FloQast’s Guide to Multi-Channel Review Campaigns

FloQast has accomplished what so many businesses try to: quickly populating authentic buyer evaluations on G2.

In partnership with The Captivate Collective, their cohesive assessment technology method resulted in a 312% raise in critiques compared to the calendar year prior.

FloQast is a close administration resolution produced for accountants, by accountants, that automates, streamlines, and provides visibility into the different action things that accountants have to go through just about every month. The Captivate Collective is an advocate promoting consulting agency that operates with clients like FloQast to make their advocacy system from scratch. 

With each other they built a critique generation technique that produced a lot more critiques than FloQast ever has in advance of. 

We sat down with Victoria LaPlante, FloQast’s Head of Buyer Advertising and Local community, and Kiely Monteiro, The Captivate Collective’s Senior Consultant, to discover far more. 

Making their evaluate selection approach

LaPlante and Monteiro shared their playbook for constructing the campaign that drove hundreds of new assessments, and how they used all those critiques after gathering them. Their overview selection system contains 4 essential measures, highlighted beneath. 

1. Focusing on segments

When FloQast to start with started off doing the job with The Captivate Collective, they explored techniques to develop outreach and looked at focusing on shoppers for review asks when they had been most engaged (and as a result most probably to leave a overview). 

To start off, they looked at admins and managers from businesses that experienced renewed in the earlier 6 months, as well as anybody considered a item champion by their client good results supervisors. They knew these people experienced plenty of encounter with the platform to give a in depth evaluation, and that they had been actively leveraging FloQast at their organization. 

Up coming, they qualified customers who experienced shared feed-back with them in different other channels and hypothesized that if they were being willing to share responses in a single channel, they would be most likely to share it on G2 as perfectly. They sent assessment requests out to their NPS respondents, as nicely as anyone who had submitted a assist ticket and remaining opinions as a result of the adhere to-up.

By growing their goal viewers, FloQast was able to capture a broad variety of reliable evaluations from their most engaged customers. 

But they didn’t stop there.

2. Soliciting testimonials via more than a single avenue

In get to drive as numerous evaluations as doable, FloQast also carried out a multi-channel approach to have interaction their whole buyer foundation. They explored just about every client touchpoint and worked to integrate critique requests throughout their buyer practical experience. 

This provided producing evaluation requests as a result of: 

  • In-app notifications
  • Products banners
  • FloQast’s software signal-in page
  • Social posts
  • Consumer neighborhood webpages
  • Email newsletters 
  • In-particular person functions

LaPlante shared, “Showcasing it inside the software by itself, which countless numbers of consumers are viewing each and every solitary day, it underscores the worth that we are inserting on client comments.”

3. Partaking prospects

A single straightforward approach the crew utilized to bring in and engage opportunity reviewers was theming their month-to-month assessment requests. When a compact touch, it captured the notice of their consumers and stored the asks fresh new. 

Some illustration opening lines included  “you are audit I need” in February and  “April showers convey May well flowers (and G2 reviews)” in May perhaps.

FloQast's customer engagement G2 campaign

 

Just about every email would open with an accounting pun or holiday getaway concept, and then would incentivize reviewers to go away suggestions in exchange for an Amazon present card. Believe it or not, accountants are funny people!

4. Driving internal alignment

Finally, to accomplish cross-functional alignment and visibility throughout the corporation for their strategies, an inner playbook was developed.

LaPlante claims, “Making certain our group understood that their involvement in the success of the marketing campaign was essential, and acquiring that normal comprehending of what we had been trying to execute, was critical and element of the achievements.” 

“Reviews are exceptionally vital to our quick-expanding firm. We choose purchaser comments extremely significantly, and G2 info allows us swiftly adapt to much better meet up with our client’s demands.”

Victoria LaPlante
Head of Client Promoting and Community at FloQast

Monteiro and the FloQast marketing leadership crew achieved weekly to brainstorm the original prepare, and following acquiring alignment, labored collectively to communicate that strategy to FloQast’s heads of guidance and customer results. 

The moment they were being acquired in, the marketing campaign kicked off with 1:1 outreach from the CSMs to their buyers. Monteiro and LaPlante also preferred to make sure that teams stayed determined to keep on their outreach. They started out by exhibiting a ticker to visually clearly show how near they ended up to their intention.

LaPlante fulfilled with internal stakeholders on a weekly basis to align all several touch details and discussions that had been going on throughout the business. She also made and leveraged an inner Slack channel dedicated to continuous campaign updates, suggestions, and final results.

From assortment to utilization

Now that they experienced produced a vast selection of critiques from across their customer base, FloQast utilised reviews both internally, to establish rely on with clients, and externally from a marketing and advertising perspective. 

LaPlante shares,  “If you have a prospect who sees your badges and then results in being a buyer, a calendar year afterwards when you request them for a review, they’ll recall how assessments helped them truly feel validated in their obtain choice and be far more likely to leave a evaluation by themselves. It’s a constant loop that advantages all events associated.” 

“We’re happy to be named a Chief in our category on G2, and the badges admit our placement of dominance higher than our competitiveness.”

Victoria LaPlante
Head of Purchaser Internet marketing and Group at FloQast

Internally, LaPlante and her workforce just take people opinions and make sure to reply to and arrive up with crucial themes that they are observing throughout testimonials. When opinions are collected, FloQast teams them into thematic buckets and important variables for their organization, this kind of as small business sizing, marketplace, and geography. 

They are then packaged into quotebooks to be leveraged as advertising products by the sales enhancement teams.

Embracing all comments

As a Director of Customer Marketing and advertising, LaPlante acknowledges that outreach to all buyers can cause some anxiety, primarily at the leadership stage, but notes, “you want to stand behind your solution. If you are resolute that you have a solution that will make a big difference, and you know that clients are thriving working with it, you can be confident that they are going to give you that kind of feedback that you are seeking for on G2.” 

LaPlante encourages firms not to be scared of customer testimonials, even if it is unclear where by their favor falls. When FloQast receives a unfavorable review, which is unusual, they make sure to react to the consumer, and share the comments with the interior staff with the aligning area of prospect. 

“Negative critiques are a terrific prospect. Responding to adverse opinions and transforming what ever it is, if attainable, is a probability to increase and transform shoppers around.”

Kiely Monteiro
Senior Specialist at The Captivate Collective

This attention to the buyer is mirrored in FloQast’s most latest recognition as the #1 vendor in the Romantic relationship Index for Monetary Close in G2’s Drop 2022 stories. When probable clients are looking through testimonials and responses, they can truly feel relaxed knowing that if a worst-circumstance scenario comes about, they will be in excellent palms.

LaPlante reflects, “One of the main themes that we were able to pull absent was how our prospects are determining the truth that we are listening and they experience like we really are having their feedback to coronary heart and to the item. It was one particular of the parts they gave us a whole lot of substantial remarks on.”

Ready to deliver extra critiques and come to be a G2 Chief? Learn how to lean into client-led development with G2 Advertising and marketing Answers.

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