FloQast has completed what so a lot of organizations strive to: promptly populating reliable client testimonials on G2.
In partnership with The Captivate Collective, their cohesive critique generation tactic resulted in a 312% improve in evaluations as opposed to the year prior.
FloQast is a close management answer produced for accountants, by accountants, that automates, streamlines, and offers visibility into the different motion objects that accountants have to go through every thirty day period. The Captivate Collective is an advocate marketing consulting company that performs with clients like FloQast to build their advocacy strategy from scratch.
Jointly they designed a overview era strategy that produced far more opinions than FloQast at any time has in advance of.
We sat down with Victoria LaPlante, FloQast’s Head of Buyer Advertising and Community, and Kiely Monteiro, The Captivate Collective’s Senior Consultant, to master a lot more.
Setting up their evaluation collection system
LaPlante and Monteiro shared their playbook for setting up the campaign that drove hundreds of new opinions, and how they used these critiques following gathering them. Their evaluation selection strategy consists of four significant actions, highlighted underneath.
1. Concentrating on segments
When FloQast 1st begun operating with The Captivate Collective, they explored means to broaden outreach and seemed at focusing on shoppers for assessment asks when they were being most engaged (and consequently most most likely to depart a critique).
To commence, they looked at admins and professionals from corporations that experienced renewed in the previous six months, as well as any one considered a item winner by their buyer achievement professionals. They realized these end users experienced ample practical experience with the system to give a thorough evaluation, and that they were being actively leveraging FloQast at their firm.
Up coming, they targeted shoppers who experienced shared feedback with them in a variety of other channels and hypothesized that if they have been keen to share suggestions in a single channel, they would be probably to share it on G2 as perfectly. They sent evaluation requests out to their NPS respondents, as very well as everyone who experienced submitted a help ticket and remaining opinions by the abide by-up.
By expanding their concentrate on viewers, FloQast was ready to capture a broad variety of authentic evaluations from their most engaged end users.
But they did not cease there.
2. Soliciting critiques as a result of extra than one particular avenue
In buy to generate as a lot of evaluations as possible, FloQast also implemented a multi-channel strategy to have interaction their total client base. They explored every single buyer touchpoint and worked to incorporate evaluate requests in the course of their shopper working experience.
This bundled generating evaluation requests by means of:
- In-app notifications
- Item banners
- FloQast’s software sign-in web site
- Social posts
- Client neighborhood webpages
- E mail newsletters
- In-human being gatherings
LaPlante shared, “Showcasing it inside the application itself, which thousands of end users are observing just about every single day, it underscores the price that we are inserting on client comments.”
3. Partaking consumers
One easy technique the crew utilized to draw in and have interaction probable reviewers was theming their month-to-month overview requests. Though a compact touch, it captured the consideration of their prospects and saved the asks fresh.
Some illustration opening lines included “you are audit I need” in February and “April showers deliver May bouquets (and G2 opinions)” in May perhaps.
Each individual electronic mail would open up with an accounting pun or holiday getaway theme, and then would incentivize reviewers to go away suggestions in exchange for an Amazon present card. Believe that it or not, accountants are funny people today!
4. Driving internal alignment
At last, to attain cross-practical alignment and visibility across the organization for their campaigns, an inside playbook was created.
LaPlante claims, “Making guaranteed our staff comprehended that their involvement in the results of the campaign was important, and owning that normal comprehension of what we ended up seeking to carry out, was essential and part of the results.”
Head of Purchaser Marketing and advertising and Community at FloQast
Monteiro and the FloQast marketing management group met weekly to brainstorm the initial system, and just after acquiring alignment, labored with each other to talk that program to FloQast’s heads of guidance and consumer results.
At the time they have been bought in, the marketing campaign kicked off with 1:1 outreach from the CSMs to their consumers. Monteiro and LaPlante also desired to ensure that teams stayed enthusiastic to continue their outreach. They commenced by exhibiting a ticker to visually demonstrate how close they had been to their objective.
LaPlante satisfied with inner stakeholders on a weekly basis to align all numerous contact factors and conversations that had been occurring across the group. She also established and leveraged an inner Slack channel dedicated to continuous campaign updates, tips, and outcomes.
From assortment to utilization
Now that they had produced a large selection of assessments from throughout their customer base, FloQast applied critiques both internally, to create believe in with shoppers, and externally from a internet marketing perspective.
LaPlante shares, “If you have a prospect who sees your badges and then turns into a buyer, a calendar year afterwards when you talk to them for a review, they’ll keep in mind how testimonials assisted them come to feel validated in their acquire final decision and be far more possible to go away a critique them selves. It is a continual loop that positive aspects all parties included.”
Head of Client Internet marketing and Local community at FloQast
Internally, LaPlante and her staff just take those evaluations and make sure to reply to and appear up with critical themes that they are viewing throughout reviews. When evaluations are collected, FloQast teams them into thematic buckets and crucial variables for their organization, such as small business dimensions, industry, and geography.
They are then packaged into quotebooks to be leveraged as marketing components by the revenue progress groups.
Embracing all feed-back
As a Director of Customer Internet marketing, LaPlante acknowledges that outreach to all shoppers can lead to some panic, in particular at the leadership amount, but notes, “you need to have to stand behind your products. If you are resolute that you have a merchandise that makes a difference, and you know that clients are successful applying it, you can be self-assured that they will give you that type of comments that you’re seeking for on G2.”
LaPlante encourages companies not to be concerned of customer assessments, even if it is unclear where by their favor falls. When FloQast gets a unfavorable assessment, which is unusual, they make positive to react to the purchaser, and share the opinions with the internal staff with the aligning spot of opportunity.
Senior Marketing consultant at The Captivate Collective
This notice to the purchaser is reflected in FloQast’s most the latest recognition as the #1 vendor in the Partnership Index for Financial Close in G2’s Slide 2022 reviews. When prospective prospects are studying reviews and responses, they can come to feel cozy being aware of that if a worst-circumstance situation happens, they will be in good arms.
LaPlante demonstrates, “One of the main themes that we ended up able to pull away was how our shoppers are identifying the truth that we are listening and they feel like we actually are getting their opinions to coronary heart and to the products. It was a single of the regions they gave us a large amount of superior remarks on.”
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