FloQast has completed what so many corporations try to: shortly populating genuine buyer critiques on G2.
In partnership with The Captivate Collective, their cohesive assessment technology technique resulted in a 312% improve in critiques in comparison with the 12 months prior.
FloQast is a detailed administration answer made for accountants, by accountants, that automates, streamlines, and offers visibility into the varied motion objects that accountants must 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 technology technique that generated extra critiques than FloQast ever has earlier than.
We sat down with Victoria LaPlante, FloQast’s Head of Buyer Advertising and marketing and Neighborhood, and Kiely Monteiro, The Captivate Collective’s Senior Guide, to be taught extra.
Constructing their assessment assortment technique
LaPlante and Monteiro shared their playbook for constructing the marketing campaign that drove lots of of latest critiques, and the way they utilized these critiques after amassing them. Their assessment assortment technique consists of 4 essential steps, highlighted beneath.
1. Focusing on segments
When FloQast first began working with The Captivate Collective, they explored methods to increase outreach and checked out focusing on prospects for assessment asks once they had been most engaged (and subsequently more than likely to go away a assessment).
To start out, 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 present a complete assessment, and that they had 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 had been prepared to share suggestions in a single channel, they might be prone to share it on G2 as properly. They despatched assessment requests out to their NPS respondents, in addition to anybody who had submitted a assist ticket and left suggestions by way of the follow-up.
By increasing their audience, FloQast was capable of seize a broad vary of genuine critiques from their most engaged customers.
However they didn’t cease there.
2. Soliciting critiques by way of multiple avenue
With the intention to drive as many critiques as potential, FloQast additionally carried out a multi-channel method to have interaction 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 way of:
- In-app notifications
- Product banners
- FloQast’s software sign-in web page
- Social posts
- Buyer neighborhood pages
- Electronic mail newsletters
- In-person occasions
LaPlante shared, “Showcasing it inside the software 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 methodology the workforce used to draw and have interaction potential reviewers was theming their month-to-month assessment 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 want” in February and “April showers carry Could flowers (and G2 critiques)” in Could.
Every electronic mail would open with an accounting pun or vacation theme, after which would incentivize reviewers to go away suggestions in trade for an Amazon present card. Imagine it or not, accountants are humorous folks!
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 workforce understood that their involvement within the success of the marketing campaign was essential, and having that common understanding of what we had been making an attempt to perform, was essential and a part of the success.”
“Critiques are extraordinarily essential to our fast-growing group. We take buyer suggestions very critically, and G2 information helps us shortly adapt to higher meet our consumer’s wants.”
Head of Buyer Advertising and marketing and Neighborhood at FloQast
Monteiro and the FloQast advertising management workforce 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 had 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 had been to their purpose.
LaPlante met with inner stakeholders on a weekly foundation to align all varied contact factors and conversations that had 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 critiques from throughout their buyer base, FloQast used critiques each internally, to construct belief with prospects, and externally from a advertising perspective.
LaPlante shares, “In case you have a prospect who sees your badges after which turns into a buyer, a 12 months later if you ask them for a assessment, they’ll bear in mind how critiques helped them really feel validated of their buy determination and be extra prone to depart a assessment 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 marketing and Neighborhood at FloQast
Internally, LaPlante and her workforce take these critiques and ensure to answer and give you key themes that they’re seeing throughout critiques. When critiques are collected, FloQast teams them into thematic buckets and essential variables for his or her enterprise, similar to 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 and marketing, LaPlante acknowledges that outreach to all prospects could cause some nervousness, particularly on the management degree, however notes, “it’s essential to stand behind your product. If you’re resolute that you’ve a product that makes a distinction, and you already know that prospects are profitable utilizing it, you might be assured that they’re going to offer you that sort of suggestions that you simply’re in search of on G2.”
LaPlante encourages corporations to not be afraid of buyer critiques, even whether it is unclear the place their favor falls. When FloQast receives a unfavorable assessment, which is uncommon, they be sure that to answer the client, and share the suggestions with the inner workforce with the aligning space of alternative.
“Destructive critiques are an important alternative. Responding to unfavorable critiques and altering no matter it’s, if potential, is an opportunity to develop and switch prospects round.”
Senior Guide at The Captivate Collective
This consideration to the client 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 studies. When potential prospects are studying critiques and responses, they’ll really feel snug realizing that if a worst-case state of affairs occurs, they are going to be in good fingers.
LaPlante displays, “One of many core themes that we had 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.”
Able to generate extra critiques and turn out to be a G2 Chief? Discover ways to lean into customer-led development with G2 Advertising and marketing Options.