FloQast has attained what so quite a few organizations try to: speedily populating genuine shopper assessments on G2.
In partnership with The Captivate Collective, their cohesive evaluate technology technique resulted in a 312% maximize in opinions in comparison to the calendar year prior.
FloQast is a close administration solution built for accountants, by accountants, that automates, streamlines, and presents visibility into the various motion goods that accountants have to go through every thirty day period. The Captivate Collective is an advocate internet marketing consulting agency that will work with shoppers like FloQast to create their advocacy method from scratch.
Collectively they constructed a overview technology approach that created far more evaluations than FloQast at any time has before.
We sat down with Victoria LaPlante, FloQast’s Head of Customer Marketing and advertising and Local community, and Kiely Monteiro, The Captivate Collective’s Senior Specialist, to study a lot more.
Setting up their evaluation selection system
LaPlante and Monteiro shared their playbook for constructing the campaign that drove hundreds of new reviews, and how they used all those reviews right after gathering them. Their assessment collection system includes 4 critical measures, highlighted under.
1. Concentrating on segments
When FloQast initially began performing with The Captivate Collective, they explored methods to increase outreach and appeared at targeting customers for review asks when they have been most engaged (and thus most very likely to leave a critique).
To start, they appeared at admins and managers from organizations that had renewed in the past six months, as very well as anyone deemed a merchandise champion by their shopper good results managers. They knew these people experienced more than enough working experience with the platform to give a comprehensive review, and that they have been actively leveraging FloQast at their business.
Upcoming, they targeted consumers who experienced shared feed-back with them in different other channels and hypothesized that if they were being eager to share feed-back in one particular channel, they would be probably to share it on G2 as nicely. They despatched evaluate requests out to their NPS respondents, as effectively as anyone who experienced submitted a assist ticket and left responses by the comply with-up.
By expanding their focus on viewers, FloQast was able to capture a wide range of reliable reviews from their most engaged end users.
But they did not end there.
2. Soliciting reviews as a result of more than one particular avenue
In purchase to push as lots of evaluations as feasible, FloQast also carried out a multi-channel approach to engage their entire purchaser base. They explored just about every client touchpoint and labored to incorporate overview requests through their customer knowledge.
This involved earning overview requests via:
- In-app notifications
- Solution banners
- FloQast’s application indication-in page
- Social posts
- Purchaser community pages
- Email newsletters
- In-person activities
LaPlante shared, “Showcasing it inside the software alone, which 1000’s of customers are seeing each and every single working day, it underscores the benefit that we are positioning on consumer feedback.”
3. Engaging prospects
One very simple method the workforce utilised to draw in and engage probable reviewers was theming their regular evaluate requests. Even though a little touch, it captured the interest of their consumers and held the asks new.
Some instance opening traces included “you are audit I need” in February and “April showers carry May possibly flowers (and G2 assessments)” in May.
Each individual email would open with an accounting pun or getaway concept, and then would incentivize reviewers to depart responses in exchange for an Amazon present card. Feel it or not, accountants are amusing people today!
4. Driving internal alignment
Eventually, to execute cross-functional alignment and visibility across the group for their strategies, an internal playbook was established.
LaPlante states, “Making certain our staff understood that their involvement in the achievement of the campaign was essential, and possessing that basic comprehension of what we have been seeking to complete, was crucial and aspect of the results.”
“Reviews are incredibly significant to our speedy-growing organization. We choose buyer suggestions really seriously, and G2 information assists us immediately adapt to superior satisfy our client’s desires.”
Head of Buyer Marketing and advertising and Community at FloQast
Monteiro and the FloQast internet marketing leadership staff met weekly to brainstorm the first approach, and just after getting alignment, worked together to converse that system to FloQast’s heads of assist and consumer success.
As soon as they have been bought in, the marketing campaign kicked off with 1:1 outreach from the CSMs to their buyers. Monteiro and LaPlante also needed to assure that teams stayed motivated to go on their outreach. They started out by displaying a ticker to visually display how near they had been to their objective.
LaPlante satisfied with interior stakeholders on a weekly foundation to align all different touch factors and conversations that ended up happening across the business. She also designed and leveraged an inner Slack channel committed to continuous campaign updates, suggestions, and benefits.
From selection to utilization
Now that they had created a extensive variety of opinions from across their client base, FloQast employed evaluations equally internally, to create have faith in with clients, and externally from a internet marketing viewpoint.
LaPlante shares, “If you have a prospect who sees your badges and then gets to be a customer, a yr afterwards when you inquire them for a overview, they’ll try to remember how critiques assisted them truly feel validated in their purchase determination and be extra very likely to leave a review on their own. It is a steady loop that benefits all events involved.”
Head of Buyer Marketing and advertising and Local community at FloQast
Internally, LaPlante and her workforce get those people critiques and make absolutely sure to react to and arrive up with crucial themes that they are seeing throughout evaluations. When opinions are collected, FloQast teams them into thematic buckets and significant variables for their company, this kind of as business enterprise dimension, business, and geography.
They are then packaged into quotebooks to be leveraged as promoting resources by the revenue advancement teams.
Embracing all opinions
As a Director of Purchaser Marketing and advertising, LaPlante recognizes that outreach to all customers can induce some anxiousness, in particular at the leadership level, but notes, “you want to stand powering your product or service. If you are resolute that you have a product that will make a difference, and you know that consumers are successful using it, you can be assured that they’ll give you that form of feedback that you’re looking for on G2.”
LaPlante encourages businesses not to be frightened of buyer testimonials, even if it is unclear exactly where their favor falls. When FloQast gets a destructive critique, which is uncommon, they make confident to react to the shopper, and share the feed-back with the internal team with the aligning spot of possibility.
Senior Consultant at The Captivate Collective
This attention to the client is reflected in FloQast’s most latest recognition as the #1 vendor in the Connection Index for Monetary Close in G2’s Fall 2022 experiences. When potential clients are studying testimonials and responses, they can feel snug understanding that if a worst-scenario state of affairs transpires, they will be in excellent hands.
LaPlante displays, “One of the core themes that we were capable to pull absent was how our buyers are pinpointing the truth that we are listening and they feel like we really are taking their comments to coronary heart and to the products. It was one of the parts they gave us a lot of significant remarks on.”
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