FloQast has achieved what so quite a few organizations try to: rapidly populating authentic customer assessments on G2.
In partnership with The Captivate Collective, their cohesive critique era tactic resulted in a 312% raise in evaluations when compared to the year prior.
FloQast is a shut administration remedy produced for accountants, by accountants, that automates, streamlines, and gives visibility into the many motion items that accountants have to go by every single thirty day period. The Captivate Collective is an advocate advertising and marketing consulting agency that functions with clientele like FloQast to build their advocacy approach from scratch.
Jointly they designed a critique era system that generated extra testimonials than FloQast ever has ahead of.
We sat down with Victoria LaPlante, FloQast’s Head of Customer Promoting and Group, and Kiely Monteiro, The Captivate Collective’s Senior Guide, to learn additional.
Setting up their critique assortment technique
LaPlante and Monteiro shared their playbook for creating the campaign that drove hundreds of new assessments, and how they utilized all those opinions after collecting them. Their evaluate selection approach involves four critical ways, highlighted below.
1. Focusing on segments
When FloQast initially begun working with The Captivate Collective, they explored strategies to broaden outreach and appeared at targeting consumers for evaluate asks when they ended up most engaged (and hence most most likely to leave a assessment).
To begin, they looked at admins and managers from businesses that had renewed in the past 6 months, as very well as everyone considered a item winner by their purchaser achievement administrators. They knew these customers experienced ample practical experience with the platform to give a extensive review, and that they ended up actively leveraging FloQast at their organization.
Future, they targeted shoppers who had shared comments with them in various other channels and hypothesized that if they had been ready to share feedback in one particular channel, they would be likely to share it on G2 as well. They despatched evaluate requests out to their NPS respondents, as effectively as everyone who had submitted a guidance ticket and remaining opinions by means of the adhere to-up.
By increasing their focus on viewers, FloQast was ready to capture a wide range of authentic evaluations from their most engaged consumers.
But they did not halt there.
2. Soliciting assessments by means of much more than a person avenue
In order to travel as lots of testimonials as feasible, FloQast also carried out a multi-channel method to engage their comprehensive shopper base. They explored each and every purchaser touchpoint and labored to include overview requests all through their consumer expertise.
This bundled making overview requests by:
- In-application notifications
- Products banners
- FloQast’s application indication-in web site
- Social posts
- Shopper group webpages
- E-mail newsletters
- In-man or woman occasions
LaPlante shared, “Showcasing it within the software by itself, which thousands of consumers are looking at each and every solitary day, it underscores the value that we are placing on buyer feedback.”
3. Partaking customers
Just one straightforward technique the team employed to attract and engage probable reviewers was theming their monthly overview requests. Whilst a little touch, it captured the attention of their prospects and held the asks fresh new.
Some instance opening traces included “you are audit I need” in February and “April showers deliver Could flowers (and G2 testimonials)” in May well.
Each e-mail would open up with an accounting pun or getaway concept, and then would incentivize reviewers to leave feed-back in exchange for an Amazon present card. Consider it or not, accountants are funny people today!
4. Driving inner alignment
At last, to accomplish cross-useful alignment and visibility throughout the organization for their campaigns, an inner playbook was designed.
LaPlante suggests, “Making sure our team comprehended that their involvement in the results of the marketing campaign was significant, and acquiring that normal knowing of what we had been making an attempt to achieve, was important and part of the results.”
Victoria LaPlante
Head of Purchaser Marketing and advertising and Local community at FloQast
Monteiro and the FloQast advertising and marketing management workforce satisfied weekly to brainstorm the initial strategy, and right after getting alignment, worked collectively to converse that approach to FloQast’s heads of aid and purchaser good results.
When they were purchased in, the campaign kicked off with 1:1 outreach from the CSMs to their customers. Monteiro and LaPlante also required to assure that teams stayed enthusiastic to continue their outreach. They started out by displaying a ticker to visually present how near they had been to their target.
LaPlante satisfied with inside stakeholders on a weekly foundation to align all a variety of contact details and discussions that ended up happening throughout the corporation. She also designed and leveraged an inner Slack channel dedicated to ongoing campaign updates, tips, and outcomes.
From selection to utilization
Now that they experienced created a large vary of evaluations from throughout their purchaser foundation, FloQast applied assessments equally internally, to make rely on with shoppers, and externally from a promoting perspective.
LaPlante shares, “If you have a prospect who sees your badges and then will become a shopper, a calendar year later when you ask them for a assessment, they’ll recall how evaluations helped them feel validated in their invest in selection and be much more possible to leave a critique them selves. It’s a continuous loop that benefits all functions involved.”
Victoria LaPlante
Head of Consumer Internet marketing and Local community at FloQast
Internally, LaPlante and her group just take those people opinions and make certain to react to and come up with critical themes that they are observing across testimonials. When opinions are gathered, FloQast groups them into thematic buckets and critical variables for their enterprise, this kind of as business enterprise dimensions, industry, and geography.
They are then packaged into quotebooks to be leveraged as promoting products by the sales development teams.
Embracing all feed-back
As a Director of Client Marketing and advertising, LaPlante recognizes that outreach to all buyers can trigger some stress, in particular at the management stage, but notes, “you want to stand guiding your item. If you are resolute that you have a merchandise that will make a variance, and you know that buyers are successful utilizing it, you can be self-confident that they’ll give you that form of feedback that you are wanting for on G2.”
LaPlante encourages companies not to be concerned of buyer opinions, even if it is unclear in which their favor falls. When FloQast receives a damaging evaluate, which is rare, they make absolutely sure to reply to the customer, and share the opinions with the inside team with the aligning place of possibility.
Kiely Monteiro
Senior Specialist at The Captivate Collective
This notice to the customer is reflected in FloQast’s most the latest recognition as the #1 seller in the Connection Index for Monetary Close in G2’s Tumble 2022 reviews. When opportunity shoppers are reading testimonials and responses, they can sense comfy being aware of that if a worst-scenario scenario comes about, they will be in excellent palms.
LaPlante reflects, “One of the main themes that we had been able to pull away was how our clients are identifying the point that we are listening and they sense like we seriously are having their feed-back to coronary heart and to the product. It was a single of the areas they gave us a ton of high remarks on.”
Ready to crank out extra reviews and become a G2 Chief? Find out how to lean into client-led development with G2 Marketing Methods.
