FloQast has attained what so lots of businesses try to: rapidly populating genuine purchaser opinions on G2.
In partnership with The Captivate Collective, their cohesive overview technology technique resulted in a 312% enhance in reviews when compared to the year prior.
FloQast is a close administration alternative built for accountants, by accountants, that automates, streamlines, and gives visibility into the various action merchandise that accountants have to go through each individual month. The Captivate Collective is an advocate internet marketing consulting company that is effective with shoppers like FloQast to develop their advocacy method from scratch.
Together they designed a review era tactic that created more assessments than FloQast ever has prior to.
We sat down with Victoria LaPlante, FloQast’s Head of Purchaser Advertising and Neighborhood, and Kiely Monteiro, The Captivate Collective’s Senior Consultant, to understand far more.
Setting up their evaluate assortment technique
LaPlante and Monteiro shared their playbook for developing the marketing campaign that drove hundreds of new reviews, and how they utilized those people reviews immediately after collecting them. Their assessment selection tactic involves 4 significant techniques, highlighted under.
1. Targeting segments
When FloQast initially began working with The Captivate Collective, they explored ways to broaden outreach and appeared at focusing on shoppers for critique asks when they had been most engaged (and therefore most very likely to go away a assessment).
To start off, they looked at admins and administrators from firms that had renewed in the previous six months, as effectively as any individual considered a products champion by their purchaser success managers. They realized these people had ample knowledge with the platform to give a extensive evaluate, and that they had been actively leveraging FloQast at their group.
Upcoming, they qualified prospects who experienced shared responses with them in many other channels and hypothesized that if they had been ready to share comments in a single channel, they would be probably to share it on G2 as properly. They despatched critique requests out to their NPS respondents, as very well as anyone who experienced submitted a assistance ticket and still left suggestions by way of the stick to-up.
By expanding their goal viewers, FloQast was in a position to seize a broad selection of reliable reviews from their most engaged end users.
But they didn’t prevent there.
2. Soliciting testimonials by means of far more than a person avenue
In get to push as a lot of critiques as attainable, FloQast also executed a multi-channel approach to engage their full shopper base. They explored every single buyer touchpoint and labored to include review requests all through their buyer encounter.
This provided earning critique requests by means of:
- In-application notifications
- Products banners
- FloQast’s application sign-in website page
- Social posts
- Buyer local community pages
- E-mail newsletters
- In-man or woman gatherings
LaPlante shared, “Showcasing it within the software by itself, which countless numbers of customers are seeing every one working day, it underscores the benefit that we are positioning on customer comments.”
3. Engaging buyers
1 basic system the team utilized to catch the attention of and engage probable reviewers was theming their regular assessment requests. Though a smaller touch, it captured the attention of their clients and held the asks refreshing.
Some illustration opening traces included “you are audit I need” in February and “April showers carry May bouquets (and G2 testimonials)” in May possibly.
Every single e mail would open with an accounting pun or vacation concept, and then would incentivize reviewers to depart opinions in exchange for an Amazon present card. Believe that it or not, accountants are funny people!
4. Driving interior alignment
Ultimately, to execute cross-practical alignment and visibility across the firm for their campaigns, an inside playbook was made.
LaPlante says, “Making guaranteed our group comprehended that their involvement in the achievements of the campaign was vital, and owning that typical knowing of what we were being attempting to carry out, was essential and element of the results.”
Head of Client Internet marketing and Neighborhood at FloQast
Monteiro and the FloQast advertising and marketing management team met weekly to brainstorm the original system, and after getting alignment, worked collectively to communicate that system to FloQast’s heads of help and consumer good results.
When they ended up purchased in, the marketing campaign kicked off with 1:1 outreach from the CSMs to their buyers. Monteiro and LaPlante also required to make sure that groups stayed motivated to keep on their outreach. They begun by displaying a ticker to visually display how shut they ended up to their purpose.
LaPlante fulfilled with inside stakeholders on a weekly basis to align all several touch factors and discussions that were going on throughout the organization. She also made and leveraged an internal Slack channel committed to ongoing marketing campaign updates, concepts, and outcomes.
From collection to utilization
Now that they experienced produced a broad selection of testimonials from across their purchaser base, FloQast made use of opinions equally internally, to build rely on with customers, and externally from a advertising and marketing perspective.
LaPlante shares, “If you have a prospect who sees your badges and then becomes a consumer, a year later on when you inquire them for a assessment, they’ll try to remember how reviews assisted them come to feel validated in their buy selection and be far more most likely to go away a evaluation them selves. It’s a constant loop that benefits all get-togethers included.”
Head of Client Internet marketing and Local community at FloQast
Internally, LaPlante and her staff acquire people testimonials and make confident to answer to and appear up with essential themes that they are looking at throughout testimonials. When opinions are gathered, FloQast groups them into thematic buckets and significant variables for their company, these types of as business size, marketplace, and geography.
They are then packaged into quotebooks to be leveraged as promoting resources by the gross sales development teams.
Embracing all feedback
As a Director of Purchaser Marketing, LaPlante acknowledges that outreach to all customers can lead to some anxiousness, particularly at the management stage, but notes, “you need to have to stand behind your solution. If you are resolute that you have a item that makes a distinction, and you know that customers are prosperous applying it, you can be self-assured that they are going to give you that sort of suggestions that you are looking for on G2.”
LaPlante encourages companies not to be fearful of consumer critiques, even if it is unclear where by their favor falls. When FloQast gets a unfavorable review, which is rare, they make absolutely sure to answer to the shopper, and share the opinions with the internal group with the aligning place of opportunity.
Senior Marketing consultant at The Captivate Collective
This consideration to the shopper is reflected in FloQast’s most latest recognition as the #1 vendor in the Romance Index for Fiscal Near in G2’s Slide 2022 stories. When possible buyers are reading through testimonials and responses, they can truly feel comfy realizing that if a worst-scenario circumstance transpires, they will be in fantastic fingers.
LaPlante displays, “One of the core themes that we have been equipped to pull absent was how our consumers are identifying the reality that we are listening and they experience like we genuinely are having their opinions to heart and to the product or service. It was 1 of the spots they gave us a large amount of large remarks on.”
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