Evangelist marketing is a strategy that relies on passionate customers, partners or employees to actively promote a brand through genuine enthusiasm and word of mouth. These "evangelists" advocate for a product or service not because they’re paid to, but because they truly believe in its value and want others to experience it. Unlike traditional marketing, which often emphasizes persuasion and paid media, evangelist marketing depends on authenticity and organic community-building.

The term draws inspiration from religious evangelism — spreading a belief system with conviction and passion. In a business context, evangelist marketing focuses on cultivating a loyal base of advocates who naturally amplify your message across social platforms, forums and real-world conversations.

Brands that succeed with evangelist marketing typically offer exceptional customer experiences, maintain a clear mission or set of values and create opportunities for users to engage — such as referral programs, ambassador initiatives or customer spotlights. A strong product-market fit is essential: when users are delighted by a product that solves real problems, evangelism tends to emerge independently.

While tech companies often hire developer advocates or empower super users to drive this type of marketing, the approach is equally powerful for consumer brands with devoted fans.