November 27, 2022

Paull Ank Ford

Business Think different

FloQast’s Guide to Multi-Channel Review Campaigns

FloQast has attained what so many providers try to: rapidly populating reliable client critiques on G2.

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

FloQast is a close administration remedy produced for accountants, by accountants, that automates, streamlines, and gives visibility into the several action items that accountants have to go by way of every thirty day period. The Captivate Collective is an advocate promoting consulting agency that operates with purchasers like FloQast to establish their advocacy method from scratch. 

With each other they designed a evaluate technology system that created additional opinions than FloQast ever has in advance of. 

We sat down with Victoria LaPlante, FloQast’s Head of Buyer Promoting and Local community, and Kiely Monteiro, The Captivate Collective’s Senior Consultant, to master a lot more. 

Making their review selection approach

LaPlante and Monteiro shared their playbook for building the campaign that drove hundreds of new evaluations, and how they utilized those people assessments just after accumulating them. Their evaluation collection tactic contains four vital ways, highlighted down below. 

1. Concentrating on segments

When FloQast very first began doing the job with The Captivate Collective, they explored means to broaden outreach and seemed at targeting customers for overview asks when they have been most engaged (and as a result most possible to leave a evaluation). 

To start out, they appeared at admins and professionals from companies that experienced renewed in the past 6 months, as very well as anyone deemed a product champion by their client accomplishment supervisors. They understood these people experienced plenty of expertise with the system to give a complete evaluate, and that they have been actively leveraging FloQast at their organization. 

Subsequent, they focused clients who experienced shared responses with them in a variety of other channels and hypothesized that if they had been eager to share opinions in a single channel, they would be probably to share it on G2 as perfectly. They despatched overview requests out to their NPS respondents, as well as any person who had submitted a support ticket and remaining responses as a result of the abide by-up.

By expanding their concentrate on viewers, FloQast was able to capture a wide array of reliable testimonials from their most engaged people. 

But they did not end there.

2. Soliciting reviews by far more than one particular avenue

In get to travel as numerous testimonials as possible, FloQast also carried out a multi-channel technique to have interaction their comprehensive purchaser foundation. They explored each individual buyer touchpoint and worked to include evaluation requests all over their buyer encounter. 

This integrated generating critique requests by means of: 

  • In-app notifications
  • Product or service banners
  • FloQast’s software indication-in web page
  • Social posts
  • Shopper group internet pages
  • E mail newsletters 
  • In-individual occasions

LaPlante shared, “Showcasing it inside of the software by itself, which thousands of users are looking at each individual solitary working day, it underscores the price that we are positioning on shopper opinions.”

3. Partaking shoppers

One very simple strategy the group applied to draw in and interact likely reviewers was theming their month-to-month critique requests. Although a modest touch, it captured the awareness of their clients and retained the asks new. 

Some instance opening lines included  “you are audit I need” in February and  “April showers bring May well bouquets (and G2 assessments)” in May well.

FloQast's customer engagement G2 campaign

 

Every single e-mail would open up with an accounting pun or holiday getaway theme, and then would incentivize reviewers to depart feedback in trade for an Amazon gift card. Feel it or not, accountants are funny men and women!

4. Driving inner alignment

Lastly, to accomplish cross-functional alignment and visibility throughout the group for their strategies, an internal playbook was developed.

LaPlante states, “Making guaranteed our team recognized that their involvement in the accomplishment of the marketing campaign was vital, and owning that normal knowing of what we had been seeking to carry out, was critical and part of the accomplishment.” 

“Reviews are exceptionally significant to our fast-increasing organization. We acquire customer comments very severely, and G2 details will help us swiftly adapt to much better meet up with our client’s requires.”

Victoria LaPlante
Head of Consumer Advertising and Group at FloQast

Monteiro and the FloQast marketing leadership team met weekly to brainstorm the first program, and just after finding alignment, worked alongside one another to converse that strategy to FloQast’s heads of help and shopper achievements. 

At the time they ended up purchased in, the campaign kicked off with 1:1 outreach from the CSMs to their shoppers. Monteiro and LaPlante also wished to ensure that groups stayed inspired to keep on their outreach. They started off by exhibiting a ticker to visually present how shut they had been to their aim.

LaPlante satisfied with inner stakeholders on a weekly foundation to align all various contact details and conversations that had been occurring across the business. She also produced and leveraged an inner Slack channel devoted to constant marketing campaign updates, ideas, and outcomes.

From assortment to utilization

Now that they had produced a huge selection of assessments from throughout their buyer base, FloQast employed reviews both of those internally, to establish rely on with customers, and externally from a advertising standpoint. 

LaPlante shares,  “If you have a prospect who sees your badges and then turns into a shopper, a calendar year afterwards when you talk to them for a overview, they’ll recall how assessments served them really feel validated in their invest in decision and be extra probable to go away a overview by themselves. It is a constant loop that advantages all functions included.” 

“We’re happy to be named a Leader in our category on G2, and the badges admit our placement of dominance above our competitors.”

Victoria LaPlante
Head of Client Marketing and advertising and Neighborhood at FloQast

Internally, LaPlante and her group just take people reviews and make positive to respond to and arrive up with important themes that they are seeing throughout assessments. When evaluations are gathered, FloQast teams them into thematic buckets and vital variables for their business enterprise, these types of as small business dimension, sector, and geography. 

They are then packaged into quotebooks to be leveraged as internet marketing materials by the product sales improvement groups.

Embracing all comments

As a Director of Shopper Advertising, LaPlante acknowledges that outreach to all prospects can trigger some anxiety, especially at the leadership level, but notes, “you need to stand driving your merchandise. If you are resolute that you have a solution that makes a change, and you know that customers are profitable using it, you can be self-assured that they are going to give you that form of comments that you are searching for on G2.” 

LaPlante encourages companies not to be scared of shopper critiques, even if it is unclear where by their favor falls. When FloQast gets a adverse review, which is rare, they make guaranteed to answer to the customer, and share the feed-back with the inside crew with the aligning region of option. 

“Negative critiques are a great opportunity. Responding to adverse evaluations and shifting regardless of what it is, if doable, is a chance to grow and transform buyers about.”

Kiely Monteiro
Senior Advisor at The Captivate Collective

This consideration to the shopper is reflected in FloQast’s most current recognition as the #1 seller in the Marriage Index for Monetary Shut in G2’s Tumble 2022 reviews. When probable shoppers are looking at critiques and responses, they can come to feel at ease recognizing that if a worst-scenario scenario occurs, they will be in good arms.

LaPlante displays, “One of the main themes that we were being in a position to pull absent was how our buyers are pinpointing the fact that we are listening and they really feel like we genuinely are using their feed-back to coronary heart and to the product or service. It was just one of the areas they gave us a lot of large remarks on.”

All set to deliver far more opinions and turn into a G2 Leader? Discover how to lean into consumer-led expansion with G2 Promoting Remedies.