FloQast’s Guide to Multi-Channel Review Campaigns

FloQast has accomplished what so lots of providers try to: speedily populating authentic consumer assessments on G2.

In partnership with The Captivate Collective, their cohesive evaluation generation technique resulted in a 312% increase in critiques when compared to the year prior.

FloQast is a near management answer produced for accountants, by accountants, that automates, streamlines, and gives visibility into the many action merchandise that accountants have to go as a result of every single month. The Captivate Collective is an advocate advertising and marketing consulting agency that performs with consumers like FloQast to make their advocacy approach from scratch. 

Jointly they created a evaluate generation method that created much more reviews than FloQast ever has in advance of. 

We sat down with Victoria LaPlante, FloQast’s Head of Purchaser Marketing and advertising and Group, and Kiely Monteiro, The Captivate Collective’s Senior Guide, to master extra. 

Building their review assortment approach

LaPlante and Monteiro shared their playbook for making the campaign that drove hundreds of new reviews, and how they used all those testimonials after accumulating them. Their critique assortment method contains four critical techniques, highlighted beneath. 

1. Targeting segments

When FloQast very first started working with The Captivate Collective, they explored techniques to broaden outreach and looked at focusing on shoppers for evaluation asks when they ended up most engaged (and hence most probable to leave a critique). 

To start off, they seemed at admins and managers from corporations that had renewed in the past 6 months, as nicely as anyone deemed a products winner by their purchaser good results professionals. They realized these buyers experienced enough experience with the system to give a in depth assessment, and that they ended up actively leveraging FloQast at their group. 

Up coming, they targeted shoppers who experienced shared feed-back with them in several other channels and hypothesized that if they ended up eager to share responses in a single channel, they would be very likely to share it on G2 as effectively. They despatched assessment requests out to their NPS respondents, as perfectly as any one who experienced submitted a support ticket and remaining feedback by way of the observe-up.

By growing their target audience, FloQast was in a position to seize a broad selection of reliable reviews from their most engaged people. 

But they did not quit there.

2. Soliciting assessments by more than just one avenue

In buy to travel as many assessments as attainable, FloQast also applied a multi-channel tactic to have interaction their full buyer base. They explored each individual shopper touchpoint and labored to include evaluate requests throughout their customer encounter. 

This involved making critique requests by: 

  • In-app notifications
  • Merchandise banners
  • FloQast’s application signal-in site
  • Social posts
  • Shopper neighborhood web pages
  • E-mail newsletters 
  • In-human being functions

LaPlante shared, “Showcasing it inside of the application by itself, which countless numbers of buyers are viewing every single one day, it underscores the value that we are inserting on consumer comments.”

3. Engaging consumers

1 very simple system the workforce used to bring in and engage likely reviewers was theming their month-to-month assessment requests. When a modest contact, it captured the awareness of their customers and stored the asks refreshing. 

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

FloQast's customer engagement G2 campaign


Each e-mail would open up with an accounting pun or getaway concept, and then would incentivize reviewers to go away responses in trade for an Amazon reward card. Consider it or not, accountants are amusing men and women!

4. Driving inside alignment

Lastly, to execute cross-purposeful alignment and visibility throughout the business for their strategies, an interior playbook was made.

LaPlante claims, “Making sure our workforce comprehended that their involvement in the achievements of the campaign was important, and obtaining that standard being familiar with of what we were seeking to achieve, was significant and portion of the achievements.” 

“Reviews are incredibly important to our quick-developing group. We choose purchaser feedback pretty severely, and G2 information will help us swiftly adapt to superior meet our client’s wants.”

Victoria LaPlante
Head of Consumer Internet marketing and Local community at FloQast

Monteiro and the FloQast advertising and marketing management crew fulfilled weekly to brainstorm the original prepare, and just after getting alignment, worked alongside one another to talk that plan to FloQast’s heads of aid and customer achievements. 

At the time they ended up purchased in, the campaign kicked off with 1:1 outreach from the CSMs to their buyers. Monteiro and LaPlante also wanted to make certain that teams stayed motivated to keep on their outreach. They started by exhibiting a ticker to visually present how near they ended up to their goal.

LaPlante achieved with interior stakeholders on a weekly basis to align all numerous contact points and conversations that have been going on across the business. She also developed and leveraged an inner Slack channel devoted to continual marketing campaign updates, suggestions, and effects.

From collection to utilization

Now that they had produced a extensive array of testimonials from across their buyer foundation, FloQast utilised critiques equally internally, to construct have faith in with buyers, and externally from a internet marketing standpoint. 

LaPlante shares,  “If you have a prospect who sees your badges and then turns into a client, a calendar year afterwards when you inquire them for a review, they’ll recall how testimonials aided them sense validated in their buy determination and be a lot more probable to leave a critique them selves. It’s a continual loop that advantages all functions associated.” 

“We’re very pleased 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 Consumer Marketing and Neighborhood at FloQast

Internally, LaPlante and her staff take these testimonials and make guaranteed to respond to and arrive up with key themes that they are seeing across testimonials. When assessments are collected, FloQast teams them into thematic buckets and vital variables for their organization, this kind of as small business size, marketplace, and geography. 

They are then packaged into quotebooks to be leveraged as internet marketing products by the revenue growth teams.

Embracing all feed-back

As a Director of Consumer Promoting, LaPlante acknowledges that outreach to all shoppers can trigger some stress and anxiety, specifically at the management stage, but notes, “you need to stand guiding your product or service. If you are resolute that you have a products that makes a variation, and you know that prospects are successful applying it, you can be self-assured that they will give you that sort of feedback that you might be searching for on G2.” 

LaPlante encourages organizations not to be concerned of buyer opinions, even if it is unclear where their favor falls. When FloQast receives a detrimental overview, which is uncommon, they make certain to react to the buyer, and share the comments with the inside crew with the aligning spot of chance. 

“Negative evaluations are a fantastic opportunity. Responding to damaging critiques and transforming whatever it is, if attainable, is a likelihood to improve and switch prospects around.”

Kiely Monteiro
Senior Expert at The Captivate Collective

This awareness to the customer is mirrored in FloQast’s most modern recognition as the #1 vendor in the Connection Index for Money Near in G2’s Drop 2022 reports. When likely customers are looking through evaluations and responses, they can sense relaxed recognizing that if a worst-situation situation takes place, they will be in superior fingers.

LaPlante demonstrates, “One of the main themes that we were being equipped to pull absent was how our shoppers are determining the simple fact that we are listening and they feel like we truly are having their comments to heart and to the solution. It was a single of the spots they gave us a large amount of superior remarks on.”

All set to crank out much more reviews and turn into a G2 Chief? Understand how to lean into client-led progress with G2 Internet marketing Alternatives.

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