FloQast’s Guide to Multi-Channel Review Campaigns
FloQast has achieved what so lots of organizations strive to: quickly populating authentic consumer critiques on G2.
In partnership with The Captivate Collective, their cohesive review era system resulted in a 312% raise in assessments in contrast to the calendar year prior.
FloQast is a close management alternative produced for accountants, by accountants, that automates, streamlines, and provides visibility into the different action objects that accountants have to go by way of each thirty day period. The Captivate Collective is an advocate advertising and marketing consulting company that will work with purchasers like FloQast to establish their advocacy approach from scratch.
Jointly they designed a assessment generation strategy that generated more testimonials than FloQast at any time has before.
We sat down with Victoria LaPlante, FloQast’s Head of Consumer Advertising and Local community, and Kiely Monteiro, The Captivate Collective’s Senior Consultant, to learn far more.
Developing their overview assortment technique
LaPlante and Monteiro shared their playbook for making the marketing campaign that drove hundreds of new opinions, and how they utilized individuals evaluations just after accumulating them. Their assessment collection tactic incorporates 4 essential actions, highlighted beneath.
1. Targeting segments
When FloQast first started off working with The Captivate Collective, they explored techniques to increase outreach and seemed at concentrating on shoppers for critique asks when they were most engaged (and hence most most likely to depart a review).
To start, they looked at admins and supervisors from providers that experienced renewed in the earlier 6 months, as properly as anyone deemed a product or service champion by their customer results managers. They realized these buyers experienced adequate knowledge with the platform to give a thorough evaluate, and that they were being actively leveraging FloQast at their corporation.
Next, they specific prospects who had shared responses with them in numerous other channels and hypothesized that if they were keen to share feedback in a person channel, they would be very likely to share it on G2 as very well. They despatched review requests out to their NPS respondents, as nicely as any individual who had submitted a guidance ticket and still left suggestions through the observe-up.
By growing their focus on viewers, FloQast was equipped to seize a broad selection of reliable critiques from their most engaged end users.
But they didn’t halt there.
2. Soliciting assessments via a lot more than a person avenue
In order to generate as quite a few assessments as achievable, FloQast also implemented a multi-channel technique to interact their total shopper foundation. They explored each client touchpoint and worked to incorporate evaluate requests all through their consumer experience.
This involved making review requests through:
- In-app notifications
- Solution banners
- FloQast’s software signal-in page
- Social posts
- Shopper community pages
- Electronic mail newsletters
- In-individual occasions
LaPlante shared, “Showcasing it within just the software by itself, which countless numbers of customers are observing each and every single day, it underscores the value that we are placing on shopper suggestions.”
3. Participating clients
One basic strategy the team employed to catch the attention of and have interaction likely reviewers was theming their monthly evaluation requests. Even though a modest touch, it captured the consideration of their clients and saved the asks contemporary.
Some instance opening lines included “you are audit I need” in February and “April showers convey May perhaps flowers (and G2 testimonials)” in Might.
Each individual e mail would open up with an accounting pun or holiday getaway theme, and then would incentivize reviewers to leave opinions in trade for an Amazon present card. Believe it or not, accountants are funny persons!
4. Driving interior alignment
Lastly, to accomplish cross-useful alignment and visibility throughout the organization for their campaigns, an inside playbook was created.
LaPlante states, “Making positive our team comprehended that their involvement in the good results of the marketing campaign was crucial, and getting that common comprehending of what we ended up hoping to complete, was essential and section of the achievements.”
“Reviews are particularly important to our quickly-expanding organization. We get buyer opinions quite critically, and G2 facts helps us immediately adapt to better fulfill our client’s desires.”
Head of Consumer Advertising and marketing and Community at FloQast
Monteiro and the FloQast advertising and marketing leadership workforce fulfilled weekly to brainstorm the original approach, and immediately after receiving alignment, worked together to talk that prepare to FloQast’s heads of aid and shopper achievements.
When they had been purchased in, the marketing campaign kicked off with 1:1 outreach from the CSMs to their prospects. Monteiro and LaPlante also required to make certain that groups stayed motivated to continue their outreach. They started by displaying a ticker to visually show how close they were being to their intention.
LaPlante satisfied with inner stakeholders on a weekly foundation to align all numerous touch points and discussions that were happening across the firm. She also produced and leveraged an interior Slack channel dedicated to continual marketing campaign updates, strategies, and success.
From selection to utilization
Now that they had generated a huge selection of testimonials from across their shopper foundation, FloQast employed reviews both of those internally, to build have confidence in with customers, and externally from a internet marketing standpoint.
LaPlante shares, “If you have a prospect who sees your badges and then gets a purchaser, a 12 months later when you question them for a assessment, they’ll bear in mind how assessments aided them truly feel validated in their purchase conclusion and be extra very likely to leave a assessment on their own. It’s a steady loop that gains all functions associated.”
“We’re happy to be named a Leader in our group on G2, and the badges admit our position of dominance previously mentioned our competitors.”
Head of Consumer Advertising and marketing and Group at FloQast
Internally, LaPlante and her staff choose these assessments and make absolutely sure to react to and arrive up with essential themes that they are looking at throughout reviews. When testimonials are gathered, FloQast groups them into thematic buckets and important variables for their small business, these kinds of as business sizing, market, and geography.
They are then packaged into quotebooks to be leveraged as marketing components by the revenue growth teams.
Embracing all suggestions
As a Director of Consumer Internet marketing, LaPlante acknowledges that outreach to all buyers can lead to some panic, specially at the management degree, but notes, “you require to stand behind your item. If you are resolute that you have a products that can make a change, and you know that customers are profitable utilizing it, you can be self-assured that they will give you that type of feed-back that you might be searching for on G2.”
LaPlante encourages organizations not to be fearful of shopper evaluations, even if it is unclear the place their favor falls. When FloQast receives a unfavorable evaluation, which is exceptional, they make positive to react to the shopper, and share the feedback with the inside staff with the aligning area of chance.
“Negative critiques are a excellent option. Responding to detrimental opinions and altering regardless of what it is, if feasible, is a likelihood to increase and transform shoppers all around.”
Senior Specialist at The Captivate Collective
This focus to the buyer is reflected in FloQast’s most the latest recognition as the #1 vendor in the Partnership Index for Fiscal Near in G2’s Slide 2022 studies. When probable buyers are studying opinions and responses, they can truly feel relaxed figuring out that if a worst-scenario scenario comes about, they will be in very good hands.
LaPlante reflects, “One of the main themes that we ended up capable to pull away was how our buyers are figuring out the actuality that we are listening and they experience like we definitely are getting their responses to coronary heart and to the product or service. It was a person of the parts they gave us a large amount of large remarks on.”
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