March 23, 2023

017 Arthur Castillo (Chili Piper) on Customers As Your Best Evangelists

017 Arthur Castillo (Chili Piper) on Customers As Your Best Evangelists
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Today’s guest is Arthur Castillo, Head of Dark Social and Evangelism at Chili. Arthur joins Ethan Beute to share how he viewed and pursued the opportunity that LinkedIn represents and how it led to his transitions from sales to field marketing to evangelism.

Arthur shares what’s new and not new about “dark social,” as well as best practices for setting up mutually beneficial Customer Advisory Boards. He talks through fundamental shifts in B2B sales and marketing and the desire buyers have for trusted advisors. He also shares in-person and virtual tactics to turn your customers into evangelists who actively engage with your prospects.

 

Takeaways:

  • The most important job of a Head of Evangelism is talking about problems that you solve and that exist in the market that others might not even be aware of.

  • In the universal buyer's journey, an evangelist lives in three stages: unaware, aware, and consideration. It’s the evangelist’s job to help move buyers through these stages and to help them think differently.

  • “Dark social” isn’t new in that it’s just “word of mouth.” But the maturity of communication channels and the frequency of engagement have changed the game here. It’s our responsibility to find the conversations that are happening in the market and to engage.

  • Doing field marketing and evangelism are greats way to build relationships with your prospects and customers. And to help your customers build relationships and drive conversations with your prospects for more efficient growth.

  • Questions that should be driving us as evangelists, salespeople, and marketers include: “How do I amplify customer voices?” and “How do I develop deeper relationships?”

  • The future of sales is more about guiding a group of people and ensuring that they know how their day-to-day is affected - and marketing’s job will be to help people to think differently.

 

Quote of the Show:

  • “There’s no better form of evangelism than your customers”

 

Links Related to This Episode:

 

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

 

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