FloQast has completed what so many firms attempt to: rapidly populating genuine buyer evaluations on G2.
In partnership with The Captivate Collective, their cohesive assessment era technique resulted in a 312% improve in evaluations in comparison with the yr prior.
FloQast is a detailed administration answer made for accountants, by accountants, that automates, streamlines, and provides visibility into the varied motion gadgets that accountants need to undergo each month. The Captivate Collective is an advocate advertising consulting company that works with purchasers like FloQast to construct their advocacy technique from scratch.
Collectively they constructed a assessment era technique that generated extra evaluations than FloQast ever has earlier than.
We sat down with Victoria LaPlante, FloQast’s Head of Buyer Advertising and Group, and Kiely Monteiro, The Captivate Collective’s Senior Advisor, to study extra.
Constructing their assessment assortment technique
LaPlante and Monteiro shared their playbook for constructing the marketing campaign that drove lots of of recent evaluations, and the way they utilized these evaluations after amassing them. Their review collection strategy consists of 4 essential steps, highlighted beneath.
1. Concentrating on segments
When FloQast first began working with The Captivate Collective, they explored methods to broaden outreach and checked out focusing on prospects for assessment asks after they have been most engaged (and subsequently almost certainly to depart a assessment).
To begin, they checked out admins and managers from firms 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 provide a complete assessment, 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 keen to share suggestions in a single channel, they might be more likely to share it on G2 as nicely. They despatched assessment requests out to their NPS respondents, in addition to anybody who had submitted a assist ticket and left suggestions by the follow-up.
By increasing their audience, FloQast was capable of 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
As a way 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 assessment requests all through their buyer expertise.
This included making assessment requests by:
- In-app notifications
- Product banners
- FloQast’s utility sign-in web page
- Social posts
- Buyer neighborhood pages
- E-mail newsletters
- In-person occasions
LaPlante shared, “Showcasing it inside the utility itself, which 1000’s of customers are seeing each single day, it underscores the worth that we’re inserting on buyer suggestions.”
3. Participating prospects
One easy technique the group used to draw and interact potential reviewers was theming their month-to-month assessment requests. Whereas a small contact, it captured the eye of their prospects and stored the asks contemporary.
Some instance opening strains included “you might be audit I would like” in February and “April showers deliver Might flowers (and G2 evaluations)” in Might.
Every e mail would open with an accounting pun or vacation theme, after which would incentivize reviewers to depart suggestions in alternate for an Amazon present card. Consider it or not, accountants are humorous folks!
4. Driving inside alignment
Lastly, to perform cross-functional alignment and visibility throughout the group for his or her campaigns, an inside playbook was created.
LaPlante says, “Ensuring our group understood that their involvement within the success of the marketing campaign was essential, and having that normal understanding of what we have been making an attempt to perform, was essential and a part of the success.”
Head of Buyer Advertising and Group at FloQast
Monteiro and the FloQast advertising management group met weekly to brainstorm the preliminary plan, and after getting alignment, labored collectively to speak that plan to FloQast’s heads of assist 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 wished 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 objective.
LaPlante met with inside 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 inside Slack channel devoted to steady marketing campaign updates, concepts, and outcomes.
From assortment to utilization
Now that that they had generated a wide range of reviews 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 have a prospect who sees your badges after which turns into a buyer, a yr later once you ask them for a assessment, they’ll bear in mind how evaluations helped them really feel validated of their buy choice and be extra more likely to depart a assessment themselves. It’s a steady loop that advantages all events concerned.”
Head of Buyer Advertising and Group at FloQast
Internally, LaPlante and her group take these evaluations and ensure to answer and provide you with key themes that they’re seeing throughout evaluations. When evaluations are collected, FloQast teams them into thematic buckets and essential variables for his or her enterprise, resembling enterprise measurement, trade, 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 anxiousness, particularly on the management stage, however notes, “it’s essential to 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 will provide you with that form of suggestions that you simply’re on the lookout for on G2.”
LaPlante encourages firms to not be afraid of buyer evaluations, even whether it is unclear the place their favor falls. When FloQast receives a negative review, which is uncommon, they ensure that to answer the shopper, and share the suggestions with the interior group with the aligning space of alternative.
Senior Advisor 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 Financial Close in G2’s Fall 2022 experiences. When potential prospects are studying evaluations and responses, they’ll really feel comfy figuring out that if a worst-case situation occurs, they are going to be in good fingers.
LaPlante displays, “One of many core themes that we have been capable of 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 plenty of excessive remarks on.”
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