The Adoption Funnel & Evangelism Marketing

Cross posted on

Evangelism is…

It was used more in the evangelistic sense of preaching, pounding on the pavement, getting the job done, taking the battle to the customer – all that stuff. And that’s the sense. It was kind of a good way of saying that this is a real intellectual sales and marketing kind of hype job (laughs). – Guy Kawasaki

Evangelism is a sales and marketing kind of hype job. It really says it all. It’s all very simple, it’s about instilling a strong sense of loyalty amongst employees and/or customers such that they want to talk about your products. You get people to believe and they in turn get more people to believe. The difference is between sales and evangelism is between who is doing the preaching.

Sales is rooted in what’s good for me. Evangelism is rooted in what’s good for you. – Guy Kawasaki

Ulimately, evangelism is about “bringing good news” based on the Billy Graham Evangelistic Associations Ambassadors program. Fortunately, this has been digested and broken down into a marketing program. Jackie Huba and Ben McConnell have a great blog and 2 great books:

Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force
by Ben McConnell, Jackie Huba

Read more about this book…

Citizen Marketers: When People Are the Message
by Ben McConnell, Jackie Huba

Read more about this book…

Jackie and Ben present a framework where “the ultimate goal is to create communities of influencers who drive sales or membership for your company or organization”.

  1. Customer plus-delta: Continuously gather customer feedback.
  2. Napsterize knowledge: Make it a point to share knowledge freely.
  3. Build the buzz: Expertly build word-of-mouth networks.
  4. Create community: Encourage communities of customers to meet and share.
  5. Make bite-size chunks: Devise specialized, smaller offerings to get customers to bite.
  6. Create a cause: Focus on making the world, or your industry, better.

We’re talking about using evangelism techniques to build community and drive revenue. This is very different than the altruistic ideals behind my involvement with BarCamp, DemoCamp and other.

Is there a difference between evangelism marketing and community evangelism?