FloQast has achieved what so lots of organizations strive to: speedily populating authentic consumer testimonials on G2.
In partnership with The Captivate Collective, their cohesive assessment era strategy resulted in a 312% improve in evaluations as opposed to the yr prior.
FloQast is a near administration remedy built for accountants, by accountants, that automates, streamlines, and provides visibility into the a variety of motion merchandise that accountants have to go as a result of every single month. The Captivate Collective is an advocate advertising consulting agency that performs with customers like FloQast to build their advocacy method from scratch.
Jointly they created a critique era method that produced much more assessments than FloQast at any time has before.
We sat down with Victoria LaPlante, FloQast’s Head of Customer Marketing and Neighborhood, and Kiely Monteiro, The Captivate Collective’s Senior Guide, to master extra.
Building their evaluation selection approach
LaPlante and Monteiro shared their playbook for creating the marketing campaign that drove hundreds of new opinions, and how they utilized individuals critiques soon after amassing them. Their overview assortment system incorporates four important ways, highlighted beneath.
1. Focusing on segments
When FloQast 1st started out doing the job with The Captivate Collective, they explored strategies to expand outreach and seemed at concentrating on consumers for evaluate asks when they were being most engaged (and as a result most most likely to go away a overview).
To start, they seemed at admins and professionals from businesses that had renewed in the earlier 6 months, as very well as any one deemed a products champion by their customer results managers. They knew these people experienced enough expertise with the platform to give a thorough critique, and that they have been actively leveraging FloQast at their organization.
Upcoming, they focused shoppers who had shared comments with them in several other channels and hypothesized that if they ended up prepared to share responses in one particular channel, they would be very likely to share it on G2 as very well. They despatched evaluation requests out to their NPS respondents, as effectively as any person who experienced submitted a assist ticket and remaining responses by means of the comply with-up.
By growing their target viewers, FloQast was equipped to capture a broad variety of genuine critiques from their most engaged users.
But they didn’t stop there.
2. Soliciting critiques through more than 1 avenue
In order to travel as several critiques as possible, FloQast also applied a multi-channel technique to engage their comprehensive consumer base. They explored each individual client touchpoint and worked to include evaluation requests through their purchaser expertise.
This bundled making evaluate requests by means of:
- In-application notifications
- Product banners
- FloQast’s software indication-in web site
- Social posts
- Client community internet pages
- E-mail newsletters
- In-person functions
LaPlante shared, “Showcasing it in just the software alone, which 1000’s of consumers are looking at every single solitary day, it underscores the worth that we are putting on client feed-back.”
3. Participating consumers
A person simple method the group utilized to entice and interact probable reviewers was theming their month to month evaluation requests. When a small contact, it captured the consideration of their prospects and kept the asks clean.
Some illustration opening strains included “you are audit I need” in February and “April showers provide May perhaps bouquets (and G2 critiques)” in May.
Each and every e mail would open with an accounting pun or getaway topic, and then would incentivize reviewers to depart suggestions in trade for an Amazon present card. Believe it or not, accountants are funny folks!
4. Driving inner alignment
Finally, to achieve cross-useful alignment and visibility across the business for their campaigns, an internal playbook was established.
LaPlante says, “Making absolutely sure our workforce understood that their involvement in the achievement of the marketing campaign was significant, and owning that typical knowing of what we ended up making an attempt to accomplish, was significant and portion of the results.”
Head of Consumer Marketing and Neighborhood at FloQast
Monteiro and the FloQast marketing management team achieved weekly to brainstorm the original strategy, and right after having alignment, labored collectively to talk that prepare to FloQast’s heads of assist and buyer achievements.
The moment they were being acquired in, the marketing campaign kicked off with 1:1 outreach from the CSMs to their shoppers. Monteiro and LaPlante also wished to make sure that teams stayed motivated to go on their outreach. They started out by displaying a ticker to visually show how shut they were to their target.
LaPlante met with internal stakeholders on a weekly foundation to align all a variety of touch factors and conversations that have been happening throughout the firm. She also developed and leveraged an inner Slack channel dedicated to continuous marketing campaign updates, thoughts, and effects.
From collection to utilization
Now that they experienced generated a vast vary of evaluations from throughout their consumer base, FloQast used assessments equally internally, to build rely on with buyers, and externally from a advertising perspective.
LaPlante shares, “If you have a prospect who sees your badges and then will become a shopper, a yr later when you question them for a review, they’ll keep in mind how evaluations assisted them truly feel validated in their buy final decision and be extra probably to leave a evaluation them selves. It’s a steady loop that advantages all parties included.”
Head of Customer Marketing and advertising and Group at FloQast
Internally, LaPlante and her team get those opinions and make guaranteed to answer to and occur up with critical themes that they are viewing across reviews. When assessments are collected, FloQast groups them into thematic buckets and critical variables for their organization, these types of as business measurement, business, and geography.
They are then packaged into quotebooks to be leveraged as marketing components by the sales improvement groups.
Embracing all suggestions
As a Director of Consumer Marketing, LaPlante recognizes that outreach to all prospects can result in some anxiety, especially at the management level, but notes, “you need to have to stand driving your product. If you are resolute that you have a product or service that will make a change, and you know that prospects are prosperous applying it, you can be confident that they will give you that type of feedback that you happen to be looking for on G2.”
LaPlante encourages corporations not to be scared of client opinions, even if it is unclear exactly where their favor falls. When FloQast gets a damaging evaluate, which is unusual, they make confident to react to the buyer, and share the feed-back with the interior crew with the aligning space of prospect.
Senior Specialist at The Captivate Collective
This consideration to the customer is mirrored in FloQast’s most recent recognition as the #1 seller in the Connection Index for Economic Shut in G2’s Fall 2022 reports. When possible buyers are examining critiques and responses, they can sense comfortable figuring out that if a worst-case circumstance occurs, they will be in good arms.
LaPlante displays, “One of the core themes that we have been ready to pull absent was how our prospects are figuring out the fact that we are listening and they come to feel like we truly are taking their suggestions to heart and to the products. It was a person of the parts they gave us a good deal of significant remarks on.”
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