Chief Evangelist with Ethan Beute

Watch or listen to this week's episode on driving innovation and revenue through evangelism!

Matt Coats, Chief Evangelist at SchoolMint, shares his path from sales to evangelism - what sparked the vision, how he sold the concept internally, how it affected his compensation, and why it landed him on the senior leadership team.

Watch or listen for insights into the role of a Chief Evangelist, the need to turn the voice of the customer into new customer value, and strategies for preparing the market for these new solutions.

Takeaways:

• The primary role of an evangelist is innovation - continuously identifying new opportunities to create customer- and market-informed solutions. A Chief Evangelist is uniquely positioned to help turn the voice of the customer into realized customer value.

• Variable compensation can be part of an evangelist’s package. But that variable comp should look more like the CEO’s than a sales rep’s - not necessarily in quantity, but definitely in what it’s tied to.

• Three types of external meetings for an evangelist: direct prospect or customer contact in a formal way (presentation, exec briefing, etc), informal customer interactions (coffee, lunch, or a call), and conferences (panels, sessions, and networking).

• Evangelism is sales, but you’re selling ideas, not products. An evangelist can help sell employees on the meaning, purpose, and results of the company’s work, as well as sell to prospects and resell to customers the promise of improved outcomes.

Quote of the Show:

• “We need somebody who’s going to go out and sell this concept. It’s not about selling a product or a thing, we need to sell this idea to the market.”

 Links Related to This Episode:

• Matt Coats on LinkedIn: https://www.linkedin.com/in/mattcoats 
• SchoolMint: https://schoolmint.com 

See or Hear More Conversations on Chief Evangelist with Ethan Beute:

• YouTube: https://youtu.be/Vszsdge-7xw
• Spotify: https://open.spotify.com/show/5tEPLXnkNSYAsjpwD3O69t
• Apple Podcasts: https://podcasts.apple.com/us/podcast/chief-evangelist-with-ethan-beute/id1652687400
• Chief Evangelist: https://www.chiefevangelist.com
  
  

Chief Evangelist is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/

Creator of the Zero Trust model of cybersecurity, John Kindervag serves as Chief Evangelist at Illumio. He joins host Ethan Beute to share insights from his journey turning a new idea into a global movement.

More than a dozen years ago as a Forrester analyst, he turned primary research into a new model of information security. Rather than a perimeter-based approach, a segmented approach that assumes zero trust is more effective. An affront to the status quo at the time, Zero Trust is now a global movement that’s reached every continent and resulted in an Executive Order by President Biden. Behind it all is passion, persistence, and evangelism.

Takeaways:

• The most important role of a Chief Evangelist is to create and communicate a compelling narrative and story that they genuinely believe in. Go beyond technical details to business strategy - and do it with expertise, enthusiasm, and human centricity.
• Put the problem and opportunity ahead of the product. Zero Trust is a strategy that’s product, technology, and vendor neutral. Evangelize the problem, not the product.
• Embrace both external and internal evangelism. Engage with customers and prospects while also fostering understanding and buy-in among teammates. And align with the CMO for maximum impact.
• No matter your problem, solution, or market, evangelism should be based on a deep and sincere desire to make people’s lives better.

Quote of the Show:

• “The only purpose for doing all this is to make people’s lives better. That’s the reason for technology. If you’re just into it for the technology, but not the human aspects of it, it’s not a good fit for you.” - John Kindervag

 Links Related to This Episode:

• John Kindervag on LinkedIn: https://www.linkedin.com/in/john-kindervag-40572b1 
• Illumio: https://www.illumio.com 
• ON2IT: https://on2it.net 
• Final Draft Report to the President: Zero Trust and Trusted Identity Management: https://www.cisa.gov/sites/default/files/publications/Final%20Draft%20NSTAC%20Report%20to%20the%20President%20on%20Zero%20Trust%20and%20Trusted%20Identity%20Management.pdf 
• DOD SkillBridge Program: https://skillbridge.osd.mil 

See or Hear More Conversations on Chief Evangelist with Ethan Beute:

• YouTube: https://youtu.be/d7EJU3XaDXY
• Spotify: https://open.spotify.com/show/5tEPLXnkNSYAsjpwD3O69t
• Apple Podcasts: https://podcasts.apple.com/us/podcast/chief-evangelist-with-ethan-beute/id1652687400
• Chief Evangelist: https://www.chiefevangelist.com
  
  

Chief Evangelist is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/

Listen in on a conversation on the relationships between sales, technical marketing, product marketing, and evangelism. Join Brian Robison, Chief Evangelist and Vice President of Product Marketing at Corellium. To that role, Brian brings experience in marketing and evangelizing hardware and software solutions with Blackberry Cylance, Citrix, McAfee, and Tripwire.

