{"id":6163,"date":"2025-05-05T17:22:18","date_gmt":"2025-05-05T21:22:18","guid":{"rendered":"https:\/\/dipity.digital\/?p=6163"},"modified":"2025-09-28T17:32:33","modified_gmt":"2025-09-28T21:32:33","slug":"atlassian-team-project-management-saas-case-study","status":"publish","type":"post","link":"https:\/\/dipity.digital\/atlassian-team-project-management-saas-case-study\/","title":{"rendered":"Atlassian (Team &#038; Project Management SaaS) &#8211; Case Study"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">Atlassian (Team &amp; Project Management SaaS) &#8211; Case Study<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">When Atlassian announced the<a href=\"https:\/\/www.atlassian.com\/blog\/announcements\/farewell-to-server?utm_source=chatgpt.com\"> end-of-life for its server \/ on-prem support<\/a>, it faced a major activation challenge: a massive base of existing customers who were unaware, unwilling, or uncertain about migrating to cloud. Despite built-in product incentives, <strong>95% of their user base remained unaware<\/strong> of the cloud advantage or the urgency to migrate (our target segment).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Key obstacles included:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Technical risk perception: customers feared data loss, downtime, or integration issues<br><\/li>\n\n\n\n<li>Low cloud literacy: many customers didn\u2019t understand the differentiated value of cloud features<br><\/li>\n\n\n\n<li>Inertia \/ switching cost: moving from on-prem required effort, change management, and stakeholder buy-in<br><\/li>\n\n\n\n<li>A global rollout across markets (not just Australia) with regional nuances<br><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Atlassian needed a<a href=\"https:\/\/www.atlassian.com\/licensing\/server-end-of-support?utm_source=chatgpt.com\"> global activation strategy<\/a> to push existing users toward cloud migration, educate them on value, counter objections, and accelerate uptake across legacy segments.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Strategy &amp; Execution: Activation Through Education, Segmentation &amp; Multi-Channel Content<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dipity was brought in to design and execute a full-scale activation campaign across global markets, with particular emphasis on Australia as a launching ground.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>1. Deep segmentation &amp; persona modeling<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">We deployed user analytics to cluster behaviors and attitudes, and developed <strong>16 unique personas<\/strong> (e.g. \u201cEnterprise skeptic,\u201d \u201cTechnical champion,\u201d \u201cCompliance averse,\u201d \u201cFeature explorer\u201d). Each persona received a tailored content journey.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>2. Activation playbook &amp; content funnel<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Using the persona framework, we built a structured content funnel combining:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Thought leadership articles &amp; white papers<br><\/li>\n\n\n\n<li>Webinars (technical deep dives, migration best practices, Q&amp;A)<br><\/li>\n\n\n\n<li>Customer case studies &amp; testimonial videos<br><\/li>\n\n\n\n<li>On-site personalization (e.g. contextually triggered banners or messaging in Atlassian\u2019s own site)<br><\/li>\n\n\n\n<li>Email \/ nurture flows linked to engagement signals<br><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">We also packaged an <strong>Activation Playbook<\/strong> shared internally (Atlassian + partners) detailing trigger points, content paths, handoffs to sales \/ support.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>3. Multi-channel distribution &amp; feedback loops<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">We orchestrated content across multiple channels\u2014organic search, paid media, email, social, webinars\u2014with tracking. We monitored engagement in real time, then iterated messaging, timing, and segmenting to improve conversion.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>4. Change management &amp; enablement<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">To mitigate resistance, we built a support layer:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Migration guides, checklists, and toolkits<br><\/li>\n\n\n\n<li>Migration office hours &amp; technical office hours<br><\/li>\n\n\n\n<li>Regional webinars to address compliance, regulatory, and localization objections<br><\/li>\n\n\n\n<li>Incentives &amp; limited-time offers to accelerate decisioning<br><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">We aligned closely with Atlassian\u2019s internal product \/ migration teams to integrate content handoffs and follow-through.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Results: Rapid Awareness Shift &amp; Explosive Cloud Conversions<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Metric<\/strong><\/td><td><strong>Before<\/strong><\/td><td><strong>After (6 months)<\/strong><\/td><\/tr><tr><td>Unaware segment<\/td><td>~95 %<\/td><td>~37 %<\/td><\/tr><tr><td>Activated users pushed toward migration<\/td><td>\u2014<\/td><td>250,000 users<\/td><\/tr><tr><td>Outcome revenue quarter<\/td><td>\u2014<\/td><td>$1 B (first $1B quarter via cloud migrations)<\/td><\/tr><tr><td>Global reach \/ scale<\/td><td>Legacy on-prem across multiple markets<\/td><td>Full activation campaign across multiple regions<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Key outcomes \/ impacts:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>We slashed the \u201cunaware\u201d cohort from ~95% to ~37% in just 6 months, meaning a vast majority of the base was now aware and primed for migration.