FloQast has achieved what so several businesses strive to: immediately populating genuine buyer testimonials on G2.
In partnership with The Captivate Collective, their cohesive evaluate technology technique resulted in a 312% increase in opinions in contrast to the calendar year prior.
FloQast is a near administration option built for accountants, by accountants, that automates, streamlines, and provides visibility into the a variety of motion objects that accountants have to go as a result of each thirty day period. The Captivate Collective is an advocate marketing consulting agency that works with customers like FloQast to establish their advocacy technique from scratch.
With each other they designed a review era technique that produced much more testimonials than FloQast ever has just before.
We sat down with Victoria LaPlante, FloQast’s Head of Customer Promoting and Neighborhood, and Kiely Monteiro, The Captivate Collective’s Senior Advisor, to learn more.
Making their assessment collection approach
LaPlante and Monteiro shared their playbook for setting up the marketing campaign that drove hundreds of new assessments, and how they utilized those people opinions right after collecting them. Their evaluate assortment approach includes 4 critical methods, highlighted below.
1. Concentrating on segments
When FloQast 1st began functioning with The Captivate Collective, they explored approaches to develop outreach and looked at targeting buyers for evaluation asks when they were being most engaged (and consequently most very likely to depart a evaluate).
To begin, they looked at admins and administrators from corporations that had renewed in the earlier 6 months, as perfectly as any one deemed a item winner by their customer results administrators. They understood these people experienced ample expertise with the platform to give a thorough critique, and that they ended up actively leveraging FloQast at their group.
Next, they qualified prospects who experienced shared comments with them in different other channels and hypothesized that if they had been willing to share suggestions in one channel, they would be very likely to share it on G2 as effectively. They despatched review requests out to their NPS respondents, as well as anyone who experienced submitted a guidance ticket and remaining comments as a result of the stick to-up.
By expanding their concentrate on audience, FloQast was in a position to capture a wide assortment of authentic opinions from their most engaged consumers.
But they did not cease there.
2. Soliciting evaluations by way of far more than a person avenue
In purchase to generate as lots of assessments as feasible, FloQast also executed a multi-channel tactic to interact their complete customer foundation. They explored each and every buyer touchpoint and labored to integrate review requests all over their buyer working experience.
This provided earning assessment requests by means of:
- In-app notifications
- Product or service banners
- FloQast’s application indication-in website page
- Social posts
- Purchaser group internet pages
- E-mail newsletters
- In-man or woman events
LaPlante shared, “Showcasing it in the software itself, which countless numbers of consumers are seeing every one day, it underscores the benefit that we are putting on client opinions.”
3. Participating consumers
A person easy strategy the staff utilised to catch the attention of and interact possible reviewers was theming their month-to-month evaluation requests. Even though a smaller touch, it captured the awareness of their shoppers and retained the asks clean.
Some example opening strains included “you are audit I need” in February and “April showers convey May well flowers (and G2 testimonials)” in Could.
Each and every email would open up with an accounting pun or holiday break concept, and then would incentivize reviewers to depart feed-back in trade for an Amazon present card. Feel it or not, accountants are humorous men and women!
4. Driving internal alignment
Finally, to execute cross-practical alignment and visibility across the corporation for their campaigns, an interior playbook was developed.
LaPlante states, “Making confident our workforce comprehended that their involvement in the accomplishment of the campaign was significant, and owning that typical knowing of what we were being hoping to accomplish, was crucial and section of the success.”
“Reviews are very essential to our rapid-increasing organization. We consider shopper suggestions really critically, and G2 info will help us quickly adapt to better meet up with our client’s demands.”
Head of Client Promoting and Neighborhood at FloQast
Monteiro and the FloQast advertising and marketing leadership staff achieved weekly to brainstorm the preliminary approach, and soon after receiving alignment, worked together to communicate that system to FloQast’s heads of guidance and buyer achievement.
As soon as they were purchased in, the campaign kicked off with 1:1 outreach from the CSMs to their prospects. Monteiro and LaPlante also preferred to guarantee that teams stayed determined to continue their outreach. They commenced by exhibiting a ticker to visually present how close they were being to their goal.
LaPlante satisfied with internal stakeholders on a weekly basis to align all many touch points and conversations that were taking place throughout the organization. She also made and leveraged an interior Slack channel committed to ongoing campaign updates, strategies, and results.
From assortment to utilization
Now that they had produced a wide range of evaluations from throughout their buyer foundation, FloQast used opinions the two internally, to create have faith in with prospects, 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 12 months afterwards when you inquire them for a overview, they’ll recall how critiques served them feel validated in their obtain conclusion and be more likely to depart a evaluate by themselves. It is a constant loop that positive aspects all get-togethers concerned.”
Head of Consumer Marketing and Group at FloQast
Internally, LaPlante and her workforce acquire people assessments and make positive to answer to and appear up with critical themes that they are observing across assessments. When critiques are gathered, FloQast teams them into thematic buckets and essential variables for their company, these types of as business enterprise measurement, business, and geography.
They are then packaged into quotebooks to be leveraged as promoting products by the income growth groups.
Embracing all responses
As a Director of Client Advertising, LaPlante acknowledges that outreach to all prospects can cause some stress and anxiety, especially at the leadership amount, but notes, “you need to have to stand behind your item. If you are resolute that you have a item that would make a change, and you know that clients are profitable making use of it, you can be assured that they are going to give you that variety of comments that you are looking for on G2.”
LaPlante encourages organizations not to be fearful of client assessments, even if it is unclear in which their favor falls. When FloQast receives a detrimental review, which is exceptional, they make confident to reply to the client, and share the feed-back with the interior group with the aligning spot of opportunity.
Senior Specialist at The Captivate Collective
This awareness to the client is reflected in FloQast’s most current recognition as the #1 vendor in the Marriage Index for Economic Shut in G2’s Slide 2022 experiences. When possible shoppers are reading evaluations and responses, they can really feel relaxed realizing that if a worst-case state of affairs takes place, they will be in excellent arms.
LaPlante reflects, “One of the core themes that we were being in a position to pull absent was how our customers are identifying the actuality that we are listening and they really feel like we genuinely are getting their feedback to coronary heart and to the item. It was one of the regions they gave us a large amount of higher remarks on.”
Completely ready to produce additional critiques and grow to be a G2 Leader? Learn how to lean into consumer-led advancement with G2 Promoting Options.