FloQast has accomplished what so several corporations strive to: promptly populating reliable purchaser opinions on G2.
In partnership with The Captivate Collective, their cohesive evaluate era technique resulted in a 312% enhance in reviews when compared to the calendar year prior.
FloQast is a close management option built for accountants, by accountants, that automates, streamlines, and offers visibility into the several motion merchandise that accountants have to go via each and every thirty day period. The Captivate Collective is an advocate marketing consulting agency that is effective with clients like FloQast to establish their advocacy method from scratch.
Collectively they designed a review technology technique that generated extra assessments than FloQast ever has in advance of.
We sat down with Victoria LaPlante, FloQast’s Head of Buyer Internet marketing and Local community, and Kiely Monteiro, The Captivate Collective’s Senior Marketing consultant, to learn more.
Setting up their review selection technique
LaPlante and Monteiro shared their playbook for setting up the campaign that drove hundreds of new critiques, and how they used those people evaluations just after accumulating them. Their overview selection tactic features four vital ways, highlighted below.
1. Targeting segments
When FloQast very first commenced doing work with The Captivate Collective, they explored methods to extend outreach and looked at targeting customers for review asks when they were most engaged (and as a result most most likely to leave a evaluate).
To begin, they appeared at admins and professionals from organizations that experienced renewed in the previous six months, as effectively as any person considered a product or service champion by their client good results supervisors. They knew these buyers experienced more than enough working experience with the platform to give a complete evaluation, and that they were actively leveraging FloQast at their corporation.
Up coming, they focused prospects who experienced shared feedback with them in many other channels and hypothesized that if they have been prepared to share feed-back in one particular channel, they would be very likely to share it on G2 as effectively. They sent evaluate requests out to their NPS respondents, as properly as any individual who had submitted a assistance ticket and still left suggestions by means of the stick to-up.
By expanding their focus on audience, FloQast was ready to seize a broad assortment of authentic reviews from their most engaged end users.
But they did not stop there.
2. Soliciting testimonials as a result of extra than a single avenue
In buy to travel as a lot of evaluations as attainable, FloQast also carried out a multi-channel method to interact their comprehensive buyer base. They explored just about every buyer touchpoint and labored to incorporate critique requests all through their client working experience.
This provided making critique requests by:
- In-app notifications
- Product or service banners
- FloQast’s software signal-in webpage
- Social posts
- Client community pages
- E mail newsletters
- In-human being events
LaPlante shared, “Showcasing it within the application itself, which hundreds of users are seeing every one day, it underscores the value that we are positioning on purchaser suggestions.”
3. Participating consumers
A person basic technique the team used to bring in and have interaction prospective reviewers was theming their monthly critique requests. Though a compact touch, it captured the focus of their clients and saved the asks clean.
Some example opening traces included “you are audit I need” in February and “April showers provide Might bouquets (and G2 reviews)” in May.
Each individual e-mail would open with an accounting pun or holiday concept, and then would incentivize reviewers to go away responses in trade for an Amazon present card. Believe it or not, accountants are amusing folks!
4. Driving inside alignment
At last, to attain cross-purposeful alignment and visibility across the organization for their campaigns, an inside playbook was established.
LaPlante suggests, “Making positive our workforce comprehended that their involvement in the good results of the marketing campaign was crucial, and possessing that standard comprehending of what we ended up making an attempt to execute, was essential and part of the good results.”
Head of Shopper Marketing and Local community at FloQast
Monteiro and the FloQast advertising and marketing leadership crew satisfied weekly to brainstorm the preliminary approach, and right after acquiring alignment, labored collectively to communicate that prepare to FloQast’s heads of aid and customer success.
As soon as they were purchased in, the marketing campaign kicked off with 1:1 outreach from the CSMs to their prospects. Monteiro and LaPlante also desired to be certain that groups stayed enthusiastic to continue on their outreach. They began by exhibiting a ticker to visually show how shut they were being to their target.
LaPlante fulfilled with interior stakeholders on a weekly foundation to align all several contact factors and discussions that were being happening throughout the organization. She also developed and leveraged an inner Slack channel dedicated to continual marketing campaign updates, suggestions, and outcomes.
From selection to utilization
Now that they experienced produced a large range of assessments from throughout their client base, FloQast applied reviews both of those internally, to construct trust with clients, and externally from a advertising standpoint.
LaPlante shares, “If you have a prospect who sees your badges and then gets to be a purchaser, a year later when you check with them for a review, they’ll don’t forget how reviews aided them really feel validated in their purchase selection and be a lot more probably to depart a critique themselves. It’s a continual loop that gains all parties involved.”
Head of Customer Promoting and Group at FloQast
Internally, LaPlante and her crew get individuals testimonials and make guaranteed to react to and arrive up with essential themes that they are looking at throughout evaluations. When assessments are gathered, FloQast teams them into thematic buckets and important variables for their enterprise, this sort of as small business dimension, market, and geography.
They are then packaged into quotebooks to be leveraged as internet marketing resources by the income enhancement groups.
Embracing all responses
As a Director of Shopper Marketing and advertising, LaPlante recognizes that outreach to all customers can induce some anxiousness, in particular at the leadership degree, but notes, “you require to stand powering your product. If you are resolute that you have a merchandise that tends to make a distinction, and you know that consumers are effective using it, you can be self-assured that they are going to give you that type of feedback that you are on the lookout for on G2.”
LaPlante encourages organizations not to be afraid of shopper opinions, even if it is unclear the place their favor falls. When FloQast receives a destructive overview, which is unusual, they make confident to respond to the client, and share the feed-back with the inner team with the aligning place of opportunity.
Senior Marketing consultant at The Captivate Collective
This attention to the purchaser is mirrored in FloQast’s most recent recognition as the #1 seller in the Partnership Index for Economic Shut in G2’s Fall 2022 reports. When probable clients are reading through assessments and responses, they can truly feel cozy realizing that if a worst-scenario situation occurs, they will be in superior fingers.
LaPlante demonstrates, “One of the core themes that we have been able to pull away was how our clients are identifying the actuality that we are listening and they feel like we actually are having their responses to heart and to the merchandise. It was a person of the locations they gave us a good deal of substantial remarks on.”
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