Atlassian

Atlassian is an enterprise software company, founded in 2002, that provides software tools and solutions to help teams work together and get more done. The company is known for its project management and issue-tracking tools such as Jira, Confluence, Trello, and Bitbucket. Atlassian's products are used by businesses and organizations of all sizes, including Fortune 500 companies, startups, government agencies, and nonprofits. The company has a strong commitment to collaboration, innovation, and customer satisfaction, which has helped it become a leader in the enterprise software market.

Atlassian's success with LinkedIn Document Ads demonstrates the power of personalized and engaging content for existing customers. By using a full-funnel strategy and experimenting with different formats, the team was able to drive more engagement, conversions, and revenue.

● 50% lower CPLs driving strong efficiency and exceeding ROI goals
● 4x Click through Rate for the Jira Service Management Campaign versus all other ad formats
● 5.5X Download Rate versus organic for LinkedIn Document Ads

Atlassian’s aim was to create a seamless customer experience that attracts new business and encourages growth across their current customer base. However, the team faced challenges in providing educational, long-form content to their key audiences and promoting assets via non-performing formats. This resulted in driving members off-site to a landing page and limiting access to detailed reporting information. To improve prospects' customer journeys, attract higher quality leads, and inform their future content strategy, the company wanted to test new methods and leverage their documents to drive ROI and efficient costs.

● Atlassian introduced LinkedIn Document Ads into their full funnel strategy to provide a frictionless member experience, driving higher rates of document consumption, more efficient submission rates, and higher quality leads. The team had experimented with different formats, such as Single Image Ads and Carousel Ads in an effort to drive off-site traffic through consumable assets. Document Ads were the clear winner in terms of engagement and success metrics.
● Before leveraging this document based creative, the team had no choice to gate or ungate content when driving members off-site. Now, not only can they seamlessly integrate their long-form content throughout their full funnel strategy but they also are able to gather learnings to inform their future content strategies
● By tracking CTRs, downloads, and internal submissions, the team could identify which assets were successful and drive more revenue for the company.

“

Document Ads, layered with the work email beta, have driven a higher quality lead based off of the content that is consumed driving more valuable prospects for our sales teams and allowing us to pivot in different regions through localization"
“

Document Ads create a better customer journey. Before document ads, we had no choice but to drive to a landing page and hope they submit. Now we have a choice. If we do want to gate content, we learned we only need 50% of the document to be consumed before they download, so we can gather learnings about future strategies."

Atlassian drives higher quality leads at 50% lower cost per lead with Document Ads

The Results

Challenge

Solution

A Seamless Customer Experience that Attracts New Business