FloQast has accomplished what so quite a few organizations attempt to: immediately populating reliable customer opinions on G2.
In partnership with The Captivate Collective, their cohesive critique era technique resulted in a 312% raise in testimonials compared to the 12 months prior.
FloQast is a close administration resolution made for accountants, by accountants, that automates, streamlines, and presents visibility into the various motion merchandise that accountants have to go by way of each thirty day period. The Captivate Collective is an advocate marketing consulting company that is effective with purchasers like FloQast to make their advocacy tactic from scratch.
Jointly they designed a overview era method that generated additional critiques than FloQast ever has right before.
We sat down with Victoria LaPlante, FloQast’s Head of Client Internet marketing and Neighborhood, and Kiely Monteiro, The Captivate Collective’s Senior Consultant, to master much more.
Constructing their evaluation assortment method
LaPlante and Monteiro shared their playbook for building the marketing campaign that drove hundreds of new reviews, and how they utilized these evaluations immediately after amassing them. Their evaluation selection system contains four important techniques, highlighted down below.
1. Focusing on segments
When FloQast 1st started off doing work with The Captivate Collective, they explored ways to grow outreach and appeared at focusing on customers for evaluate asks when they had been most engaged (and therefore most most likely to go away a overview).
To commence, they appeared at admins and professionals from firms that experienced renewed in the past six months, as properly as any person considered a item winner by their client results administrators. They realized these customers had adequate experience with the platform to give a complete review, and that they ended up actively leveraging FloQast at their organization.
Following, they specific consumers who experienced shared opinions with them in different other channels and hypothesized that if they had been keen to share responses in a single channel, they would be probable to share it on G2 as properly. They despatched evaluate requests out to their NPS respondents, as well as any one who experienced submitted a support ticket and still left comments by the comply with-up.
By increasing their concentrate on audience, FloQast was equipped to seize a broad selection of authentic assessments from their most engaged people.
But they didn’t quit there.
2. Soliciting opinions by way of far more than a single avenue
In get to travel as many reviews as possible, FloQast also carried out a multi-channel strategy to have interaction their entire consumer base. They explored every purchaser touchpoint and worked to incorporate critique requests through their purchaser expertise.
This integrated generating review requests by way of:
- In-app notifications
- Product or service banners
- FloQast’s application signal-in page
- Social posts
- Purchaser neighborhood pages
- Electronic mail newsletters
- In-individual events
LaPlante shared, “Showcasing it in just the application alone, which thousands of consumers are seeing every single day, it underscores the price that we are positioning on buyer comments.”
3. Partaking consumers
Just one uncomplicated system the team made use of to bring in and interact probable reviewers was theming their month-to-month overview requests. While a small touch, it captured the notice of their customers and saved the asks clean.
Some example opening traces included “you are audit I need” in February and “April showers carry May perhaps flowers (and G2 opinions)” in May.
Every single e-mail would open up with an accounting pun or holiday getaway topic, and then would incentivize reviewers to depart feed-back in exchange for an Amazon present card. Believe that it or not, accountants are amusing persons!
4. Driving inside alignment
Finally, to carry out cross-purposeful alignment and visibility across the business for their campaigns, an inner playbook was developed.
LaPlante claims, “Making absolutely sure our workforce recognized that their involvement in the results of the campaign was essential, and obtaining that typical comprehending of what we were hoping to execute, was essential and section of the success.”
Head of Customer Marketing and advertising and Community at FloQast
Monteiro and the FloQast advertising leadership crew fulfilled weekly to brainstorm the initial system, and after receiving alignment, labored with each other to connect that plan to FloQast’s heads of assist and customer achievements.
At the time they were being acquired in, the campaign kicked off with 1:1 outreach from the CSMs to their shoppers. Monteiro and LaPlante also wished to make sure that groups stayed determined to keep on their outreach. They started off by displaying a ticker to visually show how close they were being to their goal.
LaPlante satisfied with inner stakeholders on a weekly basis to align all a variety of touch factors and conversations that have been going on throughout the group. She also designed and leveraged an inner Slack channel devoted to ongoing campaign updates, suggestions, and benefits.
From collection to utilization
Now that they experienced produced a extensive range of critiques from throughout their purchaser foundation, FloQast applied testimonials each internally, to create have faith in with clients, and externally from a marketing and advertising perspective.
LaPlante shares, “If you have a prospect who sees your badges and then turns into a buyer, a 12 months later when you inquire them for a overview, they’ll recall how opinions assisted them truly feel validated in their obtain selection and be far more very likely to depart a assessment on their own. It’s a continuous loop that advantages all parties associated.”
Head of Buyer Marketing and advertising and Group at FloQast
Internally, LaPlante and her crew acquire people reviews and make positive to reply to and come up with crucial themes that they are seeing throughout evaluations. When testimonials are collected, FloQast teams them into thematic buckets and essential variables for their business enterprise, these kinds of as company sizing, marketplace, and geography.
They are then packaged into quotebooks to be leveraged as promoting resources by the revenue growth teams.
Embracing all responses
As a Director of Buyer Promoting, LaPlante recognizes that outreach to all clients can trigger some panic, particularly at the leadership stage, but notes, “you have to have to stand driving your product or service. If you are resolute that you have a product or service that helps make a variation, and you know that customers are thriving utilizing it, you can be self-assured that they will give you that sort of responses that you happen to be hunting for on G2.”
LaPlante encourages providers not to be worried of shopper assessments, even if it is unclear in which their favor falls. When FloQast receives a destructive assessment, which is unusual, they make guaranteed to react to the consumer, and share the comments with the interior team with the aligning space of option.
Senior Advisor at The Captivate Collective
This awareness to the buyer is mirrored in FloQast’s most the latest recognition as the #1 vendor in the Partnership Index for Fiscal Shut in G2’s Tumble 2022 stories. When opportunity clients are looking through critiques and responses, they can sense comfy knowing that if a worst-circumstance scenario transpires, they will be in very good fingers.
LaPlante demonstrates, “One of the main themes that we were being equipped to pull away was how our customers are identifying the fact that we are listening and they truly feel like we seriously are having their opinions to coronary heart and to the merchandise. It was a single of the parts they gave us a whole lot of large remarks on.”
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