FloQast’s Guide to Multi-Channel Review Campaigns
FloQast has attained what so several businesses strive to: speedily populating reliable buyer critiques on G2.
In partnership with The Captivate Collective, their cohesive evaluate technology system resulted in a 312% increase in opinions as opposed to the calendar year prior.
FloQast is a shut administration alternative made for accountants, by accountants, that automates, streamlines, and gives visibility into the numerous action products that accountants have to go as a result of each individual month. The Captivate Collective is an advocate marketing consulting company that is effective with clients like FloQast to build their advocacy approach from scratch.
Alongside one another they developed a overview era approach that created extra critiques than FloQast at any time has right before.
We sat down with Victoria LaPlante, FloQast’s Head of Customer Marketing and Group, and Kiely Monteiro, The Captivate Collective’s Senior Consultant, to find out much more.
Creating their critique assortment approach
LaPlante and Monteiro shared their playbook for building the campaign that drove hundreds of new assessments, and how they used individuals evaluations following accumulating them. Their evaluation assortment system features four significant steps, highlighted under.
1. Targeting segments
When FloQast initially started out doing work with The Captivate Collective, they explored ways to broaden outreach and appeared at concentrating on clients for overview asks when they ended up most engaged (and therefore most probably to go away a evaluate).
To start off, they seemed at admins and administrators from businesses that experienced renewed in the past 6 months, as perfectly as any individual considered a products champion by their purchaser achievement supervisors. They realized these end users had ample experience with the system to give a complete evaluation, and that they have been actively leveraging FloQast at their organization.
Future, they focused prospects who had shared feedback with them in different other channels and hypothesized that if they were willing to share suggestions in one channel, they would be very likely to share it on G2 as nicely. They despatched evaluation requests out to their NPS respondents, as well as everyone who experienced submitted a help ticket and still left suggestions through the adhere to-up.
By increasing their target viewers, FloQast was capable to seize a broad array of authentic opinions from their most engaged consumers.
But they didn’t stop there.
2. Soliciting evaluations through much more than a single avenue
In purchase to drive as several opinions as doable, FloQast also implemented a multi-channel technique to have interaction their total shopper base. They explored each client touchpoint and labored to incorporate evaluation requests during their buyer working experience.
This incorporated producing evaluate requests by way of:
- In-application notifications
- Item banners
- FloQast’s software sign-in web page
- Social posts
- Buyer local community web pages
- E-mail newsletters
- In-person activities
LaPlante shared, “Showcasing it inside of the software itself, which countless numbers of customers are observing just about every one working day, it underscores the worth that we are placing on consumer responses.”
3. Partaking buyers
One uncomplicated technique the workforce applied to draw in and have interaction prospective reviewers was theming their regular evaluation requests. When a tiny contact, it captured the consideration of their customers and retained the asks clean.
Some instance opening traces included “you are audit I need” in February and “April showers convey May well flowers (and G2 critiques)” in May.
Just about every e mail would open up with an accounting pun or vacation concept, and then would incentivize reviewers to depart feedback in exchange for an Amazon present card. Imagine it or not, accountants are amusing individuals!
4. Driving internal alignment
Ultimately, to attain cross-functional alignment and visibility across the organization for their strategies, an internal playbook was created.
LaPlante says, “Making guaranteed our staff understood that their involvement in the results of the marketing campaign was significant, and getting that standard understanding of what we ended up making an attempt to execute, was vital and section of the good results.”
Victoria LaPlante
Head of Buyer Internet marketing and Group at FloQast
Monteiro and the FloQast internet marketing leadership staff met weekly to brainstorm the first strategy, and immediately after receiving alignment, labored alongside one another to converse that approach to FloQast’s heads of help and purchaser good results.
Once they were being purchased in, the marketing campaign kicked off with 1:1 outreach from the CSMs to their buyers. Monteiro and LaPlante also preferred to guarantee that teams stayed motivated to continue on their outreach. They started by exhibiting a ticker to visually display how close they have been to their objective.
LaPlante fulfilled with inner stakeholders on a weekly foundation to align all different contact factors and discussions that have been going on across the organization. She also created and leveraged an inner Slack channel dedicated to continuous marketing campaign updates, strategies, and final results.
From collection to utilization
Now that they experienced generated a wide selection of critiques from throughout their purchaser base, FloQast made use of evaluations equally internally, to create belief with clients, and externally from a advertising point of view.
LaPlante shares, “If you have a prospect who sees your badges and then will become a purchaser, a yr later when you ask them for a evaluate, they’ll recall how testimonials assisted them really feel validated in their buy conclusion and be a lot more most likely to leave a overview them selves. It’s a continual loop that rewards all functions involved.”
Victoria LaPlante
Head of Shopper Marketing and Group at FloQast
Internally, LaPlante and her crew acquire these evaluations and make positive to react to and occur up with essential themes that they are seeing throughout testimonials. When testimonials are gathered, FloQast groups them into thematic buckets and vital variables for their business enterprise, such as enterprise size, business, and geography.
They are then packaged into quotebooks to be leveraged as advertising materials by the income advancement groups.
Embracing all responses
As a Director of Client Advertising, LaPlante acknowledges that outreach to all shoppers can lead to some stress, particularly at the leadership stage, but notes, “you will need to stand guiding your solution. If you are resolute that you have a merchandise that can make a change, and you know that clients are successful working with it, you can be assured that they’ll give you that form of feed-back that you’re searching for on G2.”
LaPlante encourages firms not to be frightened of customer critiques, even if it is unclear wherever their favor falls. When FloQast gets a detrimental critique, which is scarce, they make positive to reply to the consumer, and share the opinions with the inner team with the aligning location of prospect.
Kiely Monteiro
Senior Expert at The Captivate Collective
This interest to the consumer is reflected in FloQast’s most current recognition as the #1 seller in the Romance Index for Financial Shut in G2’s Fall 2022 experiences. When possible consumers are looking at reviews and responses, they can experience snug understanding that if a worst-circumstance scenario occurs, they will be in excellent arms.
LaPlante demonstrates, “One of the core themes that we had been in a position to pull away was how our customers are determining the truth that we are listening and they experience like we really are having their comments to coronary heart and to the product. It was 1 of the regions they gave us a lot of superior remarks on.”
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