Case Study: Atlassian achieves marketing agility with Magnolia CMS

How Atlassian gave its marketing team more agility

Atlassian, the Sydney‑based software company behind JIRA and Confluence, was running an aging mission‑critical website of about 1,200 pages built from 2,000 JSP files. Content, layout and functionality were tightly coupled, so editors had to rely on developers for simple changes, campaigns took weeks to publish, and the interactive marketing team—responsible for the company’s primary sales channel—needed a more efficient approach.

Atlassian implemented Magnolia CMS, piloting it for multilingual pages and a high‑traffic “Angry Nerds” microsite, and integrated it with analytics and A/B testing tools. Magnolia decoupled content from presentation, added localization, delegated authoring, staging and rollback, and scaled during a 1‑million‑view spike. The outcome was a redesigned, rebranded international site, faster campaign publishing without developer intervention, and significantly increased marketing agility.

Atlassian

Mark Halvorson

Head Creative Strategy and Video