FloQast has achieved what so many corporations strive to: speedily populating authentic shopper opinions on G2.
In partnership with The Captivate Collective, their cohesive evaluation generation method resulted in a 312% increase in testimonials in comparison to the year prior.
FloQast is a shut management remedy designed for accountants, by accountants, that automates, streamlines, and gives visibility into the numerous motion merchandise that accountants have to go via each month. The Captivate Collective is an advocate internet marketing consulting company that functions with customers like FloQast to make their advocacy approach from scratch.
Together they constructed a assessment era system that produced a lot more reviews than FloQast ever has ahead of.
We sat down with Victoria LaPlante, FloQast’s Head of Purchaser Marketing and Local community, and Kiely Monteiro, The Captivate Collective’s Senior Specialist, to discover more.
Making their evaluation assortment technique
LaPlante and Monteiro shared their playbook for building the marketing campaign that drove hundreds of new opinions, and how they utilized individuals reviews after amassing them. Their overview collection strategy includes four significant ways, highlighted beneath.
1. Targeting segments
When FloQast initially started performing with The Captivate Collective, they explored means to increase outreach and appeared at focusing on buyers for evaluate asks when they were most engaged (and consequently most probable to depart a evaluation).
To start out, they looked at admins and supervisors from organizations that experienced renewed in the past six months, as well as any individual considered a products champion by their consumer success administrators. They knew these consumers experienced sufficient working experience with the platform to give a complete review, and that they were actively leveraging FloQast at their group.
Subsequent, they targeted consumers who had shared feed-back with them in several other channels and hypothesized that if they ended up eager to share responses in one particular channel, they would be possible to share it on G2 as very well. They despatched evaluate requests out to their NPS respondents, as nicely as any one who experienced submitted a assist ticket and remaining feedback by way of the adhere to-up.
By expanding their target audience, FloQast was in a position to capture a wide variety of authentic testimonials from their most engaged users.
But they didn’t prevent there.
2. Soliciting opinions by way of far more than one avenue
In order to push as lots of evaluations as feasible, FloQast also executed a multi-channel method to engage their comprehensive consumer foundation. They explored each customer touchpoint and worked to incorporate review requests all through their client working experience.
This integrated building assessment requests by means of:
- In-application notifications
- Merchandise banners
- FloQast’s software sign-in website page
- Social posts
- Consumer group internet pages
- E mail newsletters
- In-particular person events
LaPlante shared, “Showcasing it in just the software by itself, which thousands of buyers are looking at just about every solitary day, it underscores the benefit that we are placing on purchaser opinions.”
3. Participating prospects
A person simple process the staff utilised to attract and have interaction probable reviewers was theming their every month critique requests. When a compact touch, it captured the consideration of their clients and kept the asks new.
Some illustration opening strains included “you are audit I need” in February and “April showers convey May well bouquets (and G2 testimonials)” in Could.
Every single e mail would open with an accounting pun or holiday getaway topic, and then would incentivize reviewers to leave comments in exchange for an Amazon gift card. Believe it or not, accountants are humorous folks!
4. Driving internal alignment
Lastly, to accomplish cross-functional alignment and visibility throughout the organization for their strategies, an inner playbook was established.
LaPlante says, “Making sure our group recognized that their involvement in the success of the marketing campaign was vital, and possessing that typical understanding of what we were hoping to execute, was crucial and component of the achievement.”
“Reviews are really important to our quickly-growing business. We get purchaser feed-back incredibly severely, and G2 details assists us swiftly adapt to far better satisfy our client’s demands.”
Head of Client Advertising and marketing and Neighborhood at FloQast
Monteiro and the FloQast marketing and advertising leadership workforce satisfied weekly to brainstorm the original program, and following acquiring alignment, worked together to talk that approach to FloQast’s heads of assistance and shopper accomplishment.
The moment they ended up bought in, the campaign kicked off with 1:1 outreach from the CSMs to their clients. Monteiro and LaPlante also wished to guarantee that teams stayed inspired to proceed their outreach. They started by displaying a ticker to visually exhibit how near they had been to their aim.
LaPlante met with inside stakeholders on a weekly foundation to align all a variety of contact details and discussions that ended up occurring across the business. She also produced and leveraged an internal Slack channel committed to constant campaign updates, tips, and final results.
From selection to utilization
Now that they experienced produced a wide vary of assessments from throughout their client foundation, FloQast made use of assessments the two internally, to make rely on with clients, and externally from a internet marketing perspective.
LaPlante shares, “If you have a prospect who sees your badges and then gets to be a consumer, a year later on when you question them for a review, they’ll recall how testimonials aided them sense validated in their order conclusion and be additional most likely to go away a evaluate themselves. It’s a steady loop that benefits all functions included.”
“We’re proud to be named a Leader in our class on G2, and the badges admit our place of dominance earlier mentioned our level of competition.”
Head of Consumer Marketing and advertising and Neighborhood at FloQast
Internally, LaPlante and her crew acquire these testimonials and make sure to respond to and occur up with vital themes that they are seeing across opinions. When critiques are gathered, FloQast teams them into thematic buckets and essential variables for their business, this sort of as business enterprise dimension, market, and geography.
They are then packaged into quotebooks to be leveraged as marketing and advertising resources by the product sales improvement teams.
Embracing all comments
As a Director of Customer Advertising, LaPlante acknowledges that outreach to all shoppers can induce some panic, especially at the management amount, but notes, “you will need to stand behind your product or service. If you are resolute that you have a products that helps make a distinction, and you know that clients are thriving employing it, you can be assured that they’re going to give you that variety of responses that you might be wanting for on G2.”
LaPlante encourages businesses not to be fearful of customer evaluations, even if it is unclear the place their favor falls. When FloQast gets a damaging evaluate, which is scarce, they make guaranteed to reply to the buyer, and share the suggestions with the interior staff with the aligning place of opportunity.
“Negative testimonials are a fantastic prospect. Responding to damaging testimonials and modifying what ever it is, if possible, is a likelihood to grow and convert clients all over.”
Senior Guide at The Captivate Collective
This awareness to the buyer is mirrored in FloQast’s most the latest recognition as the #1 seller in the Partnership Index for Money Close in G2’s Drop 2022 studies. When possible shoppers are studying opinions and responses, they can experience snug being aware of that if a worst-circumstance state of affairs transpires, they will be in excellent palms.
LaPlante demonstrates, “One of the core themes that we were being ready to pull away was how our clients are pinpointing the point that we are listening and they really feel like we truly are using their comments to coronary heart and to the merchandise. It was one of the places they gave us a whole lot of superior remarks on.”
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