Breaking Through in Cybersecurity Marketing From Slack Groups to Super-Users: Community-Led Growth in Cybersecurity
Episode Summary:
Community gets talked about a lot in cybersecurity; what’s less clear is what it’s supposed to actually look like. In this conversation, Avital Knoller, Head of Ecosystem, Community, and CXO Relationships at Orchid Security, walks through how she thinks about community when it’s tied directly to product and growth.
She breaks down the difference between practitioner-led product communities and broader communities of interest, and why that distinction matters so much in security. Drawing on her experience building communities across nonprofit, startup, and cybersecurity environments, Avital shares how investing in community can create super-users, surface real product feedback, and support go-to-market efforts without feeling salesy or forced.
Tune in to hear about practical realities, platform choices, launch timing, engagement expectations, and how to think about ROI while keeping the focus on trust, peer learning, and long-term value.
About Avital:Avital (Avi) Knoller is the Head of Ecosystem, Community, and CXO Relationships at Orchid Security, where she leads practitioner community programs and ecosystem engagement for the company’s identity security platform.
Avital has experience building and running communities across nonprofit, startup, and cybersecurity environments, with a focus on practitioner engagement and product-focused communities inside security companies.
Links & Resources:
Avital (Avi) Knoller on LinkedIn - https://www.linkedin.com/in/avital-knoller/
Orchid Security - https://www.orchid.security/
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