Funnel teardown: Confluence (Knowledge management and wiki)
Founder(s): Atlassian

Confluence sells distribution through Jira. The funnel is the Atlassian suite, not the marketing site.

TL;DR: Confluence's primary acquisition channel is bundle and footprint, not its standalone marketing page. Atlassian sells it as part of a suite alongside Jira, and the marketing site exists to support already-in-progress procurement decisions rather than convert cold readers. The lesson for indie founders: when your true distribution is a partner ecosystem, your marketing site is a confirmation surface, not a hook surface — and that is a real strategy, just not a transferable one without a footprint.

What they sell: A team wiki and documentation platform sold standalone and as part of the Atlassian suite alongside Jira, Bitbucket, and Trello.
Who it's for: Engineering organisations, IT-led mid-market and enterprise teams, and any org with an existing Atlassian footprint that needs documentation tied to issues and sprints.
Pricing: Free tier up to 10 users; paid Standard, Premium, and Enterprise plans per user per month, with bundled discounts when purchased alongside other Atlassian products (verified 2026-05-18).

Hook pattern: Suite anchor, not standalone hook
The headline rarely tries to win a cold reader on Confluence alone — it positions Confluence as the documentation surface inside the Atlassian work platform. The implicit hook is 'you already have Jira, you need its wiki', not 'here is the best wiki on the internet'. This works because the buyer is rarely landing cold.

Story pattern: Enterprise proof and integration depth
The story is told through enterprise customer logos, deep Jira-integration screenshots, and the Atlassian brand's accumulated trust. Templates and use-case galleries reinforce that this is a serious tool used by serious teams. There is no founder narrative — Atlassian is an institution at this point, not a story.

Offer pattern: Bundle close
The offer is rarely 'just Confluence'. The procurement motion at scale is 'Atlassian suite for the eng org', and Confluence comes along. The standalone close exists for completeness but is not where the real revenue comes from at mid-market and above.

What's working:
Suite distribution: every Jira sale is a near-zero-CAC opportunity for Confluence.|Enterprise trust accumulated over two decades makes procurement-led adoption frictionless.|Integration depth with Jira (inline issues, sprint pages) is genuinely hard to replicate.|Free tier exists to capture small teams who may later upgrade or buy Jira too.|Template gallery oriented at specific work-functions (engineering docs, marketing wikis, HR handbooks) reduces cold-start friction.

What to adapt:
If you have an existing product with footprint, your second product's marketing site is a confirmation surface, not a hook surface — design accordingly.|Templates that map to specific job-functions reduce cold-start friction more than generic feature walkthroughs.|Integration-depth screenshots beat feature lists when your differentiator IS the integration.

What to avoid:
Do not copy Atlassian's restrained marketing voice unless you have their footprint — without distribution, restraint reads as silence.|Do not build for IT-led procurement if your buyer is an individual founder — the entire UX, pricing, and onboarding will fight you.|Do not depend on suite distribution if you do not have a suite — it is a powerful funnel for Atlassian and a non-starter for a single-product indie.

Brunson lens:
Hook: Suite anchor (Atlassian platform) rather than standalone product hook.
Story: Institutional trust plus integration-depth proof rather than founder narrative.
Offer: Bundle close at mid-market and above; standalone close for small teams as a flywheel.
Value ladder tier: Existing-customer cross-sell funnel (Jira buyer → Confluence add).