The theme throughout his career: making a bigger impact inspired by the belief in the solution and its importance to people’s lives. The work throughout: developing assets, narratives, and hands-on experience with the product.

Takeaways:

• The most important role of an evangelist is to support the sale. Everyone is in sales, including the evangelist. The evangelist is there not to drive a transaction, but to discover, communicate, and establish clear value. You’re selling trust and relationships, not SKUs and prices.
• Often functioning as a “one-person production house” of product demos, stories, and presentations, Brian balances routine tasks with creative responsibilities is essential for efficiency, creativity, and innovation. 
• Customer needs and customer use cases shift. Being aligned with your customers and being a hands-on user yourself deepens understanding and unlocks new ideas and enhanced value.
• Two tell-tale signs that you need an evangelist are a young company bringing something revolutionary to the world or a big company in an established market trying to create a paradigm shift. Both need a bigger conversation about the outcomes of a new approach, not just one about a tool.

Quote of the Show:

• “I have always sought out companies and products that are different, that change how people do things, that have a much bigger impact.”

 Links Related to This Episode:

• Brian Robison on LinkedIn: https://www.linkedin.com/in/brianrobison1 
• Corellium: https://www.corellium.com 

See or Hear More Conversations on Chief Evangelist with Ethan Beute:

• YouTube: https://youtu.be/-xmX4KoH570
• Spotify: https://open.spotify.com/show/5tEPLXnkNSYAsjpwD3O69t
• Apple Podcasts: https://podcasts.apple.com/us/podcast/chief-evangelist-with-ethan-beute/id1652687400
• Chief Evangelist: https://www.chiefevangelist.com
  
  

Chief Evangelist is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/

Join Kelly Ryan Bailey, CEO and Global Skills Evangelist at Skills Baby, as she explains the dynamic role of an evangelist with host Ethan Beute. The focus is on innovation, transformative work, and storytelling - all fueled by an authentic passion.

Learn why and how Kelly developed an open-source vocabulary around skills in service of all stakeholders in the labor market, why someone referred to her as a “one-woman SWAT team” in an evangelist role, which other names an evangelist might go by, and how she advocates for equality and empowering working women, addressing the significant gaps in the workforce.

Takeaways:

• The most important role of an evangelist is authentic connection through genuine belief. You must believe in what you’re talking about to your core, connect with people immediately, and take people on a journey through storytelling.

• Embrace the evangelist role: Straddling inside and outside an organization, you work across all departments, providing a unique perspective and essential skills for driving innovation and transformation.

• Communicate your value effectively as an evangelist: Track and integrate outcomes into your stories, consistently sharing achievements. When discussing your value with employers, highlight tangible, positive changes your work has brought to organizations.

• Continuous learning is key for evangelists: Adaptability and a broad skill set are crucial. Gain new skills to enhance your value, recognizing that qualities like communication, problem-solving, and adaptability, though not easily quantified, are integral to your narrative of value.

Quote of the Show:

• “The more we empower others into these leadership roles and unlock those barriers, the world can change into a beautiful place.”

 Links Related to This Episode:

• Kelly Ryan Bailey on LinkedIn: https://www.linkedin.com/in/kellyryanbailey 
• Skills Baby: https://www.skillsbaby.com 
• Kelly’s Linktree: https://linktr.ee/kellyryanbailey  
• Personal Website: https://kellyryanbailey.com 

See or Hear More Conversations on Chief Evangelist with Ethan Beute:

• YouTube: https://youtu.be/rZIStf8q3hs
• Spotify: https://open.spotify.com/show/5tEPLXnkNSYAsjpwD3O69t
• Apple Podcasts: https://podcasts.apple.com/us/podcast/chief-evangelist-with-ethan-beute/id1652687400
• Chief Evangelist: https://www.chiefevangelist.com
  
  

Chief Evangelist is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/

In this episode, Corrina Owens, Chief Evangelist at purple cork, draws from her account-based marketing and demand generation experience with companies like Profisee and Gong to explain how evangelists can work across functions to better serve customer needs.

Hear the customer-turned-team-member story of Corrina joining purple cork and why the Chief Evangelist role made sense for her, the company, and the competition. Learn about her current focus on positioning and the impact of AI on go-to-market strategy. 

