FloQast’s Guide to Multi-Channel Review Campaigns
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FloQast has accomplished what so numerous businesses try to: quickly populating genuine shopper testimonials on G2.
In partnership with The Captivate Collective, their cohesive overview technology system resulted in a 312% increase in assessments when compared to the calendar year prior.
FloQast is a shut administration option made for accountants, by accountants, that automates, streamlines, and gives visibility into the numerous motion objects that accountants have to go through each individual month. The Captivate Collective is an advocate internet marketing consulting company that functions with shoppers like FloQast to make their advocacy system from scratch.
With each other they crafted a assessment technology system that created much more assessments than FloQast ever has before.
We sat down with Victoria LaPlante, FloQast’s Head of Client Marketing and advertising and Group, and Kiely Monteiro, The Captivate Collective’s Senior Guide, to master a lot more.
Building their assessment collection technique
LaPlante and Monteiro shared their playbook for making the campaign that drove hundreds of new evaluations, and how they utilized those evaluations soon after gathering them. Their assessment assortment strategy consists of four essential measures, highlighted below.
1. Focusing on segments
When FloQast 1st commenced doing work with The Captivate Collective, they explored techniques to expand outreach and appeared at targeting buyers for evaluate asks when they were being most engaged (and thus most likely to go away a overview).
To start, they seemed at admins and administrators from providers that had renewed in the earlier 6 months, as perfectly as anybody deemed a merchandise winner by their client good results professionals. They knew these consumers had more than enough working experience with the platform to give a extensive overview, and that they had been actively leveraging FloQast at their corporation.
Up coming, they specific customers who had shared feed-back with them in different other channels and hypothesized that if they were being ready to share opinions in just one channel, they would be probable to share it on G2 as perfectly. They despatched assessment requests out to their NPS respondents, as effectively as anybody who had submitted a assist ticket and still left opinions via the observe-up.
By increasing their concentrate on audience, FloQast was capable to seize a broad variety of reliable evaluations from their most engaged customers.
But they didn’t cease there.
2. Soliciting assessments via far more than a person avenue
In order to push as quite a few critiques as doable, FloQast also implemented a multi-channel strategy to engage their whole customer base. They explored each and every consumer touchpoint and worked to integrate overview requests all over their customer working experience.
This incorporated producing evaluation requests by:
- In-application notifications
- Products banners
- FloQast’s application indication-in web site
- Social posts
- Purchaser community pages
- Electronic mail newsletters
- In-particular person activities
LaPlante shared, “Showcasing it in the application alone, which 1000’s of consumers are seeing each solitary working day, it underscores the value that we are putting on shopper comments.”
3. Participating consumers
A single easy system the crew applied to attract and have interaction prospective reviewers was theming their month-to-month overview requests. Even though a modest touch, it captured the awareness of their prospects and kept the asks new.
Some illustration opening strains included “you are audit I need” in February and “April showers provide May perhaps flowers (and G2 evaluations)” in May perhaps.
Each electronic mail would open with an accounting pun or holiday topic, and then would incentivize reviewers to leave suggestions in exchange for an Amazon gift card. Believe it or not, accountants are amusing persons!
4. Driving internal alignment
Last but not least, to accomplish cross-useful alignment and visibility across the group for their strategies, an inside playbook was produced.
LaPlante states, “Making sure our group comprehended that their involvement in the results of the campaign was vital, and obtaining that typical comprehending of what we had been trying to execute, was significant and section of the accomplishment.”
Victoria LaPlante
Head of Consumer Internet marketing and Group at FloQast
Monteiro and the FloQast advertising leadership crew satisfied weekly to brainstorm the first program, and soon after getting alignment, labored collectively to connect that approach to FloQast’s heads of guidance and customer accomplishment.
When they were purchased in, the campaign kicked off with 1:1 outreach from the CSMs to their buyers. Monteiro and LaPlante also wished to guarantee that groups stayed enthusiastic to continue on their outreach. They started by displaying a ticker to visually show how near they were to their aim.
LaPlante achieved with internal stakeholders on a weekly foundation to align all numerous contact details and discussions that ended up occurring throughout the business. She also produced and leveraged an interior Slack channel devoted to continual marketing campaign updates, concepts, and outcomes.
From selection to utilization
Now that they experienced produced a broad vary of critiques from throughout their consumer base, FloQast utilized reviews both equally internally, to create believe in with prospects, and externally from a promoting viewpoint.
LaPlante shares, “If you have a prospect who sees your badges and then gets to be a consumer, a 12 months later when you check with them for a critique, they’ll remember how critiques helped them feel validated in their purchase determination and be additional possible to depart a evaluate themselves. It’s a ongoing loop that positive aspects all get-togethers associated.”
Victoria LaPlante
Head of Shopper Marketing and advertising and Group at FloQast
Internally, LaPlante and her team just take these opinions and make absolutely sure to respond to and occur up with vital themes that they are observing throughout testimonials. When critiques are collected, FloQast groups them into thematic buckets and crucial variables for their business, these types of as organization dimensions, marketplace, and geography.
They are then packaged into quotebooks to be leveraged as promoting resources by the gross sales progress groups.
Embracing all responses
As a Director of Buyer Advertising, LaPlante recognizes that outreach to all shoppers can bring about some anxiety, particularly at the management stage, but notes, “you will need to stand guiding your merchandise. If you are resolute that you have a solution that makes a change, and you know that shoppers are profitable employing it, you can be self-assured that they are going to give you that sort of suggestions that you happen to be hunting for on G2.”
LaPlante encourages providers not to be fearful of purchaser critiques, even if it is unclear where their favor falls. When FloQast receives a negative evaluate, which is rare, they make confident to reply to the client, and share the comments with the internal crew with the aligning location of opportunity.
Kiely Monteiro
Senior Consultant at The Captivate Collective
This consideration to the client is mirrored in FloQast’s most modern recognition as the #1 seller in the Partnership Index for Economical Shut in G2’s Slide 2022 experiences. When likely buyers are looking through critiques and responses, they can experience cozy realizing that if a worst-case circumstance occurs, they will be in superior fingers.
LaPlante reflects, “One of the core themes that we have been equipped to pull away was how our consumers are pinpointing the reality that we are listening and they feel like we definitely are getting their feedback to heart and to the item. It was a single of the spots they gave us a ton of higher remarks on.”
Ready to make a lot more reviews and turn into a G2 Chief? Study how to lean into consumer-led development with G2 Advertising Methods.
