FloQast’s Guide to Multi-Channel Review Campaigns
FloQast has completed what so numerous corporations strive to: rapidly populating reliable consumer opinions on G2.
In partnership with The Captivate Collective, their cohesive review era strategy resulted in a 312% improve in assessments in contrast to the year prior.
FloQast is a close management answer built for accountants, by accountants, that automates, streamlines, and presents visibility into the a variety of motion products that accountants have to go through each individual thirty day period. The Captivate Collective is an advocate internet marketing consulting company that works with shoppers like FloQast to make their advocacy system from scratch.
Collectively they built a review technology method that created far more critiques than FloQast at any time has prior to.
We sat down with Victoria LaPlante, FloQast’s Head of Consumer Marketing and advertising and Local community, and Kiely Monteiro, The Captivate Collective’s Senior Marketing consultant, to learn far more.
Developing their critique selection tactic
LaPlante and Monteiro shared their playbook for creating the marketing campaign that drove hundreds of new testimonials, and how they used those opinions after amassing them. Their evaluation selection method contains 4 crucial actions, highlighted down below.
1. Focusing on segments
When FloQast very first began doing work with The Captivate Collective, they explored techniques to broaden outreach and seemed at concentrating on consumers for evaluate asks when they ended up most engaged (and consequently most possible to depart a critique).
To commence, they appeared at admins and managers from businesses that experienced renewed in the previous six months, as perfectly as anybody considered a merchandise champion by their consumer accomplishment administrators. They realized these people had adequate practical experience with the system to give a thorough review, and that they were being actively leveraging FloQast at their firm.
Up coming, they specific customers who experienced shared opinions with them in various other channels and hypothesized that if they were prepared to share opinions in 1 channel, they would be possible to share it on G2 as nicely. They sent review requests out to their NPS respondents, as perfectly as any individual who experienced submitted a support ticket and remaining opinions as a result of the stick to-up.
By increasing their focus on audience, FloQast was capable to seize a broad array of genuine testimonials from their most engaged buyers.
But they did not quit there.
2. Soliciting reviews by means of far more than 1 avenue
In buy to generate as numerous critiques as possible, FloQast also carried out a multi-channel approach to have interaction their comprehensive consumer base. They explored just about every purchaser touchpoint and labored to incorporate evaluate requests through their buyer practical experience.
This incorporated building evaluation requests by means of:
- In-app notifications
- Product or service banners
- FloQast’s software sign-in website page
- Social posts
- Consumer neighborhood web pages
- Email newsletters
- In-person functions
LaPlante shared, “Showcasing it in the application alone, which 1000’s of consumers are looking at each individual solitary working day, it underscores the price that we are putting on shopper comments.”
3. Participating prospects
One very simple process the workforce employed to attract and engage possible reviewers was theming their regular review requests. Whilst a small touch, it captured the notice of their customers and stored the asks fresh new.
Some illustration opening strains included “you are audit I need” in February and “April showers carry May well flowers (and G2 opinions)” in May perhaps.
Each individual e-mail would open with an accounting pun or getaway concept, and then would incentivize reviewers to depart feedback in trade for an Amazon present card. Imagine it or not, accountants are amusing persons!
4. Driving inside alignment
Last but not least, to achieve cross-useful alignment and visibility across the group for their strategies, an interior playbook was created.
LaPlante claims, “Making certain our crew comprehended that their involvement in the accomplishment of the campaign was critical, and possessing that typical knowing of what we were attempting to attain, was important and section of the achievements.”
Victoria LaPlante
Head of Purchaser Promoting and Group at FloQast
Monteiro and the FloQast internet marketing leadership team fulfilled weekly to brainstorm the first system, and soon after obtaining alignment, worked with each other to talk that program to FloQast’s heads of assistance and buyer accomplishment.
Once they were being bought in, the campaign kicked off with 1:1 outreach from the CSMs to their prospects. Monteiro and LaPlante also preferred to ensure that teams stayed motivated to keep on their outreach. They began by exhibiting a ticker to visually demonstrate how shut they ended up to their goal.
LaPlante fulfilled with inner stakeholders on a weekly foundation to align all different touch points and discussions that had been taking place across the organization. She also developed and leveraged an inner Slack channel committed to continual campaign updates, thoughts, and effects.
From assortment to utilization
LaPlante shares, “If you have a prospect who sees your badges and then turns into a client, a calendar year later when you talk to them for a overview, they’ll remember how opinions assisted them truly feel validated in their purchase determination and be much more possible to go away a evaluate themselves. It is a continual loop that rewards all get-togethers associated.”
Victoria LaPlante
Head of Purchaser Promoting and Neighborhood at FloQast
Internally, LaPlante and her group take all those testimonials and make guaranteed to respond to and occur up with essential themes that they are seeing throughout testimonials. When testimonials are gathered, FloQast groups them into thematic buckets and crucial variables for their business, this sort of as company dimension, marketplace, and geography.
They are then packaged into quotebooks to be leveraged as marketing and advertising supplies by the revenue growth groups.
Embracing all comments
As a Director of Customer Marketing and advertising, LaPlante recognizes that outreach to all buyers can cause some panic, specifically at the management stage, but notes, “you require to stand driving your product. If you are resolute that you have a solution that can make a change, and you know that consumers are prosperous utilizing it, you can be confident that they are going to give you that variety of opinions that you might be on the lookout for on G2.”
LaPlante encourages providers not to be afraid of customer assessments, even if it is unclear where their favor falls. When FloQast receives a adverse evaluation, which is unusual, they make certain to respond to the purchaser, and share the comments with the internal crew with the aligning area of chance.
Kiely Monteiro
Senior Marketing consultant at The Captivate Collective
This consideration to the customer is reflected in FloQast’s most new recognition as the #1 seller in the Partnership Index for Fiscal Shut in G2’s Drop 2022 studies. When prospective buyers are looking at opinions and responses, they can feel snug understanding that if a worst-situation state of affairs comes about, they will be in excellent palms.
LaPlante demonstrates, “One of the core themes that we were equipped to pull absent was how our clients are pinpointing the point that we are listening and they experience like we genuinely are getting their feed-back to coronary heart and to the item. It was a person of the parts they gave us a ton of large remarks on.”
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