FloQast’s Information to Multi-Channel Assessment Campaigns

FloQast has achieved what such a lot of firms try to: briefly populating unique visitor opinions on G2.

In partnership with The Captivate Collective, their cohesive evaluation era technique ended in a 312% build up in opinions in comparison to the yr prior.

FloQast is an in depth control answer made for accountants, by means of accountants, that automates, streamlines, and provides visibility into the quite a lot of motion pieces that accountants have to head via each and every month. The Captivate Collective is an recommend advertising and marketing consulting company that works with shoppers like FloQast to construct their advocacy technique from scratch. 

In combination they constructed a evaluation 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 marketing and Group, and Kiely Monteiro, The Captivate Collective’s Senior Advisor, to be told extra. 

Construction their evaluation assortment technique

LaPlante and Monteiro shared their playbook for development the marketing campaign that drove masses of latest opinions, and the way they applied the ones opinions after gathering them. Their evaluation assortment technique contains 4 vital steps, highlighted under. 

1. Focused on segments

When FloQast first got to work with The Captivate Collective, they explored techniques to enlarge outreach and checked out concentrated on shoppers for evaluation asks after they have been maximum engaged (and due to this fact possibly to go away a evaluation). 

To start out, they checked out admins and executives from firms that had renewed previously six months, in addition to any person deemed a product champion by means of their visitor luck managers. They knew those customers had sufficient revel in with the platform to offer a complete evaluation, and that they have been actively leveraging FloQast at their group. 

Subsequent, they centered shoppers who had shared comments with them in quite a lot of different channels and hypothesized that in the event that they have been keen to proportion comments in a single channel, they’d be prone to proportion it on G2 as smartly. They despatched evaluation requests out to their NPS respondents, in addition to any person who had submitted a toughen price tag and left comments throughout the follow-up.

Through increasing their audience, FloQast used to be ready to seize a extensive vary of unique opinions from their maximum engaged customers. 

However they didn’t forestall there.

2. Soliciting opinions via a couple of street

With a purpose to pressure as many opinions as imaginable, FloQast additionally applied a multi-channel strategy to have interaction their complete visitor base. They explored each and every visitor touchpoint and labored to include evaluation requests all through their visitor revel in. 

This incorporated making evaluation requests via: 

  • 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 1000’s of customers are seeing each and every unmarried day, it underscores the price that we’re striking on visitor comments.”

3. Attractive shoppers

One easy manner the crew used to draw and have interaction possible reviewers used to be theming their per month evaluation requests. Whilst a small contact, it captured the eye in their shoppers and saved the asks contemporary. 

Some instance opening traces incorporated  “you’re audit I want” in February and  “April showers carry Might vegetation (and G2 opinions)” in Might.


Every e-mail would open with an accounting pun or vacation theme, after which would incentivize reviewers to go away comments in change for an Amazon reward card. Imagine it or no longer, accountants are humorous other people!

4. Using inside alignment

In spite of everything, to perform cross-functional alignment and visibility around the group for his or her campaigns, an inside playbook used to be created.

LaPlante says, “Ensuring our crew understood that their involvement within the luck of the marketing campaign used to be vital, and having that normal working out of what we have been seeking to accomplish, used to be necessary and a part of the luck.” 

“Evaluations are extraordinarily necessary to our fast-growing group. We take visitor comments very significantly, and G2 information is helping us briefly adapt to raised meet our shopper’s wishes.”

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

Monteiro and the FloQast advertising and marketing management crew met weekly to brainstorm the preliminary plan, and once you have alignment, labored in combination to keep up a correspondence that plan to FloQast’s heads of toughen and visitor luck. 

After they have been purchased in, the marketing campaign kicked off with 1:1 outreach from the CSMs to their shoppers. Monteiro and LaPlante additionally sought after to make certain that groups stayed motivated to proceed their outreach. They began by means of showing a ticker to visually display how shut they have been to their objective.

LaPlante met with inside stakeholders on a weekly foundation to align all quite a lot of contact issues and conversations that have been going down around the group. She additionally created and leveraged an inside Slack channel devoted to steady marketing campaign updates, concepts, and effects.

From assortment to usage

Now that they’d generated quite a lot of opinions from throughout their visitor base, FloQast used opinions each internally, to construct accept as true with with shoppers, and externally from a advertising and marketing viewpoint. 

LaPlante stocks,  “When you have a prospect who sees your badges after which turns into a visitor, a yr later while you ask them for a evaluation, they’ll take note how opinions helped them really feel validated of their acquire choice and be much more likely to go away a evaluation themselves. It’s a continuing loop that advantages all events concerned.” 

“We’re proud to be named a Chief in our class on G2, and the badges recognize our place of dominance above our pageant.”

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

Internally, LaPlante and her crew take the ones opinions and make sure you reply to and get a hold of key issues that they’re seeing throughout opinions. When opinions are gathered, FloQast teams them into thematic buckets and necessary variables for his or her trade, comparable to trade measurement, business, and geography. 

They’re then packaged into quotebooks to be leveraged as advertising and marketing fabrics by means of the gross sales building groups.

Embracing all comments

As a Director of Buyer Advertising and marketing, LaPlante acknowledges that outreach to all shoppers may cause some anxiousness, particularly on the management stage, however notes, “you wish to have to face in the back of your product. In case you are resolute that you’ve a product that makes a distinction, and you understand that consumers are a success the usage of it, you’ll be assured that they are going to come up with that roughly comments that you are searching for on G2.” 

LaPlante encourages firms to not be afraid of purchaser opinions, although it’s unclear the place their desire falls. When FloQast receives a adverse evaluation, which is uncommon, they make sure you reply to the buyer, and proportion the comments with the inner crew with the aligning house of alternative. 

“Detrimental opinions are a good chance. Responding to adverse opinions and converting no matter it’s, if imaginable, is an opportunity to develop and switch shoppers round.”

Kiely Monteiro
Senior Advisor at The Captivate Collective

This consideration to the buyer is mirrored in FloQast’s most up-to-date popularity because the #1 supplier within the Courting Index for Monetary Shut in G2’s Fall 2022 experiences. When possible shoppers are studying opinions and responses, they may be able to really feel comfy understanding that if a worst-case situation occurs, they’ll be in just right fingers.

LaPlante displays, “One of the vital core issues that we have been ready to drag away used to be how our shoppers are figuring out the truth that we’re listening they usually really feel like we truly are taking their comments to center and to the product. It used to be one of the vital spaces they gave us numerous top remarks on.”

In a position to generate extra opinions and turn out to be a G2 Chief? Learn to lean into customer-led enlargement with G2 Advertising and marketing Answers.

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