FloQast’s Guide to Multi-Channel Review Campaigns

Minerva Biven

FloQast has achieved what so numerous organizations try to: speedily populating genuine buyer opinions on G2.

In partnership with The Captivate Collective, their cohesive evaluation generation strategy resulted in a 312% maximize in assessments in comparison to the yr prior.

FloQast is a close administration solution made for accountants, by accountants, that automates, streamlines, and offers visibility into the different motion things that accountants have to go as a result of each individual month. The Captivate Collective is an advocate internet marketing consulting agency that is effective with clientele like FloQast to establish their advocacy tactic from scratch. 

Jointly they constructed a evaluation generation technique that generated much more assessments than FloQast ever has before. 

We sat down with Victoria LaPlante, FloQast’s Head of Purchaser Advertising and Neighborhood, and Kiely Monteiro, The Captivate Collective’s Senior Marketing consultant, to study far more. 

Creating their critique collection technique

LaPlante and Monteiro shared their playbook for setting up the marketing campaign that drove hundreds of new assessments, and how they used all those evaluations right after accumulating them. Their review selection tactic incorporates four crucial steps, highlighted under. 

1. Concentrating on segments

When FloQast first started operating with The Captivate Collective, they explored ways to extend outreach and appeared at concentrating on clients for overview asks when they had been most engaged (and therefore most likely to go away a evaluation). 

To get started, they seemed at admins and supervisors from companies that experienced renewed in the previous 6 months, as nicely as everyone considered a product or service winner by their shopper achievements administrators. They understood these consumers had enough expertise with the platform to give a detailed critique, and that they were actively leveraging FloQast at their organization. 

Following, they qualified consumers who experienced shared suggestions with them in different other channels and hypothesized that if they have been ready to share opinions in 1 channel, they would be likely to share it on G2 as perfectly. They sent critique requests out to their NPS respondents, as nicely as any person who had submitted a guidance ticket and still left responses by the abide by-up.

By increasing their target viewers, FloQast was in a position to seize a broad assortment of genuine critiques from their most engaged people. 

But they did not stop there.

2. Soliciting evaluations through more than a single avenue

In order to push as several assessments as feasible, FloQast also carried out a multi-channel solution to have interaction their comprehensive customer foundation. They explored each individual shopper touchpoint and worked to incorporate critique requests through their consumer knowledge. 

This incorporated building critique requests as a result of: 

  • In-app notifications
  • Item banners
  • FloQast’s application sign-in site
  • Social posts
  • Client neighborhood pages
  • E-mail newsletters 
  • In-human being gatherings

LaPlante shared, “Showcasing it in the application itself, which hundreds of customers are observing each and every solitary working day, it underscores the worth that we are placing on purchaser suggestions.”

3. Engaging clients

One very simple process the crew utilized to entice and engage prospective reviewers was theming their every month evaluate requests. While a smaller contact, it captured the notice of their consumers and kept the asks new. 

Some instance opening traces included  “you are audit I need” in February and  “April showers bring May flowers (and G2 opinions)” in May perhaps.

FloQast's customer engagement G2 campaign


Every electronic mail would open up with an accounting pun or getaway theme, and then would incentivize reviewers to leave opinions in trade for an Amazon gift card. Feel it or not, accountants are humorous folks!

4. Driving internal alignment

Eventually, to carry out cross-functional alignment and visibility throughout the organization for their campaigns, an inside playbook was produced.

LaPlante says, “Making absolutely sure our staff comprehended that their involvement in the success of the marketing campaign was important, and obtaining that typical understanding of what we have been trying to attain, was significant and aspect of the good results.” 

“Reviews are exceptionally critical to our rapidly-expanding corporation. We choose shopper comments pretty significantly, and G2 data helps us swiftly adapt to better fulfill our client’s demands.”

Victoria LaPlante
Head of Purchaser Internet marketing and Neighborhood at FloQast

Monteiro and the FloQast advertising management workforce fulfilled weekly to brainstorm the preliminary system, and right after obtaining alignment, labored jointly to talk that prepare to FloQast’s heads of support and customer accomplishment. 

At the time they had been bought in, the campaign kicked off with 1:1 outreach from the CSMs to their consumers. Monteiro and LaPlante also required to make certain that groups stayed determined to continue their outreach. They began by displaying a ticker to visually exhibit how near they ended up to their intention.

LaPlante fulfilled with interior stakeholders on a weekly basis to align all a variety of touch details and conversations that were being occurring throughout the group. She also established and leveraged an inside Slack channel dedicated to steady campaign updates, tips, and results.

From selection to utilization

Now that they experienced produced a extensive array of testimonials from across their client base, FloQast made use of testimonials the two internally, to construct have faith in with customers, and externally from a advertising and marketing viewpoint. 

LaPlante shares,  “If you have a prospect who sees your badges and then becomes a buyer, a 12 months later when you check with them for a evaluate, they’ll recall how assessments helped them come to feel validated in their order conclusion and be additional most likely to go away a evaluate themselves. It’s a steady loop that benefits all functions concerned.” 

“We’re proud to be named a Leader in our group on G2, and the badges acknowledge our situation of dominance above our level of competition.”

Victoria LaPlante
Head of Customer Promoting and Neighborhood at FloQast

Internally, LaPlante and her group get these assessments and make sure to respond to and appear up with important themes that they are observing across opinions. When reviews are collected, FloQast groups them into thematic buckets and important variables for their small business, this sort of as small business dimension, market, and geography. 

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

Embracing all suggestions

As a Director of Consumer Marketing and advertising, LaPlante recognizes that outreach to all shoppers can trigger some stress, particularly at the management stage, but notes, “you require to stand powering your product or service. If you are resolute that you have a solution that tends to make a change, and you know that shoppers are productive applying it, you can be self-confident that they are going to give you that form of comments that you might be hunting for on G2.” 

LaPlante encourages businesses not to be scared of consumer evaluations, even if it is unclear the place their favor falls. When FloQast receives a destructive review, which is scarce, they make confident to answer to the buyer, and share the feedback with the inner group with the aligning place of prospect. 

“Negative assessments are a good option. Responding to unfavorable evaluations and changing regardless of what it is, if achievable, is a chance to grow and flip clients all over.”

Kiely Monteiro
Senior Specialist at The Captivate Collective

This awareness to the buyer is mirrored in FloQast’s most latest recognition as the #1 seller in the Relationship Index for Economical Close in G2’s Drop 2022 studies. When likely buyers are studying assessments and responses, they can come to feel comfy recognizing that if a worst-scenario state of affairs takes place, they will be in good fingers.

LaPlante displays, “One of the main themes that we ended up capable to pull absent was how our prospects are determining the simple fact that we are listening and they experience like we seriously are getting their suggestions to coronary heart and to the products. It was just one of the locations they gave us a good deal of higher remarks on.”

Completely ready to create a lot more testimonials and grow to be a G2 Leader? Find out how to lean into buyer-led expansion with G2 Marketing and advertising Answers.

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