FloQast has attained what so numerous providers strive to: swiftly populating genuine consumer reviews on G2.
In partnership with The Captivate Collective, their cohesive assessment generation strategy resulted in a 312% increase in critiques in comparison to the yr prior.
FloQast is a shut administration option built for accountants, by accountants, that automates, streamlines, and offers visibility into the numerous action merchandise that accountants have to go via just about every month. The Captivate Collective is an advocate internet marketing consulting agency that will work with purchasers like FloQast to make their advocacy strategy from scratch.
With each other they built a evaluation era method that created extra reviews than FloQast at any time has ahead of.
We sat down with Victoria LaPlante, FloQast’s Head of Customer Marketing and advertising and Group, and Kiely Monteiro, The Captivate Collective’s Senior Specialist, to learn more.
Constructing their overview selection strategy
LaPlante and Monteiro shared their playbook for developing the campaign that drove hundreds of new assessments, and how they utilized people opinions immediately after accumulating them. Their evaluate collection system contains 4 significant steps, highlighted below.
1. Focusing on segments
When FloQast first started performing with The Captivate Collective, they explored strategies to broaden outreach and looked at targeting customers for evaluate asks when they were most engaged (and consequently most probable to leave a evaluate).
To start, they seemed at admins and professionals from organizations that had renewed in the previous six months, as very well as any one considered a merchandise winner by their consumer results managers. They knew these customers experienced enough expertise with the platform to give a in depth overview, and that they have been actively leveraging FloQast at their firm.
Future, they specific clients who experienced shared responses with them in different other channels and hypothesized that if they were ready to share opinions in a single channel, they would be probable to share it on G2 as very well. They despatched critique requests out to their NPS respondents, as nicely as any person who experienced submitted a support ticket and still left feedback by way of the adhere to-up.
By increasing their focus on viewers, FloQast was in a position to capture a wide range of genuine testimonials from their most engaged users.
But they did not end there.
2. Soliciting critiques through a lot more than 1 avenue
In buy to push as a lot of assessments as achievable, FloQast also carried out a multi-channel technique to interact their comprehensive shopper base. They explored each and every consumer touchpoint and worked to incorporate evaluation requests during their consumer experience.
This provided creating assessment requests via:
- In-application notifications
- Solution banners
- FloQast’s software indicator-in webpage
- Social posts
- Customer neighborhood internet pages
- E mail newsletters
- In-person gatherings
LaPlante shared, “Showcasing it within the application alone, which hundreds of consumers are observing each and every solitary day, it underscores the worth that we are inserting on shopper suggestions.”
3. Partaking buyers
1 straightforward method the workforce made use of to draw in and interact potential reviewers was theming their month-to-month evaluation requests. While a compact contact, it captured the focus of their customers and stored the asks fresh.
Some illustration opening strains included “you are audit I need” in February and “April showers provide May bouquets (and G2 reviews)” in May perhaps.
Just about every electronic mail would open with an accounting pun or holiday theme, and then would incentivize reviewers to depart opinions in trade for an Amazon gift card. Believe that it or not, accountants are humorous individuals!
4. Driving internal alignment
At last, to attain cross-purposeful alignment and visibility across the firm for their campaigns, an inside playbook was made.
LaPlante suggests, “Making absolutely sure our group understood that their involvement in the achievement of the campaign was significant, and obtaining that normal knowledge of what we were attempting to achieve, was crucial and section of the success.”
“Reviews are incredibly critical to our rapidly-escalating firm. We acquire customer comments quite very seriously, and G2 facts allows us quickly adapt to greater fulfill our client’s demands.”
Head of Shopper Marketing and advertising and Community at FloQast
Monteiro and the FloQast promoting management team met weekly to brainstorm the preliminary prepare, and right after receiving alignment, labored together to talk that strategy to FloQast’s heads of guidance and consumer success.
At the time they were acquired in, the marketing campaign kicked off with 1:1 outreach from the CSMs to their buyers. Monteiro and LaPlante also preferred to make sure that teams stayed inspired to continue their outreach. They started off by exhibiting a ticker to visually show how close they were to their target.
LaPlante satisfied with inner stakeholders on a weekly basis to align all various touch details and conversations that have been taking place throughout the firm. She also designed and leveraged an internal Slack channel devoted to ongoing marketing campaign updates, suggestions, and effects.
From selection to utilization
Now that they experienced created a vast assortment of critiques from throughout their consumer base, FloQast utilized assessments each internally, to establish rely on with shoppers, and externally from a marketing and advertising perspective.
LaPlante shares, “If you have a prospect who sees your badges and then gets to be a customer, a yr afterwards when you talk to them for a critique, they’ll keep in mind how opinions served them experience validated in their purchase choice and be additional probable to depart a evaluate themselves. It’s a continual loop that advantages all parties involved.”
“We’re happy to be named a Chief in our classification on G2, and the badges admit our placement of dominance over our opposition.”
Head of Consumer Advertising and marketing and Group at FloQast
Internally, LaPlante and her group take those evaluations and make positive to respond to and arrive up with critical themes that they are seeing across critiques. When critiques are collected, FloQast teams them into thematic buckets and important variables for their company, this kind of as organization measurement, industry, and geography.
They are then packaged into quotebooks to be leveraged as marketing and advertising products by the income progress groups.
Embracing all feedback
As a Director of Customer Promoting, LaPlante recognizes that outreach to all customers can trigger some anxiousness, in particular at the management degree, but notes, “you require to stand powering your item. If you are resolute that you have a product that will make a big difference, and you know that buyers are successful using it, you can be self-assured that they are going to give you that variety of responses that you happen to be hunting for on G2.”
LaPlante encourages corporations not to be frightened of shopper opinions, even if it is unclear in which their favor falls. When FloQast gets a damaging review, which is scarce, they make confident to react to the buyer, and share the feed-back with the internal group with the aligning spot of option.
“Negative critiques are a good opportunity. Responding to adverse evaluations and transforming no matter what it is, if feasible, is a likelihood to expand and turn clients all-around.”
Senior Marketing consultant at The Captivate Collective
This focus to the buyer is reflected in FloQast’s most the latest recognition as the #1 vendor in the Marriage Index for Money Shut in G2’s Tumble 2022 stories. When potential shoppers are examining critiques and responses, they can feel cozy understanding that if a worst-situation scenario takes place, they will be in fantastic fingers.
LaPlante demonstrates, “One of the core themes that we ended up in a position to pull away was how our shoppers are determining the reality that we are listening and they truly feel like we truly are having their feed-back to coronary heart and to the product or service. It was one particular of the spots they gave us a good deal of higher remarks on.”
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