April 20, 2024

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FloQast’s Guide to Multi-Channel Review Campaigns

FloQast’s Guide to Multi-Channel Review Campaigns

FloQast has attained what so lots of corporations attempt to: rapidly populating authentic shopper assessments on G2.

In partnership with The Captivate Collective, their cohesive review technology system resulted in a 312% enhance in critiques in contrast to the calendar year prior.

FloQast is a near administration resolution designed for accountants, by accountants, that automates, streamlines, and offers visibility into the different action merchandise that accountants have to go by means of each individual month. The Captivate Collective is an advocate marketing consulting agency that performs with shoppers like FloQast to create their advocacy method from scratch. 

Together they created a assessment technology strategy that created much more reviews than FloQast at any time has ahead of. 

We sat down with Victoria LaPlante, FloQast’s Head of Client Promoting and Community, and Kiely Monteiro, The Captivate Collective’s Senior Advisor, to master a lot more. 

Constructing their evaluate selection method

LaPlante and Monteiro shared their playbook for developing the marketing campaign that drove hundreds of new testimonials, and how they utilized individuals evaluations following gathering them. Their critique collection technique consists of four crucial techniques, highlighted underneath. 

1. Focusing on segments

When FloQast initially began working with The Captivate Collective, they explored approaches to broaden outreach and appeared at targeting consumers for overview asks when they had been most engaged (and hence most probable to depart a assessment). 

To start off, they appeared at admins and professionals from providers that had renewed in the earlier 6 months, as well as anyone deemed a products winner by their client good results supervisors. They realized these users experienced plenty of practical experience with the platform to give a detailed review, and that they had been actively leveraging FloQast at their corporation. 

Following, they targeted consumers who experienced shared suggestions with them in a variety of other channels and hypothesized that if they ended up keen to share responses in just one channel, they would be probably to share it on G2 as very well. They sent evaluation requests out to their NPS respondents, as perfectly as any person who experienced submitted a help ticket and left comments through the follow-up.

By growing their target audience, FloQast was equipped to seize a wide assortment of authentic reviews from their most engaged customers. 

But they didn’t end there.

2. Soliciting testimonials by much more than just one avenue

In buy to drive as quite a few testimonials as achievable, FloQast also executed a multi-channel method to engage their complete customer foundation. They explored each individual customer touchpoint and worked to incorporate assessment requests throughout their purchaser practical experience. 

This provided building assessment requests via: 

  • In-application notifications
  • Item banners
  • FloQast’s application indicator-in web page
  • Social posts
  • Shopper local community internet pages
  • E-mail newsletters 
  • In-individual functions

LaPlante shared, “Showcasing it inside the application itself, which hundreds of people are observing each individual one day, it underscores the benefit that we are putting on buyer feed-back.”

3. Engaging consumers

A single straightforward method the workforce utilized to attract and interact prospective reviewers was theming their regular evaluation requests. When a little contact, it captured the focus of their clients and stored the asks refreshing. 

Some instance opening traces included  “you are audit I need” in February and  “April showers provide May well bouquets (and G2 opinions)” in May.

FloQast's customer engagement G2 campaign


Every single e mail would open up with an accounting pun or vacation topic, and then would incentivize reviewers to depart feedback in exchange for an Amazon present card. Think it or not, accountants are amusing individuals!

4. Driving interior alignment

Finally, to carry out cross-useful alignment and visibility across the group for their strategies, an inside playbook was created.

LaPlante suggests, “Making confident our crew understood that their involvement in the good results of the campaign was critical, and getting that common comprehension of what we had been trying to achieve, was crucial and component of the achievement.” 

“Reviews are particularly important to our quickly-increasing organization. We get buyer feed-back really critically, and G2 details helps us immediately adapt to greater meet our client’s needs.”

Victoria LaPlante
Head of Customer Promoting and Group at FloQast

Monteiro and the FloQast marketing leadership workforce achieved weekly to brainstorm the original program, and after receiving alignment, labored jointly to converse that prepare to FloQast’s heads of assistance and shopper good results. 

As soon as they had been purchased in, the campaign kicked off with 1:1 outreach from the CSMs to their consumers. Monteiro and LaPlante also desired to ensure that groups stayed enthusiastic to continue on their outreach. They started by displaying a ticker to visually clearly show how close they have been to their purpose.

LaPlante satisfied with interior stakeholders on a weekly foundation to align all different touch points and conversations that ended up happening throughout the group. She also created and leveraged an inside Slack channel committed to constant campaign updates, concepts, and final results.

From collection to utilization

Now that they had created a large variety of evaluations from across their client base, FloQast utilized assessments both of those internally, to construct have confidence in with buyers, and externally from a promoting standpoint. 

LaPlante shares,  “If you have a prospect who sees your badges and then gets a purchaser, a 12 months later when you check with them for a critique, they’ll keep in mind how reviews aided them truly feel validated in their acquire conclusion and be a lot more probable to go away a critique them selves. It is a ongoing loop that positive aspects all events concerned.” 

“We’re happy to be named a Chief in our classification on G2, and the badges admit our situation of dominance previously mentioned our level of competition.”

Victoria LaPlante
Head of Buyer Marketing and advertising and Community at FloQast

Internally, LaPlante and her crew take those assessments and make certain to reply to and come up with essential themes that they are viewing throughout reviews. When reviews are gathered, FloQast groups them into thematic buckets and crucial variables for their business, these as business enterprise dimensions, sector, and geography. 

They are then packaged into quotebooks to be leveraged as internet marketing materials by the product sales advancement groups.

Embracing all feedback

As a Director of Shopper Promoting, LaPlante recognizes that outreach to all consumers can bring about some anxiety, particularly at the management level, but notes, “you need to have to stand behind your products. If you are resolute that you have a solution that tends to make a variance, and you know that customers are effective employing it, you can be assured that they’ll give you that kind of feedback that you are looking for on G2.” 

LaPlante encourages companies not to be afraid of shopper evaluations, even if it is unclear the place their favor falls. When FloQast receives a destructive critique, which is exceptional, they make guaranteed to reply to the purchaser, and share the comments with the inside group with the aligning area of chance. 

“Negative critiques are a wonderful opportunity. Responding to adverse reviews and modifying no matter what it is, if feasible, is a opportunity to develop and turn customers all around.”

Kiely Monteiro
Senior Advisor at The Captivate Collective

This consideration to the client is mirrored in FloQast’s most latest recognition as the #1 vendor in the Marriage Index for Monetary Shut in G2’s Slide 2022 studies. When prospective shoppers are reading through testimonials and responses, they can truly feel relaxed knowing that if a worst-situation circumstance happens, they will be in fantastic hands.

LaPlante reflects, “One of the core themes that we were being able to pull away was how our shoppers are identifying the truth that we are listening and they sense like we actually are using their feedback to coronary heart and to the product or service. It was a person of the places they gave us a good deal of significant remarks on.”

Prepared to create extra reviews and develop into a G2 Chief? Discover how to lean into buyer-led progress with G2 Promoting Alternatives.