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Work

Digital Toucan – Building Brand Awareness, Partnerships and Engagement

A webinar campaign helps an Atlassian app vendor reach a new audience

Client

Digital Toucan

Services

Content Creation, Campaign Strategy, Content Marketing, Email Marketing, Webinar Management

Everything, from the deck and the whole technical setup, was arranged by Brighttail so I just had to show up on the day of the webinar and speak. I felt very comfortable presenting, and it was thanks to the Brighttail team who are always easy to work with.

At a glance

Digital Toucan is the team behind the leading Jira Query Language (JQL) app, JQL Search Extensions for Jira, and a fast-growing favorite for goal setting, OKR for Jira. The company was founded in 2016 to help organizations achieve their goals with Jira. In 2022, Digital Toucan became part of Appfire, the largest Atlassian software provider with over 25,000 customers across the globe.

Our partnership with Digital Toucan began long before that. As a small app vendor, Digital Toucan was facing stiff competition from bigger and more established companies. In 2020, they partnered with Brighttail to increase brand awareness and drive evaluation growth for their apps.

The challenge

Connecting with larger Atlassian players is a challenge for many developers who must dedicate significant resources to outreach. While the Atlassian Marketplace is a great platform for developers to sell and market their apps, there are a lot of competing apps. This makes it hard for developers to make meaningful connections with solution partners and enterprise-level companies to increase brand awareness and grow their network.

Weronika Spaleniak, Senior Product Manager at Appfire who worked on the OKR for Jira app, explained, “Initially, we grew these connections ourselves by attending conferences and networking events. We had to prove that our apps are a good investment for a solution partner and worth recommending to their clients. That partnership could take almost a year just to get off the ground.”

In a nutshell, Digital Toucan needed a strategy that would connect them to solution partners without draining their resources while also demonstrating how both apps can solve everyday problems efficiently.

Our strategy
and work

To help Digital Toucan reach their goal, we planned and launched a series of webinars targeting Atlassian solution partners. Why webinars? We’ve found that B2B webinars encourage engagement between customers and are a great way to build connections with other brands across the world. 

An underrated tool, webinars can help B2B brands position themselves as an industry leader, engage their prospects effectively, and generate leads.

A good webinar has three must-have components:  

  1. A solid plan
    Over the course of six months, we planned three webinars featuring the product leads for both apps. Each webinar was broadcast live, ending with a Q&A session for the leads to chat and engage with the audience. We also recorded the webinars so that they could be used as on-demand content, available for viewing on the website, or shared as a learning resource and sales enablement tool.
  1. Strong outreach
    Email marketing campaigns for each webinar helped generate buzz around the events and gauge interest. Appfire lent a hand here, supporting the campaigns with LinkedIn ads and email blasts, which resulted in over 150 registrations for one of the webinars.
  2. A compelling topic 
    To make sure the webinars were relevant, we focused on how businesses are using Jira and some of the most common daily challenges faced by project managers. Each webinar answered a certain pain point that discouraged people from using either JQL or the OKRs. For example, the “Everything You Need to Know About OKRs – and More” webinar introduced OKRs and their advantages as a goal-setting framework, and demonstrated how to configure Jira to track OKRs, which was a key frustration for many teams struggling with the OKR framework. 

The results

The series enabled Digital Toucan to achieve its initial goals: build partnerships with larger Atlassian players, pitch both apps to a larger audience, and increase engagement with their audience. It also saved them time and resources; we handled the bulk of the preparations, from creating the deck to managing the launch, allowing Digital Toucan to focus on growing the business. 

During the campaign, we worked with the key people behind the JQL Search Extensions for Jira app and the OKR for Jira app, Daniel and Weronika. Here’s what they said about the experience:

It’s been a great experience working with Brighttail to produce the JQL webinar. We’ve been working with the team for two years now and over time, they’ve accumulated a lot of knowledge about the app so the content of the presentation was spot on. We achieved our goals for the webinar and I look forward to seeing bigger results next time.

Daniel Turczanski
Chief Product Architect at Appfire

Everything, from the deck and the whole technical setup, was arranged by Brighttail so I just had to show up on the day of the webinar and speak. I felt very comfortable presenting, and it was thanks to the Brighttail team who are always easy to work with. 

The webinars brought in new connections – in fact, I got to know a new customer today that came from the third webinar. We also had existing customers who had attended a webinar tell us that it was a source of good information for them.

Weronika Spaleniak
Senior Product Manager at Appfire

Everything, from the deck and the whole technical setup, was arranged by Brighttail so I just had to show up on the day of the webinar and speak. I felt very comfortable presenting, and it was thanks to the Brighttail team who are always easy to work with.  The webinars brought in new connections – in fact, I got to know a new customer today that came from the third webinar. We also had existing customers who had attended a webinar tell us that it was a source of good information for them.

Weronika Spaleniak

Senior Product Manager at Appfire

Webinar Strategy & Management

Susan Swier, Ru Yuan Wong

Content

Mel Wong

Creative Design

Yan Xin Tan

Email Marketing

Stephanie Chew

Web Development

Janvi Reddy

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the team?

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