FloQast’s Guide to Multi-Channel Review Campaigns

FloQast has attained what so many corporations attempt to: rapidly populating genuine buyer evaluations on G2.

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

FloQast is a close administration alternative designed for accountants, by accountants, that automates, streamlines, and offers visibility into the numerous motion objects that accountants have to go through just about every month. The Captivate Collective is an advocate promoting consulting company that functions with clientele like FloQast to create their advocacy method from scratch. 

Together they built a assessment era strategy that produced additional evaluations than FloQast at any time has prior to. 

We sat down with Victoria LaPlante, FloQast’s Head of Buyer Promoting and Neighborhood, and Kiely Monteiro, The Captivate Collective’s Senior Marketing consultant, to discover extra. 

Developing their review assortment technique

LaPlante and Monteiro shared their playbook for building the campaign that drove hundreds of new testimonials, and how they utilized individuals testimonials just after accumulating them. Their evaluate assortment system contains 4 vital actions, highlighted below. 

1. Targeting segments

When FloQast initially started doing work with The Captivate Collective, they explored ways to develop outreach and seemed at focusing on consumers for critique asks when they were most engaged (and thus most probable to leave a critique). 

To get started, they seemed at admins and administrators from corporations that experienced renewed in the previous 6 months, as nicely as any one considered a products winner by their consumer achievements supervisors. They understood these people had sufficient knowledge with the platform to give a detailed review, and that they have been actively leveraging FloQast at their firm. 

Subsequent, they qualified consumers who had shared feedback with them in a variety of other channels and hypothesized that if they ended up keen to share comments in a single channel, they would be very likely to share it on G2 as nicely. They despatched critique requests out to their NPS respondents, as properly as any person who had submitted a aid ticket and remaining feedback by the stick to-up.

By growing their focus on audience, FloQast was equipped to capture a wide selection of authentic evaluations from their most engaged customers. 

But they did not quit there.

2. Soliciting reviews via more than a person avenue

In purchase to drive as numerous assessments as feasible, FloQast also executed a multi-channel solution to interact their complete purchaser foundation. They explored each buyer touchpoint and labored to include assessment requests through their client knowledge. 

This bundled building overview requests by: 

  • In-application notifications
  • Solution banners
  • FloQast’s application indication-in website page
  • Social posts
  • Consumer neighborhood internet pages
  • Email newsletters 
  • In-man or woman occasions

LaPlante shared, “Showcasing it in just the software itself, which hundreds of consumers are looking at each and every one working day, it underscores the worth that we are putting on consumer comments.”

3. Engaging clients

A single very simple system the crew used to catch the attention of and engage prospective reviewers was theming their regular monthly evaluation requests. Though a little touch, it captured the consideration of their prospects and kept the asks clean. 

Some case in point opening strains included  “you are audit I need” in February and  “April showers carry Might bouquets (and G2 testimonials)” in May possibly.

FloQast's customer engagement G2 campaign


Each individual electronic mail would open up with an accounting pun or holiday getaway topic, and then would incentivize reviewers to go away responses in trade for an Amazon reward card. Think it or not, accountants are humorous persons!

4. Driving internal alignment

Ultimately, to carry out cross-useful alignment and visibility across the corporation for their campaigns, an internal playbook was established.

LaPlante states, “Making certain our staff understood that their involvement in the achievements of the campaign was critical, and owning that common comprehending of what we ended up seeking to achieve, was essential and section of the good results.” 

“Reviews are particularly critical to our rapid-developing corporation. We get customer responses pretty very seriously, and G2 facts aids us immediately adapt to much better fulfill our client’s requirements.”

Victoria LaPlante
Head of Shopper Advertising and Community at FloQast

Monteiro and the FloQast advertising and marketing leadership group satisfied weekly to brainstorm the original program, and just after finding alignment, labored jointly to talk that prepare to FloQast’s heads of guidance and customer success. 

After they were purchased in, the campaign kicked off with 1:1 outreach from the CSMs to their customers. Monteiro and LaPlante also wished to be certain that teams stayed determined to go on their outreach. They started off by exhibiting a ticker to visually show how shut they have been to their purpose.

LaPlante fulfilled with inside stakeholders on a weekly basis to align all a variety of contact factors and conversations that were taking place across the group. She also developed and leveraged an inside Slack channel committed to continuous marketing campaign updates, concepts, and results.

From assortment to utilization

Now that they experienced created a extensive assortment of assessments from throughout their buyer base, FloQast employed testimonials each internally, to develop have confidence in with buyers, and externally from a advertising and marketing perspective. 

LaPlante shares,  “If you have a prospect who sees your badges and then will become a shopper, a 12 months later on when you talk to them for a critique, they’ll keep in mind how opinions helped them truly feel validated in their obtain decision and be more possible to leave a evaluate themselves. It’s a steady loop that gains all events associated.” 

“We’re happy to be named a Chief in our class on G2, and the badges accept our place of dominance earlier mentioned our levels of competition.”

Victoria LaPlante
Head of Client Promoting and Community at FloQast

Internally, LaPlante and her staff just take those people reviews and make positive to react to and come up with essential themes that they are viewing across reviews. When critiques are collected, FloQast groups them into thematic buckets and vital variables for their small business, these kinds of as business measurement, business, and geography. 

They are then packaged into quotebooks to be leveraged as internet marketing components by the revenue improvement teams.

Embracing all feed-back

As a Director of Customer Internet marketing, LaPlante recognizes that outreach to all consumers can cause some anxiousness, especially at the leadership stage, but notes, “you require to stand powering your merchandise. If you are resolute that you have a merchandise that helps make a change, and you know that customers are effective making use of it, you can be assured that they will give you that variety of comments that you are on the lookout for on G2.” 

LaPlante encourages organizations not to be fearful of client reviews, even if it is unclear the place their favor falls. When FloQast receives a damaging review, which is unusual, they make certain to react to the consumer, and share the opinions with the inner staff with the aligning area of possibility. 

“Negative evaluations are a terrific option. Responding to adverse critiques and switching no matter what it is, if probable, is a chance to grow and switch prospects all around.”

Kiely Monteiro
Senior Specialist at The Captivate Collective

This awareness to the client is mirrored in FloQast’s most modern recognition as the #1 vendor in the Romance Index for Economic Shut in G2’s Fall 2022 studies. When potential shoppers are looking at reviews and responses, they can come to feel at ease recognizing that if a worst-scenario state of affairs takes place, they will be in good fingers.

LaPlante reflects, “One of the core themes that we had been equipped to pull absent was how our consumers are figuring out the truth that we are listening and they feel like we truly are having their suggestions to coronary heart and to the merchandise. It was just one of the spots they gave us a lot of large remarks on.”

All set to produce extra critiques and turn out to be a G2 Leader? Study how to lean into client-led development with G2 Marketing Methods.

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