May 29, 2023

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FloQast’s Guide to Multi-Channel Review Campaigns

FloQast’s Guide to Multi-Channel Review Campaigns

FloQast has completed what so many firms try to: speedily populating authentic consumer assessments on G2.

In partnership with The Captivate Collective, their cohesive review generation technique resulted in a 312% improve in assessments as opposed to the yr prior.

FloQast is a near management option built for accountants, by accountants, that automates, streamlines, and offers visibility into the many action goods that accountants have to go through each and every thirty day period. The Captivate Collective is an advocate advertising consulting company that will work with clientele like FloQast to establish their advocacy approach from scratch. 

Alongside one another they created a evaluate technology strategy that generated more opinions than FloQast ever has just before. 

We sat down with Victoria LaPlante, FloQast’s Head of Client Advertising and marketing and Group, and Kiely Monteiro, The Captivate Collective’s Senior Advisor, to master extra. 

Making their critique assortment method

LaPlante and Monteiro shared their playbook for making the campaign that drove hundreds of new assessments, and how they utilized all those testimonials immediately after accumulating them. Their review collection system features four significant ways, highlighted below. 

1. Concentrating on segments

When FloQast to start with started off doing the job with The Captivate Collective, they explored ways to develop outreach and looked at concentrating on shoppers for overview asks when they were most engaged (and consequently most probably to leave a assessment). 

To begin, they appeared at admins and administrators from corporations that had renewed in the earlier six months, as properly as anybody deemed a merchandise champion by their buyer good results administrators. They understood these end users had adequate expertise with the platform to give a extensive critique, and that they ended up actively leveraging FloQast at their organization. 

Future, they specific buyers who experienced shared responses with them in numerous other channels and hypothesized that if they have been ready to share suggestions in a single channel, they would be likely to share it on G2 as properly. They despatched overview requests out to their NPS respondents, as properly as everyone who had submitted a support ticket and remaining feedback by the abide by-up.

By growing their focus on viewers, FloQast was able to capture a wide array of genuine testimonials from their most engaged end users. 

But they did not prevent there.

2. Soliciting reviews by a lot more than a single avenue

In get to push as many evaluations as doable, FloQast also implemented a multi-channel technique to have interaction their whole client base. They explored every consumer touchpoint and worked to include evaluation requests all through their shopper encounter. 

This incorporated generating review requests through: 

  • In-app notifications
  • Products banners
  • FloQast’s application signal-in website page
  • Social posts
  • Purchaser local community pages
  • E mail newsletters 
  • In-person events

LaPlante shared, “Showcasing it within just the application itself, which hundreds of customers are viewing every solitary day, it underscores the benefit that we are placing on consumer responses.”

3. Participating customers

A person simple process the crew utilized to appeal to and interact likely reviewers was theming their monthly overview requests. While a small touch, it captured the consideration of their consumers and held the asks new. 

Some example opening traces included  “you are audit I need” in February and  “April showers convey Might flowers (and G2 assessments)” in Could.

FloQast's customer engagement G2 campaign


Each electronic mail would open up with an accounting pun or holiday break topic, and then would incentivize reviewers to depart opinions in exchange for an Amazon present card. Imagine it or not, accountants are amusing men and women!

4. Driving internal alignment

Lastly, to carry out cross-practical alignment and visibility throughout the firm for their campaigns, an interior playbook was established.

LaPlante suggests, “Making guaranteed our crew understood that their involvement in the good results of the campaign was critical, and possessing that common knowing of what we were being seeking to achieve, was significant and component of the results.” 

“Reviews are incredibly critical to our rapid-increasing corporation. We acquire shopper responses incredibly severely, and G2 data aids us immediately adapt to superior fulfill our client’s needs.”

Victoria LaPlante
Head of Shopper Promoting and Neighborhood at FloQast

Monteiro and the FloQast advertising and marketing management workforce achieved weekly to brainstorm the original plan, and soon after obtaining alignment, labored together to talk that system to FloQast’s heads of assist and purchaser results. 

Once they were bought in, the marketing campaign kicked off with 1:1 outreach from the CSMs to their customers. Monteiro and LaPlante also required to assure that groups stayed enthusiastic to go on their outreach. They started out by displaying a ticker to visually exhibit how near they ended up to their target.

LaPlante fulfilled with internal stakeholders on a weekly foundation to align all different contact points and discussions that had been taking place across the firm. She also established and leveraged an internal Slack channel focused to constant campaign updates, strategies, and benefits.

From assortment to utilization

Now that they experienced created a wide range of reviews from across their buyer foundation, FloQast made use of assessments both equally internally, to build have confidence in with customers, and externally from a promoting point of view. 

LaPlante shares,  “If you have a prospect who sees your badges and then gets a buyer, a 12 months afterwards when you request them for a evaluation, they’ll keep in mind how reviews helped them truly feel validated in their acquire conclusion and be extra very likely to depart a overview by themselves. It is a continuous loop that added benefits all get-togethers associated.” 

“We’re happy to be named a Chief in our class on G2, and the badges acknowledge our position of dominance previously mentioned our level of competition.”

Victoria LaPlante
Head of Buyer Marketing and advertising and Neighborhood at FloQast

Internally, LaPlante and her group choose all those reviews and make absolutely sure to reply to and come up with key themes that they are observing throughout opinions. When critiques are collected, FloQast teams them into thematic buckets and crucial variables for their organization, such as organization size, sector, and geography. 

They are then packaged into quotebooks to be leveraged as marketing and advertising elements by the profits enhancement teams.

Embracing all feed-back

As a Director of Purchaser Marketing and advertising, LaPlante recognizes that outreach to all customers can cause some anxiousness, especially at the leadership stage, but notes, “you need to stand behind your product or service. If you are resolute that you have a merchandise that would make a big difference, and you know that consumers are profitable utilizing it, you can be confident that they’re going to give you that sort of feed-back that you are hunting for on G2.” 

LaPlante encourages firms not to be scared of client opinions, even if it is unclear in which their favor falls. When FloQast receives a damaging critique, which is scarce, they make positive to answer to the purchaser, and share the opinions with the inner staff with the aligning space of opportunity. 

“Negative reviews are a terrific prospect. Responding to damaging assessments and altering regardless of what it is, if attainable, is a probability to improve and transform customers close to.”

Kiely Monteiro
Senior Guide at The Captivate Collective

This attention to the customer is reflected in FloQast’s most the latest recognition as the #1 vendor in the Romance Index for Economic Near in G2’s Slide 2022 reports. When likely prospects are reading through critiques and responses, they can experience snug realizing that if a worst-case state of affairs takes place, they will be in excellent fingers.

LaPlante demonstrates, “One of the main themes that we were in a position to pull absent was how our consumers are figuring out the fact that we are listening and they feel like we definitely are having their feedback to coronary heart and to the product or service. It was one particular of the places they gave us a lot of significant remarks on.”

Completely ready to make more testimonials and become a G2 Chief? Learn how to lean into customer-led development with G2 Promoting Remedies.