Takeaways:

• The most important role of a Chief Evangelist is to deeply understand the voice of the customer, where the customer is, what their goals and aspirations are, and what you’re solving for them.

• When considering implementing an evangelist role, look to your ideal customers. When considering hiring the right person, consider an evangelist title - especially if you want them to work across traditional boundaries and have a broader, more holistic impact on customer experience..

• If your product or service doesn’t have a clear category in the minds of your customers, you and your competitors have a problem and an opportunity. An evangelist may be uniquely prepared to help.

• Despite the role of AI and technology, recognize the irreplaceable value of human creativity and human connection that evangelism can bring for business success.

• The need to feel seen and heard remains constant, but few people are getting what they need. Invest in active listening and open conversation to make people feel valued. Whether managing teams, connecting with customers, or interacting with anyone else, a little patience, empathy, and curiosity go a long way.

Quote of the Show:

• “In the age of AI, creators and evangelists are going to reign supreme. Because it’s the person behind the tools, technologies, frameworks, templates, and playbooks who’s really the secret sauce.”

 Links Related to This Episode:

• Corrina Owens (LinkedIn): https://www.linkedin.com/in/corrina-owens 
• Direct with Corrina & Taylor (podcast): https://marketersindemand.com/direct/
• purple cork (Website): https://www.purplecork.wine 

See or Hear More Conversations on Chief Evangelist with Ethan Beute:

• YouTube: https://youtu.be/M5N2jzYOjic
• Spotify: https://open.spotify.com/show/5tEPLXnkNSYAsjpwD3O69t
• Apple Podcasts: https://podcasts.apple.com/us/podcast/chief-evangelist-with-ethan-beute/id1652687400
• Chief Evangelist: https://www.chiefevangelist.com
  
  

Chief Evangelist is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/

This episode features Udi Ledergor, Chief Evangelist at Gong. Udi’s been along throughout Gong’s success journey, primarily as CMO. Learn why the shift to evangelism made sense for him, the company, and their community.

Get insights into how Udi created the job description, how he sources 20-25 speaking engagements each quarter, how he lines up appointments with people in customer and target accounts, what his quarterly KPIs include (like influenced and impacted revenue), and more!

Four top takeaways:

• The most important role of a Chief Evangelist is to ignite market demand and create other evangelists in order to drive a self-sustaining movement.
• B2B marketing, influenced by B2C practices, has adopted a more human, approachable, and communicative style, exemplified by Gong's vibrant, unbuttoned branding. The rise of evangelism is consistent with this more human approach.
• After years of growth, a VP or C-suite role can become slower and more operational. If this doesn’t play to your strengths, shifting to an evangelist role brings you back to the work of solving problems, acting quickly, and - in Udi’s case - doing hands-on marketing.
• When hiring an evangelist, consider their domain expertise, connections, and credibility. Ensure genuine alignment with your company's values. Strong communication skills, especially in public speaking, are obviously helpful, too. Look for someone who can tell a bigger story—whether your company is creating or disrupting a category. Evangelism isn't for every company, but for those with transformative ideas, it can be a powerful strategy.

Quote of the Show:

• “I do see evangelism as an extension of marketing. More and more companies are starting to realize the importance and impact evangelism can make. And I see more companies talking to me about hiring this function for themselves.”

 Links Related to This Episode:

• Udi Ledergor on LinkedIn: https://www.linkedin.com/in/udiledergor 
• Gong (Website): https://www.gong.io 
• Gong (Blog): https://www.gong.io/blog 
• Gong & Forrester Article: https://www.gong.io/press/gong-named-a-leader-in-revenue-operations-and-intelligence-forrester 

See or Hear More Conversations on Chief Evangelist with Ethan Beute:

• YouTube: https://youtu.be/OJ1egx1k0fQ
• Spotify: https://open.spotify.com/show/5tEPLXnkNSYAsjpwD3O69t
• Apple Podcasts: https://podcasts.apple.com/us/podcast/chief-evangelist-with-ethan-beute/id1652687400
• Chief Evangelist: https://www.chiefevangelist.com
  
  

Chief Evangelist is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/

In today's episode, Richie Cotton, who serves as a Data Evangelist at DataCamp, sits down with host Ethan Beute to discuss his strategic method for creating impactful content to drive top-of-funnel and customizing curriculum to achieve specific learning objectives.

Richie takes us through his career journey, transitioning from course creation to a more commercially focused position in the learning solutions team. He reflects on an unexpected yet welcomed shift to his current role as a data evangelist at DataCamp. Throughout the conversation, he emphasizes the crucial importance of data literacy.

