FloQast’s Guide to Multi-Channel Review Campaigns
6 min read
FloQast has attained what so numerous businesses strive to: immediately populating genuine shopper opinions on G2.
In partnership with The Captivate Collective, their cohesive evaluate era tactic resulted in a 312% raise in reviews as opposed to the 12 months prior.
FloQast is a near administration remedy designed for accountants, by accountants, that automates, streamlines, and presents visibility into the several motion objects that accountants have to go through each and every thirty day period. The Captivate Collective is an advocate internet marketing consulting company that functions with purchasers like FloQast to establish their advocacy method from scratch.
Alongside one another they designed a review era approach that created far more assessments than FloQast ever has ahead of.
We sat down with Victoria LaPlante, FloQast’s Head of Client Marketing and advertising and Group, and Kiely Monteiro, The Captivate Collective’s Senior Guide, to find out additional.
Making their assessment assortment technique
LaPlante and Monteiro shared their playbook for setting up the campaign that drove hundreds of new assessments, and how they utilized people opinions immediately after collecting them. Their evaluate selection approach consists of 4 significant measures, highlighted under.
1. Focusing on segments
When FloQast very first started working with The Captivate Collective, they explored means to grow outreach and looked at concentrating on prospects for critique asks when they had been most engaged (and thus most probably to go away a overview).
To start off, they seemed at admins and managers from businesses that had renewed in the previous 6 months, as properly as anyone deemed a item winner by their buyer achievement professionals. They understood these people experienced adequate experience with the system to give a thorough review, and that they have been actively leveraging FloQast at their group.
Subsequent, they qualified shoppers who had shared feedback with them in many other channels and hypothesized that if they were being prepared to share feed-back in a single channel, they would be probable to share it on G2 as well. They sent overview requests out to their NPS respondents, as properly as anyone who experienced submitted a help ticket and left feedback by means of the adhere to-up.
By growing their target viewers, FloQast was able to seize a wide vary of genuine assessments from their most engaged people.
But they did not quit there.
2. Soliciting reviews by way of more than 1 avenue
In buy to generate as quite a few testimonials as attainable, FloQast also executed a multi-channel approach to interact their full customer base. They explored each shopper touchpoint and worked to include evaluation requests throughout their client encounter.
This integrated making evaluation requests by way of:
- In-app notifications
- Solution banners
- FloQast’s software indicator-in page
- Social posts
- Shopper group pages
- Email newsletters
- In-person events
LaPlante shared, “Showcasing it within the application by itself, which 1000’s of customers are viewing each individual one day, it underscores the price that we are positioning on buyer feedback.”
3. Participating shoppers
Just one uncomplicated system the staff utilized to entice and have interaction possible reviewers was theming their month to month review requests. When a small touch, it captured the consideration of their prospects and retained the asks fresh.
Some case in point opening strains included “you are audit I need” in February and “April showers provide May flowers (and G2 reviews)” in May possibly.
Each individual electronic mail would open with an accounting pun or holiday topic, and then would incentivize reviewers to depart comments in exchange for an Amazon reward card. Believe it or not, accountants are amusing folks!
4. Driving interior alignment
At last, to achieve cross-purposeful alignment and visibility across the corporation for their campaigns, an inside playbook was created.
LaPlante says, “Making positive our workforce understood that their involvement in the achievement of the campaign was critical, and obtaining that normal comprehension of what we were seeking to attain, was significant and portion of the achievements.”
Victoria LaPlante
Head of Shopper Internet marketing and Group at FloQast
Monteiro and the FloQast marketing and advertising leadership team achieved weekly to brainstorm the first program, and right after receiving alignment, worked jointly to talk that prepare to FloQast’s heads of assistance and client success.
At the time they were acquired in, the campaign kicked off with 1:1 outreach from the CSMs to their prospects. Monteiro and LaPlante also wished to make sure that groups stayed enthusiastic to carry on their outreach. They begun by exhibiting a ticker to visually demonstrate how shut they ended up to their target.
LaPlante achieved with internal stakeholders on a weekly basis to align all a variety of touch factors and conversations that had been taking place throughout the firm. She also developed and leveraged an internal Slack channel committed to ongoing marketing campaign updates, suggestions, and results.
From collection to utilization
LaPlante shares, “If you have a prospect who sees your badges and then gets to be a buyer, a year later on when you talk to them for a evaluation, they’ll don’t forget how testimonials helped them sense validated in their obtain choice and be much more probable to go away a review on their own. It’s a ongoing loop that positive aspects all get-togethers involved.”
Victoria LaPlante
Head of Customer Advertising and Local community at FloQast
Internally, LaPlante and her crew get these opinions and make confident to react to and come up with important themes that they are viewing across reviews. When assessments are collected, FloQast teams them into thematic buckets and vital variables for their business enterprise, such as enterprise measurement, business, and geography.
They are then packaged into quotebooks to be leveraged as promoting elements by the sales improvement groups.
Embracing all opinions
As a Director of Shopper Advertising and marketing, LaPlante acknowledges that outreach to all clients can trigger some anxiousness, in particular at the leadership amount, but notes, “you need to have to stand driving your product. If you are resolute that you have a product or service that helps make a difference, and you know that clients are productive utilizing it, you can be assured that they are going to give you that type of opinions that you’re seeking for on G2.”
LaPlante encourages firms not to be scared of client assessments, even if it is unclear in which their favor falls. When FloQast gets a destructive assessment, which is unusual, they make certain to reply to the buyer, and share the opinions with the internal team with the aligning area of possibility.
Kiely Monteiro
Senior Consultant at The Captivate Collective
This attention to the customer is mirrored in FloQast’s most current recognition as the #1 vendor in the Marriage Index for Economical Near in G2’s Drop 2022 experiences. When possible customers are reading reviews and responses, they can experience at ease being aware of that if a worst-circumstance situation happens, they will be in good arms.
LaPlante reflects, “One of the core themes that we have been in a position to pull away was how our clients are figuring out the fact that we are listening and they experience like we actually are getting their feedback to heart and to the solution. It was one of the areas they gave us a large amount of high remarks on.”
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