<br><\/li>\n\n\n\n<li>We directly influenced <a href=\"https:\/\/www.atlassian.com\/blog\/announcements\/server-support-30-day-countdown?utm_source=chatgpt.com\"><strong>250,000 users<\/strong> <\/a>into migration paths (trial, planning, or execution).<br><\/li>\n\n\n\n<li>Atlassian hit its <strong>first $1 B quarter of cloud revenue<\/strong>\u2014an inflection point in their business model.<br><\/li>\n\n\n\n<li>The activation program became a proven internal playbook, reused and adapted across geographies.<br><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Beyond revenue, the campaign drove long-term brand and product outcomes:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Migration risk objections dropped (supported by lower drop-off in later funnel stages)<br><\/li>\n\n\n\n<li>Sales and product teams gained more mature, qualified leads ready for cloud transition<br><\/li>\n\n\n\n<li>The campaign established trust narrative via peer stories, use cases, and technical depth<br><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Lessons &amp; Best Practices from the Campaign<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Persona-first activation beats one-size-fits-all<\/strong>: Tailoring content to distinct user mindsets drives higher engagement and trust.<br><\/li>\n\n\n\n<li><strong>Content + product handoff alignment is critical<\/strong>: Without tight integration, users slip between marketing and migration pathways.<br><\/li>\n\n\n\n<li><strong>Iterate based on real-time analytics<\/strong>: We continuously refined messaging and segmentation based on observed behavior.<br><\/li>\n\n\n\n<li><strong>Offer practical support &amp; proof points<\/strong>: Webinars, toolkits, and videos from real customers help reduce fear.<br><\/li>\n\n\n\n<li><strong>Launch in a strategic pilot region (Australia) before full global scale<\/strong>: This allowed us to test messaging, fine-tune segments, and prove impact before rolling out globally.<br><\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Conclusion<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The <a href=\"https:\/\/www.cprime.com\/resources\/blog\/atlassian-server-end-of-life-so-what\/?utm_source=chatgpt.com\">Atlassian activation campaign<\/a> is a powerful testament to how content-led, persona-based, multi-channel strategies can accelerate B2B product transitions\u2014especially in high-stakes, risk-sensitive migrations. By reducing customer ignorance from 95% to 37%, activating nearly 250,000 users, and driving a historic $1B cloud quarter, Dipity proved not just tactical execution, but strategic influence over client business outcomes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you\u2019re facing a similarly complex product migration or adoption challenge, we\u2019d love to help you design a custom activation program that delivers measurable business impact.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Looking to unlock similar results with your own Authority Content Engine\u2122?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/calendly.com\/vondruitt\/30min\">Get Started<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Atlassian faced a significant challenge in migrating its existing customers to the cloud after ending server support, with 95% unaware of cloud benefits. A comprehensive activation campaign by Dipity effectively raised awareness, converting 250,000 users and achieving $1 billion in cloud revenue. Key strategies included persona targeting and multi-channel content distribution.<\/p>\n","protected":false},"author":254292558,"featured_media":6149,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_crdt_document":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_wpas_customize_per_network":false},"categories":[679],"tags":[786,765,779,784,781,583,789,771,767,782,775,791,768,785,783,787,766,699,770,788,774,790,777,772,792,769,780,776,773,778],"class_list":["post-6163","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-studies","tag-activation-funnel-design","tag-atlassian-case-study","tag-atlassian-cloud-growth","tag-atlassian-cloud-migration","tag-atlassian-global-rollout","tag-authority-content-engine","tag-b2b-nurture-campaigns","tag-b2b-product-activation","tag-b2b-saas-content-marketing","tag-b2b-webinar-strategy","tag-change-management-strategy","tag-cloud-adoption-case-study","tag-cloud-migration-strategy","tag-cloud-migration-toolkit","tag-content-driven-adoption","tag-customer-enablement-program","tag-customer-migration-enablement","tag-dipity-digital-marketing","tag-enterprise-saas-adoption","tag-enterprise-software-transitions","tag-migration-playbook","tag-migration-risk-reduction","tag-multi-channel-saas-marketing","tag-persona-based-marketing","tag-product-handoff-alignment","tag-saas-activation-campaign","tag-saas-customer-activation","tag-saas-onboarding-content","tag-technical-migration-guides","tag-user-persona-modeling"],"aioseo_notices":[],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