FloQast’s Guide to Multi-Channel Review Campaigns
FloQast has completed what so quite a few firms attempt to: immediately populating reliable purchaser testimonials on G2.
In partnership with The Captivate Collective, their cohesive overview era strategy resulted in a 312% increase in assessments compared to the calendar year prior.
FloQast is a shut management solution created for accountants, by accountants, that automates, streamlines, and provides visibility into the numerous action goods that accountants have to go by means of every single thirty day period. The Captivate Collective is an advocate marketing and advertising consulting agency that functions with consumers like FloQast to develop their advocacy strategy from scratch.
Alongside one another they created a overview generation tactic that produced far more testimonials than FloQast at any time has just before.
We sat down with Victoria LaPlante, FloQast’s Head of Purchaser Promoting and Group, and Kiely Monteiro, The Captivate Collective’s Senior Specialist, to study much more.
Developing their evaluate assortment strategy
LaPlante and Monteiro shared their playbook for developing the campaign that drove hundreds of new opinions, and how they utilized all those critiques immediately after collecting them. Their evaluation collection tactic includes 4 critical techniques, highlighted below.
1. Focusing on segments
When FloQast initial started out working with The Captivate Collective, they explored means to develop outreach and looked at concentrating on buyers for critique asks when they ended up most engaged (and as a result most most likely to leave a assessment).
To start, they appeared at admins and professionals from corporations that had renewed in the previous 6 months, as perfectly as any one considered a merchandise champion by their customer accomplishment professionals. They knew these users experienced sufficient expertise with the platform to give a complete overview, and that they have been actively leveraging FloQast at their business.
Upcoming, they specific buyers who experienced shared feed-back with them in many other channels and hypothesized that if they were being eager to share feed-back in 1 channel, they would be probably to share it on G2 as properly. They sent assessment requests out to their NPS respondents, as very well as anybody who had submitted a assistance ticket and left suggestions by way of the comply with-up.
By increasing their focus on audience, FloQast was ready to capture a wide assortment of reliable evaluations from their most engaged consumers.
But they didn’t quit there.
2. Soliciting assessments as a result of more than one particular avenue
In purchase to generate as quite a few reviews as probable, FloQast also applied a multi-channel approach to engage their comprehensive buyer base. They explored every single customer touchpoint and worked to integrate review requests all through their customer practical experience.
This included producing evaluate requests as a result of:
- In-application notifications
- Products banners
- FloQast’s application indication-in webpage
- Social posts
- Buyer neighborhood webpages
- Electronic mail newsletters
- In-particular person events
LaPlante shared, “Showcasing it in the application by itself, which thousands of end users are viewing each and every single day, it underscores the worth that we are positioning on purchaser suggestions.”
3. Engaging prospects
Just one simple approach the group used to bring in and engage potential reviewers was theming their month-to-month assessment requests. Though a modest touch, it captured the consideration of their buyers and saved the asks contemporary.
Some illustration opening traces included “you are audit I need” in February and “April showers convey Might flowers (and G2 critiques)” in May possibly.
Each and every e-mail would open up with an accounting pun or holiday break topic, and then would incentivize reviewers to go away responses in exchange for an Amazon present card. Feel it or not, accountants are amusing individuals!
4. Driving interior alignment
Finally, to attain cross-purposeful alignment and visibility throughout the business for their campaigns, an inner playbook was made.
LaPlante says, “Making certain our group comprehended that their involvement in the results of the campaign was critical, and getting that normal comprehension of what we had been making an attempt to execute, was vital and aspect of the achievement.”
“Reviews are exceptionally essential to our fast-growing business. We consider purchaser comments really seriously, and G2 facts helps us speedily adapt to better satisfy our client’s desires.”
Head of Shopper Marketing and Local community at FloQast
Monteiro and the FloQast internet marketing leadership staff met weekly to brainstorm the original program, and soon after getting alignment, worked with each other to converse that strategy to FloQast’s heads of support and buyer good results.
Once they had been purchased in, the campaign kicked off with 1:1 outreach from the CSMs to their shoppers. Monteiro and LaPlante also desired to make certain that groups stayed determined to continue their outreach. They commenced by displaying a ticker to visually present how near they were being to their aim.
LaPlante satisfied with inside stakeholders on a weekly basis to align all a variety of touch factors and discussions that were occurring throughout the group. She also created and leveraged an internal Slack channel devoted to constant marketing campaign updates, strategies, and success.
From assortment to utilization
Now that they experienced produced a wide array of critiques from throughout their client foundation, FloQast utilized reviews the two internally, to build believe in with customers, and externally from a marketing standpoint.
LaPlante shares, “If you have a prospect who sees your badges and then will become a shopper, a calendar year later on when you ask them for a evaluate, they’ll don’t forget how reviews helped them sense validated in their buy choice and be additional most likely to depart a critique on their own. It is a constant loop that gains all events associated.”
“We’re proud to be named a Chief in our category on G2, and the badges acknowledge our situation of dominance over our opposition.”
Head of Customer Internet marketing and Group at FloQast
Internally, LaPlante and her group acquire all those testimonials and make sure to respond to and appear up with vital themes that they are observing across opinions. When assessments are gathered, FloQast groups them into thematic buckets and crucial variables for their small business, such as company dimension, field, and geography.
They are then packaged into quotebooks to be leveraged as advertising and marketing resources by the revenue enhancement groups.
Embracing all feedback
As a Director of Shopper Advertising, LaPlante recognizes that outreach to all prospects can trigger some nervousness, particularly at the management amount, but notes, “you want to stand at the rear of your product. If you are resolute that you have a item that helps make a big difference, and you know that customers are prosperous employing it, you can be self-assured that they’ll give you that form of feed-back that you happen to be searching for on G2.”
LaPlante encourages organizations not to be afraid of client opinions, even if it is unclear where their favor falls. When FloQast receives a detrimental review, which is unusual, they make positive to react to the buyer, and share the feedback with the inner workforce with the aligning area of option.
“Negative critiques are a excellent prospect. Responding to detrimental reviews and modifying regardless of what it is, if achievable, is a chance to expand and transform buyers around.”
Senior Marketing consultant at The Captivate Collective
This interest to the shopper is mirrored in FloQast’s most modern recognition as the #1 vendor in the Marriage Index for Economic Shut in G2’s Fall 2022 experiences. When likely buyers are looking through critiques and responses, they can really feel at ease recognizing that if a worst-case scenario happens, they will be in fantastic arms.
LaPlante reflects, “One of the main themes that we have been in a position to pull away was how our buyers are pinpointing the reality that we are listening and they sense like we really are taking their comments to coronary heart and to the product. It was a person of the places they gave us a lot of significant remarks on.”
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