December 3, 2022


Down Body Business

FloQast’s Guide to Multi-Channel Review Campaigns

FloQast has achieved what so quite a few corporations strive to: immediately populating authentic client reviews on G2.

In partnership with The Captivate Collective, their cohesive assessment generation system resulted in a 312% increase in evaluations when compared to the year prior.

FloQast is a close administration alternative created for accountants, by accountants, that automates, streamlines, and offers visibility into the various motion things that accountants have to go through each and every month. The Captivate Collective is an advocate advertising and marketing consulting agency that will work with shoppers like FloQast to develop their advocacy technique from scratch. 

Together they developed a assessment technology approach that produced a lot more opinions than FloQast ever has ahead of. 

We sat down with Victoria LaPlante, FloQast’s Head of Consumer Marketing and advertising and Group, and Kiely Monteiro, The Captivate Collective’s Senior Consultant, to discover extra. 

Making their review collection strategy

LaPlante and Monteiro shared their playbook for constructing the campaign that drove hundreds of new critiques, and how they utilized all those reviews right after amassing them. Their evaluate assortment tactic consists of 4 significant ways, highlighted under. 

1. Focusing on segments

When FloQast very first began performing with The Captivate Collective, they explored strategies to develop outreach and looked at concentrating on shoppers for review asks when they had been most engaged (and hence most most likely to depart a evaluation). 

To start off, they appeared at admins and administrators from corporations that experienced renewed in the past 6 months, as effectively as any person considered a solution champion by their consumer achievement administrators. They knew these users had ample experience with the platform to give a thorough review, and that they were being actively leveraging FloQast at their group. 

Upcoming, they targeted prospects who had shared opinions with them in different other channels and hypothesized that if they were being keen to share comments in 1 channel, they would be most likely to share it on G2 as nicely. They sent overview requests out to their NPS respondents, as nicely as anyone who had submitted a aid ticket and left opinions by the follow-up.

By expanding their focus on viewers, FloQast was capable to capture a broad variety of reliable reviews from their most engaged buyers. 

But they did not end there.

2. Soliciting reviews by way of additional than one avenue

In buy to generate as quite a few reviews as probable, FloQast also applied a multi-channel strategy to engage their comprehensive customer foundation. They explored just about every consumer touchpoint and labored to incorporate overview requests all through their shopper expertise. 

This incorporated creating review requests by: 

  • In-application notifications
  • Product or service banners
  • FloQast’s application indication-in site
  • Social posts
  • Client local community webpages
  • Electronic mail newsletters 
  • In-individual events

LaPlante shared, “Showcasing it within just the software by itself, which 1000’s of buyers are observing just about every single working day, it underscores the benefit that we are positioning on shopper feedback.”

3. Partaking customers

A person uncomplicated approach the workforce used to draw in and interact probable reviewers was theming their monthly review requests. While a compact contact, it captured the attention of their consumers and retained the asks clean. 

Some illustration opening strains included  “you are audit I need” in February and  “April showers deliver May possibly flowers (and G2 evaluations)” in May perhaps.

FloQast's customer engagement G2 campaign


Just about every electronic mail would open up with an accounting pun or holiday break theme, and then would incentivize reviewers to leave opinions in trade for an Amazon present card. Imagine it or not, accountants are humorous people!

4. Driving inside alignment

Ultimately, to carry out cross-practical alignment and visibility throughout the group for their strategies, an inside playbook was established.

LaPlante states, “Making absolutely sure our workforce understood that their involvement in the achievement of the marketing campaign was essential, and getting that typical being familiar with of what we were striving to execute, was critical and part of the success.” 

“Reviews are incredibly vital to our quickly-rising organization. We get shopper feedback incredibly severely, and G2 information will help us promptly adapt to much better satisfy our client’s desires.”

Victoria LaPlante
Head of Consumer Internet marketing and Neighborhood at FloQast

Monteiro and the FloQast marketing management crew met weekly to brainstorm the preliminary program, and just after having alignment, labored together to talk that plan to FloQast’s heads of guidance and buyer results. 

Once they were being bought in, the marketing campaign kicked off with 1:1 outreach from the CSMs to their consumers. Monteiro and LaPlante also wanted to make sure that teams stayed determined to continue on their outreach. They begun by displaying a ticker to visually display how near they have been to their target.

LaPlante met with inside stakeholders on a weekly basis to align all numerous contact details and conversations that had been happening across the firm. She also created and leveraged an inner Slack channel committed to steady marketing campaign updates, tips, and results.

From assortment to utilization

Now that they experienced generated a huge array of opinions from throughout their purchaser base, FloQast utilized testimonials equally internally, to construct belief with prospects, and externally from a advertising standpoint. 

LaPlante shares,  “If you have a prospect who sees your badges and then will become a customer, a year later when you talk to them for a evaluate, they’ll keep in mind how testimonials assisted them sense validated in their order decision and be extra likely to leave a evaluate on their own. It is a steady loop that advantages all parties concerned.” 

“We’re very pleased to be named a Chief in our class on G2, and the badges acknowledge our place of dominance above our opposition.”

Victoria LaPlante
Head of Buyer Advertising and marketing and Neighborhood at FloQast

Internally, LaPlante and her group acquire these evaluations and make positive to react to and come up with essential themes that they are seeing throughout opinions. When opinions are collected, FloQast teams them into thematic buckets and important variables for their business, these as enterprise dimensions, field, and geography. 

They are then packaged into quotebooks to be leveraged as advertising and marketing supplies by the gross sales development teams.

Embracing all feedback

As a Director of Buyer Advertising and marketing, LaPlante recognizes that outreach to all customers can induce some anxiousness, in particular at the leadership amount, but notes, “you need to have to stand behind your merchandise. If you are resolute that you have a merchandise that makes a variance, and you know that customers are prosperous using it, you can be self-assured that they’ll give you that form of feed-back that you are on the lookout for on G2.” 

LaPlante encourages organizations not to be worried of client assessments, even if it is unclear where by their favor falls. When FloQast gets a adverse overview, which is scarce, they make confident to react to the shopper, and share the comments with the internal team with the aligning region of prospect. 

“Negative assessments are a excellent option. Responding to unfavorable opinions and transforming what ever it is, if feasible, is a opportunity to develop and flip prospects all-around.”

Kiely Monteiro
Senior Consultant at The Captivate Collective

This notice to the buyer is reflected in FloQast’s most modern recognition as the #1 vendor in the Marriage Index for Money Shut in G2’s Tumble 2022 experiences. When possible clients are looking through evaluations and responses, they can come to feel snug figuring out that if a worst-situation situation occurs, they will be in fantastic fingers.

LaPlante reflects, “One of the main themes that we had been in a position to pull away was how our shoppers are identifying the simple fact that we are listening and they really feel like we definitely are having their feed-back to heart and to the product. It was one particular of the locations they gave us a great deal of substantial remarks on.”

Ready to crank out a lot more reviews and turn into a G2 Leader? Understand how to lean into purchaser-led advancement with G2 Advertising and marketing Remedies.