FloQast’s Guide to Multi-Channel Review Campaigns
FloQast has accomplished what so quite a few businesses attempt to: quickly populating genuine consumer opinions on G2.
In partnership with The Captivate Collective, their cohesive assessment era tactic resulted in a 312% increase in reviews as opposed to the calendar year prior.
FloQast is a close administration alternative created for accountants, by accountants, that automates, streamlines, and provides visibility into the various motion goods that accountants have to go by means of just about every thirty day period. The Captivate Collective is an advocate marketing consulting agency that will work with shoppers like FloQast to develop their advocacy tactic from scratch.
Collectively they created a evaluation technology method that created extra critiques than FloQast ever has right before.
We sat down with Victoria LaPlante, FloQast’s Head of Customer Marketing and advertising and Community, and Kiely Monteiro, The Captivate Collective’s Senior Expert, to understand additional.
Constructing their evaluate selection strategy
LaPlante and Monteiro shared their playbook for constructing the campaign that drove hundreds of new assessments, and how they utilized individuals evaluations right after collecting them. Their review assortment technique consists of 4 crucial steps, highlighted under.
1. Focusing on segments
When FloQast 1st started working with The Captivate Collective, they explored techniques to grow outreach and looked at concentrating on shoppers for overview asks when they were most engaged (and thus most most likely to leave a assessment).
To start off, they looked at admins and supervisors from companies that had renewed in the past six months, as properly as any individual considered a solution champion by their consumer success managers. They understood these consumers experienced plenty of practical experience with the system to give a comprehensive overview, and that they ended up actively leveraging FloQast at their corporation.
Upcoming, they targeted buyers who had shared feed-back with them in many other channels and hypothesized that if they were willing to share suggestions in one channel, they would be possible to share it on G2 as well. They despatched review requests out to their NPS respondents, as effectively as any one who experienced submitted a support ticket and still left suggestions by means of the adhere to-up.
By expanding their concentrate on viewers, FloQast was capable to seize a broad vary of reliable evaluations from their most engaged consumers.
But they didn’t cease there.
2. Soliciting evaluations via much more than a person avenue
In buy to push as several opinions as feasible, FloQast also implemented a multi-channel solution to engage their total shopper foundation. They explored each individual purchaser touchpoint and labored to integrate evaluation requests during their client experience.
This provided producing critique requests by way of:
- In-application notifications
- Products banners
- FloQast’s software indication-in site
- Social posts
- Shopper group internet pages
- E mail newsletters
- In-man or woman situations
LaPlante shared, “Showcasing it within just the software itself, which hundreds of people are looking at just about every solitary working day, it underscores the value that we are inserting on shopper opinions.”
3. Participating clients
One basic technique the group applied to appeal to and interact possible reviewers was theming their regular monthly overview requests. Whilst a modest contact, it captured the awareness of their prospects and stored the asks contemporary.
Some illustration opening lines included “you are audit I need” in February and “April showers provide May flowers (and G2 testimonials)” in May well.
Just about every email would open up with an accounting pun or holiday getaway topic, and then would incentivize reviewers to leave feedback in trade for an Amazon reward card. Consider it or not, accountants are funny people today!
4. Driving interior alignment
At last, to achieve cross-functional alignment and visibility across the firm for their strategies, an interior playbook was produced.
LaPlante claims, “Making guaranteed our staff understood that their involvement in the success of the marketing campaign was significant, and obtaining that basic comprehension of what we have been seeking to attain, was significant and portion of the achievement.”
Victoria LaPlante
Head of Consumer Advertising and marketing and Community at FloQast
Monteiro and the FloQast advertising and marketing leadership staff fulfilled weekly to brainstorm the first plan, and after getting alignment, labored alongside one another to converse that system to FloQast’s heads of support and shopper achievements.
When they ended up bought in, the marketing campaign kicked off with 1:1 outreach from the CSMs to their shoppers. Monteiro and LaPlante also preferred to make sure that groups stayed motivated to continue their outreach. They begun by exhibiting a ticker to visually clearly show how near they have been to their target.
LaPlante satisfied with internal stakeholders on a weekly foundation to align all several touch points and conversations that have been happening throughout the firm. She also developed and leveraged an inside Slack channel dedicated to steady marketing campaign updates, concepts, and final results.
From collection to utilization
Now that they experienced generated a vast assortment of opinions from throughout their customer base, FloQast applied assessments both internally, to construct have confidence in with consumers, and externally from a marketing and advertising viewpoint.
LaPlante shares, “If you have a prospect who sees your badges and then gets a purchaser, a yr later when you ask them for a assessment, they’ll don’t forget how reviews served them really feel validated in their invest in selection and be far more possible to depart a evaluate them selves. It is a steady loop that gains all functions concerned.”
Victoria LaPlante
Head of Client Promoting and Group at FloQast
Internally, LaPlante and her team just take individuals reviews and make certain to respond to and occur up with critical themes that they are looking at throughout assessments. When testimonials are collected, FloQast teams them into thematic buckets and essential variables for their small business, these kinds of as organization dimension, marketplace, and geography.
They are then packaged into quotebooks to be leveraged as advertising materials by the profits improvement groups.
Embracing all opinions
As a Director of Consumer Promoting, LaPlante acknowledges that outreach to all consumers can lead to some anxiousness, in particular at the leadership degree, but notes, “you want to stand guiding your product. If you are resolute that you have a item that makes a distinction, and you know that buyers are productive making use of it, you can be self-assured that they are going to give you that sort of comments that you might be hunting for on G2.”
LaPlante encourages firms not to be afraid of shopper opinions, even if it is unclear where by their favor falls. When FloQast receives a destructive critique, which is rare, they make confident to reply to the shopper, and share the feed-back with the inside staff with the aligning area of option.
Kiely Monteiro
Senior Marketing consultant at The Captivate Collective
This consideration to the client is mirrored in FloQast’s most new recognition as the #1 vendor in the Romance Index for Fiscal Close in G2’s Fall 2022 reviews. When potential clients are studying reviews and responses, they can feel at ease knowing that if a worst-scenario circumstance takes place, they will be in good arms.
LaPlante demonstrates, “One of the main themes that we have been capable to pull absent was how our clients are determining the fact that we are listening and they come to feel like we really are getting their opinions to heart and to the products. It was a person of the areas they gave us a great deal of high remarks on.”
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