Avistar AI turned a team of quiet security experts into a voice of authority on LinkedIn
How an identity security company selling into regulated industries went from one marketing voice to five team members posting in their own words
Avistar AI helps companies in regulated industries manage their identity posture in the cloud. The platform keeps a live, agentless inventory of every service account, key, token and AI agent running across AWS, Azure and GCP, scores each one by blast radius, and maps findings to the frameworks its customers are audited against, including SOC 2, HIPAA, NIST and FedRAMP. Avistar sells to security teams directly and through MSPs and MSSPs.
One voice for a company full of experts
Avistar's edge is its people. The technical team spends all day absorbing what's happening in identity security, and they know the space better than most of the people posting about it. Almost none of that made it onto LinkedIn.
The team members who knew the most were the least likely to post. Not because they had nothing to say, but because writing for LinkedIn is a different skill than the one they were hired for, and it competed with real work. So the company's voice defaulted to whoever owned marketing, and it sounded like it.
In a regulated market, that gap costs something. Buyers in fintech and healthcare are choosing a vendor they'll have to defend to auditors and boards. They want to see that the people behind the product actually know what they're talking about.
“We have a lot of technical team members that typically don't like to post much on LinkedIn, but they're really well informed. They're constantly absorbing information from around the web, and I wanted to help them amplify their voices online.”
Five voices, one message
Poplar gave every team member a profile that learns how they actually write and think. Five people at Avistar now post around a single message, and none of it reads like it came from a marketing department. Each post sounds like the engineer or founder whose name is on it.
A shared, color coded calendar shows everyone's posts side by side, so the team coordinates cadence and hits the same target from several distinct angles instead of one person spamming the feed. Ivan had been paying for a separate AI writing tool for his own posts. After a week on Poplar he consolidated everything into one platform.
The planning side changed as much as the writing. Poplar's agentic writing assistant takes what would have been weeks of back and forth on a content plan and turns it into minutes, so the team spends its time on the thinking, not the calendar.
“The great thing about Poplar versus other tools out there is that a group of us can all coalesce around a singular message, versus having one person take on that role.”
Hundreds of thousands of impressions, from a team that didn't post
Within a few months Ivan's own account became a reference point in identity security, and the team around him started showing up alongside it. His best performing posts are commentary on what other companies in the space are doing, which is exactly the kind of expert take the technical team is built to deliver.
- 5 team members now posting through Poplar, up from 1
- 141,000 organic LinkedIn reach
- Nearly 44,000 impressions on a single analysis post, reshared by the company
- Ivan posting every couple of days, with 70 to 100 likes on most posts and 140 on the top ones
- 6,600 plus LinkedIn followers on Ivan's account
- Content planning went from weeks to minutes
“The agentic writing assistant has been an incredible time saver for all of us. What would have taken weeks to come up with a marketing plan now takes minutes.”
Authority is the product in a regulated market
Avistar isn't using Poplar to post more for its own sake. The goal was to help the team develop a voice of authority in their field, because in identity security that authority is what wins the deal. When a compliance leader at a hospital or a bank looks up the people behind a vendor, they should find a team that clearly knows the space.
That used to depend on one person having the time to write. Now it's five people, in their own words, on a schedule they can all see.
“The goal in using Poplar has been to help our teams develop a voice of authority in their field.”
“I wouldn't have been able to do that without Poplar.”
