October 2, 2023


World Business Inquiries

FloQast’s Guide to Multi-Channel Review Campaigns

6 min read
FloQast’s Guide to Multi-Channel Review Campaigns

FloQast has accomplished what so numerous corporations strive to: immediately populating genuine shopper assessments on G2.

In partnership with The Captivate Collective, their cohesive critique technology technique resulted in a 312% increase in evaluations in contrast to the 12 months prior.

FloQast is a shut management answer manufactured for accountants, by accountants, that automates, streamlines, and gives visibility into the numerous action merchandise that accountants have to go through every month. The Captivate Collective is an advocate internet marketing consulting company that will work with shoppers like FloQast to construct their advocacy tactic from scratch. 

Jointly they developed a critique generation tactic that created additional evaluations than FloQast at any time has before. 

We sat down with Victoria LaPlante, FloQast’s Head of Customer Marketing and advertising and Group, and Kiely Monteiro, The Captivate Collective’s Senior Guide, to master extra. 

Developing their review collection system

LaPlante and Monteiro shared their playbook for setting up the campaign that drove hundreds of new critiques, and how they utilized individuals opinions after gathering them. Their review assortment approach includes four essential actions, highlighted below. 

1. Concentrating on segments

When FloQast first begun doing the job with The Captivate Collective, they explored means to broaden outreach and looked at focusing on buyers for overview asks when they had been most engaged (and thus most possible to depart a critique). 

To start out, they looked at admins and professionals from corporations that had renewed in the previous 6 months, as very well as anyone considered a product or service champion by their consumer success professionals. They knew these people had adequate practical experience with the system to give a extensive review, and that they were being actively leveraging FloQast at their group. 

Up coming, they targeted consumers who had shared feedback with them in numerous other channels and hypothesized that if they ended up eager to share feed-back in 1 channel, they would be most likely to share it on G2 as perfectly. They sent overview requests out to their NPS respondents, as very well as everyone who experienced submitted a aid ticket and still left opinions by means of the abide by-up.

By growing their target viewers, FloQast was in a position to capture a wide assortment of reliable evaluations from their most engaged people. 

But they didn’t stop there.

2. Soliciting opinions by much more than a person avenue

In order to travel as lots of assessments as attainable, FloQast also executed a multi-channel approach to have interaction their entire customer base. They explored each shopper touchpoint and worked to include evaluation requests all through their purchaser experience. 

This provided earning assessment requests as a result of: 

  • In-application notifications
  • Solution banners
  • FloQast’s application indicator-in site
  • Social posts
  • Client neighborhood webpages
  • Email newsletters 
  • In-particular person occasions

LaPlante shared, “Showcasing it inside of the application itself, which hundreds of end users are looking at just about every single day, it underscores the worth that we are positioning on consumer feed-back.”

3. Participating shoppers

One particular very simple strategy the staff made use of to entice and have interaction possible reviewers was theming their month-to-month assessment requests. Although a modest touch, it captured the attention of their consumers and kept the asks new. 

Some instance opening lines included  “you are audit I need” in February and  “April showers carry Could flowers (and G2 assessments)” in Could.

FloQast's customer engagement G2 campaign


Each e-mail would open up with an accounting pun or holiday break topic, and then would incentivize reviewers to leave opinions in exchange for an Amazon gift card. Believe that it or not, accountants are humorous individuals!

4. Driving inside alignment

Ultimately, to execute cross-practical alignment and visibility across the organization for their strategies, an internal playbook was created.

LaPlante suggests, “Making sure our staff recognized that their involvement in the success of the marketing campaign was crucial, and acquiring that general knowing of what we were being striving to execute, was critical and aspect of the achievements.” 

“Reviews are really vital to our fast-increasing corporation. We consider customer responses very critically, and G2 info aids us immediately adapt to improved satisfy our client’s wants.”

Victoria LaPlante
Head of Customer Internet marketing and Group at FloQast

Monteiro and the FloQast promoting management crew satisfied weekly to brainstorm the first program, and right after receiving alignment, worked jointly to connect that program to FloQast’s heads of aid and purchaser achievement. 

The moment they ended up bought in, the marketing campaign kicked off with 1:1 outreach from the CSMs to their clients. Monteiro and LaPlante also required to make certain that teams stayed enthusiastic to keep on their outreach. They began by displaying a ticker to visually exhibit how close they have been to their goal.

LaPlante fulfilled with internal stakeholders on a weekly foundation to align all a variety of contact factors and conversations that were being occurring throughout the business. She also created and leveraged an internal Slack channel devoted to continual marketing campaign updates, ideas, and success.

From assortment to utilization

Now that they had generated a broad array of critiques from throughout their buyer foundation, FloQast used critiques both equally internally, to build trust with clients, and externally from a marketing standpoint. 

LaPlante shares,  “If you have a prospect who sees your badges and then will become a buyer, a calendar year later when you request them for a review, they’ll keep in mind how reviews assisted them really feel validated in their acquire selection and be far more probable to leave a evaluation themselves. It’s a steady loop that positive aspects all functions concerned.” 

“We’re proud to be named a Chief in our group on G2, and the badges admit our position of dominance previously mentioned our competitors.”

Victoria LaPlante
Head of Shopper Advertising and Local community at FloQast

Internally, LaPlante and her crew consider individuals evaluations and make positive to respond to and appear up with critical themes that they are seeing throughout reviews. When evaluations are collected, FloQast groups them into thematic buckets and crucial variables for their organization, such as organization dimension, industry, and geography. 

They are then packaged into quotebooks to be leveraged as advertising supplies by the profits enhancement teams.

Embracing all opinions

As a Director of Consumer Advertising and marketing, LaPlante recognizes that outreach to all buyers can result in some stress, in particular at the leadership level, but notes, “you need to have to stand guiding your products. If you are resolute that you have a item that will make a big difference, and you know that buyers are profitable employing it, you can be self-confident that they are going to give you that sort of suggestions that you happen to be hunting for on G2.” 

LaPlante encourages firms not to be fearful of client opinions, even if it is unclear the place their favor falls. When FloQast receives a damaging evaluation, which is exceptional, they make positive to reply to the buyer, and share the opinions with the inside crew with the aligning spot of prospect. 

“Negative evaluations are a good chance. Responding to adverse reviews and changing whichever it is, if attainable, is a prospect to increase and turn clients all over.”

Kiely Monteiro
Senior Marketing consultant at The Captivate Collective

This attention to the customer is reflected in FloQast’s most the latest recognition as the #1 vendor in the Romance Index for Money Close in G2’s Slide 2022 reviews. When possible consumers are looking at testimonials and responses, they can truly feel relaxed figuring out that if a worst-situation situation takes place, they will be in good palms.

LaPlante displays, “One of the core themes that we had been ready to pull away was how our customers are identifying the simple fact that we are listening and they really feel like we genuinely are having their feed-back to coronary heart and to the solution. It was a person of the regions they gave us a good deal of superior remarks on.”

Prepared to create a lot more assessments and become a G2 Leader? Discover how to lean into purchaser-led growth with G2 Marketing Answers.

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