FloQast has completed what so many firms try to: shortly populating genuine buyer opinions on G2.
In partnership with The Captivate Collective, their cohesive evaluate technology technique resulted in a 312% enhance in opinions in comparison with the 12 months prior.
FloQast is a detailed administration resolution made for accountants, by accountants, that automates, streamlines, and provides visibility into the assorted motion objects that accountants should undergo each month. The Captivate Collective is an advocate advertising and marketing consulting company that works with purchasers like FloQast to construct their advocacy technique from scratch.
Collectively they constructed a evaluate technology technique that generated extra opinions than FloQast ever has earlier than.
We sat down with Victoria LaPlante, FloQast’s Head of Buyer Advertising and marketing and Neighborhood, and Kiely Monteiro, The Captivate Collective’s Senior Advisor, to be taught extra.
Constructing their evaluate assortment technique
LaPlante and Monteiro shared their playbook for constructing the marketing campaign that drove tons of of recent opinions, and the way they utilized these opinions after gathering them. Their evaluate assortment technique consists of 4 crucial steps, highlighted under.
1. Focusing on segments
When FloQast first began working with The Captivate Collective, they explored methods to increase outreach and checked out concentrating on clients for evaluate asks once they had been most engaged (and subsequently most certainly to depart a evaluate).
To start out, they checked out admins and managers from firms that had renewed prior 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 evaluate, 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 keen to share suggestions in a single channel, they’d be more likely to share it on G2 as effectively. They despatched evaluate requests out to their NPS respondents, in addition to anybody who had submitted a assist ticket and left suggestions by 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 a couple of avenue
So as 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 evaluate requests all through their buyer expertise.
This included making evaluate requests by:
- In-app notifications
- Product banners
- FloQast’s utility sign-in web page
- Social posts
- Buyer neighborhood pages
- E mail newsletters
- In-person occasions
LaPlante shared, “Showcasing it inside the utility itself, which 1000’s of customers are seeing each single day, it underscores the worth that we’re putting on buyer suggestions.”
3. Participating clients
One easy technique the crew used to draw and interact potential reviewers was theming their month-to-month evaluate requests. Whereas a small contact, it captured the eye of their clients and saved the asks recent.
Some instance opening strains included “you’re audit I want” in February and “April showers convey Might flowers (and G2 opinions)” in Might.
Every electronic mail would open with an accounting pun or vacation theme, after which would incentivize reviewers to depart suggestions in change for an Amazon present card. Imagine it or not, accountants are humorous folks!
4. Driving inner alignment
Lastly, to perform cross-functional alignment and visibility throughout the group for his or her campaigns, an inner playbook was created.
LaPlante says, “Ensuring our crew understood that their involvement within the success of the marketing campaign was crucial, and having that basic understanding of what we had been attempting to perform, was essential and a part of the success.”
Victoria LaPlante
Head of Buyer Advertising and marketing and Neighborhood at FloQast
Monteiro and the FloQast advertising and marketing management crew 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 aim.
LaPlante met with inner 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 inner 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 evaluate, they’ll bear in mind how opinions helped them really feel validated of their buy resolution and be extra more likely to depart a evaluate themselves. It’s a steady loop that advantages all events concerned.”
Victoria LaPlante
Head of Buyer Advertising and marketing and Neighborhood at FloQast
Internally, LaPlante and her crew 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 essential variables for his or her enterprise, resembling enterprise dimension, trade, 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 and marketing, LaPlante acknowledges that outreach to all clients could cause some nervousness, particularly on the management degree, however notes, “that you must stand behind your product. In case you are resolute that you’ve got a product that makes a distinction, and that clients are profitable utilizing it, you could be assured that they will offer you that sort of suggestions that you just’re searching for on G2.”
LaPlante encourages firms to not be afraid of buyer opinions, even whether it is unclear the place their favor falls. When FloQast receives a adverse evaluate, which is uncommon, they make certain to answer the client, and share the suggestions with the inner crew with the aligning space of alternative.
Kiely Monteiro
Senior Advisor at The Captivate Collective
This consideration to the client 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 stories. When potential clients are studying opinions and responses, they will really feel comfy understanding that if a worst-case state of affairs 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 a number of excessive remarks on.”
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