FloQast has completed what so a lot of providers attempt to: rapidly populating genuine consumer critiques on G2.
In partnership with The Captivate Collective, their cohesive critique technology strategy resulted in a 312% boost in testimonials when compared to the yr prior.
FloQast is a close administration option produced for accountants, by accountants, that automates, streamlines, and presents visibility into the various action products that accountants have to go through each individual thirty day period. The Captivate Collective is an advocate advertising and marketing consulting company that operates with clientele like FloQast to establish their advocacy method from scratch.
With each other they created a critique era tactic that created far more critiques than FloQast at any time has ahead of.
We sat down with Victoria LaPlante, FloQast’s Head of Client Internet marketing and Local community, and Kiely Monteiro, The Captivate Collective’s Senior Marketing consultant, to find out extra.
Making their assessment collection technique
LaPlante and Monteiro shared their playbook for constructing the marketing campaign that drove hundreds of new testimonials, and how they used individuals evaluations after gathering them. Their overview collection technique incorporates 4 critical techniques, highlighted down below.
1. Targeting segments
When FloQast initial began performing with The Captivate Collective, they explored ways to extend outreach and looked at focusing on shoppers for critique asks when they ended up most engaged (and thus most most likely to leave a critique).
To commence, they seemed at admins and supervisors from organizations that had renewed in the previous 6 months, as well as anybody considered a product or service champion by their purchaser achievements professionals. They understood these buyers had sufficient expertise with the system to give a complete evaluate, and that they were being actively leveraging FloQast at their group.
Following, they qualified shoppers who experienced shared feed-back with them in different other channels and hypothesized that if they ended up prepared to share feed-back in one particular channel, they would be possible to share it on G2 as perfectly. They sent assessment requests out to their NPS respondents, as effectively as any individual who had submitted a assistance ticket and left suggestions as a result of the abide by-up.
By expanding their concentrate on audience, FloQast was equipped to seize a broad assortment of genuine opinions from their most engaged consumers.
But they did not end there.
2. Soliciting testimonials as a result of additional than 1 avenue
In purchase to travel as quite a few critiques as probable, FloQast also carried out a multi-channel method to interact their complete buyer base. They explored each purchaser touchpoint and labored to incorporate critique requests all through their purchaser practical experience.
This incorporated building evaluation requests via:
- In-app notifications
- Products banners
- FloQast’s software indicator-in web site
- Social posts
- Consumer group internet pages
- E-mail newsletters
- In-person activities
LaPlante shared, “Showcasing it in the software itself, which countless numbers of consumers are viewing each single day, it underscores the value that we are putting on purchaser feedback.”
3. Engaging shoppers
A single simple process the group applied to bring in and have interaction potential reviewers was theming their regular assessment requests. When a smaller contact, it captured the notice of their prospects and held the asks contemporary.
Some instance opening strains included “you are audit I need” in February and “April showers deliver May flowers (and G2 reviews)” in May possibly.
Every e mail would open up with an accounting pun or vacation theme, and then would incentivize reviewers to go away comments in trade for an Amazon gift card. Feel it or not, accountants are funny men and women!
4. Driving inside alignment
At last, to execute cross-useful alignment and visibility across the corporation for their strategies, an internal playbook was made.
LaPlante claims, “Making absolutely sure our workforce understood that their involvement in the success of the campaign was important, and possessing that typical comprehending of what we have been seeking to execute, was crucial and element of the achievements.”
“Reviews are extremely important to our speedy-developing firm. We consider client feedback incredibly very seriously, and G2 information can help us quickly adapt to better meet up with our client’s requirements.”
Head of Purchaser Promoting and Group at FloQast
Monteiro and the FloQast advertising leadership workforce achieved weekly to brainstorm the original strategy, and after obtaining alignment, labored together to communicate that approach to FloQast’s heads of help and client good results.
Once they were acquired in, the campaign kicked off with 1:1 outreach from the CSMs to their prospects. Monteiro and LaPlante also needed to ensure that groups stayed determined to continue on their outreach. They started off by exhibiting a ticker to visually clearly show how near they had been to their goal.
LaPlante satisfied with interior stakeholders on a weekly foundation to align all various contact details and discussions that have been taking place across the group. She also created and leveraged an inside Slack channel dedicated to continuous marketing campaign updates, concepts, and success.
From assortment to utilization
Now that they experienced created a extensive variety of opinions from across their client base, FloQast utilised testimonials both of those internally, to develop trust with clients, and externally from a advertising perspective.
LaPlante shares, “If you have a prospect who sees your badges and then will become a buyer, a year later on when you question them for a critique, they’ll try to remember how testimonials assisted them feel validated in their obtain determination and be more probable to depart a overview on their own. It is a continuous loop that added benefits all events concerned.”
Head of Buyer Internet marketing and Group at FloQast
Internally, LaPlante and her group choose those people reviews and make absolutely sure to respond to and come up with important themes that they are viewing throughout critiques. When opinions are gathered, FloQast groups them into thematic buckets and vital variables for their small business, such as small business measurement, industry, and geography.
They are then packaged into quotebooks to be leveraged as internet marketing resources by the product sales enhancement teams.
Embracing all opinions
As a Director of Purchaser Advertising, LaPlante acknowledges that outreach to all prospects can bring about some anxiety, especially at the management amount, but notes, “you want to stand behind your solution. If you are resolute that you have a merchandise that will make a big difference, and you know that consumers are prosperous utilizing it, you can be confident that they’re going to give you that type of opinions that you’re looking for on G2.”
LaPlante encourages providers not to be worried of purchaser opinions, even if it is unclear where their favor falls. When FloQast receives a adverse assessment, which is rare, they make positive to respond to the purchaser, and share the opinions with the interior group with the aligning spot of option.
Senior Specialist at The Captivate Collective
This attention to the client is reflected in FloQast’s most modern recognition as the #1 vendor in the Marriage Index for Economic Shut in G2’s Fall 2022 reports. When possible buyers are reading through reviews and responses, they can really feel comfy figuring out that if a worst-case situation comes about, they will be in fantastic hands.
LaPlante reflects, “One of the core themes that we had been in a position to pull away was how our prospects are pinpointing the fact that we are listening and they feel like we genuinely are having their opinions to heart and to the item. It was a person of the places they gave us a large amount of higher remarks on.”
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