In this episode of The ChangeOver Podcast, host Greg Linnemanstons sits down with Kyle Jepson, HubSpot’s first-ever Evangelist, to explore how brand evangelism can fuel growth in industrial markets. Kyle shares insights on fostering authentic advocacy among employees and customers, emphasizing that true evangelists can't be hired — they must be cultivated and nurtured within your culture.

Episode Highlights:

Kyle’s Journey to Brand Evangelism (2:3-4:53)

From HubSpot support rep to Academy professor to Evangelist
How pandemic-era content creation sparked a movement
Building an organic community of HubSpot admins

The role of an evangelist (4:55-6:11)

Creating excitement about product features and updates
Engaging with both super-fans and potential churners
Building bridges between product teams and users

Growing vs. hiring evangelists (16:12-21:01)

Why authenticity matters more than influence
The importance of growing evangelists within your culture
Finding natural enthusiasm in frontline employees

Fostering an evangelism culture (24:04-32:37)

Encouraging employees to share their genuine excitement

Creating safe spaces for authentic brand advocacy
How leadership can support organic evangelism

Connect with us:

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Website: weidert.com/changeoverpodcast

Connect with our host and guest:

Greg Linnemanstons: https://www.linkedin.com/in/greglinnemanstons/
Kyle Jepson: https://www.linkedin.com/in/kyleanthonyjepson/

Listen now and subscribe to The ChangeOver Podcast on Spotify, Apple, or YouTube Podcasts to stay at the front of the industrial marketing innovation curve.

Ep 14: Brand Evangelism: Nurturing Employee & Customer Champions