FloQast has accomplished what so lots of corporations attempt to: immediately populating genuine shopper assessments on G2.
In partnership with The Captivate Collective, their cohesive assessment era system resulted in a 312% maximize in testimonials as opposed to the year prior.
FloQast is a near administration solution manufactured for accountants, by accountants, that automates, streamlines, and provides visibility into the numerous motion merchandise that accountants have to go via every single thirty day period. The Captivate Collective is an advocate internet marketing consulting agency that functions with clients like FloQast to create their advocacy approach from scratch.
Collectively they built a critique generation technique that generated extra evaluations than FloQast ever has ahead of.
We sat down with Victoria LaPlante, FloQast’s Head of Shopper Marketing and advertising and Community, and Kiely Monteiro, The Captivate Collective’s Senior Specialist, to master additional.
Creating their assessment collection tactic
LaPlante and Monteiro shared their playbook for making the marketing campaign that drove hundreds of new reviews, and how they utilized those people opinions immediately after collecting them. Their review assortment approach incorporates four essential methods, highlighted underneath.
1. Concentrating on segments
When FloQast initially started off doing the job with The Captivate Collective, they explored means to grow outreach and looked at concentrating on buyers for evaluation asks when they ended up most engaged (and hence most possible to leave a critique).
To begin, they appeared at admins and supervisors from providers that experienced renewed in the previous six months, as perfectly as anyone deemed a item champion by their customer success administrators. They realized these consumers had ample working experience with the platform to give a in depth evaluate, and that they ended up actively leveraging FloQast at their business.
Next, they targeted customers who experienced shared feed-back with them in different other channels and hypothesized that if they have been ready to share suggestions in one particular channel, they would be most likely to share it on G2 as very well. They despatched critique requests out to their NPS respondents, as effectively as everyone who experienced submitted a assistance ticket and still left responses through the adhere to-up.
By growing their focus on viewers, FloQast was equipped to capture a broad variety of genuine testimonials from their most engaged consumers.
But they did not prevent there.
2. Soliciting opinions as a result of much more than 1 avenue
In get to generate as many opinions as probable, FloQast also applied a multi-channel solution to engage their comprehensive purchaser foundation. They explored each and every customer touchpoint and worked to incorporate evaluation requests during their client working experience.
This bundled earning critique requests as a result of:
- In-app notifications
- Solution banners
- FloQast’s application signal-in web site
- Social posts
- Purchaser community web pages
- Electronic mail newsletters
- In-individual activities
LaPlante shared, “Showcasing it in the application alone, which hundreds of buyers are viewing every single single day, it underscores the benefit that we are putting on consumer responses.”
3. Engaging buyers
One particular uncomplicated process the group applied to appeal to and have interaction possible reviewers was theming their every month assessment requests. When a tiny touch, it captured the notice of their consumers and stored the asks contemporary.
Some instance opening traces included “you are audit I need” in February and “April showers deliver May well flowers (and G2 testimonials)” in May well.
Every e mail would open with an accounting pun or getaway topic, and then would incentivize reviewers to leave responses in trade for an Amazon gift card. Think it or not, accountants are amusing people!
4. Driving inner alignment
Finally, to achieve cross-functional alignment and visibility across the business for their campaigns, an interior playbook was designed.
LaPlante states, “Making guaranteed our staff recognized that their involvement in the good results of the marketing campaign was vital, and owning that typical knowing of what we ended up attempting to carry out, was critical and aspect of the achievement.”
Head of Customer Advertising and marketing and Group at FloQast
Monteiro and the FloQast internet marketing leadership team satisfied weekly to brainstorm the preliminary plan, and immediately after acquiring alignment, labored with each other to talk that system to FloQast’s heads of assist and shopper accomplishment.
As soon as they had been purchased in, the marketing campaign kicked off with 1:1 outreach from the CSMs to their clients. Monteiro and LaPlante also wanted to make sure that groups stayed enthusiastic to keep on their outreach. They begun by exhibiting a ticker to visually display how shut they were being to their goal.
LaPlante met with interior stakeholders on a weekly basis to align all many touch factors and conversations that were occurring across the business. She also designed and leveraged an inner Slack channel focused to continual campaign updates, suggestions, and effects.
From assortment to utilization
Now that they experienced created a vast vary of opinions from across their customer foundation, FloQast made use of testimonials each internally, to build have confidence in with consumers, and externally from a internet marketing perspective.
LaPlante shares, “If you have a prospect who sees your badges and then results in being a shopper, a 12 months later on when you talk to them for a evaluation, they’ll recall how opinions assisted them really feel validated in their invest in final decision and be far more probably to depart a evaluate them selves. It’s a continual loop that advantages all parties included.”
Head of Customer Marketing and advertising and Community at FloQast
Internally, LaPlante and her staff just take those reviews and make absolutely sure to answer to and come up with vital themes that they are looking at throughout assessments. When evaluations are gathered, FloQast groups them into thematic buckets and vital variables for their business, such as organization sizing, business, and geography.
They are then packaged into quotebooks to be leveraged as marketing elements by the sales progress groups.
Embracing all feed-back
As a Director of Buyer Marketing and advertising, LaPlante acknowledges that outreach to all buyers can trigger some stress, specially at the management level, but notes, “you need to stand behind your item. If you are resolute that you have a merchandise that can make a big difference, and you know that shoppers are prosperous applying it, you can be self-assured that they’ll give you that type of responses that you are wanting for on G2.”
LaPlante encourages corporations not to be fearful of client assessments, even if it is unclear the place their favor falls. When FloQast receives a damaging evaluate, which is uncommon, they make guaranteed to react to the buyer, and share the suggestions with the internal group with the aligning space of possibility.
“Negative critiques are a wonderful possibility. Responding to detrimental opinions and modifying regardless of what it is, if achievable, is a opportunity to mature and transform customers all over.”
Senior Guide at The Captivate Collective
This attention to the consumer is reflected in FloQast’s most new recognition as the #1 seller in the Partnership Index for Money Near in G2’s Drop 2022 stories. When probable clients are studying testimonials and responses, they can experience snug realizing that if a worst-situation state of affairs transpires, they will be in very good fingers.
LaPlante demonstrates, “One of the main themes that we have been capable to pull away was how our customers are pinpointing the simple fact that we are listening and they truly feel like we actually are using their feed-back to coronary heart and to the solution. It was a single of the parts they gave us a whole lot of high remarks on.”
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