December 7, 2022

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FloQast’s Guide to Multi-Channel Review Campaigns

FloQast has completed what so numerous providers strive to: swiftly populating genuine client evaluations on G2.

In partnership with The Captivate Collective, their cohesive assessment generation tactic resulted in a 312% raise in testimonials in contrast to the calendar year prior.

FloQast is a close administration answer made for accountants, by accountants, that automates, streamlines, and provides visibility into the a variety of action things that accountants have to go as a result of each month. The Captivate Collective is an advocate internet marketing consulting agency that performs with clientele like FloQast to make their advocacy tactic from scratch. 

Together they designed a evaluation generation method that created a lot more reviews than FloQast at any time has prior to. 

We sat down with Victoria LaPlante, FloQast’s Head of Shopper Promoting and Group, and Kiely Monteiro, The Captivate Collective’s Senior Advisor, to discover far more. 

Making their assessment assortment approach

LaPlante and Monteiro shared their playbook for developing the marketing campaign that drove hundreds of new opinions, and how they used those people testimonials immediately after collecting them. Their assessment selection method incorporates 4 vital measures, highlighted below. 

1. Targeting segments

When FloQast 1st started performing with The Captivate Collective, they explored methods to broaden outreach and seemed at targeting shoppers for evaluation asks when they had been most engaged (and thus most likely to go away a assessment). 

To get started, they seemed at admins and managers from businesses that had renewed in the past 6 months, as very well as everyone deemed a product champion by their client achievements supervisors. They realized these people experienced enough experience with the system to give a complete evaluation, and that they have been actively leveraging FloQast at their organization. 

Future, they specific customers who had shared suggestions with them in various other channels and hypothesized that if they were prepared to share opinions in a single channel, they would be probably to share it on G2 as perfectly. They sent critique requests out to their NPS respondents, as nicely as anyone who experienced submitted a guidance ticket and left comments by the observe-up.

By growing their concentrate on viewers, FloQast was equipped to seize a wide vary of genuine evaluations from their most engaged users. 

But they did not quit there.

2. Soliciting critiques by means of extra than a single avenue

In buy to push as many assessments as feasible, FloQast also carried out a multi-channel tactic to interact their whole consumer foundation. They explored just about every buyer touchpoint and labored to integrate review requests all through their customer experience. 

This incorporated earning assessment requests as a result of: 

  • In-app notifications
  • Products banners
  • FloQast’s software indication-in web site
  • Social posts
  • Client group pages
  • E mail newsletters 
  • In-individual functions

LaPlante shared, “Showcasing it inside of the software alone, which 1000’s of end users are seeing just about every single working day, it underscores the price that we are positioning on consumer feedback.”

3. Participating clients

One easy strategy the crew used to attract and engage potential reviewers was theming their every month review requests. Even though a little touch, it captured the attention of their customers and held the asks fresh new. 

Some case in point opening lines included  “you are audit I need” in February and  “April showers bring May bouquets (and G2 assessments)” in May perhaps.

FloQast's customer engagement G2 campaign

 

Each e-mail would open with an accounting pun or holiday break concept, and then would incentivize reviewers to go away suggestions in trade for an Amazon present card. Consider it or not, accountants are funny persons!

4. Driving inside alignment

Ultimately, to attain cross-useful alignment and visibility throughout the corporation for their campaigns, an inner playbook was developed.

LaPlante states, “Making absolutely sure our crew understood that their involvement in the achievement of the marketing campaign was crucial, and obtaining that typical comprehending of what we have been seeking to accomplish, was crucial and part of the accomplishment.” 

“Reviews are particularly critical to our quickly-rising organization. We consider shopper feedback extremely significantly, and G2 data helps us swiftly adapt to superior satisfy our client’s requires.”

Victoria LaPlante
Head of Consumer Internet marketing and Neighborhood at FloQast

Monteiro and the FloQast marketing management crew satisfied weekly to brainstorm the initial program, and following getting alignment, worked with each other to communicate that prepare to FloQast’s heads of guidance and customer achievement. 

When they have been acquired in, the campaign kicked off with 1:1 outreach from the CSMs to their consumers. Monteiro and LaPlante also wanted to guarantee that groups stayed inspired to carry on their outreach. They started by exhibiting a ticker to visually show how close they have been to their aim.

LaPlante achieved with interior stakeholders on a weekly basis to align all several contact factors and discussions that had been going on across the business. She also established and leveraged an inside Slack channel focused to continual campaign updates, tips, and effects.

From assortment to utilization

Now that they experienced created a large selection of critiques from throughout their buyer foundation, FloQast utilised assessments both equally internally, to establish have faith in with prospects, and externally from a advertising and marketing perspective. 

LaPlante shares,  “If you have a prospect who sees your badges and then gets a consumer, a yr afterwards when you inquire them for a evaluate, they’ll recall how testimonials aided them sense validated in their invest in final decision and be additional probably to depart a review by themselves. It is a continual loop that benefits all parties concerned.” 

“We’re very pleased to be named a Chief in our class on G2, and the badges admit our position of dominance higher than our levels of competition.”

Victoria LaPlante
Head of Consumer Marketing and Neighborhood at FloQast

Internally, LaPlante and her team consider individuals evaluations and make confident to react to and come up with key themes that they are looking at across testimonials. When critiques are collected, FloQast teams them into thematic buckets and critical variables for their business enterprise, such as organization dimensions, sector, and geography. 

They are then packaged into quotebooks to be leveraged as advertising supplies by the revenue growth teams.

Embracing all feedback

As a Director of Customer Internet marketing, LaPlante recognizes that outreach to all consumers can cause some panic, primarily at the management level, but notes, “you need to stand behind your product or service. If you are resolute that you have a product or service that can make a change, and you know that consumers are profitable applying it, you can be self-confident that they’ll give you that form of opinions that you happen to be wanting for on G2.” 

LaPlante encourages corporations not to be frightened of shopper testimonials, even if it is unclear wherever their favor falls. When FloQast gets a adverse review, which is uncommon, they make certain to reply to the buyer, and share the opinions with the internal workforce with the aligning space of option. 

“Negative testimonials are a fantastic opportunity. Responding to unfavorable testimonials and shifting whatsoever it is, if doable, is a possibility to improve and flip clients around.”

Kiely Monteiro
Senior Specialist at The Captivate Collective

This focus to the buyer is reflected in FloQast’s most new recognition as the #1 vendor in the Relationship Index for Economic Close in G2’s Drop 2022 reviews. When opportunity buyers are reading reviews and responses, they can experience snug being aware of that if a worst-case scenario occurs, they will be in excellent arms.

LaPlante demonstrates, “One of the core themes that we ended up able to pull absent was how our prospects are pinpointing the point that we are listening and they experience like we truly are getting their comments to coronary heart and to the solution. It was a person of the parts they gave us a great deal of superior remarks on.”

Prepared to make additional critiques and turn out to be a G2 Leader? Discover how to lean into consumer-led growth with G2 Promoting Answers.