FloQast has achieved what so a lot of organizations strive to: rapidly populating genuine consumer assessments on G2.
In partnership with The Captivate Collective, their cohesive overview technology approach resulted in a 312% raise in opinions when compared to the yr prior.
FloQast is a near management alternative manufactured for accountants, by accountants, that automates, streamlines, and offers visibility into the different action products that accountants have to go by every single thirty day period. The Captivate Collective is an advocate promoting consulting agency that operates with clients like FloQast to develop their advocacy method from scratch.
Alongside one another they constructed a overview era approach that created more assessments than FloQast at any time has right before.
We sat down with Victoria LaPlante, FloQast’s Head of Customer Advertising and marketing and Local community, and Kiely Monteiro, The Captivate Collective’s Senior Consultant, to master extra.
Constructing their evaluation collection approach
LaPlante and Monteiro shared their playbook for developing the marketing campaign that drove hundreds of new reviews, and how they used those people opinions right after collecting them. Their evaluation collection technique consists of 4 crucial steps, highlighted under.
1. Concentrating on segments
When FloQast very first began performing with The Captivate Collective, they explored methods to broaden outreach and looked at focusing on clients for evaluation asks when they were most engaged (and as a result most probable to leave a critique).
To begin, they looked at admins and professionals from companies that experienced renewed in the earlier 6 months, as nicely as any individual considered a product champion by their purchaser good results administrators. They knew these consumers experienced adequate working experience with the system to give a extensive critique, and that they ended up actively leveraging FloQast at their organization.
Subsequent, they qualified buyers who experienced shared suggestions with them in several other channels and hypothesized that if they had been prepared to share feed-back in a single channel, they would be probably to share it on G2 as nicely. They despatched critique requests out to their NPS respondents, as very well as anybody who experienced submitted a guidance ticket and left feedback via the abide by-up.
By growing their focus on viewers, FloQast was equipped to capture a wide vary of reliable reviews from their most engaged users.
But they didn’t end there.
2. Soliciting testimonials via much more than one avenue
In buy to drive as many critiques as feasible, FloQast also applied a multi-channel technique to interact their entire client foundation. They explored each buyer touchpoint and worked to include evaluate requests all through their shopper experience.
This provided earning evaluate requests by:
- In-application notifications
- Merchandise banners
- FloQast’s application signal-in web site
- Social posts
- Purchaser local community webpages
- E-mail newsletters
- In-human being gatherings
LaPlante shared, “Showcasing it within the software alone, which hundreds of buyers are seeing each individual solitary working day, it underscores the worth that we are putting on buyer responses.”
3. Partaking clients
One simple strategy the workforce made use of to catch the attention of and interact likely reviewers was theming their regular monthly critique requests. Even though a compact touch, it captured the awareness of their prospects and retained the asks clean.
Some illustration opening lines included “you are audit I need” in February and “April showers deliver May possibly flowers (and G2 reviews)” in Could.
Every email would open with an accounting pun or holiday break theme, and then would incentivize reviewers to leave suggestions in exchange for an Amazon reward card. Believe it or not, accountants are amusing people today!
4. Driving inner alignment
Lastly, to achieve cross-useful alignment and visibility throughout the group for their strategies, an inner playbook was made.
LaPlante states, “Making sure our staff recognized that their involvement in the good results of the campaign was important, and possessing that basic comprehending of what we ended up hoping to attain, was important and component of the accomplishment.”
“Reviews are incredibly significant to our quick-increasing organization. We take customer opinions extremely significantly, and G2 details helps us speedily adapt to better satisfy our client’s desires.”
Head of Client Marketing and advertising and Group at FloQast
Monteiro and the FloQast marketing leadership crew satisfied weekly to brainstorm the initial program, and immediately after having alignment, worked with each other to connect that plan to FloQast’s heads of assistance and consumer achievements.
As soon as they were bought in, the marketing campaign kicked off with 1:1 outreach from the CSMs to their customers. Monteiro and LaPlante also required to ensure that groups stayed inspired to keep on their outreach. They started out by exhibiting a ticker to visually exhibit how close they have been to their aim.
LaPlante fulfilled with inside stakeholders on a weekly foundation to align all a variety of contact factors and conversations that have been happening across the group. She also made and leveraged an inner Slack channel focused to continual marketing campaign updates, strategies, and effects.
From assortment to utilization
Now that they had produced a extensive selection of critiques from across their consumer base, FloQast employed opinions both equally internally, to make have faith in with consumers, and externally from a marketing point of view.
LaPlante shares, “If you have a prospect who sees your badges and then becomes a client, a year later when you request them for a critique, they’ll keep in mind how evaluations served them sense validated in their buy conclusion and be far more probable to depart a overview them selves. It’s a steady loop that positive aspects all events included.”
Head of Shopper Internet marketing and Neighborhood at FloQast
Internally, LaPlante and her team just take those critiques and make positive to react to and occur up with key themes that they are observing across critiques. When opinions are collected, FloQast teams them into thematic buckets and crucial variables for their business enterprise, these types of as business sizing, field, and geography.
They are then packaged into quotebooks to be leveraged as promoting resources by the gross sales advancement teams.
Embracing all feed-back
As a Director of Customer Advertising, LaPlante recognizes that outreach to all consumers can induce some stress and anxiety, especially at the management degree, but notes, “you will need to stand behind your merchandise. If you are resolute that you have a item that would make a distinction, and you know that buyers are successful making use of it, you can be confident that they are going to give you that sort of feedback that you might be searching for on G2.”
LaPlante encourages organizations not to be fearful of buyer assessments, even if it is unclear wherever their favor falls. When FloQast gets a unfavorable assessment, which is exceptional, they make positive to reply to the client, and share the opinions with the interior workforce with the aligning area of possibility.
Senior Guide at The Captivate Collective
This focus to the client is mirrored in FloQast’s most the latest recognition as the #1 vendor in the Romantic relationship Index for Monetary Near in G2’s Slide 2022 reviews. When potential clients are reading through reviews and responses, they can really feel at ease understanding that if a worst-situation scenario takes place, they will be in great hands.
LaPlante displays, “One of the core themes that we ended up equipped to pull away was how our prospects are figuring out the truth that we are listening and they sense like we genuinely are getting their responses to coronary heart and to the solution. It was a single of the regions they gave us a ton of substantial remarks on.”
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