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Case study

appforge

How AppForge built a strong presence on the Atlassian Marketplace and acquired over 300 users

The history of effective omnichannel strategy.

case study appforge cover

AppForge is a dynamically developing technology company specializing in creating innovative solutions for Jira users. As a strategic Atlassian partner, it provides tools that support process automation, IT environment auditing, optimization, and project planning and management.

AppForge products address the real needs of project teams, IT specialists, and Jira administrators, supporting them in increasing efficiency, reducing errors, and improving work quality.

Key Products:
  • Doctor Pro for Jira – An advanced tool for in-depth auditing and optimization of the Jira environment. It helps identify inefficiencies, detect redundant configurations, and recommend best practices.
  • Agile AI Assistant – An intelligent, AI-powered assistant that supports Agile teams in their daily work by suggesting priorities, analyzing sprints, and improving communication.
  • Doctor Lite for Jira – A lighter version of Doctor Pro, focusing on quick reporting and configuration analysis. It's ideal for smaller teams or those just starting with auditing tools.

Challenges the company faced

Global expansion and new product launch

AppForge was preparing for the global launch of two key products: Doctor Pro for Jira and Doctor Lite for Jira. The goal was to reach thousands of Jira users worldwide, including both newcomers to Atlassian and experienced administrators or consultants. The crucial question was: how to effectively establish a presence in the Atlassian ecosystem and stand out from the competition?

Low visibility on Atlassian Marketplace

Although the Marketplace is the primary distribution channel for Atlassian applications, AppForge wasn't yet recognized. Building trust and visibility in this channel was fundamental to acquiring new customers and establishing a long-term presence.

Need for precise audience segmentation

Without knowing its audience, even the best products can go unnoticed. AppForge needed to accurately define its target groups and understand their specific needs, language, and problems.

Lack of an integrated marketing strategy

Individual marketing efforts weren't enough. A complete, cohesive omnichannel strategy was required: from identifying the UVP (unique value proposition), through educational content, to automating advertising campaigns and email marketing.

Strategic campaign goals

Decorative

Building a presence on Atlassian Marketplace

The goal was to create a strong and consistent brand profile – both visually and communicatively. The Marketplace was not only to sell products, but to become an extension of AppForge's image as an expert in the field of Jira.
Decorative

Communication tailored to ICP (Ideal Customer Profiles)

The AppForge team, together with our marketing experts, identified four main audience segments with whom personalized communication was conducted:
  • Jira Administrators – needing control over the environment and auditing tools
  • Project Managers – seeking support in managing time, team, and efficiency
  • IT Specialists – open to technological innovations and automation
  • Atlassian Consultants – wanting to offer additional tools to clients as part of a package of advisory services
Decorative

Generating users through omnichannel marketing

The strategy involved leveraging the synergy between paid channels (Google Ads, LinkedIn Ads), owned channels (expert blog, YouTube channel and precise, sniper landing pages) and direct DM and e-mail marketing campaigns.

Stages of strategy implementation

Decorative

Audit and basic preparation

An analysis of AppForge's existing presence allowed for the identification of gaps and opportunities – both in communication and in the offer. A new website was built, content in the Marketplace was optimized, and graphic and video assets were prepared.
Decorative

Developing a unique value proposition (UVP)

During workshops, what distinguishes AppForge from the competition was identified and refined:
  • Scalability – solutions for both small teams and large corporations
  • Speed of implementation – plug & play, without the need for complicated configuration
  • Real time and cost savings – confirmed by client examples
Decorative

Precise segmentation and personalization

Each of the four ICP segments received dedicated communications and materials – from blog content, through e-mails, to specific examples of use (use cases) that resonated with the daily challenges of the recipients.

Key marketing activities

Decorative

Content marketing

  • Expert blog (SEO + education): how to optimize Jira, how to audit Agile projects, most common configuration errors
  • Posts and case studies on LinkedIn, building credibility and engagement
  • Instructional videos on YouTube – showing in practice how AppForge tools work
Decorative

Advertising campaigns

  • LinkedIn DM: personalized messages to decision-makers (CTO, Admin, IT Lead), based on real needs
  • Google Ads: text and display ads for phrases like "optimize Jira", "Jira audit tool", "best apps for Agile teams"
  • E-mail marketing: campaigns for free version users, onboarding and lead nurturing
Decorative

Landing pages

Each product had a dedicated subpage with:
  • feature description,
  • UX/UI visualizations,
  • examples of use,
  • user opinions section,
  • strong CTA: "Install from Marketplace".

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Effects of cooperation

0101marketing < > Appforge

Within the first 12 months of cooperation, we achieved the following results:

300+

new
users

Growth in free and paid versions.

4/4

on Atlassian
Marketplace

Confirms the value and usefulness of the application.

Brand visibility

Increased position in Marketplace and Google search.

Established expert position

Recognition among Atlassian partners and users.

Examples of Our Marketing Creations

case study appforge blog
creation examples
case study company decks
creation examples
Dzięki współpracy z 0101marketing udało nam się zbudować silną obecność na rynku Atlassian i pozyskać setki użytkowników w krótkim czasie. Strategia była dopasowana do naszych realnych potrzeb i pozwoliła skutecznie wprowadzić nowe produkty na rynek.

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Summary

Key conclusions and recommendations:
  • Marketplace is not just distribution, it's also branding. The appropriate presentation of products significantly impacts conversion. Repeated outreach to recipients at various stages of the purchasing path allowed for: Building brand awareness, creating an expert image, and shortening the sales cycle.
  • Segmentation = effectiveness. Messages tailored to ICP are several times more effective than general content.
  • Omnichannel increases reach. Parallel actions in multiple channels bring a scale effect. The result was increased brand recognition in the countries: United States, Germany, Austria, Switzerland, Great Britain, Australia.
  • Monitoring and campaign optimization = higher ROI. Weekly iterations brought measurable results.

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Wojciech Idzikowski

dr Wojciech Idzikowski

Founder
hello@0101marketing.com
+48 660 000 464
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