FloQast has attained what so many providers try to: speedily populating genuine buyer testimonials on G2.
In partnership with The Captivate Collective, their cohesive evaluation technology tactic resulted in a 312% increase in evaluations compared to the yr prior.
FloQast is a shut administration resolution manufactured for accountants, by accountants, that automates, streamlines, and presents visibility into the several action products that accountants have to go by way of each and every month. The Captivate Collective is an advocate advertising consulting agency that operates with shoppers like FloQast to make their advocacy technique from scratch.
Together they crafted a evaluate technology strategy that produced more assessments than FloQast ever has before.
We sat down with Victoria LaPlante, FloQast’s Head of Customer Advertising and marketing and Neighborhood, and Kiely Monteiro, The Captivate Collective’s Senior Expert, to study much more.
Building their assessment assortment approach
LaPlante and Monteiro shared their playbook for constructing the campaign that drove hundreds of new opinions, and how they used these reviews just after collecting them. Their review collection technique involves four crucial methods, highlighted down below.
1. Focusing on segments
When FloQast initial began doing work with The Captivate Collective, they explored ways to expand outreach and appeared at focusing on clients for overview asks when they ended up most engaged (and for that reason most most likely to leave a evaluation).
To get started, they seemed at admins and supervisors from businesses that had renewed in the earlier six months, as properly as any person deemed a products winner by their client success administrators. They knew these customers had ample encounter with the platform to give a complete evaluation, and that they have been actively leveraging FloQast at their corporation.
Following, they specific shoppers who experienced shared feedback with them in several other channels and hypothesized that if they were being inclined to share responses in one particular channel, they would be most likely to share it on G2 as nicely. They sent evaluate requests out to their NPS respondents, as well as anybody who had submitted a guidance ticket and remaining feed-back by way of the observe-up.
By expanding their focus on audience, FloQast was in a position to seize a broad variety of genuine critiques from their most engaged customers.
But they did not quit there.
2. Soliciting evaluations by way of additional than just one avenue
In get to drive as quite a few reviews as attainable, FloQast also implemented a multi-channel strategy to have interaction their total buyer base. They explored each and every shopper touchpoint and labored to include review requests all through their client experience.
This integrated creating evaluation requests by means of:
- In-application notifications
- Item banners
- FloQast’s application sign-in web page
- Social posts
- Consumer community webpages
- E-mail newsletters
- In-human being gatherings
LaPlante shared, “Showcasing it within the application by itself, which countless numbers of users are observing each solitary day, it underscores the price that we are positioning on customer responses.”
3. Partaking clients
A single easy method the group employed to entice and have interaction likely reviewers was theming their month-to-month assessment requests. While a small touch, it captured the focus of their prospects and saved the asks fresh new.
Some example opening traces included “you are audit I need” in February and “April showers bring Could bouquets (and G2 opinions)” in May perhaps.
Each and every e-mail would open with an accounting pun or vacation theme, and then would incentivize reviewers to leave feedback in trade for an Amazon present card. Feel it or not, accountants are funny people today!
4. Driving inside alignment
Lastly, to complete cross-functional alignment and visibility throughout the corporation for their strategies, an inside playbook was established.
LaPlante says, “Making positive our team comprehended that their involvement in the success of the marketing campaign was significant, and getting that basic comprehension of what we have been attempting to accomplish, was crucial and aspect of the achievements.”
“Reviews are very vital to our rapid-developing corporation. We get client suggestions quite critically, and G2 info assists us immediately adapt to improved meet our client’s needs.”
Head of Consumer Internet marketing and Neighborhood at FloQast
Monteiro and the FloQast marketing leadership staff met weekly to brainstorm the initial strategy, and after finding alignment, labored jointly to communicate that system to FloQast’s heads of support and customer achievements.
Once they were acquired in, the campaign kicked off with 1:1 outreach from the CSMs to their prospects. Monteiro and LaPlante also desired to make sure that teams stayed determined to carry on their outreach. They started by exhibiting a ticker to visually display how close they ended up to their goal.
LaPlante fulfilled with internal stakeholders on a weekly basis to align all various contact points and conversations that ended up going on throughout the business. She also developed and leveraged an inner Slack channel dedicated to continual campaign updates, concepts, and benefits.
From collection to utilization
Now that they had created a extensive range of testimonials from throughout their consumer foundation, FloQast utilized evaluations both equally internally, to make have faith in with buyers, and externally from a advertising viewpoint.
LaPlante shares, “If you have a prospect who sees your badges and then gets to be a consumer, a calendar year afterwards when you question them for a overview, they’ll remember how testimonials helped them sense validated in their buy selection and be extra most likely to leave a evaluate on their own. It’s a continual loop that gains all parties included.”
“We’re proud to be named a Leader in our category on G2, and the badges admit our place of dominance over our competitors.”
Head of Buyer Advertising and Neighborhood at FloQast
Internally, LaPlante and her team get those evaluations and make sure to reply to and occur up with essential themes that they are viewing across critiques. When critiques are collected, FloQast groups them into thematic buckets and essential variables for their business enterprise, this sort of as business sizing, sector, and geography.
They are then packaged into quotebooks to be leveraged as advertising materials by the profits growth groups.
Embracing all feed-back
As a Director of Purchaser Promoting, LaPlante recognizes that outreach to all consumers can cause some anxiousness, in particular at the management level, but notes, “you need to stand driving your item. If you are resolute that you have a product that helps make a distinction, and you know that consumers are thriving working with it, you can be self-confident that they’re going to give you that kind of opinions that you might be wanting for on G2.”
LaPlante encourages providers not to be worried of shopper evaluations, even if it is unclear wherever their favor falls. When FloQast receives a detrimental assessment, which is exceptional, they make certain to answer to the shopper, and share the feedback with the inside team with the aligning space of opportunity.
“Negative opinions are a fantastic opportunity. Responding to adverse critiques and switching regardless of what it is, if feasible, is a likelihood to grow and convert clients all over.”
Senior Specialist at The Captivate Collective
This interest to the shopper is reflected in FloQast’s most current recognition as the #1 vendor in the Partnership Index for Financial Close in G2’s Fall 2022 stories. When potential prospects are looking through assessments and responses, they can truly feel cozy understanding that if a worst-case scenario transpires, they will be in superior hands.
LaPlante displays, “One of the main themes that we ended up equipped to pull absent was how our consumers are determining the reality that we are listening and they sense like we actually are having their responses to coronary heart and to the products. It was one particular of the locations they gave us a whole lot of large remarks on.”
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