FloQast has accomplished what so several corporations try to: speedily populating authentic shopper reviews on G2.
In partnership with The Captivate Collective, their cohesive overview technology strategy resulted in a 312% increase in testimonials compared to the calendar year prior.
FloQast is a shut management solution created for accountants, by accountants, that automates, streamlines, and offers visibility into the many action merchandise that accountants have to go by way of every single month. The Captivate Collective is an advocate marketing and advertising consulting agency that performs with shoppers like FloQast to construct their advocacy method from scratch.
Jointly they constructed a evaluation technology strategy that created much more critiques than FloQast at any time has ahead of.
We sat down with Victoria LaPlante, FloQast’s Head of Buyer Marketing and Community, and Kiely Monteiro, The Captivate Collective’s Senior Marketing consultant, to find out far more.
Building their overview selection tactic
LaPlante and Monteiro shared their playbook for constructing the campaign that drove hundreds of new opinions, and how they utilized individuals critiques just after gathering them. Their overview collection method contains four vital ways, highlighted down below.
1. Concentrating on segments
When FloQast to start with started performing with The Captivate Collective, they explored strategies to develop outreach and seemed at focusing on clients for evaluate asks when they had been most engaged (and consequently most probable to leave a critique).
To start out, they appeared at admins and administrators from providers that had renewed in the earlier 6 months, as very well as anyone considered a item winner by their purchaser results professionals. They knew these consumers experienced adequate working experience with the system to give a complete evaluation, and that they were actively leveraging FloQast at their business.
Subsequent, they targeted consumers who experienced shared opinions with them in different other channels and hypothesized that if they have been inclined to share feedback in one channel, they would be possible to share it on G2 as very well. They despatched evaluation requests out to their NPS respondents, as perfectly as everyone who experienced submitted a support ticket and remaining feed-back through the stick to-up.
By growing their goal viewers, FloQast was capable to capture a broad variety of reliable reviews from their most engaged consumers.
But they didn’t halt there.
2. Soliciting testimonials as a result of additional than just one avenue
In get to drive as quite a few critiques as probable, FloQast also carried out a multi-channel approach to interact their comprehensive client base. They explored each customer touchpoint and labored to incorporate critique requests all through their buyer encounter.
This included making overview requests as a result of:
- In-app notifications
- Product banners
- FloQast’s application indication-in website page
- Social posts
- Customer local community internet pages
- E mail newsletters
- In-individual activities
LaPlante shared, “Showcasing it inside the software alone, which thousands of buyers are observing every single one day, it underscores the price that we are placing on shopper feed-back.”
3. Engaging customers
A person easy method the team utilized to entice and interact opportunity reviewers was theming their regular review requests. While a tiny touch, it captured the awareness of their consumers and held the asks fresh new.
Some instance opening lines included “you are audit I need” in February and “April showers convey May well flowers (and G2 critiques)” in May possibly.
Each e mail would open with an accounting pun or getaway theme, and then would incentivize reviewers to depart responses in trade for an Amazon gift card. Imagine it or not, accountants are amusing people!
4. Driving interior alignment
At last, to achieve cross-useful alignment and visibility throughout the business for their strategies, an interior playbook was produced.
LaPlante says, “Making absolutely sure our team comprehended that their involvement in the accomplishment of the marketing campaign was important, and owning that basic knowledge of what we ended up seeking to execute, was significant and portion of the achievements.”
Victoria LaPlante
Head of Consumer Advertising and Group at FloQast
Monteiro and the FloQast advertising and marketing leadership crew achieved weekly to brainstorm the original approach, and after obtaining alignment, labored together to converse that plan to FloQast’s heads of aid and consumer achievements.
After they were being purchased in, the marketing campaign kicked off with 1:1 outreach from the CSMs to their customers. Monteiro and LaPlante also preferred to assure that groups stayed determined to go on their outreach. They started off by displaying a ticker to visually display how shut they ended up to their aim.
LaPlante fulfilled with interior stakeholders on a weekly foundation to align all a variety of contact points and discussions that have been occurring throughout the corporation. She also developed and leveraged an internal Slack channel committed to ongoing campaign updates, thoughts, and benefits.
From assortment to utilization
LaPlante shares, “If you have a prospect who sees your badges and then gets to be a buyer, a calendar year afterwards when you request them for a assessment, they’ll keep in mind how testimonials served them feel validated in their acquire selection and be much more likely to depart a evaluate on their own. It is a ongoing loop that advantages all get-togethers included.”
Victoria LaPlante
Head of Shopper Marketing and Group at FloQast
Internally, LaPlante and her staff choose those people assessments and make sure to reply to and appear up with vital themes that they are observing throughout critiques. When testimonials are collected, FloQast teams them into thematic buckets and vital variables for their enterprise, this kind of as business enterprise sizing, sector, and geography.
They are then packaged into quotebooks to be leveraged as advertising and marketing elements by the gross sales enhancement teams.
Embracing all feedback
As a Director of Shopper Marketing, LaPlante acknowledges that outreach to all consumers can result in some anxiety, particularly at the management amount, but notes, “you require to stand behind your item. If you are resolute that you have a product that helps make a big difference, and you know that shoppers are successful applying it, you can be self-confident that they’re going to give you that kind of comments that you are on the lookout for on G2.”
LaPlante encourages corporations not to be worried of purchaser opinions, even if it is unclear where by their favor falls. When FloQast receives a destructive evaluation, which is exceptional, they make absolutely sure to answer to the buyer, and share the opinions with the interior group with the aligning region of possibility.
Kiely Monteiro
Senior Specialist at The Captivate Collective
This consideration to the customer is reflected in FloQast’s most recent recognition as the #1 vendor in the Connection Index for Monetary Shut in G2’s Drop 2022 reviews. When prospective prospects are reading assessments and responses, they can come to feel at ease recognizing that if a worst-case state of affairs transpires, they will be in excellent arms.
LaPlante demonstrates, “One of the main themes that we ended up capable to pull away was how our clients are determining the actuality that we are listening and they really feel like we really are taking their comments to heart and to the product or service. It was just one of the parts they gave us a whole lot of higher remarks on.”
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