believe it or not, accountants are amusing folks!
4. Driving interior alignment
At last, to accomplish cross-purposeful alignment and visibility across the business for their strategies, an interior playbook was developed.
LaPlante suggests, “Making guaranteed our staff recognized that their involvement in the success of the campaign was significant, and possessing that general knowing of what we were trying to attain, was crucial and portion of the success.”
Head of Purchaser Promoting and Group at FloQast
Monteiro and the FloQast internet marketing management group satisfied weekly to brainstorm the initial approach, and after having alignment, worked together to communicate that system to FloQast’s heads of assistance and shopper achievements.
After they ended up bought in, the marketing campaign kicked off with 1:1 outreach from the CSMs to their consumers. Monteiro and LaPlante also wanted to assure that groups stayed determined to carry on their outreach. They started off by exhibiting a ticker to visually clearly show how shut they were to their objective.
LaPlante met with inner stakeholders on a weekly foundation to align all a variety of contact factors and conversations that have been occurring across the group. She also produced and leveraged an interior Slack channel dedicated to continuous campaign updates, ideas, and benefits.
From selection to utilization
Now that they experienced generated a broad assortment of opinions from throughout their client base, FloQast utilised evaluations each internally, to make rely on with clients, and externally from a advertising and marketing viewpoint.
LaPlante shares, “If you have a prospect who sees your badges and then gets a consumer, a year later on when you inquire them for a evaluate, they’ll remember how critiques helped them experience validated in their buy final decision and be much more most likely to go away a evaluation themselves. It is a continual loop that added benefits all get-togethers included.”
Head of Shopper Promoting and Neighborhood at FloQast
Internally, LaPlante and her crew acquire all those evaluations and make certain to react to and come up with key themes that they are observing across assessments. When testimonials are collected, FloQast groups them into thematic buckets and vital variables for their company, these types of as enterprise size, sector, and geography.
They are then packaged into quotebooks to be leveraged as advertising and marketing materials by the income advancement groups.
Embracing all comments
As a Director of Buyer Marketing, LaPlante recognizes that outreach to all buyers can bring about some nervousness, specifically at the leadership degree, but notes, “you have to have to stand driving your merchandise. If you are resolute that you have a item that makes a change, and you know that consumers are thriving making use of it, you can be confident that they’ll give you that type of feedback that you might be seeking for on G2.”
LaPlante encourages businesses not to be frightened of purchaser reviews, even if it is unclear exactly where their favor falls. When FloQast receives a unfavorable evaluation, which is uncommon, they make certain to respond to the shopper, and share the suggestions with the internal team with the aligning region of option.
Senior Specialist at The Captivate Collective
This attention to the purchaser is mirrored in FloQast’s most new recognition as the #1 seller in the Romance Index for Economical Near in G2’s Tumble 2022 reviews. When possible shoppers are looking at opinions and responses, they can experience cozy recognizing that if a worst-circumstance circumstance transpires, they will be in fantastic fingers.
LaPlante displays, “One of the core themes that we were ready to pull absent was how our clients are determining the actuality that we are listening and they experience like we actually are getting their feedback to heart and to the item. It was a single of the locations they gave us a great deal of higher remarks on.”
All set to crank out additional opinions and turn into a G2 Chief? Study how to lean into shopper-led progress with G2 Promoting Remedies.