FloQast’s Guide to Multi-Channel Review Campaigns
FloQast has accomplished what so quite a few businesses strive to: rapidly populating authentic shopper testimonials on G2.
In partnership with The Captivate Collective, their cohesive evaluate technology system resulted in a 312% improve in assessments in comparison to the calendar year prior.
FloQast is a near administration resolution manufactured for accountants, by accountants, that automates, streamlines, and gives visibility into the numerous action objects that accountants have to go by way of every single month. The Captivate Collective is an advocate promoting consulting agency that works with customers like FloQast to establish their advocacy technique from scratch.
Together they constructed a evaluation era strategy that created additional opinions than FloQast at any time has before.
We sat down with Victoria LaPlante, FloQast’s Head of Client Internet marketing and Local community, and Kiely Monteiro, The Captivate Collective’s Senior Expert, to study much more.
Building their evaluate collection technique
LaPlante and Monteiro shared their playbook for setting up the marketing campaign that drove hundreds of new testimonials, and how they used people testimonials just after collecting them. Their review assortment approach involves four crucial actions, highlighted beneath.
1. Concentrating on segments
When FloQast to start with commenced functioning with The Captivate Collective, they explored means to extend outreach and appeared at concentrating on buyers for evaluation asks when they were being most engaged (and for that reason most possible to go away a evaluation).
To begin, they seemed at admins and managers from firms that had renewed in the past six months, as properly as any individual deemed a product or service champion by their customer good results supervisors. They knew these users experienced sufficient knowledge with the platform to give a complete overview, and that they ended up actively leveraging FloQast at their corporation.
Following, they qualified customers who experienced shared responses with them in different other channels and hypothesized that if they have been keen to share responses in 1 channel, they would be likely to share it on G2 as well. They sent overview requests out to their NPS respondents, as very well as anyone who had submitted a help ticket and left responses as a result of the abide by-up.
By increasing their concentrate on audience, FloQast was able to capture a broad variety of reliable reviews from their most engaged end users.
But they did not halt there.
2. Soliciting opinions as a result of a lot more than just one avenue
In buy to generate as numerous testimonials as doable, FloQast also executed a multi-channel technique to interact their comprehensive customer base. They explored each client touchpoint and worked to integrate evaluate requests throughout their buyer encounter.
This involved generating overview requests by way of:
- In-app notifications
- Merchandise banners
- FloQast’s software sign-in webpage
- Social posts
- Consumer local community webpages
- Electronic mail newsletters
- In-person occasions
LaPlante shared, “Showcasing it inside of the software itself, which 1000’s of users are viewing every single one working day, it underscores the price that we are putting on shopper feedback.”
3. Partaking consumers
A person uncomplicated system the group employed to attract and engage likely reviewers was theming their month-to-month overview requests. Even though a compact contact, it captured the attention of their shoppers and saved the asks clean.
Some instance opening strains included “you are audit I need” in February and “April showers bring May possibly flowers (and G2 critiques)” in Could.
Each and every electronic mail would open with an accounting pun or holiday concept, and then would incentivize reviewers to leave feed-back in trade for an Amazon reward card. Believe that it or not, accountants are amusing persons!
4. Driving inside alignment
At last, to complete cross-purposeful alignment and visibility across the firm for their campaigns, an inner playbook was created.
LaPlante suggests, “Making guaranteed our workforce recognized that their involvement in the good results of the marketing campaign was critical, and owning that standard comprehension of what we were being striving to achieve, was critical and element of the achievements.”
Victoria LaPlante
Head of Shopper Advertising and marketing and Group at FloQast
Monteiro and the FloQast advertising and marketing management workforce achieved weekly to brainstorm the preliminary prepare, and after finding alignment, worked together to connect that plan to FloQast’s heads of guidance and buyer accomplishment.
Once they were acquired in, the marketing campaign kicked off with 1:1 outreach from the CSMs to their prospects. Monteiro and LaPlante also required to ensure that groups stayed inspired to proceed their outreach. They started out by displaying a ticker to visually present how shut they had been to their aim.
LaPlante satisfied with inside stakeholders on a weekly foundation to align all different touch factors and discussions that were being taking place throughout the corporation. She also created and leveraged an interior Slack channel focused to continual marketing campaign updates, thoughts, and benefits.
From collection to utilization
Now that they experienced generated a large array of assessments from throughout their client foundation, FloQast utilized testimonials equally internally, to construct trust with clients, and externally from a marketing viewpoint.
LaPlante shares, “If you have a prospect who sees your badges and then turns into a buyer, a calendar year later when you check with them for a assessment, they’ll recall how testimonials served them come to feel validated in their acquire choice and be additional very likely to depart a review on their own. It is a ongoing loop that gains all events included.”
Victoria LaPlante
Head of Consumer Promoting and Group at FloQast
Internally, LaPlante and her staff get these evaluations and make sure to reply to and occur up with essential themes that they are looking at throughout testimonials. When reviews are gathered, FloQast teams them into thematic buckets and critical variables for their organization, this kind of as small business sizing, business, and geography.
They are then packaged into quotebooks to be leveraged as marketing and advertising resources by the product sales improvement groups.
Embracing all responses
As a Director of Client Promoting, LaPlante acknowledges that outreach to all clients can trigger some anxiousness, specially at the management level, but notes, “you want to stand at the rear of your merchandise. If you are resolute that you have a products that will make a variance, and you know that consumers are effective employing it, you can be confident that they are going to give you that type of feedback that you are hunting for on G2.”
LaPlante encourages firms not to be frightened of customer testimonials, even if it is unclear where by their favor falls. When FloQast gets a adverse overview, which is scarce, they make certain to answer to the consumer, and share the suggestions with the inner group with the aligning location of opportunity.
Kiely Monteiro
Senior Expert at The Captivate Collective
This consideration to the purchaser is reflected in FloQast’s most the latest recognition as the #1 seller in the Connection Index for Financial Close in G2’s Tumble 2022 reviews. When prospective clients are examining testimonials and responses, they can feel comfortable realizing that if a worst-situation situation occurs, they will be in fantastic arms.
LaPlante demonstrates, “One of the core themes that we were being in a position to pull away was how our prospects are figuring out the actuality that we are listening and they experience like we genuinely are getting their feed-back to heart and to the merchandise. It was a person of the spots they gave us a ton of high remarks on.”
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