FloQast’s Information to Multi-Channel Evaluation Campaigns
FloQast has achieved what so many corporations try to: rapidly populating genuine buyer evaluations on G2.
In partnership with The Captivate Collective, their cohesive overview technology technique resulted in a 312% enhance in evaluations in comparison with the 12 months prior.
FloQast is an in depth 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 consulting company that works with shoppers like FloQast to construct their advocacy technique from scratch.
Collectively they constructed a overview technology technique that generated extra evaluations than FloQast ever has earlier than.
We sat down with Victoria LaPlante, FloQast’s Head of Buyer Advertising and Neighborhood, and Kiely Monteiro, The Captivate Collective’s Senior Guide, to be taught extra.
Constructing their overview assortment technique
LaPlante and Monteiro shared their playbook for constructing the marketing campaign that drove tons of of recent evaluations, and the way they utilized these evaluations after gathering them. Their overview assortment technique consists of 4 vital steps, highlighted under.
1. Focusing on segments
When FloQast first began working with The Captivate Collective, they explored methods to broaden outreach and checked out concentrating on prospects for overview asks after they have been most engaged (and subsequently almost certainly to depart a overview).
To begin, they checked out admins and managers from corporations that had renewed previously 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 offer a complete overview, and that they have been actively leveraging FloQast at their group.
Subsequent, they focused prospects who had shared suggestions with them in varied different channels and hypothesized that in the event that they have been prepared to share suggestions in a single channel, they’d be prone to share it on G2 as nicely. They despatched overview requests out to their NPS respondents, in addition to anybody who had submitted a help ticket and left suggestions by the follow-up.
By increasing their target market, FloQast was in a position to seize a broad vary of genuine evaluations from their most engaged customers.
However they didn’t cease there.
2. Soliciting evaluations by a couple of avenue
In an effort to drive as many evaluations as attainable, FloQast additionally applied a multi-channel strategy to interact their full buyer base. They explored each buyer touchpoint and labored to include overview requests all through their buyer expertise.
This included making overview requests by:
- In-app notifications
- Product banners
- FloQast’s software sign-in web page
- Social posts
- Buyer group pages
- E-mail newsletters
- In-person occasions
LaPlante shared, “Showcasing it inside the software itself, which hundreds of customers are seeing each single day, it underscores the worth that we’re putting on buyer suggestions.”
3. Partaking prospects
One easy technique the crew used to draw and have interaction potential reviewers was theming their month-to-month overview requests. Whereas a small contact, it captured the eye of their prospects and saved the asks recent.
Some instance opening traces included “you’re audit I would like” in February and “April showers deliver Could flowers (and G2 evaluations)” in Could.
Every electronic mail would open with an accounting pun or vacation theme, after which would incentivize reviewers to depart suggestions in alternate for an Amazon reward card. Imagine it or not, accountants are humorous individuals!
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 vital, and having that normal understanding of what we have been attempting to perform, was necessary and a part of the success.”
“Evaluations are extraordinarily necessary to our fast-growing group. We take buyer suggestions very critically, and G2 information helps us rapidly adapt to higher meet our shopper’s wants.”
Head of Buyer Advertising and Neighborhood at FloQast
Monteiro and the FloQast advertising management crew met weekly to brainstorm the preliminary plan, and after getting alignment, labored collectively to speak that plan to FloQast’s heads of help and buyer success.
As soon as they have been purchased in, the marketing campaign kicked off with 1:1 outreach from the CSMs to their prospects. Monteiro and LaPlante additionally needed to make sure that groups stayed motivated to proceed their outreach. They began by displaying a ticker to visually present how shut they have been to their purpose.
LaPlante met with inner stakeholders on a weekly foundation to align all varied contact factors and conversations that have 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 that they had generated a variety of evaluations from throughout their buyer base, FloQast used evaluations each internally, to construct belief with prospects, and externally from a advertising perspective.
LaPlante shares, “When you’ve got a prospect who sees your badges after which turns into a buyer, a 12 months later once you ask them for a overview, they’ll bear in mind how evaluations helped them really feel validated of their buy determination and be extra prone to depart a overview themselves. It’s a steady loop that advantages all events concerned.”
“We’re proud to be named a Chief in our class on G2, and the badges acknowledge our place of dominance above our competitors.”
Head of Buyer Advertising and Neighborhood at FloQast
Internally, LaPlante and her crew take these evaluations and ensure to answer and give you key themes that they’re seeing throughout evaluations. When evaluations are collected, FloQast teams them into thematic buckets and necessary variables for his or her enterprise, resembling enterprise measurement, business, and geography.
They’re then packaged into quotebooks to be leveraged as advertising supplies by the gross sales growth groups.
Embracing all suggestions
As a Director of Buyer Advertising, LaPlante acknowledges that outreach to all prospects may cause some nervousness, particularly on the management stage, 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 prospects are profitable utilizing it, you will be assured that they’re going to offer you that form of suggestions that you simply’re in search of on G2.”
LaPlante encourages corporations to not be afraid of buyer evaluations, even whether it is unclear the place their favor falls. When FloQast receives a detrimental overview, which is uncommon, they be certain to answer the shopper, and share the suggestions with the inner crew with the aligning space of alternative.
“Detrimental evaluations are an excellent alternative. Responding to detrimental evaluations and altering no matter it’s, if attainable, is an opportunity to develop and switch prospects round.”
Senior Guide at The Captivate Collective
This consideration to the shopper 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 experiences. When potential prospects are studying evaluations and responses, they’ll really feel comfy realizing that if a worst-case situation occurs, they are going to be in good palms.
LaPlante displays, “One of many core themes that we have been in a position to draw back was how our prospects 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 lots of excessive remarks on.”
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