FloQast has attained what so lots of companies attempt to: promptly populating reliable purchaser testimonials on G2.
In partnership with The Captivate Collective, their cohesive evaluation era system resulted in a 312% maximize in assessments when compared to the 12 months prior.
FloQast is a close management option manufactured for accountants, by accountants, that automates, streamlines, and offers visibility into the various action goods that accountants have to go as a result of each and every thirty day period. The Captivate Collective is an advocate marketing and advertising consulting agency that works with consumers like FloQast to establish their advocacy strategy from scratch.
Together they created a evaluate generation approach that created far more assessments than FloQast at any time has just before.
We sat down with Victoria LaPlante, FloQast’s Head of Buyer Promoting and Community, and Kiely Monteiro, The Captivate Collective’s Senior Consultant, to study additional.
Constructing their assessment assortment approach
LaPlante and Monteiro shared their playbook for setting up the campaign that drove hundreds of new reviews, and how they used these evaluations after collecting them. Their evaluate selection method consists of four vital ways, highlighted beneath.
1. Concentrating on segments
When FloQast 1st commenced doing the job with The Captivate Collective, they explored strategies to grow outreach and looked at focusing on customers for overview asks when they were being most engaged (and for that reason most most likely to leave a evaluate).
To get started, they appeared at admins and administrators from firms that had renewed in the past six months, as properly as anyone considered a products champion by their shopper success managers. They realized these consumers experienced adequate knowledge with the platform to give a thorough assessment, and that they have been actively leveraging FloQast at their firm.
Subsequent, they qualified customers who had shared feedback with them in many other channels and hypothesized that if they had been ready to share opinions in a single channel, they would be likely to share it on G2 as nicely. They despatched critique requests out to their NPS respondents, as properly as any one who had submitted a assistance ticket and left feed-back by way of the comply with-up.
By expanding their concentrate on viewers, FloQast was able to seize a wide selection of reliable critiques from their most engaged people.
But they did not end there.
2. Soliciting evaluations through much more than a single avenue
In order to travel as a lot of evaluations as attainable, FloQast also implemented a multi-channel method to have interaction their entire client foundation. They explored each and every buyer touchpoint and labored to include evaluation requests all over their shopper experience.
This provided making assessment requests via:
- In-application notifications
- Product banners
- FloQast’s software signal-in page
- Social posts
- Consumer local community webpages
- E mail newsletters
- In-human being functions
LaPlante shared, “Showcasing it inside of the software itself, which countless numbers of buyers are observing every single one day, it underscores the price that we are placing on shopper opinions.”
3. Participating consumers
A single basic system the group utilized to draw in and engage probable reviewers was theming their month to month overview requests. Even though a compact touch, it captured the awareness of their prospects and stored the asks new.
Some example opening traces included “you are audit I need” in February and “April showers convey Might bouquets (and G2 opinions)” in May.
Each individual email would open with an accounting pun or vacation concept, and then would incentivize reviewers to go away feed-back in trade for an Amazon gift card. Think it or not, accountants are funny individuals!
4. Driving interior alignment
At last, to carry out cross-practical alignment and visibility across the business for their campaigns, an internal playbook was produced.
LaPlante says, “Making positive our group recognized that their involvement in the achievement of the campaign was vital, and getting that normal knowing of what we ended up seeking to achieve, was important and portion of the good results.”
Head of Buyer Advertising and marketing and Group at FloQast
Monteiro and the FloQast internet marketing leadership workforce achieved weekly to brainstorm the initial plan, and just after receiving alignment, worked with each other to talk that system to FloQast’s heads of assist and consumer accomplishment.
Once they were bought in, the campaign kicked off with 1:1 outreach from the CSMs to their prospects. Monteiro and LaPlante also preferred to make sure that teams stayed determined to go on their outreach. They started by exhibiting a ticker to visually exhibit how shut they had been to their objective.
LaPlante achieved with interior stakeholders on a weekly foundation to align all different touch points and conversations that were being occurring throughout the corporation. She also designed and leveraged an internal Slack channel focused to ongoing marketing campaign updates, suggestions, and results.
From selection to utilization
Now that they had produced a vast selection of evaluations from across their customer base, FloQast used reviews the two internally, to create have confidence in with prospects, and externally from a marketing and advertising standpoint.
LaPlante shares, “If you have a prospect who sees your badges and then will become a buyer, a calendar year later when you talk to them for a evaluation, they’ll don’t forget how testimonials aided them come to feel validated in their buy selection and be a lot more probable to leave a critique them selves. It is a continuous loop that advantages all events included.”
Head of Shopper Marketing and Group at FloQast
Internally, LaPlante and her workforce choose those people evaluations and make confident to answer to and appear up with important themes that they are seeing throughout critiques. When reviews are collected, FloQast groups them into thematic buckets and significant variables for their business enterprise, this sort of as company measurement, market, and geography.
They are then packaged into quotebooks to be leveraged as advertising materials by the gross sales advancement groups.
Embracing all feed-back
As a Director of Client Marketing and advertising, LaPlante recognizes that outreach to all prospects can induce some stress and anxiety, primarily at the management amount, but notes, “you need to have to stand driving your solution. If you are resolute that you have a merchandise that will make a variance, and you know that customers are thriving working with it, you can be self-confident that they’ll give you that type of responses that you’re searching for on G2.”
LaPlante encourages businesses not to be frightened of buyer evaluations, even if it is unclear wherever their favor falls. When FloQast receives a detrimental evaluation, which is uncommon, they make certain to react to the buyer, and share the responses with the inside crew with the aligning area of possibility.
Senior Expert at The Captivate Collective
This awareness to the consumer is reflected in FloQast’s most modern recognition as the #1 vendor in the Partnership Index for Economical Near in G2’s Drop 2022 studies. When likely buyers are looking through opinions and responses, they can truly feel snug being aware of that if a worst-situation situation occurs, they will be in very good arms.
LaPlante displays, “One of the core themes that we have been ready to pull away was how our clients are figuring out the truth that we are listening and they feel like we really are using their feed-back to coronary heart and to the solution. It was a single of the areas they gave us a lot of superior remarks on.”
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