FloQast’s Guide to Multi-Channel Review Campaigns
FloQast has achieved what so quite a few businesses strive to: rapidly populating reliable buyer opinions on G2.
In partnership with The Captivate Collective, their cohesive evaluate technology system resulted in a 312% raise in evaluations as opposed to the year prior.
FloQast is a near management remedy made for accountants, by accountants, that automates, streamlines, and gives visibility into the numerous action things that accountants have to go by means of every thirty day period. The Captivate Collective is an advocate advertising consulting agency that works with consumers like FloQast to establish their advocacy tactic from scratch.
Together they created a review generation tactic that produced much more testimonials than FloQast at any time has right before.
We sat down with Victoria LaPlante, FloQast’s Head of Consumer Advertising and marketing and Local community, and Kiely Monteiro, The Captivate Collective’s Senior Specialist, to find out much more.
Setting up their review selection system
LaPlante and Monteiro shared their playbook for creating the marketing campaign that drove hundreds of new reviews, and how they utilized people opinions right after gathering them. Their assessment selection tactic consists of 4 crucial ways, highlighted below.
1. Concentrating on segments
When FloQast 1st started operating with The Captivate Collective, they explored ways to broaden outreach and looked at targeting customers for evaluation asks when they were being most engaged (and as a result most most likely to leave a review).
To start off, they seemed at admins and administrators from organizations that had renewed in the past 6 months, as nicely as everyone deemed a item winner by their buyer results managers. They understood these end users had more than enough knowledge with the platform to give a detailed evaluation, and that they ended up actively leveraging FloQast at their business.
Future, they focused prospects who had shared suggestions with them in a variety of other channels and hypothesized that if they have been ready to share comments in a single channel, they would be very likely to share it on G2 as well. They despatched evaluation requests out to their NPS respondents, as well as any person who had submitted a aid ticket and left responses by the stick to-up.
By growing their target viewers, FloQast was able to capture a broad variety of genuine evaluations from their most engaged people.
But they didn’t stop there.
2. Soliciting testimonials by more than just one avenue
In purchase to generate as several testimonials as possible, FloQast also carried out a multi-channel method to interact their entire buyer foundation. They explored every customer touchpoint and labored to incorporate evaluate requests throughout their customer expertise.
This bundled producing review requests by way of:
- In-app notifications
- Solution banners
- FloQast’s software indicator-in webpage
- Social posts
- Buyer local community internet pages
- Email newsletters
- In-person occasions
LaPlante shared, “Showcasing it within the software by itself, which countless numbers of end users are observing each one working day, it underscores the benefit that we are putting on client suggestions.”
3. Engaging customers
1 uncomplicated strategy the staff utilised to entice and have interaction prospective reviewers was theming their monthly evaluate requests. Whilst a modest contact, it captured the interest of their consumers and retained the asks clean.
Some case in point opening lines included “you are audit I need” in February and “April showers carry May perhaps flowers (and G2 testimonials)” in Could.
Every e-mail would open up with an accounting pun or holiday getaway theme, and then would incentivize reviewers to depart feedback in exchange for an Amazon reward card. Believe that it or not, accountants are funny men and women!
4. Driving inner alignment
At last, to attain cross-useful alignment and visibility across the organization for their strategies, an interior playbook was made.
LaPlante claims, “Making absolutely sure our staff understood that their involvement in the success of the campaign was crucial, and obtaining that normal understanding of what we were seeking to accomplish, was significant and part of the results.”
“Reviews are particularly vital to our rapid-increasing corporation. We take client comments extremely severely, and G2 information helps us swiftly adapt to far better meet up with our client’s requirements.”
Head of Purchaser Internet marketing and Local community at FloQast
Monteiro and the FloQast marketing leadership workforce satisfied weekly to brainstorm the original approach, and right after receiving alignment, labored together to converse that plan to FloQast’s heads of guidance and purchaser success.
At the time they were being acquired in, the marketing campaign kicked off with 1:1 outreach from the CSMs to their consumers. Monteiro and LaPlante also needed to make sure that teams stayed motivated to carry on their outreach. They commenced by displaying a ticker to visually exhibit how close they have been to their intention.
LaPlante fulfilled with inside stakeholders on a weekly basis to align all several touch factors and discussions that have been happening across the organization. She also created and leveraged an interior Slack channel focused to continuous marketing campaign updates, suggestions, and results.
From assortment to utilization
Now that they had generated a huge array of critiques from across their client foundation, FloQast utilized assessments both of those internally, to make have confidence in with buyers, and externally from a promoting standpoint.
LaPlante shares, “If you have a prospect who sees your badges and then results in being a shopper, a calendar year afterwards when you inquire them for a critique, they’ll don’t forget how assessments served them feel validated in their acquire choice and be far more likely to depart a evaluate by themselves. It’s a continuous loop that advantages all events concerned.”
“We’re happy to be named a Chief in our class on G2, and the badges acknowledge our placement of dominance higher than our competitiveness.”
Head of Shopper Advertising and marketing and Community at FloQast
Internally, LaPlante and her crew just take people assessments and make absolutely sure to react to and appear up with crucial themes that they are looking at throughout assessments. When critiques are gathered, FloQast teams them into thematic buckets and important variables for their business, this sort of as business size, market, and geography.
They are then packaged into quotebooks to be leveraged as marketing and advertising products by the gross sales growth groups.
Embracing all comments
As a Director of Buyer Advertising and marketing, LaPlante acknowledges that outreach to all consumers can bring about some anxiety, especially at the management amount, but notes, “you will need to stand powering your product. If you are resolute that you have a product that can make a change, and you know that customers are successful working with it, you can be self-confident that they’re going to give you that type of feed-back that you happen to be on the lookout for on G2.”
LaPlante encourages organizations not to be concerned of buyer testimonials, even if it is unclear where by their favor falls. When FloQast gets a damaging overview, which is exceptional, they make absolutely sure to answer to the consumer, and share the opinions with the inside group with the aligning place of possibility.
“Negative critiques are a great prospect. Responding to damaging assessments and changing whatsoever it is, if achievable, is a probability to improve and transform customers about.”
Senior Marketing consultant at The Captivate Collective
This notice to the buyer is mirrored in FloQast’s most the latest recognition as the #1 seller in the Partnership Index for Fiscal Near in G2’s Drop 2022 experiences. When prospective prospects are reading assessments and responses, they can feel cozy understanding that if a worst-situation situation happens, they will be in fantastic palms.
LaPlante displays, “One of the main themes that we were being capable to pull absent was how our shoppers are figuring out the truth that we are listening and they feel like we actually are taking their responses to coronary heart and to the merchandise. It was just one of the spots they gave us a whole lot of superior remarks on.”
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