FloQast has accomplished what so several businesses try to: rapidly populating genuine consumer testimonials on G2.
In partnership with The Captivate Collective, their cohesive assessment generation system resulted in a 312% increase in testimonials in comparison to the calendar year prior.
FloQast is a shut administration alternative produced for accountants, by accountants, that automates, streamlines, and gives visibility into the many action objects that accountants have to go as a result of just about every thirty day period. The Captivate Collective is an advocate marketing and advertising consulting agency that works with consumers like FloQast to develop their advocacy approach from scratch.
Collectively they developed a review technology approach that created much more critiques than FloQast at any time has before.
We sat down with Victoria LaPlante, FloQast’s Head of Shopper Advertising and Community, and Kiely Monteiro, The Captivate Collective’s Senior Advisor, to learn extra.
Constructing their assessment assortment approach
LaPlante and Monteiro shared their playbook for setting up the marketing campaign that drove hundreds of new evaluations, and how they utilized individuals evaluations after accumulating them. Their review selection technique involves four significant ways, highlighted down below.
1. Targeting segments
When FloQast 1st commenced functioning with The Captivate Collective, they explored approaches to expand outreach and seemed at focusing on shoppers for evaluate asks when they were being most engaged (and hence most probable to go away a overview).
To start, they appeared at admins and supervisors from firms that experienced renewed in the past 6 months, as perfectly as anyone considered a product or service winner by their shopper accomplishment supervisors. They knew these people experienced sufficient working experience with the platform to give a extensive evaluation, and that they were actively leveraging FloQast at their business.
Future, they specific buyers who had shared feed-back with them in several other channels and hypothesized that if they were being ready to share feed-back in one channel, they would be possible to share it on G2 as nicely. They sent evaluate requests out to their NPS respondents, as very well as any person who experienced submitted a support ticket and left feedback by way of the follow-up.
By growing their concentrate on viewers, FloQast was equipped to seize a wide selection of reliable evaluations from their most engaged customers.
But they didn’t halt there.
2. Soliciting testimonials through extra than a single avenue
In buy to travel as many assessments as achievable, FloQast also executed a multi-channel solution to engage their complete buyer foundation. They explored each and every consumer touchpoint and worked to incorporate assessment requests in the course of their buyer practical experience.
This involved producing assessment requests via:
- In-application notifications
- Solution banners
- FloQast’s application indicator-in site
- Social posts
- Shopper local community web pages
- E mail newsletters
- In-person activities
LaPlante shared, “Showcasing it within just the software by itself, which 1000’s of people are observing each solitary working day, it underscores the value that we are inserting on purchaser feedback.”
3. Participating buyers
One very simple technique the crew used to attract and engage probable reviewers was theming their month to month review requests. Whilst a tiny contact, it captured the notice of their shoppers and stored the asks contemporary.
Some instance opening traces included “you are audit I need” in February and “April showers provide May perhaps flowers (and G2 opinions)” in May.
Just about every e mail would open with an accounting pun or holiday getaway topic, and then would incentivize reviewers to go away opinions in exchange for an Amazon gift card. Think it or not, accountants are amusing persons!
4. Driving inner alignment
Eventually, to carry out cross-practical alignment and visibility across the organization for their strategies, an interior playbook was established.
LaPlante says, “Making absolutely sure our group comprehended that their involvement in the achievement of the campaign was critical, and getting that typical knowledge of what we ended up seeking to accomplish, was important and part of the success.”
Victoria LaPlante
Head of Purchaser Internet marketing and Community at FloQast
Monteiro and the FloQast advertising and marketing management staff fulfilled weekly to brainstorm the first approach, and right after having alignment, worked together to talk that strategy to FloQast’s heads of assist and purchaser achievements.
As soon as they were bought in, the marketing campaign kicked off with 1:1 outreach from the CSMs to their shoppers. Monteiro and LaPlante also preferred to ensure that teams stayed motivated to proceed their outreach. They started off by exhibiting a ticker to visually show how close they have been to their intention.
LaPlante achieved with inner stakeholders on a weekly foundation to align all various touch points and conversations that ended up going on throughout the firm. She also produced and leveraged an inner Slack channel dedicated to ongoing marketing campaign updates, ideas, and final results.
From assortment to utilization
Now that they experienced generated a vast vary of opinions from across their purchaser base, FloQast made use of testimonials both equally internally, to make rely on with customers, and externally from a promoting viewpoint.
LaPlante shares, “If you have a prospect who sees your badges and then will become a purchaser, a 12 months later on when you request them for a overview, they’ll bear in mind how evaluations assisted them sense validated in their obtain conclusion and be far more possible to depart a evaluate themselves. It is a constant loop that benefits all functions concerned.”
Victoria LaPlante
Head of Consumer Internet marketing and Community at FloQast
Internally, LaPlante and her staff acquire these reviews and make confident to react to and appear up with critical themes that they are observing across reviews. When reviews are gathered, FloQast groups them into thematic buckets and crucial variables for their business enterprise, these as company measurement, field, and geography.
They are then packaged into quotebooks to be leveraged as marketing elements by the income progress teams.
Embracing all comments
As a Director of Consumer Advertising, LaPlante acknowledges that outreach to all consumers can induce some nervousness, particularly at the leadership amount, but notes, “you have to have to stand driving your merchandise. If you are resolute that you have a products that makes a difference, and you know that prospects are profitable employing it, you can be self-confident that they will give you that sort of responses that you’re wanting for on G2.”
LaPlante encourages businesses not to be worried of client evaluations, even if it is unclear where by their favor falls. When FloQast gets a negative evaluation, which is unusual, they make positive to reply to the shopper, and share the responses with the inner crew with the aligning region of option.
Kiely Monteiro
Senior Consultant at The Captivate Collective
This notice to the customer is reflected in FloQast’s most new recognition as the #1 vendor in the Marriage Index for Money Shut in G2’s Drop 2022 experiences. When likely buyers are reading opinions and responses, they can come to feel relaxed figuring out that if a worst-situation state of affairs comes about, they will be in good fingers.
LaPlante displays, “One of the main themes that we have been in a position to pull absent was how our prospects are determining the simple fact that we are listening and they come to feel like we truly are taking their comments to heart and to the products. It was 1 of the places they gave us a good deal of higher remarks on.”
Ready to deliver a lot more testimonials and come to be a G2 Leader? Learn how to lean into shopper-led growth with G2 Promoting Solutions.
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