FloQast’s Guide to Multi-Channel Review Campaigns

FloQast has achieved what so many corporations attempt to: rapidly populating authentic shopper testimonials on G2.

In partnership with The Captivate Collective, their cohesive evaluate technology technique resulted in a 312% maximize in opinions in comparison to the 12 months prior.

FloQast is a near management solution produced for accountants, by accountants, that automates, streamlines, and offers visibility into the many motion things that accountants have to go as a result of just about every thirty day period. The Captivate Collective is an advocate advertising and marketing consulting company that functions with consumers like FloQast to establish their advocacy system from scratch. 

Together they constructed a evaluate era method that generated far more assessments than FloQast ever has in advance of. 

We sat down with Victoria LaPlante, FloQast’s Head of Customer Advertising and Local community, and Kiely Monteiro, The Captivate Collective’s Senior Marketing consultant, to learn much more. 

Making their overview selection approach

LaPlante and Monteiro shared their playbook for building the campaign that drove hundreds of new reviews, and how they utilized these reviews immediately after accumulating them. Their assessment collection system incorporates 4 vital ways, highlighted under. 

1. Focusing on segments

When FloQast initial started out doing work with The Captivate Collective, they explored approaches to develop outreach and looked at concentrating on buyers for overview asks when they had been most engaged (and therefore most most likely to go away a overview). 

To commence, they looked at admins and managers from corporations that had renewed in the previous six months, as effectively as everyone considered a product or service champion by their buyer success professionals. They knew these customers had enough experience with the platform to give a detailed overview, and that they ended up actively leveraging FloQast at their group. 

Next, they focused prospects who experienced shared responses with them in numerous other channels and hypothesized that if they were ready to share responses in a single channel, they would be probably to share it on G2 as properly. They despatched evaluate requests out to their NPS respondents, as nicely as any person who experienced submitted a aid ticket and remaining responses as a result of the abide by-up.

By growing their target audience, FloQast was equipped to seize a wide range of authentic assessments from their most engaged buyers. 

But they didn’t cease there.

2. Soliciting reviews by way of a lot more than one particular avenue

In purchase to drive as lots of testimonials as possible, FloQast also applied a multi-channel strategy to have interaction their complete client foundation. They explored just about every shopper touchpoint and worked to incorporate critique requests in the course of their client experience. 

This included producing review requests through: 

  • In-app notifications
  • Product or service banners
  • FloQast’s software signal-in web page
  • Social posts
  • Shopper local community webpages
  • Electronic mail newsletters 
  • In-human being occasions

LaPlante shared, “Showcasing it inside of the software alone, which countless numbers of customers are observing every single day, it underscores the price that we are placing on shopper responses.”

3. Partaking consumers

One particular uncomplicated approach the group made use of to entice and have interaction opportunity reviewers was theming their month-to-month critique requests. While a small contact, it captured the awareness of their shoppers and kept the asks new. 

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

FloQast's customer engagement G2 campaign


Every single e-mail would open with an accounting pun or holiday getaway theme, and then would incentivize reviewers to depart suggestions in exchange for an Amazon present card. Imagine it or not, accountants are amusing individuals!

4. Driving internal alignment

At last, to accomplish cross-useful alignment and visibility across the group for their strategies, an inner playbook was developed.

LaPlante claims, “Making certain our team recognized that their involvement in the accomplishment of the campaign was essential, and having that general knowledge of what we have been attempting to attain, was essential and part of the results.” 

“Reviews are extremely important to our quickly-growing group. We take purchaser feed-back pretty critically, and G2 facts allows us rapidly adapt to superior meet up with our client’s requirements.”

Victoria LaPlante
Head of Shopper Promoting and Group at FloQast

Monteiro and the FloQast advertising leadership staff achieved weekly to brainstorm the preliminary plan, and after finding alignment, labored jointly to talk that prepare to FloQast’s heads of support and shopper success. 

As soon as they have been acquired in, the campaign kicked off with 1:1 outreach from the CSMs to their consumers. Monteiro and LaPlante also wished to ensure that groups stayed determined to proceed their outreach. They started off by displaying a ticker to visually clearly show how near they had been to their target.

LaPlante satisfied with internal stakeholders on a weekly basis to align all a variety of contact points and conversations that have been happening across the organization. She also established and leveraged an interior Slack channel dedicated to continuous marketing campaign updates, suggestions, and results.

From collection to utilization

Now that they had produced a wide variety of assessments from across their consumer foundation, FloQast employed reviews both internally, to make rely on with customers, and externally from a marketing and advertising standpoint. 

LaPlante shares,  “If you have a prospect who sees your badges and then will become a customer, a yr later when you talk to them for a evaluation, they’ll don’t forget how reviews assisted them feel validated in their invest in decision and be much more possible to go away a evaluation on their own. It is a continuous loop that advantages all get-togethers involved.” 

“We’re happy to be named a Chief in our class on G2, and the badges acknowledge our posture of dominance earlier mentioned our level of competition.”

Victoria LaPlante
Head of Client Promoting and Community at FloQast

Internally, LaPlante and her team choose people reviews and make absolutely sure to react to and occur up with critical themes that they are seeing throughout critiques. When assessments are gathered, FloQast groups them into thematic buckets and essential variables for their business, this sort of as enterprise dimensions, market, and geography. 

They are then packaged into quotebooks to be leveraged as advertising resources by the income improvement groups.

Embracing all feed-back

As a Director of Consumer Marketing, LaPlante acknowledges that outreach to all consumers can cause some panic, especially at the leadership degree, but notes, “you have to have to stand driving your products. If you are resolute that you have a solution that will make a big difference, and you know that consumers are productive employing it, you can be self-confident that they’ll give you that kind of feed-back that you happen to be on the lookout for on G2.” 

LaPlante encourages companies not to be worried of consumer assessments, even if it is unclear wherever their favor falls. When FloQast receives a unfavorable evaluation, which is scarce, they make sure to respond to the shopper, and share the opinions with the inner crew with the aligning spot of chance. 

“Negative opinions are a fantastic option. Responding to unfavorable evaluations and shifting what ever it is, if possible, is a probability to increase and switch customers all over.”

Kiely Monteiro
Senior Advisor at The Captivate Collective

This notice to the customer is reflected in FloQast’s most modern recognition as the #1 seller in the Partnership Index for Fiscal Close in G2’s Drop 2022 reviews. When possible prospects are examining critiques and responses, they can come to feel snug being aware of that if a worst-case state of affairs comes about, they will be in superior hands.

LaPlante displays, “One of the core themes that we had been able to pull absent was how our customers are identifying the actuality that we are listening and they experience like we definitely are having their opinions to coronary heart and to the products. It was 1 of the locations they gave us a whole lot of superior remarks on.”

Completely ready to create far more assessments and grow to be a G2 Chief? Master how to lean into client-led advancement with G2 Marketing and advertising Methods.

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