June 17, 2024


Marsh Gas

FloQast’s Guide to Multi-Channel Review Campaigns

FloQast’s Guide to Multi-Channel Review Campaigns

FloQast has attained what so a lot of providers attempt to: immediately populating genuine consumer evaluations on G2.

In partnership with The Captivate Collective, their cohesive critique era system resulted in a 312% raise in opinions compared to the calendar year prior.

FloQast is a near administration solution manufactured for accountants, by accountants, that automates, streamlines, and presents visibility into the numerous action goods that accountants have to go by just about every month. The Captivate Collective is an advocate internet marketing consulting agency that operates with purchasers like FloQast to establish their advocacy system from scratch. 

Jointly they designed a evaluation era system that produced extra assessments than FloQast ever has before. 

We sat down with Victoria LaPlante, FloQast’s Head of Buyer Marketing and Neighborhood, and Kiely Monteiro, The Captivate Collective’s Senior Guide, to find out far more. 

Making their evaluation assortment method

LaPlante and Monteiro shared their playbook for creating the campaign that drove hundreds of new evaluations, and how they used individuals reviews immediately after gathering them. Their evaluate collection technique contains 4 essential techniques, highlighted underneath. 

1. Targeting segments

When FloQast initial started performing with The Captivate Collective, they explored techniques to extend outreach and appeared at focusing on customers for evaluation asks when they have been most engaged (and hence most very likely to leave a assessment). 

To begin, they appeared at admins and supervisors from firms that had renewed in the past 6 months, as perfectly as any person considered a products winner by their consumer accomplishment supervisors. They realized these buyers experienced adequate expertise with the platform to give a in depth critique, and that they had been actively leveraging FloQast at their group. 

Up coming, they qualified buyers who experienced shared feedback with them in various other channels and hypothesized that if they were willing to share comments in one channel, they would be likely to share it on G2 as effectively. They despatched review requests out to their NPS respondents, as effectively as any one who experienced submitted a aid ticket and left responses via the observe-up.

By increasing their concentrate on audience, FloQast was equipped to capture a broad range of genuine testimonials from their most engaged consumers. 

But they didn’t halt there.

2. Soliciting reviews by means of more than just one avenue

In purchase to generate as many critiques as doable, FloQast also executed a multi-channel solution to interact their entire purchaser foundation. They explored every buyer touchpoint and worked to incorporate evaluation requests throughout their consumer practical experience. 

This integrated generating evaluate requests by means of: 

  • In-app notifications
  • Merchandise banners
  • FloQast’s software indicator-in page
  • Social posts
  • Customer community webpages
  • Email newsletters 
  • In-human being functions

LaPlante shared, “Showcasing it within the software itself, which hundreds of customers are looking at each individual single day, it underscores the worth that we are inserting on customer responses.”

3. Participating customers

Just one simple technique the workforce made use of to appeal to and interact likely reviewers was theming their month-to-month overview requests. Though a small contact, it captured the attention of their consumers and held the asks clean. 

Some illustration opening lines included  “you are audit I need” in February and  “April showers carry May possibly bouquets (and G2 critiques)” in May.

FloQast's customer engagement G2 campaign


Each and every electronic mail would open up with an accounting pun or holiday concept, and then would incentivize reviewers to depart responses in exchange for an Amazon reward card. Believe it or not, accountants are funny folks!

4. Driving inner alignment

At last, to attain cross-functional alignment and visibility across the corporation for their strategies, an internal playbook was designed.

LaPlante states, “Making confident our team recognized that their involvement in the achievements of the marketing campaign was crucial, and obtaining that basic being familiar with of what we ended up hoping to carry out, was important and section of the good results.” 

“Reviews are particularly important to our rapidly-growing group. We acquire consumer comments pretty very seriously, and G2 info can help us speedily adapt to better fulfill our client’s requirements.”

Victoria LaPlante
Head of Purchaser Internet marketing and Community at FloQast

Monteiro and the FloQast marketing and advertising leadership group fulfilled weekly to brainstorm the preliminary approach, and after receiving alignment, labored alongside one another to talk that system to FloQast’s heads of aid and shopper accomplishment. 

When they were being acquired in, the campaign kicked off with 1:1 outreach from the CSMs to their consumers. Monteiro and LaPlante also needed to make certain that teams stayed inspired to go on their outreach. They began by exhibiting a ticker to visually demonstrate how close they were being to their purpose.

LaPlante fulfilled with inside stakeholders on a weekly basis to align all many contact details and conversations that ended up occurring across the group. She also established and leveraged an interior Slack channel dedicated to continual campaign updates, tips, and success.

From selection to utilization

Now that they experienced generated a broad vary of critiques from throughout their purchaser foundation, FloQast utilised testimonials equally internally, to construct belief with buyers, and externally from a promoting standpoint. 

LaPlante shares,  “If you have a prospect who sees your badges and then turns into a consumer, a 12 months later when you request them for a evaluation, they’ll remember how assessments aided them feel validated in their purchase decision and be a lot more probably to leave a critique them selves. It is a ongoing loop that benefits all events included.” 

“We’re happy to be named a Leader in our category on G2, and the badges accept our posture of dominance higher than our opposition.”

Victoria LaPlante
Head of Buyer Advertising and Group at FloQast

Internally, LaPlante and her workforce acquire people testimonials and make guaranteed to reply to and occur up with vital themes that they are seeing across critiques. When testimonials are collected, FloQast teams them into thematic buckets and significant variables for their company, this sort of as small business measurement, sector, and geography. 

They are then packaged into quotebooks to be leveraged as advertising and marketing materials by the sales development groups.

Embracing all suggestions

As a Director of Customer Advertising, LaPlante recognizes that outreach to all shoppers can trigger some nervousness, specifically at the management amount, but notes, “you need to stand powering your products. If you are resolute that you have a merchandise that will make a distinction, and you know that customers are prosperous employing it, you can be self-assured that they’ll give you that variety of feedback that you are seeking for on G2.” 

LaPlante encourages providers not to be scared of buyer reviews, even if it is unclear exactly where their favor falls. When FloQast gets a adverse critique, which is uncommon, they make sure to respond to the customer, and share the feed-back with the internal crew with the aligning space of prospect. 

“Negative opinions are a wonderful option. Responding to unfavorable assessments and altering no matter what it is, if achievable, is a chance to mature and convert buyers around.”

Kiely Monteiro
Senior Marketing consultant at The Captivate Collective

This consideration to the shopper is reflected in FloQast’s most new recognition as the #1 seller in the Romantic relationship Index for Economical Near in G2’s Tumble 2022 experiences. When possible buyers are reading through critiques and responses, they can experience relaxed recognizing that if a worst-scenario state of affairs transpires, they will be in excellent hands.

LaPlante reflects, “One of the main themes that we ended up in a position to pull away was how our clients are identifying the actuality that we are listening and they really feel like we genuinely are using their feed-back to heart and to the item. It was a single of the regions they gave us a ton of high remarks on.”

Completely ready to crank out extra critiques and turn out to be a G2 Chief? Understand how to lean into client-led advancement with G2 Advertising and marketing Solutions.