FloQast has accomplished what so quite a few firms attempt to: promptly populating genuine buyer testimonials on G2.
In partnership with The Captivate Collective, their cohesive critique era technique resulted in a 312% increase in testimonials in contrast to the calendar year prior.
FloQast is a close management option made for accountants, by accountants, that automates, streamlines, and presents visibility into the numerous action goods that accountants have to go by means of every month. The Captivate Collective is an advocate marketing and advertising consulting company that will work with consumers like FloQast to construct their advocacy technique from scratch.
Jointly they built a review generation technique that generated much more critiques than FloQast at any time has prior to.
We sat down with Victoria LaPlante, FloQast’s Head of Purchaser Internet marketing and Local community, and Kiely Monteiro, The Captivate Collective’s Senior Consultant, to learn extra.
Making their evaluate collection technique
LaPlante and Monteiro shared their playbook for building the campaign that drove hundreds of new testimonials, and how they utilized individuals critiques immediately after gathering them. Their evaluation assortment technique involves four essential actions, highlighted below.
1. Targeting segments
When FloQast 1st started off doing work with The Captivate Collective, they explored techniques to grow outreach and looked at targeting clients for overview asks when they have been most engaged (and therefore most likely to depart a critique).
To start out, they appeared at admins and administrators from companies that had renewed in the previous 6 months, as properly as any person deemed a products winner by their buyer achievements professionals. They knew these customers experienced enough experience with the system to give a thorough review, and that they were actively leveraging FloQast at their business.
Following, they qualified customers who experienced shared feedback with them in many other channels and hypothesized that if they were willing to share comments in a single channel, they would be very likely to share it on G2 as nicely. They despatched review requests out to their NPS respondents, as nicely as anyone who had submitted a aid ticket and left suggestions by the stick to-up.
By growing their goal audience, FloQast was capable to capture a wide assortment of authentic reviews from their most engaged users.
But they did not prevent there.
2. Soliciting opinions as a result of extra than a person avenue
In order to travel as several evaluations as feasible, FloQast also executed a multi-channel strategy to have interaction their complete shopper base. They explored each individual customer touchpoint and labored to integrate critique requests in the course of their client expertise.
This incorporated making overview requests via:
- In-application notifications
- Item banners
- FloQast’s software sign-in web page
- Social posts
- Client local community webpages
- Email newsletters
- In-man or woman activities
LaPlante shared, “Showcasing it within just the software alone, which thousands of customers are seeing each one day, it underscores the benefit that we are placing on customer feed-back.”
3. Participating consumers
A person straightforward technique the team utilized to entice and engage probable reviewers was theming their regular review requests. While a modest touch, it captured the interest of their shoppers and retained the asks new.
Some case in point opening strains included “you are audit I need” in February and “April showers provide May perhaps flowers (and G2 evaluations)” in May possibly.
Each and every e mail would open up with an accounting pun or holiday topic, and then would incentivize reviewers to leave opinions in exchange for an Amazon reward card. Think it or not, accountants are funny men and women!
4. Driving inside alignment
Last but not least, to complete cross-functional alignment and visibility throughout the corporation for their campaigns, an interior playbook was produced.
LaPlante says, “Making guaranteed our group comprehended that their involvement in the results of the marketing campaign was critical, and possessing that typical knowledge of what we were being seeking to attain, was crucial and section of the achievements.”
“Reviews are very significant to our speedy-increasing organization. We acquire purchaser comments quite significantly, and G2 knowledge helps us speedily adapt to superior meet up with our client’s wants.”
Head of Shopper Promoting and Local community at FloQast
Monteiro and the FloQast promoting leadership workforce met weekly to brainstorm the preliminary prepare, and after finding alignment, labored together to communicate that plan to FloQast’s heads of help and consumer good results.
At the time they ended up purchased in, the marketing campaign kicked off with 1:1 outreach from the CSMs to their consumers. Monteiro and LaPlante also wished to be certain that groups stayed determined to continue on their outreach. They started out by exhibiting a ticker to visually exhibit how near they ended up to their target.
LaPlante met with interior stakeholders on a weekly foundation to align all a variety of contact points and conversations that were being going on across the group. She also developed and leveraged an internal Slack channel dedicated to continuous campaign updates, strategies, and success.
From selection to utilization
Now that they experienced produced a vast array of reviews from across their consumer base, FloQast made use of evaluations equally internally, to develop trust with shoppers, and externally from a promoting point of view.
LaPlante shares, “If you have a prospect who sees your badges and then becomes a shopper, a yr later on when you check with them for a evaluation, they’ll try to remember how testimonials aided them experience validated in their obtain final decision and be additional very likely to depart a critique them selves. It is a continual loop that gains all events associated.”
Head of Client Promoting and Local community at FloQast
Internally, LaPlante and her group consider those reviews and make guaranteed to answer to and appear up with essential themes that they are viewing across critiques. When evaluations are gathered, FloQast groups them into thematic buckets and important variables for their enterprise, these kinds of as small business dimension, field, and geography.
They are then packaged into quotebooks to be leveraged as advertising and marketing elements by the revenue improvement groups.
Embracing all comments
As a Director of Client Marketing, LaPlante acknowledges that outreach to all buyers can result in some panic, in particular at the management stage, but notes, “you want to stand behind your products. If you are resolute that you have a item that can make a variance, and you know that clients are effective employing it, you can be self-confident that they’re going to give you that kind of opinions that you’re looking for on G2.”
LaPlante encourages companies not to be frightened of consumer testimonials, even if it is unclear where their favor falls. When FloQast gets a damaging evaluation, which is scarce, they make guaranteed to react to the buyer, and share the responses with the interior group with the aligning area of prospect.
Senior Advisor at The Captivate Collective
This notice to the client is reflected in FloQast’s most the latest recognition as the #1 vendor in the Partnership Index for Money Close in G2’s Fall 2022 experiences. When opportunity clients are studying testimonials and responses, they can truly feel comfortable recognizing that if a worst-scenario state of affairs occurs, they will be in fantastic fingers.
LaPlante displays, “One of the core themes that we have been in a position to pull absent was how our customers are determining the actuality that we are listening and they really feel like we seriously are having their suggestions to heart and to the item. It was one particular of the locations they gave us a whole lot of significant remarks on.”
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