November 30, 2022

Business School

Business Opening

FloQast’s Guide to Multi-Channel Review Campaigns

FloQast has accomplished what so many firms try to: speedily populating genuine client evaluations on G2.

In partnership with The Captivate Collective, their cohesive evaluation generation approach resulted in a 312% increase in assessments in comparison to the year prior.

FloQast is a near administration option built for accountants, by accountants, that automates, streamlines, and provides visibility into the numerous motion goods that accountants have to go via every single month. The Captivate Collective is an advocate marketing consulting agency that is effective with customers like FloQast to build their advocacy technique from scratch. 

Together they created a critique generation technique that created much more opinions than FloQast at any time has just before. 

We sat down with Victoria LaPlante, FloQast’s Head of Consumer Marketing and advertising and Local community, and Kiely Monteiro, The Captivate Collective’s Senior Guide, to discover more. 

Creating their critique assortment tactic

LaPlante and Monteiro shared their playbook for making the campaign that drove hundreds of new testimonials, and how they used these critiques immediately after amassing them. Their review selection method contains four critical steps, highlighted under. 

1. Targeting segments

When FloQast initial began operating with The Captivate Collective, they explored approaches to extend outreach and seemed at concentrating on prospects for evaluation asks when they were being most engaged (and as a result most most likely to depart a overview). 

To start off, they looked at admins and supervisors from businesses that experienced renewed in the previous 6 months, as well as any person deemed a products champion by their client accomplishment managers. They understood these consumers had adequate experience with the platform to give a detailed critique, and that they had been actively leveraging FloQast at their group. 

Subsequent, they focused prospects who had shared feedback with them in numerous other channels and hypothesized that if they ended up prepared to share opinions in one particular channel, they would be most likely to share it on G2 as nicely. They sent critique requests out to their NPS respondents, as very well as everyone who experienced submitted a assist ticket and left feedback via the comply with-up.

By expanding their focus on viewers, FloQast was equipped to capture a broad variety of reliable opinions from their most engaged buyers. 

But they did not quit there.

2. Soliciting testimonials as a result of far more than one particular avenue

In purchase to generate as a lot of evaluations as doable, FloQast also carried out a multi-channel tactic to interact their full consumer foundation. They explored each individual shopper touchpoint and worked to include overview requests during their consumer experience. 

This bundled creating evaluate requests through: 

  • In-app notifications
  • Product or service banners
  • FloQast’s application indicator-in site
  • Social posts
  • Shopper local community web pages
  • Email newsletters 
  • In-particular person events

LaPlante shared, “Showcasing it inside the application by itself, which thousands of users are looking at every single single day, it underscores the price that we are placing on buyer comments.”

3. Engaging shoppers

Just one uncomplicated process the staff employed to entice and engage probable reviewers was theming their regular overview requests. When a small contact, it captured the attention of their clients and stored the asks fresh. 

Some example opening lines included  “you are audit I need” in February and  “April showers deliver May possibly bouquets (and G2 testimonials)” in May possibly.

FloQast's customer engagement G2 campaign


Every single email would open up with an accounting pun or holiday theme, and then would incentivize reviewers to go away suggestions in exchange for an Amazon reward card. Imagine it or not, accountants are humorous people today!

4. Driving interior alignment

Lastly, to attain cross-useful alignment and visibility throughout the group for their strategies, an internal playbook was created.

LaPlante says, “Making confident our group recognized that their involvement in the results of the campaign was important, and having that general comprehension of what we had been making an attempt to attain, was important and element of the achievement.” 

“Reviews are very significant to our quick-expanding organization. We consider consumer suggestions incredibly severely, and G2 details allows us immediately adapt to superior meet our client’s needs.”

Victoria LaPlante
Head of Purchaser Marketing and advertising and Local community at FloQast

Monteiro and the FloQast advertising management staff met weekly to brainstorm the initial program, and immediately after having alignment, labored alongside one another to connect that approach to FloQast’s heads of help and purchaser results. 

The moment they ended up acquired in, the marketing campaign kicked off with 1:1 outreach from the CSMs to their customers. Monteiro and LaPlante also needed to ensure that teams stayed motivated to go on their outreach. They begun by exhibiting a ticker to visually clearly show how near they were to their objective.

LaPlante satisfied with interior stakeholders on a weekly basis to align all various contact points and discussions that have been occurring throughout the group. She also developed and leveraged an inner Slack channel dedicated to ongoing marketing campaign updates, suggestions, and results.

From assortment to utilization

Now that they experienced created a broad range of reviews from throughout their buyer foundation, FloQast applied testimonials both equally internally, to construct belief with prospects, and externally from a promoting point of view. 

LaPlante shares,  “If you have a prospect who sees your badges and then will become a customer, a year later when you check with them for a overview, they’ll try to remember how critiques aided them sense validated in their buy conclusion and be additional very likely to go away a critique themselves. It is a constant loop that advantages all functions concerned.” 

“We’re very pleased to be named a Chief in our category on G2, and the badges acknowledge our placement of dominance previously mentioned our levels of competition.”

Victoria LaPlante
Head of Purchaser Advertising and marketing and Group at FloQast

Internally, LaPlante and her team just take people evaluations and make positive to answer to and arrive up with critical themes that they are observing throughout reviews. When assessments are gathered, FloQast groups them into thematic buckets and critical variables for their enterprise, this sort of as small business measurement, field, and geography. 

They are then packaged into quotebooks to be leveraged as promoting components by the income progress groups.

Embracing all comments

As a Director of Consumer Advertising and marketing, LaPlante recognizes that outreach to all consumers can cause some stress and anxiety, specifically at the leadership level, but notes, “you need to have to stand guiding your product. If you are resolute that you have a product that will make a distinction, and you know that buyers are profitable applying it, you can be self-assured that they’re going to give you that variety of feedback that you might be hunting for on G2.” 

LaPlante encourages organizations not to be scared of client assessments, even if it is unclear in which their favor falls. When FloQast receives a unfavorable overview, which is rare, they make sure to answer to the customer, and share the feed-back with the inside team with the aligning area of prospect. 

“Negative reviews are a great chance. Responding to damaging evaluations and shifting what ever it is, if doable, is a probability to mature and switch buyers all over.”

Kiely Monteiro
Senior Specialist at The Captivate Collective

This notice to the purchaser is mirrored in FloQast’s most latest recognition as the #1 vendor in the Romance Index for Economical Shut in G2’s Slide 2022 reports. When opportunity customers are reading through evaluations and responses, they can really feel comfy being aware of that if a worst-situation state of affairs comes about, they will be in very good fingers.

LaPlante reflects, “One of the main themes that we ended up ready to pull absent was how our shoppers are determining the reality that we are listening and they come to feel like we genuinely are taking their feed-back to coronary heart and to the products. It was a person of the areas they gave us a great deal of substantial remarks on.”

Prepared to crank out far more reviews and develop into a G2 Leader? Learn how to lean into shopper-led progress with G2 Marketing and advertising Alternatives.