FloQast has accomplished what so numerous organizations try to: rapidly populating authentic shopper reviews on G2.
In partnership with The Captivate Collective, their cohesive critique generation approach resulted in a 312% increase in evaluations in contrast to the calendar year prior.
FloQast is a shut administration resolution designed for accountants, by accountants, that automates, streamlines, and provides visibility into the various motion things that accountants have to go through each and every thirty day period. The Captivate Collective is an advocate marketing consulting company that works with customers like FloQast to build their advocacy system from scratch.
Together they constructed a assessment technology approach that generated extra opinions than FloQast ever has before.
We sat down with Victoria LaPlante, FloQast’s Head of Customer Promoting and Group, and Kiely Monteiro, The Captivate Collective’s Senior Advisor, to understand more.
Developing their overview selection system
LaPlante and Monteiro shared their playbook for building the marketing campaign that drove hundreds of new opinions, and how they utilized these opinions soon after amassing them. Their review selection tactic consists of 4 important methods, highlighted under.
1. Concentrating on segments
When FloQast to start with begun working with The Captivate Collective, they explored methods to increase outreach and appeared at concentrating on buyers for overview asks when they were most engaged (and consequently most probable to depart a critique).
To get started, they appeared at admins and managers from providers that had renewed in the past six months, as properly as any person deemed a product or service winner by their purchaser accomplishment professionals. They knew these users experienced sufficient working experience with the platform to give a thorough assessment, and that they had been actively leveraging FloQast at their firm.
Up coming, they specific prospects who experienced shared opinions with them in a variety of other channels and hypothesized that if they had been ready to share feedback in one channel, they would be very likely to share it on G2 as effectively. They despatched overview requests out to their NPS respondents, as effectively as any person who experienced submitted a guidance ticket and remaining opinions via the stick to-up.
By expanding their concentrate on audience, FloQast was equipped to seize a wide array of genuine critiques from their most engaged users.
But they didn’t end there.
2. Soliciting opinions by much more than a single avenue
In get to travel as lots of evaluations as possible, FloQast also executed a multi-channel technique to interact their whole buyer foundation. They explored every client touchpoint and labored to integrate evaluate requests during their consumer practical experience.
This involved earning evaluate requests through:
- In-application notifications
- Products banners
- FloQast’s software signal-in page
- Social posts
- Client community internet pages
- E mail newsletters
- In-human being situations
LaPlante shared, “Showcasing it inside of the software alone, which thousands of end users are observing just about every single day, it underscores the price that we are putting on consumer suggestions.”
3. Partaking customers
One basic technique the staff used to entice and engage likely reviewers was theming their regular evaluation requests. Whilst a modest touch, it captured the awareness of their customers and retained the asks contemporary.
Some instance opening strains included “you are audit I need” in February and “April showers convey Might flowers (and G2 opinions)” in Could.
Each e-mail would open with an accounting pun or getaway concept, and then would incentivize reviewers to leave comments in exchange for an Amazon reward card. Imagine it or not, accountants are humorous men and women!
4. Driving inside alignment
Ultimately, to achieve cross-functional alignment and visibility throughout the business for their strategies, an internal playbook was developed.
LaPlante suggests, “Making absolutely sure our workforce comprehended that their involvement in the achievements of the campaign was vital, and having that basic being familiar with of what we have been making an attempt to attain, was vital and component of the good results.”
Head of Customer Internet marketing and Neighborhood at FloQast
Monteiro and the FloQast marketing leadership staff achieved weekly to brainstorm the initial plan, and soon after acquiring alignment, labored collectively to communicate that approach to FloQast’s heads of aid and shopper results.
As soon as they were being bought in, the campaign kicked off with 1:1 outreach from the CSMs to their clients. Monteiro and LaPlante also needed to guarantee that groups stayed determined to continue on their outreach. They started out by exhibiting a ticker to visually clearly show how near they had been to their objective.
LaPlante met with inside stakeholders on a weekly foundation to align all several touch points and discussions that ended up occurring across the organization. She also established and leveraged an inner Slack channel focused to continuous marketing campaign updates, concepts, and success.
From collection to utilization
Now that they experienced created a large range of opinions from throughout their consumer base, FloQast utilised evaluations the two internally, to establish rely on with clients, and externally from a advertising perspective.
LaPlante shares, “If you have a prospect who sees your badges and then will become a client, a 12 months later on when you request them for a assessment, they’ll remember how assessments aided them really feel validated in their invest in choice and be far more probably to leave a review on their own. It is a continuous loop that added benefits all functions concerned.”
Head of Purchaser Marketing and Community at FloQast
Internally, LaPlante and her crew get those reviews and make sure to answer to and appear up with important themes that they are seeing throughout reviews. When testimonials are collected, FloQast teams them into thematic buckets and significant variables for their small business, these as business enterprise dimension, market, and geography.
They are then packaged into quotebooks to be leveraged as marketing and advertising products by the sales growth teams.
Embracing all opinions
As a Director of Buyer Promoting, LaPlante acknowledges that outreach to all customers can result in some anxiety, in particular at the management degree, but notes, “you have to have to stand behind your product. If you are resolute that you have a products that helps make a difference, and you know that prospects are productive employing it, you can be assured that they will give you that kind of responses that you might be seeking for on G2.”
LaPlante encourages businesses not to be worried of purchaser opinions, even if it is unclear the place their favor falls. When FloQast gets a damaging critique, which is exceptional, they make positive to respond to the purchaser, and share the opinions with the internal team with the aligning area of prospect.
Senior Consultant at The Captivate Collective
This notice to the shopper is reflected in FloQast’s most current recognition as the #1 vendor in the Romantic relationship Index for Money Near in G2’s Fall 2022 stories. When potential clients are examining testimonials and responses, they can come to feel relaxed being aware of that if a worst-circumstance circumstance happens, they will be in excellent palms.
LaPlante reflects, “One of the core themes that we ended up ready to pull absent was how our clients are determining the actuality that we are listening and they feel like we really are using their opinions to coronary heart and to the item. It was one particular of the areas they gave us a ton of significant remarks on.”
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