FloQast’s Guide to Multi-Channel Review Campaigns

FloQast has achieved what so numerous corporations attempt to: quickly populating genuine consumer reviews on G2.

In partnership with The Captivate Collective, their cohesive evaluate technology approach resulted in a 312% boost in critiques in comparison to the year prior.

FloQast is a near management remedy manufactured for accountants, by accountants, that automates, streamlines, and offers visibility into the many motion objects that accountants have to go through every thirty day period. The Captivate Collective is an advocate promoting consulting agency that is effective with purchasers like FloQast to develop their advocacy method from scratch. 

Alongside one another they crafted a evaluation technology method that created a lot more testimonials than FloQast at any time has in advance of. 

We sat down with Victoria LaPlante, FloQast’s Head of Customer Marketing and advertising and Group, and Kiely Monteiro, The Captivate Collective’s Senior Marketing consultant, to learn more. 

Developing their evaluation assortment method

LaPlante and Monteiro shared their playbook for making the marketing campaign that drove hundreds of new assessments, and how they utilized all those evaluations immediately after accumulating them. Their evaluate collection strategy features 4 significant techniques, highlighted underneath. 

1. Concentrating on segments

When FloQast initial commenced doing work with The Captivate Collective, they explored strategies to grow outreach and appeared at targeting customers for review asks when they were being most engaged (and consequently most most likely to leave a overview). 

To start out, they appeared at admins and professionals from businesses that experienced renewed in the earlier 6 months, as effectively as any individual deemed a solution winner by their client accomplishment administrators. They realized these end users had more than enough experience with the platform to give a extensive critique, and that they were being actively leveraging FloQast at their organization. 

Up coming, they focused consumers who had shared responses with them in various other channels and hypothesized that if they were keen to share responses in a single channel, they would be probably to share it on G2 as well. They sent overview requests out to their NPS respondents, as well as any one who had submitted a help ticket and left opinions by the comply with-up.

By growing their target audience, FloQast was in a position to capture a broad array of genuine evaluations from their most engaged people. 

But they didn’t halt there.

2. Soliciting assessments via far more than 1 avenue

In purchase to drive as a lot of reviews as attainable, FloQast also applied a multi-channel strategy to interact their total consumer base. They explored every customer touchpoint and worked to include evaluate requests through their shopper practical experience. 

This provided producing assessment requests as a result of: 

  • In-app notifications
  • Merchandise banners
  • FloQast’s application indicator-in site
  • Social posts
  • Purchaser group pages
  • Email newsletters 
  • In-person events

LaPlante shared, “Showcasing it within the software by itself, which thousands of buyers are observing each single working day, it underscores the price that we are putting on consumer opinions.”

3. Participating clients

A person straightforward system the crew applied to entice and interact potential reviewers was theming their every month review requests. Though a smaller contact, it captured the notice of their buyers and stored the asks fresh new. 

Some example opening strains included  “you are audit I need” in February and  “April showers convey May possibly bouquets (and G2 assessments)” in Might.

FloQast's customer engagement G2 campaign


Every single email would open up with an accounting pun or holiday concept, and then would incentivize reviewers to leave opinions in exchange for an Amazon present card. Consider it or not, accountants are amusing men and women!

4. Driving inside alignment

Eventually, to complete cross-functional alignment and visibility across the group for their campaigns, an interior playbook was established.

LaPlante states, “Making guaranteed our group understood that their involvement in the achievements of the campaign was crucial, and owning that basic understanding of what we have been trying to carry out, was critical and element of the achievement.” 

“Reviews are really important to our quickly-growing firm. We take customer opinions very seriously, and G2 facts aids us promptly adapt to improved fulfill our client’s requires.”

Victoria LaPlante
Head of Shopper Advertising and marketing and Group at FloQast

Monteiro and the FloQast advertising and marketing leadership crew satisfied weekly to brainstorm the original approach, and just after obtaining alignment, labored collectively to talk that prepare to FloQast’s heads of help and consumer results. 

When they have been acquired in, the campaign kicked off with 1:1 outreach from the CSMs to their buyers. Monteiro and LaPlante also wanted to ensure that teams stayed determined to carry on their outreach. They started off by exhibiting a ticker to visually clearly show how shut they ended up to their goal.

LaPlante satisfied with inner stakeholders on a weekly basis to align all numerous contact factors and conversations that ended up going on throughout the business. She also designed and leveraged an interior Slack channel focused to ongoing marketing campaign updates, ideas, and benefits.

From assortment to utilization

Now that they had produced a vast range of evaluations from across their shopper base, FloQast utilized assessments the two internally, to construct have faith in with customers, and externally from a marketing and advertising point of view. 

LaPlante shares,  “If you have a prospect who sees your badges and then will become a customer, a year later when you request them for a overview, they’ll keep in mind how critiques helped them experience validated in their order selection and be more possible to go away a evaluation themselves. It is a ongoing loop that positive aspects all functions involved.” 

“We’re happy to be named a Leader in our class on G2, and the badges acknowledge our posture of dominance over our levels of competition.”

Victoria LaPlante
Head of Buyer Advertising and Neighborhood at FloQast

Internally, LaPlante and her crew get all those testimonials and make guaranteed to react to and appear up with critical themes that they are looking at across evaluations. When testimonials are gathered, FloQast teams them into thematic buckets and critical variables for their organization, this sort of as business dimension, market, and geography. 

They are then packaged into quotebooks to be leveraged as marketing elements by the sales advancement teams.

Embracing all responses

As a Director of Consumer Advertising and marketing, LaPlante acknowledges that outreach to all clients can induce some anxiousness, specially at the management amount, but notes, “you need to stand driving your products. If you are resolute that you have a products that will make a big difference, and you know that customers are successful using it, you can be self-assured that they’ll give you that type of responses that you might be hunting for on G2.” 

LaPlante encourages companies not to be afraid of consumer evaluations, even if it is unclear in which their favor falls. When FloQast receives a destructive assessment, which is uncommon, they make certain to respond to the consumer, and share the responses with the inner crew with the aligning location of possibility. 

“Negative testimonials are a excellent chance. Responding to detrimental evaluations and modifying whichever it is, if feasible, is a chance to mature and change prospects all over.”

Kiely Monteiro
Senior Consultant at The Captivate Collective

This consideration to the customer is reflected in FloQast’s most modern recognition as the #1 seller in the Relationship Index for Money Shut in G2’s Fall 2022 reports. When potential buyers are examining critiques and responses, they can truly feel cozy figuring out that if a worst-scenario scenario occurs, they will be in very good palms.

LaPlante reflects, “One of the core themes that we had been ready to pull absent was how our prospects are pinpointing the fact that we are listening and they really feel like we seriously are getting their responses to coronary heart and to the merchandise. It was one of the places they gave us a good deal of significant remarks on.”

All set to generate a lot more evaluations and come to be a G2 Leader? Find out how to lean into customer-led growth with G2 Marketing Remedies.

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