FloQast has achieved what so several firms strive to: quickly populating reliable client critiques on G2.
In partnership with The Captivate Collective, their cohesive evaluation technology tactic resulted in a 312% maximize in evaluations when compared to the year prior.
FloQast is a close administration alternative designed for accountants, by accountants, that automates, streamlines, and gives visibility into the different motion things that accountants have to go through each thirty day period. The Captivate Collective is an advocate marketing consulting agency that works with purchasers like FloQast to make their advocacy system from scratch.
Jointly they built a critique generation system that created far more critiques than FloQast ever has before.
We sat down with Victoria LaPlante, FloQast’s Head of Shopper Marketing and advertising and Community, and Kiely Monteiro, The Captivate Collective’s Senior Guide, to understand extra.
Developing their evaluate assortment approach
LaPlante and Monteiro shared their playbook for creating the campaign that drove hundreds of new evaluations, and how they utilized all those reviews right after gathering them. Their assessment assortment tactic incorporates 4 essential methods, highlighted below.
1. Targeting segments
When FloQast to start with begun working with The Captivate Collective, they explored strategies to grow outreach and seemed at concentrating on customers for overview asks when they were being most engaged (and thus most possible to go away a evaluation).
To get started, they appeared at admins and professionals from providers that had renewed in the earlier 6 months, as nicely as any one deemed a solution champion by their consumer accomplishment administrators. They knew these customers had adequate knowledge with the platform to give a extensive evaluation, and that they had been actively leveraging FloQast at their organization.
Following, they qualified consumers who had shared opinions with them in various other channels and hypothesized that if they have been eager to share responses in 1 channel, they would be probable to share it on G2 as effectively. They sent evaluation requests out to their NPS respondents, as properly as any person who had submitted a help ticket and still left feed-back by means of the abide by-up.
By expanding their focus on audience, FloQast was ready to seize a broad assortment of authentic reviews from their most engaged buyers.
But they did not halt there.
2. Soliciting testimonials by way of a lot more than just one avenue
In purchase to travel as numerous evaluations as achievable, FloQast also implemented a multi-channel method to have interaction their entire consumer foundation. They explored every buyer touchpoint and labored to include review requests all over their client encounter.
This incorporated making critique requests through:
- In-application notifications
- Solution banners
- FloQast’s application indication-in webpage
- Social posts
- Purchaser community pages
- E-mail newsletters
- In-human being situations
LaPlante shared, “Showcasing it inside the application alone, which 1000’s of buyers are looking at each single working day, it underscores the worth that we are placing on purchaser responses.”
3. Engaging prospects
1 easy technique the group made use of to catch the attention of and engage potential reviewers was theming their month-to-month critique requests. When a smaller contact, it captured the consideration of their buyers and retained the asks new.
Some case in point opening strains included “you are audit I need” in February and “April showers bring Might flowers (and G2 critiques)” in Might.
Each and every electronic mail would open with an accounting pun or holiday concept, and then would incentivize reviewers to go away feedback in trade for an Amazon present card. Imagine it or not, accountants are funny men and women!
4. Driving inner alignment
Last but not least, to carry out cross-practical alignment and visibility across the corporation for their campaigns, an internal playbook was created.
LaPlante claims, “Making guaranteed our crew understood that their involvement in the accomplishment of the marketing campaign was vital, and having that basic understanding of what we had been attempting to complete, was significant and component of the success.”
Head of Buyer Advertising and Group at FloQast
Monteiro and the FloQast marketing management group satisfied weekly to brainstorm the original approach, and just after obtaining alignment, worked alongside one another to connect that approach to FloQast’s heads of help and purchaser good results.
The moment they were purchased in, the marketing campaign kicked off with 1:1 outreach from the CSMs to their buyers. Monteiro and LaPlante also wanted to guarantee that groups stayed motivated to keep on their outreach. They commenced by exhibiting a ticker to visually clearly show how close they ended up to their aim.
LaPlante satisfied with inner stakeholders on a weekly foundation to align all a variety of touch factors and discussions that ended up occurring throughout the corporation. She also made and leveraged an interior Slack channel focused to steady campaign updates, tips, and results.
From collection to utilization
Now that they experienced produced a huge assortment of testimonials from across their buyer foundation, FloQast utilized reviews equally internally, to establish have faith in with clients, and externally from a advertising and marketing standpoint.
LaPlante shares, “If you have a prospect who sees your badges and then turns into a buyer, a calendar year afterwards when you check with them for a evaluation, they’ll keep in mind how critiques aided them truly feel validated in their buy selection and be extra possible to depart a critique on their own. It’s a constant loop that benefits all parties associated.”
Head of Consumer Advertising and Community at FloQast
Internally, LaPlante and her staff take these reviews and make positive to answer to and appear up with critical themes that they are observing throughout reviews. When evaluations are collected, FloQast groups them into thematic buckets and essential variables for their business enterprise, this sort of as organization dimensions, business, and geography.
They are then packaged into quotebooks to be leveraged as advertising materials by the gross sales enhancement teams.
Embracing all comments
As a Director of Customer Promoting, LaPlante recognizes that outreach to all buyers can induce some stress and anxiety, specially at the leadership amount, but notes, “you will need to stand behind your product or service. If you are resolute that you have a item that would make a difference, and you know that prospects are profitable working with it, you can be confident that they are going to give you that sort of comments that you happen to be searching for on G2.”
LaPlante encourages businesses not to be worried of consumer reviews, even if it is unclear the place their favor falls. When FloQast receives a damaging review, which is exceptional, they make positive to respond to the customer, and share the opinions with the interior crew with the aligning place of prospect.
Senior Expert at The Captivate Collective
This attention to the shopper is reflected in FloQast’s most recent recognition as the #1 seller in the Partnership Index for Financial Shut in G2’s Tumble 2022 stories. When opportunity buyers are reading through evaluations and responses, they can truly feel cozy realizing that if a worst-case state of affairs happens, they will be in great arms.
LaPlante demonstrates, “One of the core themes that we have been capable to pull absent was how our prospects are identifying the reality that we are listening and they truly feel like we seriously are having their suggestions to coronary heart and to the product. It was 1 of the regions they gave us a great deal of substantial remarks on.”
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