Zendesk’s strong brand enabled its efficient growth. Bill’s team built the brand by investing in long term initiatives like customer evangelism and content.
Bill tasked the customer evangelism team with three goals. First, to identify evangelists; second, to nurture relationships with them; and third to leverage their enthusiasm for the product to drive awareness and ultimate conversions.
For example, this team would mine the results of the net promoter score surveys for people who self identified as evangelists. The customer evangelism team would build a relationship with them and eventually ask them to write reviews, speak, or for customers on the company’s behalf, creating a huge library of positive reviews all over the web.