FloQast has completed what so numerous corporations attempt to: swiftly populating reliable consumer opinions on G2.
In partnership with The Captivate Collective, their cohesive evaluation technology method resulted in a 312% raise in assessments compared to the calendar year prior.
FloQast is a near administration option designed for accountants, by accountants, that automates, streamlines, and gives visibility into the various action merchandise that accountants have to go by means of each and every month. The Captivate Collective is an advocate marketing and advertising consulting agency that will work with purchasers like FloQast to build their advocacy tactic from scratch.
Together they crafted a critique era approach that produced a lot more critiques than FloQast ever has before.
We sat down with Victoria LaPlante, FloQast’s Head of Purchaser Marketing and advertising and Local community, and Kiely Monteiro, The Captivate Collective’s Senior Consultant, to understand much more.
Creating their evaluation collection tactic
LaPlante and Monteiro shared their playbook for developing the marketing campaign that drove hundreds of new testimonials, and how they used all those critiques just after collecting them. Their evaluation selection tactic features 4 essential actions, highlighted below.
1. Concentrating on segments
When FloQast very first begun operating with The Captivate Collective, they explored means to expand outreach and seemed at targeting consumers for evaluate asks when they were most engaged (and consequently most most likely to go away a assessment).
To commence, they looked at admins and professionals from businesses that experienced renewed in the past six months, as nicely as anybody deemed a merchandise winner by their purchaser results managers. They knew these end users experienced adequate expertise with the platform to give a in depth review, and that they were actively leveraging FloQast at their corporation.
Subsequent, they targeted buyers who had shared responses with them in different other channels and hypothesized that if they were being keen to share feed-back in a single channel, they would be most likely to share it on G2 as perfectly. They despatched review requests out to their NPS respondents, as nicely as anybody who had submitted a guidance ticket and still left suggestions via the comply with-up.
By increasing their target audience, FloQast was able to capture a broad variety of genuine evaluations from their most engaged people.
But they did not stop there.
2. Soliciting assessments by means of far more than one avenue
In buy to generate as numerous testimonials as probable, FloQast also carried out a multi-channel technique to engage their whole customer foundation. They explored every consumer touchpoint and labored to integrate evaluate requests during their buyer experience.
This bundled producing overview requests by:
- In-application notifications
- Merchandise banners
- FloQast’s application signal-in website page
- Social posts
- Consumer group pages
- Electronic mail newsletters
- In-person functions
LaPlante shared, “Showcasing it inside the application alone, which 1000’s of people are seeing each and every solitary working day, it underscores the benefit that we are inserting on customer feed-back.”
3. Participating buyers
One particular very simple system the workforce utilised to draw in and have interaction possible reviewers was theming their regular monthly evaluation requests. Although a tiny touch, it captured the notice of their shoppers and retained the asks fresh new.
Some illustration opening lines included “you are audit I need” in February and “April showers provide May possibly bouquets (and G2 opinions)” in May well.
Every single e-mail would open up with an accounting pun or holiday getaway topic, and then would incentivize reviewers to depart responses in trade for an Amazon gift card. Think it or not, accountants are amusing men and women!
4. Driving inner alignment
Lastly, to execute cross-useful alignment and visibility across the organization for their strategies, an interior playbook was produced.
LaPlante suggests, “Making sure our staff understood that their involvement in the success of the marketing campaign was essential, and acquiring that standard being familiar with of what we were being seeking to complete, was vital and portion of the results.”
“Reviews are exceptionally critical to our rapid-increasing business. We consider customer suggestions very very seriously, and G2 details can help us quickly adapt to far better meet our client’s requires.”
Head of Customer Promoting and Local community at FloQast
Monteiro and the FloQast advertising leadership crew achieved weekly to brainstorm the original approach, and just after receiving alignment, labored with each other to converse that system to FloQast’s heads of support and shopper achievement.
Once 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 be certain that groups stayed inspired to keep on their outreach. They begun by displaying a ticker to visually present how near they were being to their goal.
LaPlante satisfied with inside stakeholders on a weekly foundation to align all a variety of contact factors and conversations that have been taking place throughout the firm. She also established and leveraged an inside Slack channel dedicated to constant marketing campaign updates, strategies, and benefits.
From selection to utilization
Now that they had generated a large variety of evaluations from across their buyer base, FloQast employed evaluations both internally, to create have confidence in with customers, and externally from a marketing and advertising perspective.
LaPlante shares, “If you have a prospect who sees your badges and then gets to be a shopper, a year later when you inquire them for a overview, they’ll bear in mind how critiques helped them truly feel validated in their purchase conclusion and be more possible to leave a evaluation them selves. It’s a continual loop that gains all functions concerned.”
Head of Customer Internet marketing and Local community at FloQast
Internally, LaPlante and her crew choose those people critiques and make positive to react to and occur up with essential themes that they are looking at across evaluations. When critiques are gathered, FloQast teams them into thematic buckets and crucial variables for their business enterprise, these as small business measurement, marketplace, and geography.
They are then packaged into quotebooks to be leveraged as advertising and marketing elements by the product sales progress teams.
Embracing all responses
As a Director of Buyer Marketing, LaPlante acknowledges that outreach to all buyers can lead to some stress and anxiety, specifically at the management level, but notes, “you need to have to stand powering your products. If you are resolute that you have a merchandise that helps make a distinction, and you know that buyers are profitable employing it, you can be self-assured that they are going to give you that sort of feed-back that you might be seeking for on G2.”
LaPlante encourages corporations not to be concerned of customer reviews, even if it is unclear the place their favor falls. When FloQast receives a destructive assessment, which is uncommon, they make guaranteed to respond to the customer, and share the feed-back with the internal crew with the aligning spot of chance.
Senior Specialist at The Captivate Collective
This attention to the buyer is mirrored in FloQast’s most current recognition as the #1 seller in the Romantic relationship Index for Financial Shut in G2’s Fall 2022 reviews. When possible consumers are looking at assessments and responses, they can truly feel comfortable knowing that if a worst-circumstance state of affairs happens, they will be in very good fingers.
LaPlante displays, “One of the core themes that we ended up in a position to pull absent was how our shoppers are figuring out the reality that we are listening and they sense like we truly are getting their opinions to coronary heart and to the item. It was a single of the regions they gave us a whole lot of high remarks on.”
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