FloQast has accomplished what so several corporations strive to: immediately populating authentic purchaser reviews on G2.
In partnership with The Captivate Collective, their cohesive evaluation generation technique resulted in a 312% increase in assessments in contrast to the yr prior.
FloQast is a shut management alternative designed for accountants, by accountants, that automates, streamlines, and provides visibility into the a variety of action merchandise that accountants have to go through just about every month. The Captivate Collective is an advocate advertising and marketing consulting company that functions with clientele like FloQast to develop their advocacy system from scratch.
Together they crafted a critique generation tactic that generated far more testimonials than FloQast ever has right before.
We sat down with Victoria LaPlante, FloQast’s Head of Customer Advertising and marketing and Group, and Kiely Monteiro, The Captivate Collective’s Senior Specialist, to learn a lot more.
Creating their review selection system
LaPlante and Monteiro shared their playbook for creating the campaign that drove hundreds of new reviews, and how they used those people critiques soon after accumulating them. Their overview assortment system consists of 4 significant steps, highlighted beneath.
1. Focusing on segments
When FloQast first started working with The Captivate Collective, they explored methods to broaden outreach and looked at targeting consumers for assessment asks when they ended up most engaged (and consequently most most likely to depart a overview).
To begin, they seemed at admins and supervisors from corporations that had renewed in the past six months, as properly as any individual considered a product or service champion by their shopper success administrators. They understood these end users experienced sufficient encounter with the platform to give a thorough evaluation, and that they have been actively leveraging FloQast at their business.
Next, they specific prospects who experienced shared opinions with them in many other channels and hypothesized that if they ended up prepared to share feedback in a single channel, they would be probable to share it on G2 as nicely. They despatched critique requests out to their NPS respondents, as well as any person who had submitted a aid ticket and still left opinions by means of the abide by-up.
By growing their focus on viewers, FloQast was ready to capture a wide assortment of reliable testimonials from their most engaged consumers.
But they didn’t stop there.
2. Soliciting assessments through more than just one avenue
In get to push as many critiques as achievable, FloQast also executed a multi-channel approach to engage their complete customer foundation. They explored every shopper touchpoint and worked to include overview requests in the course of their consumer expertise.
This bundled creating evaluate requests as a result of:
- In-application notifications
- Product or service banners
- FloQast’s software indicator-in website page
- Social posts
- Shopper neighborhood webpages
- Electronic mail newsletters
- In-human being functions
LaPlante shared, “Showcasing it inside of the application by itself, which 1000’s of buyers are seeing every single single day, it underscores the price that we are putting on customer feed-back.”
3. Engaging clients
Just one straightforward strategy the crew utilized to entice and engage potential reviewers was theming their every month review requests. Although a small contact, it captured the notice of their consumers and saved the asks clean.
Some illustration opening strains included “you are audit I need” in February and “April showers convey May possibly flowers (and G2 critiques)” in Might.
Every email would open up with an accounting pun or holiday break concept, and then would incentivize reviewers to go away opinions in exchange for an Amazon gift card. Believe that it or not, accountants are funny persons!
4. Driving interior alignment
Eventually, to attain cross-functional alignment and visibility throughout the business for their strategies, an internal playbook was established.
LaPlante suggests, “Making sure our staff understood that their involvement in the achievement of the marketing campaign was significant, and having that normal knowing of what we ended up attempting to carry out, was significant and component of the success.”
Head of Customer Promoting and Neighborhood at FloQast
Monteiro and the FloQast promoting leadership group satisfied weekly to brainstorm the first program, and following acquiring alignment, worked together to converse that strategy to FloQast’s heads of support and purchaser accomplishment.
As soon as they had been bought in, the campaign kicked off with 1:1 outreach from the CSMs to their consumers. Monteiro and LaPlante also needed to make sure that teams stayed determined to carry on their outreach. They started out by exhibiting a ticker to visually present how near they have been to their goal.
LaPlante satisfied with inner stakeholders on a weekly basis to align all various contact factors and discussions that ended up occurring throughout the corporation. She also established and leveraged an internal Slack channel focused to continual marketing campaign updates, suggestions, and final results.
From assortment to utilization
Now that they experienced produced a large selection of testimonials from across their buyer foundation, FloQast utilised evaluations both internally, to create have confidence in with clients, and externally from a internet marketing point of view.
LaPlante shares, “If you have a prospect who sees your badges and then gets to be a shopper, a yr later when you ask them for a overview, they’ll don’t forget how critiques helped them sense validated in their acquire selection and be more likely to leave a overview by themselves. It’s a constant loop that benefits all get-togethers associated.”
Head of Shopper Promoting and Local community at FloQast
Internally, LaPlante and her team consider those opinions and make guaranteed to answer to and arrive up with essential themes that they are observing throughout critiques. When assessments are collected, FloQast groups them into thematic buckets and essential variables for their enterprise, these kinds of as organization size, industry, and geography.
They are then packaged into quotebooks to be leveraged as marketing components by the income development groups.
Embracing all feed-back
As a Director of Customer Marketing, LaPlante recognizes that outreach to all customers can result in some anxiousness, specially at the leadership amount, but notes, “you need to stand guiding your item. If you are resolute that you have a product that makes a variation, and you know that clients are profitable utilizing it, you can be self-assured that they’re going to give you that sort of suggestions that you are wanting for on G2.”
LaPlante encourages organizations not to be scared of shopper critiques, even if it is unclear exactly where their favor falls. When FloQast gets a detrimental review, which is unusual, they make sure to respond to the buyer, and share the suggestions with the interior crew with the aligning spot of opportunity.
Senior Specialist at The Captivate Collective
This awareness to the consumer is reflected in FloQast’s most new recognition as the #1 seller in the Romance Index for Fiscal Close in G2’s Slide 2022 reports. When probable consumers are looking at evaluations and responses, they can experience cozy understanding that if a worst-scenario circumstance happens, they will be in very good arms.
LaPlante displays, “One of the core themes that we were able to pull absent was how our consumers are identifying the point that we are listening and they really feel like we definitely are using their opinions to coronary heart and to the products. It was a single of the parts they gave us a whole lot of superior remarks on.”
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