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What Does a Product Evangelist Do? | GTM Rapidfire
This GTM Rapidfire episode offers a concise yet insightful discussion with inspiring leaders, designed to uncover their strategies for success and team leadership. The series follows a simple and impactful format: each guest answers five focused questions, ensuring the conversation is packed with sharp, actionable takeaways for listeners looking to enhance their own go-to-market strategies and leadership skills.
In this particular installment, the featured guest is Nate Wardwell, currently serving as a product evangelist at Hightouch. Nate is distinguished as a problem-solver with a passion for leveraging technology to create excellent user experiences. His background includes significant work with major B2C publishers and marketplaces, and he is recognized for his strong data acumen, ability to build high-performing teams, and skill in fostering collaboration to achieve common goals.
The episode delves into several key areas, starting with a clarification of what the role of a product evangelist truly entails. Listeners will also gain Nate's perspective on what constitutes a "great experience for customers," hear about a product decision he made that seemed risky but ultimately proved successful, and learn his methods for fostering alignment across product, engineering, and go-to-market teams. Finally, Nate shares insights from his experience at Teach for America, offering a well-rounded view of his professional journey and philosophies.
At GTM Rapidfire, we have the privilege of sitting down with go-to-market (GTM) leaders from around the globe, diving into their best-kept secrets and the strategies that drive their success. In this edition, we had a fascinating chat with Nate, a seasoned product evangelist at HiTouch. Here’s a peek into our rapidfire Q&A with him, touching on his journey, the nuances of his role, and the lessons he’s picked up along the way.
Nate currently serves as a Product Evangelist at HighTouch, a composable customer data platform and AI decisioning solution. With a background in working with major B2C publishers and marketplaces, he’s known for his knack for connecting people, data, and technology to drive impact. Nate’s role is all about storytelling and advocating for his company’s cutting-edge solutions, making him the ideal guest for our rapidfire chat.
What Exactly Does a Product Evangelist Do?
When we asked Nate about his role, he chuckled, admitting that while it’s a bit of a fancy title, it’s essentially a hybrid of product marketing and storytelling. His job is to be a public-facing advocate for HighTouch, bridging the gap between the product and its users. This means writing blogs, conducting customer interviews, creating case studies, speaking at conferences, and even collaborating with industry analysts like those from Gartner and Forrester. It’s a varied role that keeps him constantly on his toes.
For Nate, one of the most rewarding parts of his job is the opportunity to work closely with customers. "That’s where the magic happens," he says. It’s in those conversations where you truly gauge if a product is making a difference and solving real problems. Whether it’s preparing for a conference or crafting a compelling case study, these interactions ground his work and remind him of the broader purpose.
Building Great Experiences – More Than Just Code
While Nate isn’t directly responsible for product development in his current role, his experience in product management gives him a unique perspective. He emphasizes the importance of understanding the jobs customers need to get done, rather than just focusing on incremental updates. It’s about maintaining a customer-first mindset and not falling into the trap of tweaking features in isolation without considering the bigger picture.
When asked about prioritizing customer needs, Nate mentioned the RICE framework (Reach, Impact, Confidence, Effort) as a tool he’s used in the past. It helps teams stack rank projects based on potential impact and feasibility, ensuring they focus on the initiatives that drive the most significant results. However, he cautions that it’s essential to step back occasionally and think beyond the immediate feature requests to consider the broader market needs.
A Memorable Campaign in the Works
One project that’s currently exciting Nate involves a collaboration with Domino’s Pizza, where he’ll be presenting alongside a customer at the upcoming Loyalty Expo in Orlando. This conference is highly focused, bringing together loyalty program leaders, making it a perfect venue for deep, meaningful conversations. Nate’s enthusiasm for the event is palpable, reflecting his passion for connecting with industry leaders and sharing impactful stories.
From Teach for America to Tech
Interestingly, before diving into the tech world, Nate worked at Teach for America in Charlotte, North Carolina. Reflecting on that experience, he shared a powerful lesson about storytelling. When his school rebranded as a partial science magnet, it suddenly attracted experienced teachers, transforming the student experience almost overnight. This reinforced his belief in the power of a compelling narrative – a lesson he’s carried into his work in product evangelism.
As we wrapped up our chat, Nate left us with a simple yet profound piece of advice: stay curious. Whether you’re in marketing, product, or any other field, the ability to seek out and share meaningful stories is what drives impactful work. After all, it’s the people around us who make our careers truly fulfilling.
Stay tuned for more GTM insights as we continue to bring you the voices of industry leaders, one rapidfire interview at a time.