FloQast’s Guide to Multi-Channel Review Campaigns

FloQast has achieved what so numerous providers try to: quickly populating authentic buyer assessments on G2.

In partnership with The Captivate Collective, their cohesive assessment generation method resulted in a 312% maximize in reviews in comparison to the yr prior.

FloQast is a close administration alternative created for accountants, by accountants, that automates, streamlines, and provides visibility into the various motion merchandise that accountants have to go by means of each and every thirty day period. The Captivate Collective is an advocate promoting consulting agency that functions with clientele like FloQast to build their advocacy system from scratch. 

Collectively they crafted a evaluation technology technique that created additional assessments than FloQast at any time has ahead of. 

We sat down with Victoria LaPlante, FloQast’s Head of Client Advertising and marketing and Neighborhood, and Kiely Monteiro, The Captivate Collective’s Senior Expert, to study additional. 

Making their evaluation selection system

LaPlante and Monteiro shared their playbook for setting up the campaign that drove hundreds of new opinions, and how they utilized all those critiques following collecting them. Their evaluation collection approach features four vital ways, highlighted underneath. 

1. Concentrating on segments

When FloQast to start with commenced functioning with The Captivate Collective, they explored means to increase outreach and seemed at focusing on customers for review asks when they ended up most engaged (and thus most possible to go away a assessment). 

To start off, they looked at admins and managers from organizations that experienced renewed in the past six months, as nicely as any one deemed a item winner by their shopper success managers. They understood these buyers had ample practical experience with the platform to give a thorough assessment, and that they were actively leveraging FloQast at their corporation. 

Upcoming, they qualified prospects who had shared feedback with them in different other channels and hypothesized that if they were inclined to share suggestions in just one channel, they would be very likely to share it on G2 as nicely. They sent evaluation requests out to their NPS respondents, as properly as any one who had submitted a aid ticket and left feed-back by the observe-up.

By increasing their goal audience, FloQast was in a position to capture a broad variety of authentic testimonials from their most engaged end users. 

But they didn’t quit there.

2. Soliciting opinions as a result of a lot more than one avenue

In order to drive as a lot of critiques as possible, FloQast also executed a multi-channel approach to interact their whole buyer base. They explored each shopper touchpoint and worked to incorporate overview requests through their purchaser working experience. 

This included creating overview requests via: 

  • In-application notifications
  • Products banners
  • FloQast’s software sign-in webpage
  • Social posts
  • Client neighborhood internet pages
  • Electronic mail newsletters 
  • In-man or woman situations

LaPlante shared, “Showcasing it inside the application itself, which thousands of users are observing each single working day, it underscores the worth that we are placing on customer suggestions.”

3. Partaking customers

A single easy system the crew utilised to entice and engage possible reviewers was theming their month-to-month critique requests. Although a little touch, it captured the focus of their buyers and kept the asks contemporary. 

Some case in point opening traces included  “you are audit I need” in February and  “April showers convey May well flowers (and G2 critiques)” in May perhaps.

FloQast's customer engagement G2 campaign


Each email would open up with an accounting pun or holiday topic, and then would incentivize reviewers to leave suggestions in trade for an Amazon present card. Think it or not, accountants are amusing individuals!

4. Driving internal alignment

Finally, to attain cross-functional alignment and visibility throughout the group for their campaigns, an internal playbook was made.

LaPlante states, “Making positive our group recognized that their involvement in the success of the marketing campaign was vital, and obtaining that standard comprehending of what we had been seeking to carry out, was significant and part of the success.” 

“Reviews are really essential to our fast-expanding organization. We get client feedback very severely, and G2 details can help us speedily adapt to improved fulfill our client’s wants.”

Victoria LaPlante
Head of Buyer Promoting and Neighborhood at FloQast

Monteiro and the FloQast advertising and marketing management crew fulfilled weekly to brainstorm the original approach, and right after receiving alignment, labored collectively to converse that system to FloQast’s heads of assist and customer achievement. 

When they were being acquired in, the marketing campaign kicked off with 1:1 outreach from the CSMs to their buyers. Monteiro and LaPlante also desired to ensure that groups stayed inspired to keep on their outreach. They begun by displaying a ticker to visually present how near they had been to their goal.

LaPlante fulfilled with inner stakeholders on a weekly basis to align all a variety of touch points and conversations that ended up happening throughout the organization. She also designed and leveraged an inner Slack channel devoted to steady marketing campaign updates, ideas, and outcomes.

From selection to utilization

Now that they experienced produced a huge assortment of evaluations from throughout their customer base, FloQast applied evaluations the two internally, to develop have faith in with clients, and externally from a promoting viewpoint. 

LaPlante shares,  “If you have a prospect who sees your badges and then gets to be a purchaser, a year later on when you talk to them for a critique, they’ll don’t forget how reviews aided them feel validated in their acquire choice and be a lot more very likely to leave a evaluation by themselves. It’s a steady loop that rewards all functions involved.” 

“We’re proud to be named a Chief in our group on G2, and the badges acknowledge our situation of dominance earlier mentioned our opposition.”

Victoria LaPlante
Head of Purchaser Advertising and Group at FloQast

Internally, LaPlante and her crew consider people evaluations and make certain to react to and arrive up with vital themes that they are viewing across opinions. When evaluations are collected, FloQast groups them into thematic buckets and important variables for their organization, such as business dimensions, market, and geography. 

They are then packaged into quotebooks to be leveraged as promoting supplies by the product sales advancement groups.

Embracing all feedback

As a Director of Purchaser Marketing and advertising, LaPlante acknowledges that outreach to all prospects can lead to some panic, in particular at the management stage, but notes, “you want to stand at the rear of your merchandise. If you are resolute that you have a solution that tends to make a change, and you know that consumers are effective making use of it, you can be assured that they’ll give you that type of opinions that you are searching for on G2.” 

LaPlante encourages businesses not to be worried of consumer evaluations, even if it is unclear wherever their favor falls. When FloQast receives a negative assessment, which is exceptional, they make guaranteed to reply to the buyer, and share the feed-back with the interior workforce with the aligning place of possibility. 

“Negative assessments are a excellent possibility. Responding to negative reviews and switching whatever it is, if possible, is a likelihood to grow and flip buyers close to.”

Kiely Monteiro
Senior Guide at The Captivate Collective

This focus to the customer is reflected in FloQast’s most the latest recognition as the #1 seller in the Romance Index for Money Close in G2’s Tumble 2022 stories. When likely consumers are studying critiques and responses, they can come to feel cozy knowing that if a worst-scenario circumstance happens, they will be in fantastic fingers.

LaPlante demonstrates, “One of the core themes that we were being able to pull absent was how our customers are figuring out the actuality that we are listening and they really feel like we definitely are having their feed-back to coronary heart and to the solution. It was just one of the areas they gave us a good deal of high remarks on.”

All set to make extra critiques and come to be a G2 Chief? Learn how to lean into buyer-led development with G2 Advertising Answers.

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