FloQast has achieved what so quite a few businesses attempt to: quickly populating authentic client evaluations on G2.
In partnership with The Captivate Collective, their cohesive review generation method resulted in a 312% raise in critiques as opposed to the year prior.
FloQast is a near administration resolution made for accountants, by accountants, that automates, streamlines, and provides visibility into the several motion things that accountants have to go via each month. The Captivate Collective is an advocate marketing consulting agency that will work with shoppers like FloQast to develop their advocacy approach from scratch.
With each other they constructed a evaluation generation approach that created much more evaluations than FloQast at any time has ahead of.
We sat down with Victoria LaPlante, FloQast’s Head of Buyer Marketing and Group, and Kiely Monteiro, The Captivate Collective’s Senior Expert, to study a lot more.
Setting up their critique collection system
LaPlante and Monteiro shared their playbook for constructing the marketing campaign that drove hundreds of new evaluations, and how they used all those critiques after gathering them. Their critique collection tactic includes 4 essential actions, highlighted underneath.
1. Concentrating on segments
When FloQast to start with started off operating with The Captivate Collective, they explored techniques to grow outreach and appeared at concentrating on clients for evaluate asks when they had been most engaged (and hence most possible to leave a evaluate).
To start off, they seemed at admins and supervisors from companies that experienced renewed in the past six months, as well as any person deemed a merchandise winner by their consumer results supervisors. They realized these buyers had plenty of expertise with the system to give a complete critique, and that they were actively leveraging FloQast at their corporation.
Subsequent, they specific shoppers who experienced shared opinions with them in different other channels and hypothesized that if they have been inclined to share feedback in a person channel, they would be possible to share it on G2 as well. They despatched critique requests out to their NPS respondents, as well as any person who experienced submitted a assistance ticket and still left opinions by the follow-up.
By increasing their target viewers, FloQast was capable to capture a wide range of genuine reviews from their most engaged customers.
But they did not stop there.
2. Soliciting evaluations by means of additional than one avenue
In purchase to travel as several testimonials as doable, FloQast also applied a multi-channel solution to have interaction their total client base. They explored each and every buyer touchpoint and labored to integrate critique requests all through their purchaser expertise.
This integrated building assessment requests through:
- In-application notifications
- Solution banners
- FloQast’s application indicator-in web page
- Social posts
- Buyer group pages
- Email newsletters
- In-man or woman situations
LaPlante shared, “Showcasing it within just the application by itself, which 1000’s of consumers are observing each single day, it underscores the benefit that we are positioning on purchaser feedback.”
3. Participating prospects
A single very simple strategy the team made use of to attract and interact opportunity reviewers was theming their month to month overview requests. Though a tiny touch, it captured the consideration of their buyers and stored the asks refreshing.
Some case in point opening strains included “you are audit I need” in February and “April showers provide May flowers (and G2 evaluations)” in May.
Each e mail would open up with an accounting pun or holiday break topic, and then would incentivize reviewers to go away feed-back in trade for an Amazon reward card. Believe that it or not, accountants are funny persons!
4. Driving inside alignment
At last, to accomplish cross-useful alignment and visibility across the firm for their strategies, an internal playbook was designed.
LaPlante claims, “Making sure our workforce recognized that their involvement in the achievements of the marketing campaign was vital, and acquiring that normal understanding of what we were being seeking to attain, was important and section of the achievements.”
“Reviews are exceptionally important to our quick-escalating group. We acquire client feed-back extremely critically, and G2 facts aids us immediately adapt to far better fulfill our client’s requirements.”
Head of Consumer Advertising and Community at FloQast
Monteiro and the FloQast marketing leadership crew achieved weekly to brainstorm the preliminary strategy, and following finding alignment, worked with each other to connect that program to FloQast’s heads of support and customer good results.
At the time they had been acquired in, the marketing campaign kicked off with 1:1 outreach from the CSMs to their shoppers. Monteiro and LaPlante also required to guarantee that teams stayed determined to carry on their outreach. They started out by displaying a ticker to visually clearly show how shut they ended up to their objective.
LaPlante fulfilled with inside stakeholders on a weekly basis to align all various touch details and conversations that were happening throughout the business. She also made and leveraged an internal Slack channel devoted to continuous marketing campaign updates, strategies, and outcomes.
From collection to utilization
Now that they experienced produced a huge assortment of evaluations from throughout their shopper base, FloQast utilised critiques both of those internally, to establish rely on with customers, and externally from a internet marketing standpoint.
LaPlante shares, “If you have a prospect who sees your badges and then gets a shopper, a yr later on when you check with them for a review, they’ll recall how opinions aided them really feel validated in their purchase conclusion and be far more probable to leave a evaluate on their own. It is a continuous loop that positive aspects all parties involved.”
Head of Purchaser Marketing and Local community at FloQast
Internally, LaPlante and her staff consider people evaluations and make guaranteed to reply to and appear up with critical themes that they are seeing throughout opinions. When critiques are gathered, FloQast groups them into thematic buckets and important variables for their company, these kinds of as organization dimensions, business, and geography.
They are then packaged into quotebooks to be leveraged as advertising components by the sales growth groups.
Embracing all comments
As a Director of Client Marketing, LaPlante recognizes that outreach to all shoppers can trigger some stress and anxiety, specially at the management level, but notes, “you need to have to stand driving your product. If you are resolute that you have a solution that can make a change, and you know that customers are thriving employing it, you can be assured that they will give you that type of suggestions that you’re seeking for on G2.”
LaPlante encourages firms not to be concerned of client opinions, even if it is unclear in which their favor falls. When FloQast receives a damaging critique, which is unusual, they make positive to react to the customer, and share the feedback with the inner group with the aligning location of possibility.
Senior Expert at The Captivate Collective
This interest to the buyer is mirrored in FloQast’s most the latest recognition as the #1 vendor in the Connection Index for Money Shut in G2’s Tumble 2022 reviews. When prospective customers are looking through testimonials and responses, they can come to feel at ease recognizing that if a worst-circumstance circumstance takes place, they will be in fantastic palms.
LaPlante displays, “One of the core themes that we have been capable to pull absent was how our clients are pinpointing the fact that we are listening and they truly feel like we definitely are taking their feed-back to heart and to the item. It was a single of the spots they gave us a good deal of substantial remarks on.”
Prepared to deliver a lot more evaluations and turn into a G2 Chief? Understand how to lean into shopper-led advancement with G2 Advertising Alternatives.