FloQast has completed what so many organizations attempt to: promptly populating reliable customer critiques on G2.
In partnership with The Captivate Collective, their cohesive evaluation generation tactic resulted in a 312% improve in reviews in contrast to the yr prior.
FloQast is a shut administration solution built for accountants, by accountants, that automates, streamlines, and gives visibility into the numerous motion products that accountants have to go via each and every thirty day period. The Captivate Collective is an advocate internet marketing consulting company that is effective with consumers like FloQast to build their advocacy approach from scratch.
With each other they designed a evaluation technology system that produced more assessments than FloQast ever has prior to.
We sat down with Victoria LaPlante, FloQast’s Head of Client Advertising and Community, and Kiely Monteiro, The Captivate Collective’s Senior Guide, to discover far more.
Making their overview selection system
LaPlante and Monteiro shared their playbook for building the marketing campaign that drove hundreds of new opinions, and how they used those people opinions soon after collecting them. Their review assortment technique includes 4 essential techniques, highlighted beneath.
1. Targeting segments
When FloQast very first started out operating with The Captivate Collective, they explored techniques to develop outreach and appeared at targeting shoppers for overview asks when they were most engaged (and for that reason most most likely to leave a evaluate).
To begin, they seemed at admins and administrators from firms that experienced renewed in the previous 6 months, as very well as any individual deemed a merchandise winner by their consumer accomplishment administrators. They realized these users experienced adequate working experience with the system to give a in depth evaluation, and that they had been actively leveraging FloQast at their organization.
Following, they specific clients who experienced shared feedback with them in many other channels and hypothesized that if they were being keen to share opinions in 1 channel, they would be probably to share it on G2 as nicely. They sent evaluate requests out to their NPS respondents, as nicely as anyone who experienced submitted a aid ticket and still left feedback as a result of the observe-up.
By expanding their focus on viewers, FloQast was ready to capture a wide array of genuine testimonials from their most engaged consumers.
But they didn’t halt there.
2. Soliciting critiques as a result of much more than a person avenue
In order to drive as many reviews as doable, FloQast also carried out a multi-channel approach to have interaction their whole shopper foundation. They explored each and every client touchpoint and worked to include critique requests during their consumer encounter.
This bundled creating assessment requests through:
- In-app notifications
- Products banners
- FloQast’s software sign-in web site
- Social posts
- Shopper neighborhood internet pages
- E-mail newsletters
- In-man or woman gatherings
LaPlante shared, “Showcasing it within just the application alone, which 1000’s of end users are observing every single solitary day, it underscores the benefit that we are placing on client responses.”
3. Engaging customers
One particular straightforward technique the team employed to draw in and have interaction potential reviewers was theming their regular review requests. Even though a compact touch, it captured the consideration of their customers and saved the asks contemporary.
Some case in point opening strains included “you are audit I need” in February and “April showers provide May possibly bouquets (and G2 testimonials)” in Could.
Just about every e-mail would open with an accounting pun or holiday break theme, and then would incentivize reviewers to depart responses in trade for an Amazon reward card. Think it or not, accountants are humorous individuals!
4. Driving inside alignment
Lastly, to achieve cross-purposeful alignment and visibility across the group for their campaigns, an interior playbook was established.
LaPlante claims, “Making absolutely sure our crew comprehended that their involvement in the accomplishment of the marketing campaign was crucial, and possessing that general knowledge of what we were making an attempt to complete, was important and component of the achievements.”
Head of Shopper Advertising and Local community at FloQast
Monteiro and the FloQast advertising leadership team achieved weekly to brainstorm the preliminary system, and just after acquiring alignment, worked with each other to connect that prepare to FloQast’s heads of assistance and purchaser achievements.
The moment they had been bought in, the campaign kicked off with 1:1 outreach from the CSMs to their consumers. Monteiro and LaPlante also needed to make sure that groups stayed motivated to continue their outreach. They commenced by displaying a ticker to visually display how shut they have been to their intention.
LaPlante achieved with interior stakeholders on a weekly basis to align all many touch factors and discussions that have been occurring across the group. She also established and leveraged an interior Slack channel focused to continuous campaign updates, strategies, and final results.
From collection to utilization
Now that they experienced produced a broad vary of assessments from throughout their shopper base, FloQast utilized critiques both equally internally, to create belief with prospects, and externally from a marketing and advertising standpoint.
LaPlante shares, “If you have a prospect who sees your badges and then will become a purchaser, a year later on when you ask them for a critique, they’ll remember how opinions aided them experience validated in their acquire decision and be a lot more most likely to leave a evaluation on their own. It is a constant loop that rewards all parties associated.”
Head of Client Marketing and Group at FloQast
Internally, LaPlante and her staff acquire those reviews and make sure to reply to and come up with essential themes that they are viewing across opinions. When assessments are gathered, FloQast groups them into thematic buckets and significant variables for their enterprise, these as small business dimension, market, and geography.
They are then packaged into quotebooks to be leveraged as marketing elements by the gross sales growth groups.
Embracing all comments
As a Director of Customer Marketing, LaPlante recognizes that outreach to all shoppers can induce some nervousness, especially at the management degree, but notes, “you require to stand at the rear of your product or service. If you are resolute that you have a item that can make a distinction, and you know that shoppers are effective applying it, you can be assured that they’re going to give you that variety of feed-back that you might be seeking for on G2.”
LaPlante encourages businesses not to be worried of client opinions, even if it is unclear the place their favor falls. When FloQast receives a detrimental overview, which is unusual, they make sure to react to the buyer, and share the opinions with the internal crew with the aligning region of possibility.
Senior Marketing consultant at The Captivate Collective
This notice to the client is reflected in FloQast’s most the latest recognition as the #1 vendor in the Relationship Index for Economical Shut in G2’s Slide 2022 reports. When prospective shoppers are examining testimonials and responses, they can really feel cozy realizing that if a worst-case state of affairs takes place, they will be in excellent arms.
LaPlante displays, “One of the core themes that we were being equipped to pull away was how our customers are pinpointing the simple fact that we are listening and they sense like we truly are getting their opinions to coronary heart and to the item. It was a person of the regions they gave us a great deal of significant remarks on.”
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