FloQast has attained what so lots of corporations strive to: speedily populating authentic shopper reviews on G2.
In partnership with The Captivate Collective, their cohesive evaluation era technique resulted in a 312% improve in assessments in comparison to the year prior.
FloQast is a close administration alternative designed for accountants, by accountants, that automates, streamlines, and provides visibility into the several motion merchandise that accountants have to go by way of every month. The Captivate Collective is an advocate advertising consulting company that will work with clientele like FloQast to make their advocacy strategy from scratch.
Together they constructed a review era technique that generated much more critiques than FloQast at any time has prior to.
We sat down with Victoria LaPlante, FloQast’s Head of Purchaser Advertising and marketing and Community, and Kiely Monteiro, The Captivate Collective’s Senior Marketing consultant, to study more.
Building their critique selection strategy
LaPlante and Monteiro shared their playbook for creating the campaign that drove hundreds of new opinions, and how they utilized individuals assessments following accumulating them. Their evaluation collection tactic involves four vital methods, highlighted beneath.
1. Concentrating on segments
When FloQast initially began functioning with The Captivate Collective, they explored ways to increase outreach and appeared at concentrating on buyers for assessment asks when they were most engaged (and for that reason most possible to leave a review).
To start out, they seemed at admins and professionals from organizations that experienced renewed in the previous 6 months, as very well as any person considered a solution winner by their consumer success administrators. They realized these customers experienced sufficient knowledge with the system to give a complete critique, and that they were actively leveraging FloQast at their business.
Upcoming, they targeted shoppers who experienced shared comments with them in a variety of other channels and hypothesized that if they were ready to share suggestions in one particular channel, they would be probable to share it on G2 as nicely. They despatched critique requests out to their NPS respondents, as properly as any individual who experienced submitted a help ticket and left opinions by means of the comply with-up.
By increasing their goal viewers, FloQast was ready to seize a broad selection of reliable evaluations from their most engaged end users.
But they didn’t quit there.
2. Soliciting assessments by extra than just one avenue
In order to push as a lot of reviews as doable, FloQast also implemented a multi-channel solution to interact their complete customer base. They explored every single buyer touchpoint and labored to include critique requests all through their shopper encounter.
This included generating review requests as a result of:
- In-app notifications
- Product or service banners
- FloQast’s application indication-in page
- Social posts
- Customer community pages
- Email newsletters
- In-man or woman functions
LaPlante shared, “Showcasing it in just the application itself, which countless numbers of consumers are looking at every single single day, it underscores the price that we are placing on buyer suggestions.”
3. Partaking prospects
One particular simple method the group utilised to bring in and interact opportunity reviewers was theming their regular assessment requests. Though a tiny contact, it captured the interest of their shoppers and stored the asks clean.
Some instance opening traces included “you are audit I need” in February and “April showers carry May well flowers (and G2 reviews)” in May well.
Every e mail would open up with an accounting pun or holiday break concept, and then would incentivize reviewers to depart comments in trade for an Amazon present card. Think it or not, accountants are funny men and women!
4. Driving interior alignment
Last but not least, to accomplish cross-useful alignment and visibility across the group for their campaigns, an inside playbook was created.
LaPlante states, “Making confident our group comprehended that their involvement in the good results of the campaign was crucial, and having that general comprehension of what we ended up hoping to accomplish, was significant and element of the good results.”
Head of Purchaser Internet marketing and Local community at FloQast
Monteiro and the FloQast marketing and advertising management group achieved weekly to brainstorm the first system, and following having alignment, labored collectively to connect that system to FloQast’s heads of help and shopper achievement.
When they had been bought in, the campaign kicked off with 1:1 outreach from the CSMs to their clients. Monteiro and LaPlante also wished to make sure that teams stayed enthusiastic to carry on their outreach. They began by exhibiting a ticker to visually demonstrate how near they were to their purpose.
LaPlante satisfied with interior stakeholders on a weekly foundation to align all numerous contact points and conversations that were being happening across the corporation. She also developed and leveraged an inner Slack channel devoted to constant campaign updates, concepts, and success.
From collection to utilization
Now that they had created a huge selection of reviews from across their purchaser base, FloQast made use of critiques the two internally, to create belief with consumers, and externally from a advertising standpoint.
LaPlante shares, “If you have a prospect who sees your badges and then gets to be a shopper, a 12 months afterwards when you inquire them for a critique, they’ll don’t forget how testimonials assisted them really feel validated in their order selection and be additional probable to leave a assessment on their own. It’s a continuous loop that added benefits all get-togethers associated.”
Head of Shopper Marketing and Group at FloQast
Internally, LaPlante and her staff acquire these reviews and make positive to respond to and come up with essential themes that they are looking at throughout opinions. When assessments are collected, FloQast groups them into thematic buckets and critical variables for their organization, these types of as small business size, marketplace, and geography.
They are then packaged into quotebooks to be leveraged as promoting resources by the gross sales development groups.
Embracing all suggestions
As a Director of Buyer Internet marketing, LaPlante acknowledges that outreach to all shoppers can induce some nervousness, primarily at the leadership amount, but notes, “you will need to stand at the rear of your solution. If you are resolute that you have a solution that would make a big difference, and you know that shoppers are productive applying it, you can be assured that they will give you that sort of feedback that you’re wanting for on G2.”
LaPlante encourages firms not to be fearful of consumer critiques, even if it is unclear wherever their favor falls. When FloQast gets a detrimental assessment, which is rare, they make confident to respond to the shopper, and share the comments with the inner crew with the aligning place of option.
Senior Marketing consultant at The Captivate Collective
This awareness to the shopper is mirrored in FloQast’s most recent recognition as the #1 seller in the Marriage Index for Economical Close in G2’s Drop 2022 experiences. When potential shoppers are studying reviews and responses, they can feel snug figuring out that if a worst-circumstance scenario transpires, they will be in fantastic fingers.
LaPlante reflects, “One of the core themes that we ended up in a position to pull absent was how our buyers are identifying the actuality that we are listening and they feel like we seriously are getting their comments to coronary heart and to the item. It was a single of the regions they gave us a great deal of high remarks on.”
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