FloQast has achieved what so many corporations attempt to: rapidly populating genuine buyer opinions on G2.
In partnership with The Captivate Collective, their cohesive overview era technique resulted in a 312% improve in opinions in comparison with the 12 months prior.
FloQast is an in depth administration resolution made for accountants, by accountants, that automates, streamlines, and offers visibility into the varied motion objects that accountants need to undergo each month. The Captivate Collective is an advocate advertising and marketing consulting company that works with shoppers like FloQast to construct their advocacy technique from scratch.
Collectively they constructed a overview era technique that generated extra opinions than FloQast ever has earlier than.
We sat down with Victoria LaPlante, FloQast’s Head of Buyer Advertising and Group, and Kiely Monteiro, The Captivate Collective’s Senior Advisor, to study extra.
Constructing their overview assortment technique
LaPlante and Monteiro shared their playbook for constructing the marketing campaign that drove lots of of latest opinions, and the way they utilized these opinions after gathering them. Their overview assortment technique contains 4 important steps, highlighted beneath.
1. Concentrating on segments
When FloQast first began working with The Captivate Collective, they explored methods to develop outreach and checked out concentrating on clients for overview asks after they had been most engaged (and due to this fact most definitely to depart a overview).
To start out, they checked out admins and managers from corporations that had renewed up to now six months, in addition to anybody deemed a product champion by their buyer success managers. They knew these customers had sufficient expertise with the platform to provide a complete overview, and that they had been actively leveraging FloQast at their group.
Subsequent, they focused clients who had shared suggestions with them in varied different channels and hypothesized that in the event that they had been prepared to share suggestions in a single channel, they might be more likely to share it on G2 as properly. They despatched overview requests out to their NPS respondents, in addition to anybody who had submitted a assist ticket and left suggestions by means of the follow-up.
By increasing their audience, FloQast was in a position to seize a broad vary of genuine opinions from their most engaged customers.
However they didn’t cease there.
2. Soliciting opinions by means of a couple of avenue
To be able to drive as many opinions as attainable, FloQast additionally applied a multi-channel method to have interaction their full buyer base. They explored each buyer touchpoint and labored to include overview requests all through their buyer expertise.
This included making overview requests by means of:
- In-app notifications
- Product banners
- FloQast’s utility sign-in web page
- Social posts
- Buyer neighborhood pages
- Electronic mail newsletters
- In-person occasions
LaPlante shared, “Showcasing it throughout the utility itself, which hundreds of customers are seeing each single day, it underscores the worth that we’re putting on buyer suggestions.”
3. Participating clients
One easy methodology the staff used to draw and interact potential reviewers was theming their month-to-month overview requests. Whereas a small contact, it captured the eye of their clients and stored the asks recent.
Some instance opening strains included “you might be audit I would like” in February and “April showers carry Might flowers (and G2 opinions)” in Might.
Every e mail would open with an accounting pun or vacation theme, after which would incentivize reviewers to depart suggestions in trade for an Amazon present card. Consider it or not, accountants are humorous individuals!
4. Driving inside alignment
Lastly, to perform cross-functional alignment and visibility throughout the group for his or her campaigns, an inside playbook was created.
LaPlante says, “Ensuring our staff understood that their involvement within the success of the marketing campaign was important, and having that basic understanding of what we had been attempting to perform, was necessary and a part of the success.”
Victoria LaPlante
Head of Buyer Advertising and Group at FloQast
Monteiro and the FloQast advertising and marketing management staff met weekly to brainstorm the preliminary plan, and after getting alignment, labored collectively to speak that plan to FloQast’s heads of assist and buyer success.
As soon as they had been purchased in, the marketing campaign kicked off with 1:1 outreach from the CSMs to their clients. Monteiro and LaPlante additionally wished to make sure that groups stayed motivated to proceed their outreach. They began by displaying a ticker to visually present how shut they had been to their objective.
LaPlante met with inside stakeholders on a weekly foundation to align all varied contact factors and conversations that had been occurring throughout the group. She additionally created and leveraged an inside Slack channel devoted to steady marketing campaign updates, concepts, and outcomes.
From assortment to utilization
Now that they’d generated a variety of opinions from throughout their buyer base, FloQast used opinions each internally, to construct belief with clients, and externally from a advertising and marketing perspective.
LaPlante shares, “When you have a prospect who sees your badges after which turns into a buyer, a 12 months later once you ask them for a overview, they’ll keep in mind how opinions helped them really feel validated of their buy determination and be extra more likely to depart a overview themselves. It’s a steady loop that advantages all events concerned.”
Victoria LaPlante
Head of Buyer Advertising and Group at FloQast
Internally, LaPlante and her staff take these opinions and ensure to answer and provide you with key themes that they’re seeing throughout opinions. When opinions are collected, FloQast teams them into thematic buckets and necessary variables for his or her enterprise, resembling enterprise measurement, business, and geography.
They’re then packaged into quotebooks to be leveraged as advertising and marketing supplies by the gross sales improvement groups.
Embracing all suggestions
As a Director of Buyer Advertising, LaPlante acknowledges that outreach to all clients could cause some anxiousness, particularly on the management stage, however notes, “you might want to stand behind your product. In case you are resolute that you’ve a product that makes a distinction, and you realize that clients are profitable utilizing it, you could be assured that they will provide you with that sort of suggestions that you just’re on the lookout for on G2.”
LaPlante encourages corporations to not be afraid of buyer opinions, even whether it is unclear the place their favor falls. When FloQast receives a unfavourable overview, which is uncommon, they be certain to answer the shopper, and share the suggestions with the inner staff with the aligning space of alternative.
Kiely Monteiro
Senior Advisor at The Captivate Collective
This consideration to the shopper is mirrored in FloQast’s most up-to-date recognition because the #1 vendor within the Relationship Index for Monetary Shut in G2’s Fall 2022 reviews. When potential clients are studying opinions and responses, they’ll really feel comfy realizing that if a worst-case situation occurs, they are going to be in good palms.
LaPlante displays, “One of many core themes that we had been in a position to draw back was how our clients are figuring out the truth that we’re listening and so they really feel like we actually are taking their suggestions to coronary heart and to the product. It was one of many areas they gave us loads of excessive remarks on.”
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