FloQast has achieved what so quite a few corporations try to: promptly populating reliable purchaser critiques on G2.
In partnership with The Captivate Collective, their cohesive overview generation approach resulted in a 312% maximize in opinions in contrast to the yr prior.
FloQast is a shut management option created for accountants, by accountants, that automates, streamlines, and offers visibility into the a variety of motion items that accountants have to go by means of each individual thirty day period. The Captivate Collective is an advocate marketing and advertising consulting agency that operates with shoppers like FloQast to build their advocacy strategy from scratch.
Together they developed a evaluate era strategy that generated more opinions than FloQast at any time has in advance of.
We sat down with Victoria LaPlante, FloQast’s Head of Shopper Advertising and Local community, and Kiely Monteiro, The Captivate Collective’s Senior Guide, to find out extra.
Building their overview assortment approach
LaPlante and Monteiro shared their playbook for constructing the marketing campaign that drove hundreds of new opinions, and how they used people evaluations following amassing them. Their overview assortment tactic incorporates four significant steps, highlighted below.
1. Focusing on segments
When FloQast to start with begun performing with The Captivate Collective, they explored means to broaden outreach and looked at concentrating on clients for review asks when they had been most engaged (and as a result most very likely to leave a critique).
To get started, they looked at admins and administrators from businesses that experienced renewed in the earlier six months, as effectively as any individual deemed a merchandise winner by their consumer achievements administrators. They understood these consumers had adequate encounter with the platform to give a complete review, and that they had been actively leveraging FloQast at their organization.
Upcoming, they focused prospects who had shared feedback with them in a variety of other channels and hypothesized that if they ended up willing to share comments in one particular channel, they would be possible to share it on G2 as effectively. They sent critique requests out to their NPS respondents, as nicely as any one who experienced submitted a assist ticket and still left opinions as a result of the comply with-up.
By expanding their target viewers, FloQast was in a position to seize a wide vary of reliable testimonials from their most engaged consumers.
But they did not quit there.
2. Soliciting assessments by extra than a person avenue
In purchase to drive as lots of assessments as achievable, FloQast also applied a multi-channel approach to interact their full shopper base. They explored every single purchaser touchpoint and labored to include critique requests through their purchaser working experience.
This provided building evaluation requests via:
- In-app notifications
- Products banners
- FloQast’s software signal-in website page
- Social posts
- Shopper local community internet pages
- E-mail newsletters
- In-human being activities
LaPlante shared, “Showcasing it inside of the application itself, which 1000’s of users are viewing just about every one day, it underscores the benefit that we are positioning on buyer feedback.”
3. Partaking customers
A person easy strategy the team employed to entice and engage prospective reviewers was theming their month-to-month assessment requests. When a compact touch, it captured the consideration of their prospects and retained the asks refreshing.
Some instance opening strains included “you are audit I need” in February and “April showers carry May bouquets (and G2 reviews)” in Could.
Every 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. Feel it or not, accountants are funny folks!
4. Driving inner alignment
Last but not least, to complete cross-useful alignment and visibility throughout the group for their strategies, an internal playbook was established.
LaPlante suggests, “Making confident our team recognized that their involvement in the accomplishment of the marketing campaign was critical, and acquiring that typical knowledge of what we had been trying to complete, was important and aspect of the results.”
Head of Customer Marketing and Local community at FloQast
Monteiro and the FloQast marketing and advertising management workforce met weekly to brainstorm the initial prepare, and immediately after getting alignment, labored collectively to converse that program to FloQast’s heads of assist and buyer good results.
At the time they had been acquired in, the marketing campaign kicked off with 1:1 outreach from the CSMs to their shoppers. Monteiro and LaPlante also wanted to assure that teams stayed motivated to keep on their outreach. They started by displaying a ticker to visually display how shut they ended up to their target.
LaPlante satisfied with internal stakeholders on a weekly basis to align all a variety of touch details and discussions that were taking place across the organization. She also developed and leveraged an internal Slack channel dedicated to steady marketing campaign updates, concepts, and success.
From selection to utilization
Now that they experienced created a vast selection of critiques from throughout their customer foundation, FloQast used reviews both internally, to build rely on with clients, and externally from a advertising standpoint.
LaPlante shares, “If you have a prospect who sees your badges and then gets a consumer, a 12 months later on when you talk to them for a evaluate, they’ll don’t forget how testimonials helped them really feel validated in their purchase conclusion and be a lot more probably to depart a assessment them selves. It is a constant loop that benefits all parties concerned.”
Head of Customer Promoting and Neighborhood at FloQast
Internally, LaPlante and her group consider those people reviews and make certain to react to and arrive up with important themes that they are viewing across critiques. When assessments are collected, FloQast groups them into thematic buckets and significant variables for their small business, these kinds of as small business measurement, market, and geography.
They are then packaged into quotebooks to be leveraged as advertising products by the gross sales development teams.
Embracing all suggestions
As a Director of Buyer Promoting, LaPlante acknowledges that outreach to all consumers can trigger some panic, particularly at the management amount, but notes, “you have to have to stand behind your product. If you are resolute that you have a product or service that tends to make a change, and you know that consumers are effective applying it, you can be confident that they will give you that sort of feedback that you’re wanting for on G2.”
LaPlante encourages organizations not to be frightened of purchaser evaluations, even if it is unclear the place their favor falls. When FloQast gets a unfavorable overview, which is rare, they make absolutely sure to answer to the purchaser, and share the feed-back with the interior team with the aligning place of prospect.
Senior Marketing consultant at The Captivate Collective
This awareness to the buyer is mirrored in FloQast’s most current recognition as the #1 vendor in the Romantic relationship Index for Financial Close in G2’s Tumble 2022 reviews. When opportunity customers are looking through testimonials and responses, they can come to feel comfortable knowing that if a worst-scenario scenario occurs, they will be in fantastic arms.
LaPlante displays, “One of the core themes that we were in a position to pull away was how our consumers are identifying the point that we are listening and they truly feel like we definitely are having their feed-back to heart and to the product. It was just one of the locations they gave us a lot of large remarks on.”
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