FloQast’s Guide to Multi-Channel Review Campaigns

Marty Batteen

FloQast has completed what so lots of companies try to: swiftly populating genuine purchaser opinions on G2.

In partnership with The Captivate Collective, their cohesive evaluate era approach resulted in a 312% improve in opinions as opposed to the calendar year prior.

FloQast is a shut administration option built for accountants, by accountants, that automates, streamlines, and presents visibility into the a variety of motion merchandise that accountants have to go by way of every single month. The Captivate Collective is an advocate advertising and marketing consulting company that will work with clientele like FloQast to create their advocacy tactic from scratch. 

Alongside one another they built a critique era system that produced a lot more reviews than FloQast ever has right before. 

We sat down with Victoria LaPlante, FloQast’s Head of Customer Advertising and marketing and Neighborhood, and Kiely Monteiro, The Captivate Collective’s Senior Advisor, to master more. 

Constructing their review assortment method

LaPlante and Monteiro shared their playbook for building the campaign that drove hundreds of new critiques, and how they utilized people reviews soon after collecting them. Their evaluation selection technique features 4 vital steps, highlighted below. 

1. Focusing on segments

When FloQast initially started off performing with The Captivate Collective, they explored techniques to extend outreach and appeared at focusing on customers for assessment asks when they were most engaged (and therefore most probable to depart a review). 

To start, they seemed at admins and professionals from businesses that had renewed in the earlier six months, as effectively as any person deemed a solution winner by their purchaser good results administrators. They knew these people had plenty of encounter with the platform to give a extensive evaluation, and that they have been actively leveraging FloQast at their organization. 

Upcoming, they focused shoppers who had shared suggestions with them in a variety of other channels and hypothesized that if they were eager to share responses in one particular channel, they would be probable to share it on G2 as well. They despatched evaluation requests out to their NPS respondents, as perfectly as everyone who experienced submitted a help ticket and left feedback as a result of the observe-up.

By expanding their goal viewers, FloQast was ready to capture a broad vary of genuine assessments from their most engaged consumers. 

But they did not quit there.

2. Soliciting opinions as a result of much more than one particular avenue

In purchase to push as many assessments as probable, FloQast also implemented a multi-channel tactic to have interaction their entire client foundation. They explored every single buyer touchpoint and worked to incorporate evaluate requests all over their client expertise. 

This involved generating assessment requests by way of: 

  • In-application notifications
  • Products banners
  • FloQast’s software signal-in web page
  • Social posts
  • Shopper local community pages
  • Email newsletters 
  • In-human being situations

LaPlante shared, “Showcasing it within just the application alone, which 1000’s of consumers are observing each solitary day, it underscores the benefit that we are positioning on client responses.”

3. Partaking shoppers

A person uncomplicated approach the workforce made use of to appeal to and interact opportunity reviewers was theming their regular evaluate requests. Though a tiny contact, it captured the attention of their customers and held the asks refreshing. 

Some case in point opening strains included  “you are audit I need” in February and  “April showers carry May perhaps flowers (and G2 evaluations)” in May possibly.

FloQast's customer engagement G2 campaign

 

Each and every electronic mail would open up with an accounting pun or holiday getaway concept, and then would incentivize reviewers to go away suggestions in exchange for an Amazon reward card. Imagine it or not, accountants are funny persons!

4. Driving inside alignment

Ultimately, to carry out cross-practical alignment and visibility across the organization for their campaigns, an inner playbook was designed.

LaPlante says, “Making sure our staff comprehended that their involvement in the achievements of the campaign was critical, and owning that normal understanding of what we have been striving to achieve, was vital and portion of the good results.” 

“Reviews are incredibly critical to our speedy-developing organization. We take buyer suggestions extremely significantly, and G2 facts aids us quickly adapt to far better meet our client’s needs.”

Victoria LaPlante
Head of Shopper Advertising and Local community at FloQast

Monteiro and the FloQast promoting management team satisfied weekly to brainstorm the initial program, and after obtaining alignment, labored jointly to converse that program to FloQast’s heads of assist and buyer achievement. 

When they have been purchased in, the campaign kicked off with 1:1 outreach from the CSMs to their shoppers. Monteiro and LaPlante also wanted to assure that groups stayed determined to continue on their outreach. They began by exhibiting a ticker to visually exhibit how near they had been to their target.

LaPlante met with interior stakeholders on a weekly foundation to align all a variety of contact details and conversations that ended up happening throughout the firm. She also established and leveraged an internal Slack channel focused to continual marketing campaign updates, ideas, and benefits.

From assortment to utilization

Now that they had produced a vast variety of testimonials from across their customer foundation, FloQast utilised testimonials both internally, to build belief with clients, and externally from a marketing viewpoint. 

LaPlante shares,  “If you have a prospect who sees your badges and then will become a buyer, a yr later on when you question them for a evaluate, they’ll remember how evaluations assisted them really feel validated in their obtain choice and be extra probable to leave a review on their own. It’s a continual loop that advantages all parties associated.” 

“We’re proud to be named a Chief in our group on G2, and the badges admit our posture of dominance higher than our level of competition.”

Victoria LaPlante
Head of Customer Internet marketing and Community at FloQast

Internally, LaPlante and her workforce choose people opinions and make positive to reply to and occur up with critical themes that they are observing across opinions. When reviews are gathered, FloQast groups them into thematic buckets and vital variables for their business enterprise, these as organization dimensions, market, and geography. 

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

Embracing all suggestions

As a Director of Client Advertising and marketing, LaPlante recognizes that outreach to all consumers can bring about some nervousness, specifically at the leadership stage, but notes, “you require to stand driving your product. If you are resolute that you have a merchandise that can make a distinction, and you know that consumers are profitable working with it, you can be assured that they will give you that variety of feed-back that you might be wanting for on G2.” 

LaPlante encourages corporations not to be concerned of buyer opinions, even if it is unclear in which their favor falls. When FloQast gets a unfavorable evaluation, which is unusual, they make confident to reply to the customer, and share the responses with the inside crew with the aligning space of prospect. 

“Negative critiques are a terrific prospect. Responding to adverse testimonials and changing whatever it is, if attainable, is a probability to improve and flip consumers all over.”

Kiely Monteiro
Senior Guide at The Captivate Collective

This consideration to the shopper is mirrored in FloQast’s most current recognition as the #1 vendor in the Relationship Index for Economic Near in G2’s Drop 2022 stories. When possible prospects are looking through evaluations and responses, they can sense comfy knowing that if a worst-circumstance situation transpires, they will be in superior palms.

LaPlante demonstrates, “One of the core themes that we ended up equipped to pull absent was how our prospects are determining the reality that we are listening and they experience like we genuinely are taking their feedback to coronary heart and to the products. It was a person of the places they gave us a lot of substantial remarks on.”

Completely ready to produce much more critiques and develop into a G2 Leader? Understand how to lean into shopper-led progress with G2 Advertising and marketing Alternatives.

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