Takeaways:

• A data evangelist's key role is to boost confidence in using data, emphasizing that everyone has inherent skills. Beyond promoting products, the focus is on reducing fear (or even terror!) by guiding people to take simple steps to use data more effectively in their personal and professional lives.

• Strategic preparation is key to effective content creation - whether course, podcast, book, or anything else. Consider the audience's background, current knowledge, and desired outcome.

• Richie’s evolved from creating courses to a commercially focused role in the learning solutions team, which works closely with sales and customer success to guide business clients toward effective data training programs. His transition into the evangelist role was unexpected but embraced, highlighting the importance of demystifying the role of an evangelist by spreading awareness and understanding.

• DataCamp’s four-person media team, of which he’s a member, is like a band of musicians. They’re closest to - but independent from - the marketing team and their metrics generally drive top of the funnel and start of the sales process. His personal KPIs are related to content creation and output.

Quote of the Show:

• “It’s just empathy, really. You need to put yourself in the position of the people you’re speaking to and try to understand what they care about.”

 Links Related to This Episode:

• Richard Cotton on LinkedIn: https://www.linkedin.com/in/richierocks 
• DataCamp: https://www.datacamp.com 
• Richie Cotton on Twitter: https://twitter.com/richierocks 
• The DataFramed Podcast: https://www.datacamp.com/podcast 

See or Hear More Conversations on Chief Evangelist with Ethan Beute:

• YouTube: https://youtu.be/8h8lU2piI0M
• Spotify: https://open.spotify.com/show/5tEPLXnkNSYAsjpwD3O69t
• Apple Podcasts: https://podcasts.apple.com/us/podcast/chief-evangelist-with-ethan-beute/id1652687400
• Chief Evangelist: https://www.chiefevangelist.com
  
  

Chief Evangelist is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/

In this episode, our guest, Martin Schneider, Head of Research and Chief Evangelist at GTM transformation firm Annuitas, discusses the crucial role of a Chief Evangelist in crafting bigger, more persuasive narratives that instill belief in the ”'why” and “how” behind your vision.

Learn his path from journalist to analyst to marketer to evangelist and his process of establishing the evangelist roles within a few different organizations. Hear the unique skills and value built at each stage of his career journey that allowed him to find success with evangelism.

Takeaways:

• An evangelist's key role is to create believers by crafting compelling narratives that inspire confidence in the “why” and “how.” In the subscription, you’re not just selling products; you’re helping people join and stay through shared belief.

• An ex-analyst could be a great evangelist for you - to help you get noticed, get legitimized, gain authority, earn coverage, get quoted, get sourced and create differentiation. The AR and PR functions benefit from an evangelist.

• Though it’s difficult to prove efficacy, you can look for evidence like competitors stealing your language or overbid on your keywords. You’re looking for evidence all around that your language and point of view are taking hold in the market.

• An evangelist needs to be credible and authoritative (relative to product and best practices), to source and share great stories of your own (not just parroting product marketing), and to tell more than a company story (going beyond the pitch deck). You need to structure it well, incentivize others throughout the org, and engage them for shared belief in bigger narratives.

Quote of the Show:

• “As we move into the subscription economy and everything is a service, you’re not just selling products anymore, you’re getting people to join and they’ve got to be believers.”

 Links Related to This Episode:

• Martin Schneider on LinkedIn: https://www.linkedin.com/in/martinaschneider 
• Annuitas Website: https://www.annuitas.com  
• The Chief Growth Officer's Handbook (Book Link): https://lp.annuitas.com/cgo-handbook 

See or Hear More Conversations on Chief Evangelist with Ethan Beute:

• YouTube: https://youtu.be/oGHkDz3QhWs
• Spotify: https://open.spotify.com/show/5tEPLXnkNSYAsjpwD3O69t
• Apple Podcasts: https://podcasts.apple.com/us/podcast/chief-evangelist-with-ethan-beute/id1652687400
• Chief Evangelist: https://www.chiefevangelist.com
  
  

Chief Evangelist is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/

In today's episode, we're thrilled to have Ton Dobbe, the founder of Value Inspiration and the author of The Remarkable Effect - The Essential Book for Tech Entrepreneurs on a Mission. Ton dives into the relationship between product marketing and evangelism with our host, Ethan Beute. 

Discover Ton's insights on achieving true remarkability and learn how to apply his innovative methodology to create meaningful differentiation and exceed customer expectations. He also delves into his mission at Value Inspiration and reveals the transformative role product marketing has played throughout his career journey.

