Case Study: Carbon Black achieves faster product feedback and improved brand awareness with Influitive

How Carbon Black Mined Their Customer Community For Faster Product Feedback And Improved Brand Awareness

Carbon Black, a leading endpoint security provider, ran a 15,000‑member User Exchange community where a few hundred power users drove most activity. The team’s challenge was turning those engaged members from forum contributors into formal advocates who could continually feed product teams with usable feedback and raise Carbon Black’s market visibility through reviews and analyst engagements.

They launched Cb Defenders on Influitive’s AdvocateHub to recruit, reward and mobilize top contributors with opt‑in challenges, single sign‑on and a VIP experience. The program grew to 500+ members, created a Design Partner subgroup of 100+ advocates for R&D, ran six design studies in three months, cut recruitment time for studies from weeks to days, generated 50 Gartner reviews and 40+ analyst/reference participants—boosting threat‑intel sharing, speeding product decisions and amplifying brand awareness.

Carbon Black

Kate Cohen

Senior Manager of Product Marketing