FloQast’s Guide to Multi-Channel Review Campaigns

FloQast has achieved what so many firms attempt to: immediately populating genuine client reviews on G2.

In partnership with The Captivate Collective, their cohesive assessment generation strategy resulted in a 312% raise in opinions when compared to the yr prior.

FloQast is a close administration answer designed for accountants, by accountants, that automates, streamlines, and gives visibility into the numerous action merchandise that accountants have to go by means of each individual thirty day period. The Captivate Collective is an advocate marketing and advertising consulting agency that works with consumers like FloQast to build their advocacy tactic from scratch. 

Together they crafted a assessment era system that produced more assessments than FloQast ever has right before. 

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

Constructing their evaluation assortment approach

LaPlante and Monteiro shared their playbook for making the marketing campaign that drove hundreds of new opinions, and how they used those people evaluations right after accumulating them. Their review assortment tactic involves four critical techniques, highlighted below. 

1. Targeting segments

When FloQast initially started operating with The Captivate Collective, they explored approaches to develop outreach and seemed at concentrating on customers for evaluate asks when they ended up most engaged (and as a result most very likely to go away a critique). 

To commence, they appeared at admins and managers from corporations that experienced renewed in the past six months, as properly as any one deemed a product winner by their purchaser achievement supervisors. They realized these users experienced ample practical experience with the platform to give a detailed critique, and that they were being actively leveraging FloQast at their organization. 

Next, they qualified buyers who experienced shared responses with them in a variety of other channels and hypothesized that if they were keen to share opinions in 1 channel, they would be likely to share it on G2 as perfectly. They sent review requests out to their NPS respondents, as effectively as any one who had submitted a aid ticket and remaining feedback by means of the follow-up.

By growing their goal audience, FloQast was ready to capture a wide variety of genuine opinions from their most engaged customers. 

But they didn’t halt there.

2. Soliciting opinions by extra than a single avenue

In buy to travel as quite a few reviews as doable, FloQast also carried out a multi-channel technique to engage their total client foundation. They explored just about every shopper touchpoint and worked to include critique requests all through their client expertise. 

This involved generating evaluate requests as a result of: 

  • In-application notifications
  • Product banners
  • FloQast’s software indicator-in web page
  • Social posts
  • Buyer community pages
  • Electronic mail newsletters 
  • In-individual gatherings

LaPlante shared, “Showcasing it within just the application by itself, which thousands of people are seeing each individual solitary working day, it underscores the worth that we are placing on client suggestions.”

3. Partaking clients

Just one basic process the crew employed to bring in and engage opportunity reviewers was theming their every month overview requests. Although a smaller touch, it captured the awareness of their shoppers and retained the asks new. 

Some instance opening lines included  “you are audit I need” in February and  “April showers convey May perhaps flowers (and G2 reviews)” in May well.

FloQast's customer engagement G2 campaign


Each individual e mail would open up with an accounting pun or vacation theme, and then would incentivize reviewers to go away responses in trade for an Amazon present card. Believe it or not, accountants are amusing men and women!

4. Driving inner alignment

At last, to execute cross-useful alignment and visibility throughout the firm for their strategies, an internal playbook was made.

LaPlante suggests, “Making guaranteed our team understood that their involvement in the success of the marketing campaign was important, and getting that basic knowing of what we were trying to complete, was vital and portion of the accomplishment.” 

“Reviews are incredibly important to our speedy-growing organization. We choose buyer suggestions incredibly seriously, and G2 info assists us immediately adapt to far better meet up with our client’s requires.”

Victoria LaPlante
Head of Purchaser Advertising and marketing and Local community at FloQast

Monteiro and the FloQast promoting management crew fulfilled weekly to brainstorm the preliminary strategy, and following finding alignment, worked with each other to converse that plan to FloQast’s heads of guidance and buyer good results. 

At the time they have been purchased in, the marketing campaign kicked off with 1:1 outreach from the CSMs to their buyers. Monteiro and LaPlante also required to guarantee that groups stayed inspired to go on their outreach. They begun by exhibiting a ticker to visually display how near they have been to their purpose.

LaPlante met with inside stakeholders on a weekly basis to align all a variety of contact points and discussions that have been happening across the firm. She also made and leveraged an internal Slack channel focused to continual marketing campaign updates, ideas, and benefits.

From collection to utilization

Now that they experienced produced a huge array of evaluations from across their purchaser base, FloQast employed assessments the two internally, to develop have confidence in with shoppers, and externally from a promoting perspective. 

LaPlante shares,  “If you have a prospect who sees your badges and then becomes a consumer, a year later on when you inquire them for a overview, they’ll keep in mind how assessments served them come to feel validated in their order determination and be extra likely to depart a overview them selves. It’s a continual loop that advantages all parties involved.” 

“We’re very pleased to be named a Leader in our classification on G2, and the badges acknowledge our placement of dominance over our competition.”

Victoria LaPlante
Head of Buyer Advertising and marketing and Local community at FloQast

Internally, LaPlante and her team acquire all those opinions and make certain to respond to and occur up with crucial themes that they are seeing throughout testimonials. When evaluations are gathered, FloQast groups them into thematic buckets and essential variables for their small business, this kind of as company sizing, field, and geography. 

They are then packaged into quotebooks to be leveraged as internet marketing products by the profits advancement teams.

Embracing all feedback

As a Director of Buyer Promoting, LaPlante acknowledges that outreach to all customers can bring about some stress and anxiety, specifically at the leadership amount, but notes, “you require to stand behind your solution. If you are resolute that you have a item that will make a change, and you know that consumers are prosperous employing it, you can be assured that they are going to give you that form of responses that you’re searching for on G2.” 

LaPlante encourages providers not to be concerned of client critiques, even if it is unclear where their favor falls. When FloQast receives a adverse overview, which is rare, they make certain to react to the client, and share the opinions with the inside group with the aligning place of option. 

“Negative critiques are a terrific possibility. Responding to negative opinions and shifting whatever it is, if doable, is a opportunity to increase and transform shoppers all-around.”

Kiely Monteiro
Senior Expert at The Captivate Collective

This attention to the client is reflected in FloQast’s most current recognition as the #1 vendor in the Connection Index for Monetary Close in G2’s Fall 2022 stories. When prospective prospects are examining reviews and responses, they can truly feel comfortable figuring out that if a worst-situation situation takes place, they will be in excellent hands.

LaPlante demonstrates, “One of the main themes that we ended up capable to pull away was how our shoppers are pinpointing the point that we are listening and they truly feel like we truly are getting their opinions to coronary heart and to the products. It was a single of the spots they gave us a whole lot of superior remarks on.”

Completely ready to produce extra testimonials and turn out to be a G2 Leader? Discover how to lean into client-led expansion with G2 Internet marketing Answers.

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