Takeaways:

• The most important role of an evangelist is to get people energized to make a transformative journey. People need to trust that there’s a different and better way and to pursue it.
• Be remarkable in your business; remarkability is your “magic glue.” Understand what makes you unique, identify ideal customers, and cultivate these relationships. Passionate fans spread the word. Find your niche; don't aim to please everyone.
• “Empathy is underrated” in both sales and marketing. Developing it requires that the meaningful difference you’re evangelizing is first and foremost. People need to see themselves in it and to feel, realize, and experience it. Revenue and profit follow.
• The things humans do don’t scale. Yet we can create meaningful differentiation and competitive advantage through human activities. issues, you'll stand out, even against bigger competitors. Prioritize solving highly valuable and critical problems in a way that surpasses customer expectations for lasting impact.

Quote of the Show:

• “You’re on a mission to take a friction out of the market that’s been holding businesses back for too long. Name that. Make it specific.”

Links Related to This Episode:

• Ton Dobbe on LinkedIn: https://www.linkedin.com/in/tondobbe 
• Value Inspiration: https://valueinspiration.com 
• Ton Dobbe on Twitter: https://twitter.com/tondobbe 
• The Remarkable Effect (Book Link): https://valueinspiration.com/book 
• The Remarkable Effect (Amazon Book Link): https://a.co/d/dkeY6L0 
• The Tech Entrepreneur on a Mission Podcast: https://valueinspiration.com/category/podcast 
• The ultimate guide to tuning your B2B SaaS Segmentation (Article): https://valueinspiration.com/segmentation 
• Guy Kawasaki on LinkedIn: https://www.linkedin.com/in/guykawasaki 
• Donald Miller, CEO at StoryBrand on LinkedIn: https://www.linkedin.com/in/donald-miller-storybrand 

See or Hear More Conversations on Chief Evangelist with Ethan Beute:

• YouTube: https://youtu.be/Wh8yV510WFw
• Spotify: https://open.spotify.com/show/5tEPLXnkNSYAsjpwD3O69t
• Apple Podcasts: https://podcasts.apple.com/us/podcast/chief-evangelist-with-ethan-beute/id1652687400
• Chief Evangelist: https://www.chiefevangelist.com
  
  

Chief Evangelist is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/

Today’s guest is Pablo Gonzalez, CEO and Co-Founder of Be The Stage and Co-Founder and Co-Host of Category Thinkers. He joins host Ethan Beute to discuss category design, evangelism, and community.

Pablo shares in-depth the significance of being deeply community-oriented. He provides valuable insights on content leverage – the strategic use of messaging and communication to influence various facets of your business, spanning from HR and employee experience to biz dev and customer experience. It's not just about content creation but also includes the essential steps of planning, testing, and continuously refining and realigning your message for superior outcomes

Takeaways:

• The most important role of an evangelist is to be the tip of the spear in championing a point of view, generating content leverage, and rallying a community around the problem you aim to address.

• To become a category leader, focus on evangelizing your perspective and problem, not your product or brand. This involves crafting a compelling point of view (POV) that addresses the current state, the problem, its effects, the new category solution, and its future impact with real-world use cases.

• Effectively spearheading market interaction involves iterating through different articulations of your POV and leveraging content to communicate your message on digital stages, podcasts, shows, and other channels.

• Being an evangelist means engaging people in something they care about. An evangelist serves as a “pied piper,” spreading a shared POV to build a receptive community, creating a vital flywheel for successful companies.

Quote of the Show:

• “I want to be a person who proves that community creation is the most viable form of business development in this new era.”

 Links Related to This Episode:

• Pablo Gonzalez on LinkedIn: https://www.linkedin.com/in/pablotheconnector 
• Be The Stage Website: https://bethestage.live 
• Category Thinkers Website: https://www.categorythinkers.com 
• Mark Schaefer on LinkedIn: https://www.linkedin.com/in/markwschaefer 
• Belonging To The Brand (Book Link): https://a.co/d/dfUVKVo 

See or Hear More Conversations on Chief Evangelist with Ethan Beute:

• YouTube: https://youtu.be/wxycf1fM9Dc
• Spotify: https://open.spotify.com/show/5tEPLXnkNSYAsjpwD3O69t
• Apple Podcasts: https://podcasts.apple.com/us/podcast/chief-evangelist-with-ethan-beute/id1652687400
• Chief Evangelist: https://www.chiefevangelist.com
  
  

Chief Evangelist is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/