Atlassian ran a 120-day enterprise acquisition campaign on NEXUS to expand adoption of its AI-powered Atlassian Intelligence platform among productivity-focused teams. The campaign targeted organizations exploring workflow automation, intelligent content generation, and AI collaboration solutions.
With a $3.51M budget, Atlassian successfully acquired highly qualified users while maintaining cost efficiency and strong subscription growth.
Campaign Objective
The objective was to drive adoption of Atlassian Intelligence among enterprise teams seeking AI-powered productivity enhancements and workflow automation, converting prospects into trial users and long-term subscribers.
Audience Targeting Strategy
- Enterprise & Productivity Professionals: Targeted AI Tech Users and SaaS Subscribers actively using workplace automation tools.
- AI Adoption Segments: Engaged AI for Business and AI Enthusiasts interested in intelligent collaboration and generative AI capabilities.
- Sequential Retargeting: Guided prospects from awareness to free trial through progressive demonstrations of Atlassian Intelligence features.
Creative & Campaign Optimization
- Intelligent Automation Messaging: Highlighted AI-powered workflow optimization, task automation, and smart collaboration features.
- Enterprise Relevance: Focused content on productivity gains and team efficiency to resonate with enterprise decision-makers.
- Real-Time Performance Optimization: Adjusted targeting and creative elements continuously to maximize conversions across AI-interested segments.
Campaign Execution
- Precision Audience Targeting: Reached users actively seeking AI workplace solutions, ensuring high trial intent.
- Strategic Market Positioning: Positioned Atlassian Intelligence as the essential platform for enterprise productivity and automation.
- Behavioral & Interest-Based Advantage: AI Tech Users and productivity-focused segments delivered higher premium subscription conversion rates than general SaaS audiences.
Campaign Results
- Total Conversions: 45,000 new registered users
- Total Reach: 12.8 million qualified impressions
- Conversion Rate: 4.2% from impression to completed free trial
- Cost Per Acquisition: $78 per new user
- Return on Ad Spend: 14×
Observations
Atlassian’s campaign demonstrates the power of combining behavioral and interest-based targeting for AI enterprise software. By engaging AI-focused business segments and emphasizing intelligent automation, Atlassian achieved strong adoption and subscription growth. This campaign proves that AI-powered collaboration platforms can scale efficiently in enterprise markets through precise audience segmentation, sequential retargeting, and feature-driven messaging. NEXUS enabled Atlassian to maintain cost efficiency while reaching high-intent enterprise users globally.
