November 29, 2022


Stock development

FloQast’s Guide to Multi-Channel Review Campaigns

FloQast has attained what so many businesses attempt to: swiftly populating reliable client assessments on G2.

In partnership with The Captivate Collective, their cohesive review generation system resulted in a 312% increase in reviews compared to the calendar year prior.

FloQast is a shut management solution produced for accountants, by accountants, that automates, streamlines, and gives visibility into the various motion items that accountants have to go as a result of every single month. The Captivate Collective is an advocate advertising consulting agency that will work with clientele like FloQast to make their advocacy method from scratch. 

Alongside one another they developed a evaluation era strategy that generated additional opinions than FloQast at any time has right before. 

We sat down with Victoria LaPlante, FloQast’s Head of Client Advertising and Group, and Kiely Monteiro, The Captivate Collective’s Senior Specialist, to find out extra. 

Building their critique assortment tactic

LaPlante and Monteiro shared their playbook for making the marketing campaign that drove hundreds of new assessments, and how they utilized all those critiques after accumulating them. Their evaluate collection technique includes 4 significant actions, highlighted underneath. 

1. Targeting segments

When FloQast 1st started working with The Captivate Collective, they explored means to grow outreach and appeared at concentrating on prospects for evaluate asks when they ended up most engaged (and hence most possible to leave a overview). 

To commence, they seemed at admins and supervisors from corporations that had renewed in the past six months, as nicely as any person considered a item winner by their consumer achievement professionals. They realized these customers experienced plenty of working experience with the platform to give a in depth overview, and that they ended up actively leveraging FloQast at their organization. 

Next, they specific shoppers who experienced shared suggestions with them in many other channels and hypothesized that if they were inclined to share opinions in 1 channel, they would be possible to share it on G2 as nicely. They sent overview requests out to their NPS respondents, as very well as anybody who experienced submitted a guidance ticket and left responses by the follow-up.

By expanding their focus on audience, FloQast was in a position to capture a broad selection of reliable opinions from their most engaged end users. 

But they didn’t cease there.

2. Soliciting evaluations via a lot more than one avenue

In buy to travel as quite a few opinions as attainable, FloQast also carried out a multi-channel technique to engage their full consumer foundation. They explored each client touchpoint and labored to include overview requests throughout their buyer expertise. 

This provided making overview requests by: 

  • In-app notifications
  • Products banners
  • FloQast’s software indication-in web page
  • Social posts
  • Consumer community internet pages
  • E-mail newsletters 
  • In-human being activities

LaPlante shared, “Showcasing it within the software itself, which countless numbers of people are looking at each and every one day, it underscores the worth that we are inserting on customer comments.”

3. Engaging clients

Just one very simple strategy the crew utilized to appeal to and interact potential reviewers was theming their monthly evaluation requests. Whilst a smaller touch, it captured the focus of their shoppers and held the asks contemporary. 

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

FloQast's customer engagement G2 campaign


Every single electronic mail would open up with an accounting pun or holiday concept, and then would incentivize reviewers to leave opinions in trade for an Amazon gift card. Feel it or not, accountants are humorous folks!

4. Driving inner alignment

At last, to attain cross-purposeful alignment and visibility throughout the business for their campaigns, an internal playbook was created.

LaPlante says, “Making sure our crew comprehended that their involvement in the results of the marketing campaign was critical, and acquiring that basic understanding of what we have been striving to execute, was vital and portion of the achievements.” 

“Reviews are really important to our quickly-escalating group. We get customer suggestions pretty critically, and G2 knowledge aids us swiftly adapt to much better meet our client’s requires.”

Victoria LaPlante
Head of Buyer Marketing and Neighborhood at FloQast

Monteiro and the FloQast marketing and advertising management workforce fulfilled weekly to brainstorm the initial system, and immediately after obtaining alignment, worked collectively to connect that plan to FloQast’s heads of support and purchaser good results. 

As soon as they were being purchased in, the marketing campaign kicked off with 1:1 outreach from the CSMs to their prospects. Monteiro and LaPlante also wanted to assure that teams stayed motivated to keep on their outreach. They begun by exhibiting a ticker to visually display how near they were being to their aim.

LaPlante achieved with internal stakeholders on a weekly basis to align all different touch factors and conversations that were being going on throughout the group. She also made and leveraged an internal Slack channel dedicated to ongoing campaign updates, suggestions, and outcomes.

From collection to utilization

Now that they had produced a large vary of testimonials from across their shopper foundation, FloQast used reviews both internally, to construct trust with shoppers, and externally from a advertising point of view. 

LaPlante shares,  “If you have a prospect who sees your badges and then turns into a buyer, a 12 months afterwards when you inquire them for a overview, they’ll keep in mind how opinions helped them truly feel validated in their purchase determination and be additional very likely to leave a evaluation on their own. It’s a ongoing loop that advantages all events involved.” 

“We’re very pleased to be named a Chief in our group on G2, and the badges admit our place of dominance previously mentioned our competitiveness.”

Victoria LaPlante
Head of Customer Advertising and Local community at FloQast

Internally, LaPlante and her team choose these critiques and make certain to reply to and appear up with critical themes that they are observing across evaluations. When testimonials are collected, FloQast groups them into thematic buckets and vital variables for their business enterprise, these kinds of as organization dimension, sector, and geography. 

They are then packaged into quotebooks to be leveraged as marketing resources by the profits development teams.

Embracing all opinions

As a Director of Client Internet marketing, LaPlante acknowledges that outreach to all shoppers can trigger some panic, in particular at the management stage, but notes, “you have to have to stand behind your item. If you are resolute that you have a solution that will make a change, and you know that shoppers are prosperous utilizing it, you can be assured that they’ll give you that variety of responses that you are seeking for on G2.” 

LaPlante encourages firms not to be concerned of consumer reviews, even if it is unclear the place their favor falls. When FloQast receives a destructive review, which is scarce, they make certain to respond to the consumer, and share the feed-back with the inside staff with the aligning space of prospect. 

“Negative reviews are a terrific prospect. Responding to adverse assessments and modifying no matter what it is, if achievable, is a probability to increase and switch buyers all-around.”

Kiely Monteiro
Senior Expert at The Captivate Collective

This consideration to the customer is reflected in FloQast’s most new recognition as the #1 seller in the Romance Index for Financial Near in G2’s Fall 2022 reports. When probable customers are examining opinions and responses, they can sense relaxed realizing that if a worst-circumstance scenario occurs, they will be in very good arms.

LaPlante reflects, “One of the core themes that we were ready to pull away was how our customers are pinpointing the simple fact that we are listening and they feel like we genuinely are using their feed-back to heart and to the product or service. It was a person of the locations they gave us a ton of high remarks on.”

All set to make extra evaluations and develop into a G2 Leader? Learn how to lean into shopper-led advancement with G2 Internet marketing Options.