November 29, 2022

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FloQast’s Guide to Multi-Channel Review Campaigns

FloQast has completed what so quite a few providers strive to: speedily populating authentic customer opinions on G2.

In partnership with The Captivate Collective, their cohesive critique technology strategy resulted in a 312% boost in testimonials compared to the 12 months prior.

FloQast is a close management answer made for accountants, by accountants, that automates, streamlines, and provides visibility into the many action goods that accountants have to go as a result of each thirty day period. The Captivate Collective is an advocate advertising and marketing consulting company that operates with clientele like FloQast to create their advocacy system from scratch. 

Together they created a overview technology system that created far more testimonials than FloQast at any time has in advance of. 

We sat down with Victoria LaPlante, FloQast’s Head of Customer Marketing and advertising and Community, and Kiely Monteiro, The Captivate Collective’s Senior Specialist, to discover far more. 

Developing their assessment collection strategy

LaPlante and Monteiro shared their playbook for developing the campaign that drove hundreds of new evaluations, and how they used those opinions just after gathering them. Their critique collection strategy incorporates four significant steps, highlighted below. 

1. Concentrating on segments

When FloQast to start with started doing work with The Captivate Collective, they explored ways to broaden outreach and seemed at targeting buyers for evaluation asks when they were most engaged (and for that reason most most likely to leave a overview). 

To start off, they seemed at admins and administrators from corporations that had renewed in the previous six months, as perfectly as any one considered a solution champion by their shopper results administrators. They realized these people experienced more than enough knowledge with the platform to give a in depth review, and that they ended up actively leveraging FloQast at their group. 

Up coming, they focused buyers who experienced shared responses with them in several other channels and hypothesized that if they have been eager to share responses in 1 channel, they would be very likely to share it on G2 as very well. They sent evaluate requests out to their NPS respondents, as nicely as anybody who had submitted a assist ticket and remaining feedback by means of the comply with-up.

By expanding their focus on viewers, FloQast was equipped to capture a broad assortment of authentic assessments from their most engaged people. 

But they did not quit there.

2. Soliciting critiques via a lot more than a person avenue

In purchase to push as several reviews as doable, FloQast also carried out a multi-channel strategy to have interaction their comprehensive shopper base. They explored each and every consumer touchpoint and labored to include evaluation requests during their buyer expertise. 

This involved making evaluation requests by way of: 

  • In-app notifications
  • Solution banners
  • FloQast’s software indicator-in web site
  • Social posts
  • Client local community web pages
  • E mail newsletters 
  • In-person gatherings

LaPlante shared, “Showcasing it within just the software by itself, which countless numbers of people are observing each individual one day, it underscores the worth that we are placing on customer feed-back.”

3. Partaking consumers

Just one very simple strategy the workforce utilized to entice and engage possible reviewers was theming their month to month review requests. Though a modest touch, it captured the attention of their buyers and held the asks refreshing. 

Some example opening strains included  “you are audit I need” in February and  “April showers deliver May perhaps bouquets (and G2 testimonials)” in Might.

FloQast's customer engagement G2 campaign

 

Every electronic mail would open up with an accounting pun or holiday break topic, and then would incentivize reviewers to leave suggestions in trade for an Amazon reward card. Think it or not, accountants are humorous people today!

4. Driving inner alignment

Lastly, to carry out cross-functional alignment and visibility throughout the organization for their campaigns, an inner playbook was created.

LaPlante claims, “Making confident our crew comprehended that their involvement in the accomplishment of the marketing campaign was significant, and owning that basic comprehension of what we were making an attempt to achieve, was important and aspect of the accomplishment.” 

“Reviews are particularly essential to our speedy-escalating organization. We consider customer feed-back pretty critically, and G2 facts helps us promptly adapt to much better satisfy our client’s requires.”

Victoria LaPlante
Head of Client Advertising and marketing and Local community at FloQast

Monteiro and the FloQast marketing management workforce fulfilled weekly to brainstorm the original prepare, and immediately after getting alignment, worked alongside one another to talk that approach to FloQast’s heads of help and buyer good results. 

As soon as they were purchased in, the campaign kicked off with 1:1 outreach from the CSMs to their shoppers. Monteiro and LaPlante also wanted to ensure that groups stayed enthusiastic to continue their outreach. They started off by exhibiting a ticker to visually display how close they were to their intention.

LaPlante met with inner stakeholders on a weekly foundation to align all many contact details and discussions that had been occurring throughout the group. She also made and leveraged an internal Slack channel devoted to steady campaign updates, tips, and outcomes.

From collection to utilization

Now that they had created a vast vary of evaluations from throughout their client foundation, FloQast applied critiques the two internally, to develop have faith in with clients, and externally from a promoting standpoint. 

LaPlante shares,  “If you have a prospect who sees your badges and then becomes a purchaser, a 12 months later when you inquire them for a overview, they’ll keep in mind how reviews aided them experience validated in their order selection and be a lot more probably to leave a overview on their own. It is a continual loop that gains all functions included.” 

“We’re happy to be named a Leader in our classification on G2, and the badges accept our posture of dominance earlier mentioned our competitiveness.”

Victoria LaPlante
Head of Buyer Advertising and marketing and Group at FloQast

Internally, LaPlante and her workforce just take individuals evaluations and make guaranteed to answer to and arrive up with key themes that they are observing across assessments. When opinions are gathered, FloQast groups them into thematic buckets and critical variables for their enterprise, these as enterprise dimensions, industry, and geography. 

They are then packaged into quotebooks to be leveraged as promoting supplies by the gross sales advancement groups.

Embracing all feed-back

As a Director of Shopper Internet marketing, LaPlante recognizes that outreach to all prospects can trigger some anxiety, specially at the leadership amount, but notes, “you need to stand powering your merchandise. If you are resolute that you have a product or service that will make a big difference, and you know that buyers are prosperous using it, you can be self-assured that they will give you that form of feed-back that you happen to be searching for on G2.” 

LaPlante encourages providers not to be concerned of customer evaluations, even if it is unclear exactly where their favor falls. When FloQast gets a detrimental evaluation, which is rare, they make absolutely sure to reply to the shopper, and share the opinions with the inner workforce with the aligning spot of option. 

“Negative critiques are a excellent opportunity. Responding to destructive evaluations and altering what ever it is, if doable, is a probability to improve and switch clients close to.”

Kiely Monteiro
Senior Guide at The Captivate Collective

This consideration to the customer is reflected in FloQast’s most new recognition as the #1 seller in the Relationship Index for Financial Close in G2’s Fall 2022 reports. When likely shoppers are reading opinions and responses, they can feel snug recognizing that if a worst-case situation transpires, they will be in fantastic palms.

LaPlante reflects, “One of the core themes that we have been capable to pull absent was how our prospects are pinpointing the actuality that we are listening and they really feel like we genuinely are getting their feed-back to coronary heart and to the item. It was one of the locations they gave us a large amount of substantial remarks on.”

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