What channels, except Atlassian Community, do you use for your app promotion?

[Natalia_Kovalchuk_SaaSJet_]

Hi!

Can you please share information on what channels, except Atlassian Marketplace and Atlassian Community, you use for your app promotion? What results did you get?

[Stavros_Rougas_EasyApps]

@Natalia_Kovalchuk_SaaSJet_ LinkedIn. This one is generally better than the others. X for business is now questionable.

Start by ensuring the profile itself is up to date and targeted. If a company has both apps and services the page is normally focused on services. Not targeted for selling apps.

Have to have a plan over months. Build up. Random posts rarely work. Then can run adds to support the plan. But if run adds without organic context and a plan the ROI drops, possibly non existent. Unfortunately, it is hard to quantify the results.

I know this is all a bit generic and you likely know most of it. But actually doing it is hard, example countering the service side of the business.

[Elena Zanchetta_Communardo]

Hi @Natalia_Kovalchuk_SaaSJet_ We mainly use LinkedIn and YouTube. In the past we also used X and Facebook, but they were not effective for our target audience.

[Dzmitry Hryb _Mushroom Marketing_]

@Natalia_Kovalchuk_SaaSJet_ You won't gain much value from generic answers to generic questions :)

Granted, we all operate in the same ecosystem and share a market. But this market is huge. It's 300k companies (and still growing) of different sizes worldwide, covering dozens of industries and hundreds of team configurations.

All these people do their daily jobs, use Atlassian software, educate themselves, and make buying decisions differently. There can't be a silver bullet that will bring everyone customers craving your products. What works for one vendor might not work for another.

Then, there are 1800 Marketplace vendors with 6000 apps. 90% use the same channels: YouTube, LinkedIn, Google Ads, live and online events, blogging, and email marketing. They all try to cut through the usual noise and stand out from their competition but end up doing the same thing anyway.

To succeed in this mission, we need to think the opposite way:

• Where do our ideal customers hang out and learn new things about their work?
• Where did our competition leave a gap we can occupy? How can we outplay them where they're already present?

This is how we can build a competitive edge - by thinking out of the box. Start a podcast targeted for your niche, or make a few well-thought-out guest appearances. If you're targeting technical people, take a look at Reddit or Stack Overflow (or other niche communities depending on the topic). Use your network and try to engage Solution Partners, other vendors, and Ecosystem influencers.

The possibilities are quite vast. But to do it right and not waste time and money, we need to do some homework first.

• Define a solid Ideal Customer Profile. The better you know who your users are and how they work, the better ideas will come.
• Understand why they buy your apps and create appropriate messaging that will resonate with them.
• Get an insight into how they buy software and align the channel selection with the customer journey.

A robust competition analysis and monitoring process could also be helpful - unless you're ScriptRunner, then don't bother :)

[Poju Yap_Ricksoft_]

Great points @Dzmitry Hryb _Mushroom Marketing_ 

Totally agree that the starting point should always be understanding our ideal customers—who they are, what challenges they’re trying to solve, and why they’d choose our solution over others.

Without that clarity, it’s easy to get lost in generic marketing efforts that don’t really move the needle.

I really liked your examples of building a competitive edge—thinking beyond the usual channels and tapping into spaces where our audience actually engages. The ideas sound fantastic, but I’d love to hear more about your experience with some of these out-of-the-box approaches.

Execution is often the tricky part—whether it’s getting traction for a podcast, making guest appearances impactful, or navigating communities like Reddit and Stack Overflow without coming across as overly promotional.

What’s worked well for you? Any lessons learned from trying these strategies?

[Poju Yap_Ricksoft_]

@Natalia_Kovalchuk_SaaSJet_ 

We’re experimenting with different channels and initiatives, and honestly, the impact varies depending on a lot of factors. But in a nutshell, when launching new apps, we’ve found that getting exposure from the Atlassian Community can be incredibly effective—especially if you’re working with a limited (or no) budget.

Internally, we make it a point to engage in discussions and answer questions that align with our expertise. Providing helpful, non-promotional solutions is not only a great way to establish credibility, but it also creates long-term value. To streamline this, we’ve automated a process where posts containing our keywords get tracked and sent to a Slack channel. This way, our team can quickly jump in and contribute to relevant discussions.

What’s interesting is the compounded effect of this approach. We still get a good number of evaluations from an answer that was posted 2.5 years ago! It really shows how helpful content can have lasting value in the ecosystem.

[Rahul_RVS]

Hi @Poju Yap_Ricksoft_ 

Can you please let me know how do you measure this piece. We are also looking for ways to quantify the effect of our posts.

"We still get a good number of evaluations from an answer that was posted 2.5 years ago!"

Thanks,

Rahul

[Poju Yap_Ricksoft_]

@Rahul_RVS 

Great question, and thanks for asking!

The key is to use UTM parameters in the links you want to track. This allows you to monitor where your traffic is coming from and how it contributes to evaluations.

You can then analyze this data through Google Analytics and pair it with your Marketing funnel insights.

Are you currently tracking any specific channels, or are you exploring different methods? Happy to exchange insights!

[Rahul_RVS]

Thanks a lot @Poju Yap_Ricksoft_ 
We will explore this further. I will ask for help again if we are stuck somewhere.

Thanks again :)

[Dzmitry Hryb _Mushroom Marketing_]

@Poju Yap_Ricksoft_  Thanks for your input and questions!

Your Community strategy sounds like you really get the point of working with your future customers :) The same can be done on any forum or industry group - when the main purpose is providing value, we never sound overly promotional. I'm preaching a similar sentiment in this LinkedIn post.

The easiest way to diversify your channel mix is studying your target verticals, teams, and personas to adjust and expand what you already have. When I worked at Deviniti, we took our event strategy from just Team's and ACEs to ITSM events like Pink Elephant or testing conferences like STARWEST. I saw many active discussions under #Jira on Twitter and so used Twitter Ads for quite some time to promote content from other channels, which got us loads of cheap traffic that cumulated and converted pretty well over time. We launched a technical publication on Medium in addition to our main blog and sourced new articles from across the entire company, which got up to 40k reads per piece only by organic promotion.

We also tried hosting a podcast, but never got to regular episodes (at least monthly), so no traction on this one.

So I think that before trying more distant experiments, it's best to look around and see what's closest to your current efforts.

[Poju Yap_Ricksoft_]

Thanks for sharing @Dzmitry Hryb _Mushroom Marketing_ you're right, it’s easy (and very tempting) to get caught up in trying every new channel, but sometimes the best opportunities are just an extension of what we’re already doing.

Really appreciate the ideas you’ve shared—I’ll be keeping an eye on you!