December 3, 2022

Phidiastavern

Marketing Needs Experts

FloQast’s Guide to Multi-Channel Review Campaigns

FloQast has attained what so numerous firms try to: quickly populating authentic customer testimonials on G2.

In partnership with The Captivate Collective, their cohesive assessment generation method resulted in a 312% improve in evaluations in comparison to the calendar year prior.

FloQast is a close management answer created for accountants, by accountants, that automates, streamlines, and provides visibility into the several motion merchandise that accountants have to go through every month. The Captivate Collective is an advocate advertising consulting agency that will work with customers like FloQast to develop their advocacy tactic from scratch. 

Collectively they created a evaluate generation strategy that generated a lot more reviews than FloQast at any time has in advance of. 

We sat down with Victoria LaPlante, FloQast’s Head of Buyer Marketing and advertising and Local community, and Kiely Monteiro, The Captivate Collective’s Senior Marketing consultant, to master more. 

Constructing their critique assortment strategy

LaPlante and Monteiro shared their playbook for setting up the campaign that drove hundreds of new testimonials, and how they used individuals testimonials soon after amassing them. Their review collection system involves 4 critical steps, highlighted down below. 

1. Targeting segments

When FloQast initial started working with The Captivate Collective, they explored means to extend outreach and appeared at concentrating on buyers for evaluate asks when they were most engaged (and therefore most very likely to depart a overview). 

To begin, they seemed at admins and administrators from firms that experienced renewed in the previous 6 months, as very well as any person deemed a product or service winner by their purchaser achievement administrators. They knew these end users had sufficient encounter with the platform to give a complete review, and that they were actively leveraging FloQast at their corporation. 

Future, they targeted customers who had shared feedback with them in numerous other channels and hypothesized that if they had been keen to share comments in one channel, they would be probably to share it on G2 as effectively. They sent critique requests out to their NPS respondents, as perfectly as any individual who had submitted a aid ticket and left feed-back through the follow-up.

By growing their concentrate on viewers, FloQast was capable to seize a wide variety of reliable testimonials from their most engaged customers. 

But they did not end there.

2. Soliciting evaluations by means of far more than one avenue

In purchase to generate as a lot of opinions as feasible, FloQast also executed a multi-channel approach to interact their full purchaser foundation. They explored each and every purchaser touchpoint and labored to incorporate overview requests through their client experience. 

This bundled building overview requests by: 

  • In-app notifications
  • Merchandise banners
  • FloQast’s software signal-in webpage
  • Social posts
  • Consumer neighborhood web pages
  • Electronic mail newsletters 
  • In-particular person events

LaPlante shared, “Showcasing it within just the application alone, which hundreds of customers are looking at just about every one day, it underscores the benefit that we are putting on shopper suggestions.”

3. Partaking buyers

One simple method the group applied to draw in and interact opportunity reviewers was theming their regular evaluation requests. Even though a smaller contact, it captured the focus of their consumers and saved the asks fresh new. 

Some instance opening traces included  “you are audit I need” in February and  “April showers provide May perhaps flowers (and G2 testimonials)” in May perhaps.

FloQast's customer engagement G2 campaign

 

Just about every e mail would open up with an accounting pun or holiday getaway theme, and then would incentivize reviewers to depart suggestions in exchange for an Amazon reward card. Imagine it or not, accountants are amusing individuals!

4. Driving internal alignment

Ultimately, to achieve cross-functional alignment and visibility throughout the organization for their strategies, an interior playbook was developed.

LaPlante suggests, “Making certain our crew recognized that their involvement in the achievement of the marketing campaign was critical, and obtaining that typical understanding of what we were making an attempt to attain, was crucial and portion of the accomplishment.” 

“Reviews are incredibly essential to our quick-expanding corporation. We choose consumer feed-back quite significantly, and G2 facts aids us rapidly adapt to greater meet our client’s requires.”

Victoria LaPlante
Head of Consumer Marketing and Group at FloQast

Monteiro and the FloQast advertising and marketing management team achieved weekly to brainstorm the first plan, and after acquiring alignment, labored together to talk that strategy to FloQast’s heads of aid and buyer success. 

When they were acquired in, the campaign kicked off with 1:1 outreach from the CSMs to their consumers. Monteiro and LaPlante also preferred to guarantee that groups stayed enthusiastic to continue their outreach. They started by displaying a ticker to visually clearly show how shut they were being to their aim.

LaPlante satisfied with internal stakeholders on a weekly foundation to align all many contact factors and conversations that were taking place across the organization. She also made and leveraged an inner Slack channel devoted to ongoing marketing campaign updates, strategies, and final results.

From selection to utilization

Now that they experienced generated a vast selection of evaluations from across their consumer base, FloQast made use of opinions the two internally, to establish belief with shoppers, and externally from a advertising and marketing perspective. 

LaPlante shares,  “If you have a prospect who sees your badges and then results in being a consumer, a yr afterwards when you check with them for a assessment, they’ll keep in mind how evaluations served them come to feel validated in their acquire determination and be a lot more very likely to depart a evaluation themselves. It’s a steady loop that added benefits all functions concerned.” 

“We’re proud to be named a Chief in our category on G2, and the badges accept our posture of dominance higher than our competitors.”

Victoria LaPlante
Head of Consumer Advertising and Neighborhood at FloQast

Internally, LaPlante and her team take those testimonials and make confident to reply to and appear up with crucial themes that they are looking at throughout testimonials. When reviews are gathered, FloQast teams them into thematic buckets and essential variables for their organization, these types of as organization sizing, field, and geography. 

They are then packaged into quotebooks to be leveraged as internet marketing supplies by the revenue growth groups.

Embracing all opinions

As a Director of Client Internet marketing, LaPlante acknowledges that outreach to all shoppers can trigger some anxiousness, primarily at the leadership amount, but notes, “you require to stand behind your merchandise. If you are resolute that you have a product that tends to make a variation, and you know that consumers are effective using it, you can be assured that they’re going to give you that sort of feedback that you are wanting for on G2.” 

LaPlante encourages firms not to be afraid of client assessments, even if it is unclear where their favor falls. When FloQast receives a damaging overview, which is rare, they make absolutely sure to respond to the buyer, and share the comments with the internal staff with the aligning space of opportunity. 

“Negative critiques are a wonderful possibility. Responding to adverse critiques and changing regardless of what it is, if feasible, is a probability to increase and transform clients close to.”

Kiely Monteiro
Senior Guide at The Captivate Collective

This interest to the customer is mirrored in FloQast’s most current recognition as the #1 vendor in the Partnership Index for Fiscal Shut in G2’s Slide 2022 reviews. When potential consumers are studying reviews and responses, they can experience comfy recognizing that if a worst-case state of affairs comes about, they will be in superior palms.

LaPlante displays, “One of the main themes that we had been equipped to pull absent was how our shoppers are pinpointing the fact that we are listening and they experience like we seriously are getting their comments to heart and to the solution. It was one of the locations they gave us a great deal of high remarks on.”

All set to create far more opinions and grow to be a G2 Chief? Find out how to lean into buyer-led progress with G2 Internet marketing Options.