FloQast’s Guide to Multi-Channel Review Campaigns
FloQast has completed what so quite a few businesses try to: speedily populating genuine purchaser reviews on G2.
In partnership with The Captivate Collective, their cohesive evaluation generation method resulted in a 312% boost in evaluations in contrast to the calendar year prior.
FloQast is a near management alternative created for accountants, by accountants, that automates, streamlines, and presents visibility into the a variety of action things that accountants have to go by means of each and every month. The Captivate Collective is an advocate advertising and marketing consulting company that performs with purchasers like FloQast to construct their advocacy system from scratch.
Collectively they created a evaluation technology strategy that created more testimonials than FloQast at any time has before.
We sat down with Victoria LaPlante, FloQast’s Head of Buyer Marketing and advertising and Local community, and Kiely Monteiro, The Captivate Collective’s Senior Guide, to study much more.
Setting up their evaluate assortment technique
LaPlante and Monteiro shared their playbook for constructing the marketing campaign that drove hundreds of new critiques, and how they used individuals evaluations right after accumulating them. Their evaluation collection tactic includes four significant steps, highlighted beneath.
1. Concentrating on segments
When FloQast initial began operating with The Captivate Collective, they explored approaches to broaden outreach and looked at focusing on prospects for evaluate asks when they were being most engaged (and as a result most very likely to go away a evaluation).
To start out, they seemed at admins and administrators from companies that had renewed in the earlier six months, as nicely as anybody deemed a solution champion by their consumer accomplishment supervisors. They knew these people had adequate knowledge with the platform to give a thorough review, and that they ended up actively leveraging FloQast at their business.
Up coming, they focused shoppers who had shared suggestions with them in numerous other channels and hypothesized that if they were inclined to share feedback in a single channel, they would be possible to share it on G2 as properly. They sent review requests out to their NPS respondents, as nicely as anybody who had submitted a support ticket and left suggestions by the follow-up.
By expanding their goal viewers, FloQast was in a position to capture a broad assortment of genuine reviews from their most engaged end users.
But they didn’t quit there.
2. Soliciting testimonials via more than one avenue
In purchase to drive as quite a few assessments as attainable, FloQast also applied a multi-channel tactic to interact their full buyer base. They explored just about every shopper touchpoint and worked to include evaluation requests all over their purchaser practical experience.
This involved building assessment requests by:
- In-application notifications
- Products banners
- FloQast’s software indication-in site
- Social posts
- Client group pages
- E mail newsletters
- In-person functions
LaPlante shared, “Showcasing it within just the application by itself, which thousands of end users are observing each one working day, it underscores the benefit that we are positioning on purchaser responses.”
3. Engaging shoppers
One particular basic strategy the workforce applied to bring in and interact possible reviewers was theming their month-to-month evaluation requests. Whilst a tiny touch, it captured the awareness of their clients and retained the asks clean.
Some instance opening lines included “you are audit I need” in February and “April showers convey May well flowers (and G2 critiques)” in May.
Each individual electronic mail would open with an accounting pun or holiday getaway theme, and then would incentivize reviewers to go away suggestions in trade for an Amazon reward card. Believe it or not, accountants are humorous people today!
4. Driving inner alignment
Lastly, to execute cross-functional alignment and visibility across the group for their strategies, an interior playbook was established.
LaPlante claims, “Making guaranteed our staff comprehended that their involvement in the achievement of the campaign was crucial, and owning that typical knowing of what we ended up attempting to execute, was crucial and portion of the achievement.”
Victoria LaPlante
Head of Client Marketing and Community at FloQast
Monteiro and the FloQast internet marketing leadership team achieved weekly to brainstorm the initial plan, and following receiving alignment, worked together to connect that program to FloQast’s heads of support and customer results.
The moment they have been acquired in, the campaign kicked off with 1:1 outreach from the CSMs to their shoppers. Monteiro and LaPlante also required to ensure that groups stayed enthusiastic to go on their outreach. They begun by exhibiting a ticker to visually exhibit how close they ended up to their aim.
LaPlante achieved with interior stakeholders on a weekly foundation to align all different touch details and discussions that have been occurring throughout the organization. She also made and leveraged an inside Slack channel dedicated to ongoing marketing campaign updates, thoughts, and final results.
From selection to utilization
LaPlante shares, “If you have a prospect who sees your badges and then becomes a buyer, a 12 months later when you check with them for a evaluation, they’ll bear in mind how opinions aided them come to feel validated in their acquire final decision and be additional most likely to go away a evaluation on their own. It is a steady loop that added benefits all parties associated.”
Victoria LaPlante
Head of Shopper Advertising and Neighborhood at FloQast
Internally, LaPlante and her workforce consider people testimonials and make confident to respond to and occur up with crucial themes that they are seeing throughout reviews. When reviews are gathered, FloQast teams them into thematic buckets and critical variables for their business enterprise, such as organization sizing, field, and geography.
They are then packaged into quotebooks to be leveraged as marketing products by the revenue advancement teams.
Embracing all suggestions
As a Director of Shopper Advertising and marketing, LaPlante acknowledges that outreach to all prospects can lead to some stress, particularly at the management level, but notes, “you have to have to stand powering your product. If you are resolute that you have a solution that would make a distinction, and you know that consumers are prosperous using it, you can be self-assured that they’ll give you that type of opinions that you’re hunting for on G2.”
LaPlante encourages firms not to be scared of client opinions, even if it is unclear the place their favor falls. When FloQast gets a unfavorable assessment, which is scarce, they make guaranteed to reply to the consumer, and share the responses with the internal group with the aligning region of option.
Kiely Monteiro
Senior Advisor at The Captivate Collective
This consideration to the consumer is reflected in FloQast’s most recent recognition as the #1 vendor in the Marriage Index for Financial Near in G2’s Slide 2022 reviews. When opportunity clients are looking through assessments and responses, they can truly feel snug figuring out that if a worst-scenario scenario transpires, they will be in very good arms.
LaPlante demonstrates, “One of the core themes that we were being equipped to pull away was how our consumers are pinpointing the fact that we are listening and they really feel like we seriously are using their responses to heart and to the products. It was one particular of the regions they gave us a whole lot of high remarks on.”
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