FloQast has accomplished what so many providers strive to: immediately populating authentic shopper reviews on G2.

In partnership with The Captivate Collective, their cohesive critique technology system resulted in a 312% raise in reviews when compared to the calendar year prior.

FloQast is a shut administration alternative made for accountants, by accountants, that automates, streamlines, and presents visibility into the several motion objects that accountants have to go through each and every thirty day period. The Captivate Collective is an advocate marketing consulting agency that will work with purchasers like FloQast to build their advocacy system from scratch. 

Collectively they crafted a evaluation era approach that generated a lot more assessments than FloQast ever has in advance of. 

We sat down with Victoria LaPlante, FloQast’s Head of Purchaser Advertising and marketing and Group, and Kiely Monteiro, The Captivate Collective’s Senior Marketing consultant, to master much more. 

Constructing their critique assortment strategy

LaPlante and Monteiro shared their playbook for creating the campaign that drove hundreds of new evaluations, and how they utilized all those assessments immediately after amassing them. Their evaluate collection system consists of four critical ways, highlighted down below. 

1. Focusing on segments

When FloQast 1st started off operating with The Captivate Collective, they explored techniques to broaden outreach and seemed at concentrating on consumers for overview asks when they were most engaged (and for that reason most possible to go away a review). 

To begin, they appeared at admins and supervisors from firms that had renewed in the past six months, as nicely as any individual considered a merchandise winner by their shopper good results administrators. They knew these consumers experienced plenty of expertise with the platform to give a extensive assessment, and that they were being actively leveraging FloQast at their corporation. 

Following, they specific consumers who experienced shared opinions with them in various other channels and hypothesized that if they had been inclined to share suggestions in a single channel, they would be probable to share it on G2 as nicely. They sent evaluation requests out to their NPS respondents, as effectively as any individual who had submitted a support ticket and left feedback by the adhere to-up.

By expanding their goal viewers, FloQast was in a position to capture a broad selection of authentic reviews from their most engaged end users. 

But they did not cease there.

2. Soliciting critiques through a lot more than a person avenue

In order to push as several evaluations as achievable, FloQast also applied a multi-channel approach to engage their full buyer foundation. They explored every single purchaser touchpoint and labored to include evaluate requests during their client expertise. 

This incorporated making evaluation requests through: 

  • In-application notifications
  • Item banners
  • FloQast’s software indication-in website page
  • Social posts
  • Client local community internet pages
  • E mail newsletters 
  • In-man or woman situations

LaPlante shared, “Showcasing it inside of the software alone, which hundreds of end users are viewing each and every solitary day, it underscores the price that we are inserting on buyer feedback.”

3. Participating shoppers

A person very simple approach the crew utilized to catch the attention of and have interaction potential reviewers was theming their month-to-month assessment requests. While a modest contact, it captured the interest of their buyers and stored the asks refreshing. 

Some case in point opening lines included  “you are audit I need” in February and  “April showers deliver May well flowers (and G2 testimonials)” in May.

FloQast's customer engagement G2 campaign

 

Every single electronic mail would open with an accounting pun or holiday break concept, and then would incentivize reviewers to leave opinions in trade for an Amazon gift card. Feel it or not, accountants are humorous individuals!

4. Driving inner alignment

Last but not least, to accomplish cross-practical alignment and visibility throughout the group for their campaigns, an internal playbook was made.

LaPlante claims, “Making guaranteed our team recognized that their involvement in the achievements of the marketing campaign was crucial, and getting that general understanding of what we were seeking to achieve, was crucial and element of the success.” 

“Reviews are exceptionally important to our quickly-expanding business. We take client comments extremely significantly, and G2 info helps us swiftly adapt to greater meet our client’s requires.”

Victoria LaPlante
Head of Customer Internet marketing and Local community at FloQast

Monteiro and the FloQast internet marketing leadership staff satisfied weekly to brainstorm the preliminary prepare, and after obtaining alignment, worked together to converse that approach to FloQast’s heads of help and consumer results. 

As soon as they were being bought in, the campaign kicked off with 1:1 outreach from the CSMs to their clients. Monteiro and LaPlante also required to guarantee that groups stayed determined to proceed their outreach. They started off by exhibiting a ticker to visually display how near they had been to their aim.

LaPlante met with interior stakeholders on a weekly foundation to align all a variety of contact factors and discussions that ended up going on across the firm. She also designed and leveraged an inner Slack channel committed to continuous campaign updates, ideas, and success.

From selection to utilization

Now that they experienced generated a large range of opinions from across their shopper base, FloQast employed opinions both internally, to create belief with consumers, and externally from a advertising viewpoint. 

LaPlante shares,  “If you have a prospect who sees your badges and then will become a buyer, a 12 months afterwards when you ask them for a evaluate, they’ll try to remember how testimonials aided them experience validated in their order decision and be more probably to depart a critique themselves. It is a continual loop that advantages all functions included.” 

“We’re happy to be named a Chief in our group on G2, and the badges accept our placement of dominance earlier mentioned our opposition.”

Victoria LaPlante
Head of Shopper Marketing and Community at FloQast

Internally, LaPlante and her staff consider those people assessments and make sure to respond to and come up with crucial themes that they are viewing across evaluations. When critiques are gathered, FloQast groups them into thematic buckets and important variables for their company, such as small business sizing, market, and geography. 

They are then packaged into quotebooks to be leveraged as marketing resources by the product sales improvement teams.

Embracing all opinions

As a Director of Consumer Advertising and marketing, LaPlante recognizes that outreach to all prospects can lead to some anxiousness, specifically at the management amount, but notes, “you need to have to stand powering your solution. If you are resolute that you have a item that would make a change, and you know that prospects are thriving employing it, you can be self-confident that they’ll give you that type of comments that you are searching for on G2.” 

LaPlante encourages corporations not to be frightened of customer assessments, even if it is unclear in which their favor falls. When FloQast gets a negative evaluation, which is uncommon, they make confident to reply to the buyer, and share the feed-back with the internal workforce with the aligning area of prospect. 

“Negative testimonials are a excellent prospect. Responding to unfavorable testimonials and switching regardless of what it is, if doable, is a probability to develop and turn prospects around.”

Kiely Monteiro
Senior Marketing consultant at The Captivate Collective

This attention to the shopper is reflected in FloQast’s most latest recognition as the #1 seller in the Marriage Index for Financial Close in G2’s Drop 2022 reports. When possible shoppers are looking at testimonials and responses, they can truly feel snug realizing that if a worst-scenario scenario transpires, they will be in superior palms.

LaPlante reflects, “One of the main themes that we ended up in a position to pull away was how our shoppers are pinpointing the truth that we are listening and they truly feel like we really are having their comments to coronary heart and to the product. It was just one of the areas they gave us a ton of large remarks on.”

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