Leveraging product evangelists to drive advocacy and engagement

Building a community of product evangelists is a strategic approach to driving growth, retention, and user satisfaction, particularly in an era where customer acquisition costs are rising and social media dominates younger demographics. A product evangelist, characterized by their passion and deep understanding of a product, engages in educating and engaging customers, creating content, and gathering feedback to enhance product development. They serve as a human face for the product, fostering loyalty and trust, and can significantly influence product awareness and customer acquisition, often outperforming traditional marketing efforts. Companies can encourage organic product evangelism by enabling third-party influencers to monetize their advocacy, as seen with platforms like Notion, which allows users to create and sell templates. Collaboration with product evangelists can be beneficial for aligning messaging, setting shared goals, and running go-to-market initiatives, making product managers ideal candidates for the role due to their deep product knowledge and understanding of the target audience.