/dipity.digital\/wp-content\/uploads\/2025\/09\/atlassian-case-study.png?fit=1280%2C720&ssl=1","featured_image_urls":{"full":["https:\/\/i0.wp.com\/dipity.digital\/wp-content\/uploads\/2025\/09\/atlassian-case-study.png?fit=1280%2C720&ssl=1",1280,720,false],"thumbnail":["https:\/\/i0.wp.com\/dipity.digital\/wp-content\/uploads\/2025\/09\/atlassian-case-study.png?resize=150%2C150&ssl=1",150,150,true],"medium":["https:\/\/i0.wp.com\/dipity.digital\/wp-content\/uploads\/2025\/09\/atlassian-case-study.png?fit=300%2C169&ssl=1",300,169,true],"medium_large":["https:\/\/i0.wp.com\/dipity.digital\/wp-content\/uploads\/2025\/09\/atlassian-case-study.png?fit=768%2C432&ssl=1",768,432,true],"large":["https:\/\/i0.wp.com\/dipity.digital\/wp-content\/uploads\/2025\/09\/atlassian-case-study.png?fit=800%2C450&ssl=1",800,450,true],"1536x1536":["https:\/\/i0.wp.com\/dipity.digital\/wp-content\/uploads\/2025\/09\/atlassian-case-study.png?fit=1280%2C720&ssl=1",1280,720,true],"2048x2048":["https:\/\/i0.wp.com\/dipity.digital\/wp-content\/uploads\/2025\/09\/atlassian-case-study.png?fit=1280%2C720&ssl=1",1280,720,true],"newspack-article-block-landscape-large":["https:\/\/i0.wp.com\/dipity.digital\/wp-content\/uploads\/2025\/09\/atlassian-case-study.png?resize=1200%2C720&ssl=1",1200,720,true],"newspack-article-block-portrait-large":["https:\/\/i0.wp.com\/dipity.digital\/wp-content\/uploads\/2025\/09\/atlassian-case-study.png?resize=900%2C720&ssl=1",900,720,true],"newspack-article-block-square-large":["https:\/\/i0.wp.com\/dipity.digital\/wp-content\/uploads\/2025\/09\/atlassian-case-study.png?resize=1200%2C720&ssl=1",1200,720,true],"newspack-article-block-landscape-medium":["https:\/\/i0.wp.com\/dipity.digital\/wp-content\/uploads\/2025\/09\/atlassian-case-study.png?resize=800%2C600&ssl=1",800,600,true],"newspack-article-block-portrait-medium":["https:\/\/i0.wp.com\/dipity.digital\/wp-content\/uploads\/2025\/09\/atlassian-case-study.png?resize=600%2C720&ssl=1",600,720,true],"newspack-article-block-square-medium":["https:\/\/i0.wp.com\/dipity.digital\/wp-content\/uploads\/2025\/09\/atlassian-case-study.png?resize=800%2C720&ssl=1",800,720,true],"newspack-article-block-landscape-intermediate":["https:\/\/i0.wp.com\/dipity.digital\/wp-content\/uploads\/2025\/09\/atlassian-case-study.png?resize=600%2C450&ssl=1",600,450,true],"newspack-article-block-portrait-intermediate":["https:\/\/i0.wp.com\/dipity.digital\/wp-content\/uploads\/2025\/09\/atlassian-case-study.png?resize=450%2C600&ssl=1",450,600,true],"newspack-article-block-square-intermediate":["https:\/\/i0.wp.com\/dipity.digital\/wp-content\/uploads\/2025\/09\/atlassian-case-study.png?resize=600%2C600&ssl=1",600,600,true],"newspack-article-block-landscape-small":["https:\/\/i0.wp.com\/dipity.d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Von Druitt","author_link":"https:\/\/dipity.digital\/author\/vondruitt\/"},"category_info":"<a href=\"https:\/\/dipity.digital\/category\/case-studies\/\" rel=\"category tag\">Case Studies<\/a>","tag_info":"Case Studies","comment_count":"0","jetpack_likes_enabled":false,"jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/pfY3Ra-1Bp","jetpack-related-posts":[{"id":6147,"url":"https:\/\/dipity.digital\/voyager-fbo-flight-management-saas-case-study\/","url_meta":{"origin":6163,"position":0},"title":"Voyager FBO (Flight Management SaaS) \u2014 Case Study","author":"Morgan Von Druitt","date":"5 May 2025","format":false,"excerpt":"Voyager FBO partnered with Dipity to establish a successful marketing strategy, boosting revenue from ~$100K to ~$1M in 12 months. By developing a strong brand and a content-driven demo pipeline, they improved sales efficiency and culminated in a $15M business sale. 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Collaborating with Dipity, they launched a comprehensive knowledge base, new content strategies, and gamification for onboarding, drastically reducing support tickets by 55% and boosting revenue by 42%, enhancing user retention and\u2026","rel":"","context":"In &quot;Case Studies&quot;","block_context":{"text":"Case Studies","link":"https:\/\/dipity.digital\/category\/case-studies\/"},"img":{"alt_text":"Midaxo case study \u2013 reducing support tickets and boosting SaaS revenue with Dipity\u2019s Authority Content Engine\u2122","src":"https:\/\/i0.wp.com\/dipity.digital\/wp-content\/uploads\/2025\/09\/midaxo-case-study.png?fit=1200%2C675&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/dipity.digital\/wp-content\/uploads\/2025\/09\/midaxo-case-study.png?fit=1200%2C675&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/dipity.digital\/wp-content\/uploads\/2025\/09\/midaxo-case-study.png?fit=1200%2C675&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/dipity.digital\/wp-content\/uploads\/2025\/09\/midaxo-case-study.png?fit=1200%2C675&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/dipity.digital\/wp-content\/uploads\/2025\/09\/midaxo-case-study.png?fit=1200%2C675&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":5893,"url":"https:\/\/dipity.digital\/how-to-leverage-influencer-marketing-in-saas-2\/","url_meta":{"origin":6163,"position":2},"title":"How to Leverage Influencer Marketing in SaaS","author":"Morgan Von Druitt","date":"29 August 2025","format":false,"excerpt":"The SaaS market's transformation demands trust-based marketing strategies. 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