November 30, 2022

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FloQast’s Guide to Multi-Channel Review Campaigns

FloQast has accomplished what so several companies try to: speedily populating reliable purchaser evaluations on G2.

In partnership with The Captivate Collective, their cohesive review technology approach resulted in a 312% increase in critiques in comparison to the yr prior.

FloQast is a near management option made for accountants, by accountants, that automates, streamlines, and presents visibility into the numerous action items that accountants have to go through each and every thirty day period. The Captivate Collective is an advocate advertising and marketing consulting agency that will work with purchasers like FloQast to build their advocacy technique from scratch. 

With each other they created a evaluate generation technique that produced much more critiques than FloQast at any time has just before. 

We sat down with Victoria LaPlante, FloQast’s Head of Consumer Promoting and Neighborhood, and Kiely Monteiro, The Captivate Collective’s Senior Advisor, to discover more. 

Setting up their overview assortment system

LaPlante and Monteiro shared their playbook for developing the marketing campaign that drove hundreds of new critiques, and how they utilized individuals testimonials immediately after collecting them. Their overview collection strategy includes 4 essential steps, highlighted down below. 

1. Targeting segments

When FloQast initial commenced performing with The Captivate Collective, they explored approaches to increase outreach and appeared at targeting consumers for review asks when they ended up most engaged (and thus most probably to depart a evaluation). 

To start, they looked at admins and managers from firms that had renewed in the past 6 months, as nicely as any person considered a product champion by their consumer success supervisors. They knew these consumers experienced enough experience with the platform to give a complete overview, and that they have been actively leveraging FloQast at their business. 

Next, they specific consumers who experienced shared feedback with them in various other channels and hypothesized that if they were keen to share responses in 1 channel, they would be likely to share it on G2 as properly. They despatched overview requests out to their NPS respondents, as very well as any individual who experienced submitted a support ticket and still left feedback by way of the comply with-up.

By growing their goal audience, FloQast was equipped to capture a broad variety of reliable reviews from their most engaged customers. 

But they did not end there.

2. Soliciting opinions through a lot more than a single avenue

In get to travel as quite a few evaluations as achievable, FloQast also executed a multi-channel technique to have interaction their whole shopper foundation. They explored just about every purchaser touchpoint and labored to integrate overview requests all over their client working experience. 

This provided generating critique requests by way of: 

  • In-application notifications
  • Product or service banners
  • FloQast’s application indicator-in web site
  • Social posts
  • Shopper group pages
  • E mail newsletters 
  • In-man or woman functions

LaPlante shared, “Showcasing it within just the application itself, which hundreds of people are viewing each individual single working day, it underscores the worth that we are inserting on purchaser comments.”

3. Engaging clients

1 straightforward strategy the workforce employed to catch the attention of and engage possible reviewers was theming their every month evaluation requests. Although a smaller touch, it captured the consideration of their shoppers and retained the asks clean. 

Some illustration opening strains included  “you are audit I need” in February and  “April showers provide May well flowers (and G2 opinions)” in Might.

FloQast's customer engagement G2 campaign

 

Each and every e mail would open up with an accounting pun or vacation theme, and then would incentivize reviewers to go away comments in exchange for an Amazon present card. Believe that it or not, accountants are humorous folks!

4. Driving interior alignment

Finally, to accomplish cross-useful alignment and visibility throughout the firm for their strategies, an interior playbook was established.

LaPlante suggests, “Making sure our staff comprehended that their involvement in the achievements of the campaign was critical, and acquiring that standard comprehension of what we ended up seeking to execute, was important and component of the success.” 

“Reviews are very important to our fast-growing group. We acquire buyer opinions incredibly critically, and G2 data can help us quickly adapt to better satisfy our client’s requirements.”

Victoria LaPlante
Head of Customer Marketing and Group at FloQast

Monteiro and the FloQast advertising and marketing leadership group fulfilled weekly to brainstorm the initial program, and soon after receiving alignment, labored with each other to converse that system to FloQast’s heads of assist and customer results. 

The moment they have been acquired in, the marketing campaign kicked off with 1:1 outreach from the CSMs to their clients. Monteiro and LaPlante also preferred to be certain that teams stayed enthusiastic to continue their outreach. They started by exhibiting a ticker to visually demonstrate how shut they ended up to their target.

LaPlante fulfilled with inside stakeholders on a weekly foundation to align all numerous contact factors and conversations that were being occurring across the firm. She also designed and leveraged an inner Slack channel committed to steady campaign updates, strategies, and effects.

From selection to utilization

Now that they had created a huge variety of assessments from across their client foundation, FloQast utilized evaluations both of those internally, to make have confidence in with consumers, and externally from a marketing viewpoint. 

LaPlante shares,  “If you have a prospect who sees your badges and then gets to be a shopper, a 12 months later when you check with them for a evaluate, they’ll try to remember how assessments helped them come to feel validated in their obtain selection and be far more possible to go away a assessment on their own. It’s a ongoing loop that positive aspects all get-togethers associated.” 

“We’re very pleased to be named a Leader in our category on G2, and the badges acknowledge our situation of dominance higher than our competitiveness.”

Victoria LaPlante
Head of Purchaser Internet marketing and Local community at FloQast

Internally, LaPlante and her crew acquire these opinions and make certain to reply to and come up with important themes that they are seeing throughout evaluations. When opinions are collected, FloQast teams them into thematic buckets and vital variables for their enterprise, this sort of as company size, business, and geography. 

They are then packaged into quotebooks to be leveraged as internet marketing materials by the profits advancement groups.

Embracing all feedback

As a Director of Customer Promoting, LaPlante recognizes that outreach to all consumers can result in some stress and anxiety, especially at the management stage, but notes, “you have to have to stand behind your product or service. If you are resolute that you have a products that can make a variance, and you know that customers are productive applying it, you can be self-assured that they’re going to give you that kind of feedback that you’re looking for on G2.” 

LaPlante encourages organizations not to be fearful of shopper assessments, even if it is unclear in which their favor falls. When FloQast receives a negative review, which is uncommon, they make absolutely sure to respond to the client, and share the responses with the inner staff with the aligning place of chance. 

“Negative opinions are a terrific chance. Responding to negative testimonials and altering whatsoever it is, if achievable, is a probability to develop and transform consumers close to.”

Kiely Monteiro
Senior Specialist at The Captivate Collective

This awareness to the purchaser is reflected in FloQast’s most current recognition as the #1 vendor in the Partnership Index for Monetary Near in G2’s Tumble 2022 reports. When likely buyers are looking at reviews and responses, they can truly feel relaxed knowing that if a worst-circumstance scenario happens, they will be in great fingers.

LaPlante reflects, “One of the main themes that we were capable to pull away was how our shoppers are figuring out the reality that we are listening and they truly feel like we actually are having their feedback to coronary heart and to the merchandise. It was 1 of the areas they gave us a lot of substantial remarks on.”

Completely ready to produce far more assessments and turn into a G2 Leader? Discover how to lean into consumer-led progress with G2 Promoting Remedies.