Marketing Spotlight: Mapping Apiumhub’s Marketing and Sales Strategy
Article summary
Why do we do this series? Because we love a good challenge and want to help fellow marketers get inspired by companies that are doing things right and the right things. At the end of this article, we’ll share our favorite aspects of Apiumhub’s marketing approach.
Note: This article is a bit longer than a typical social media post, but we believe the insights and strategies you’ll discover are well worth the time.
Understanding Apiumhub
Apiumhub is a software development company based in Barcelona, Catalonia, Spain and was founded in 2014.
Their specialties include: Web development, Mobile app development, Digital product development, Software development, Android, IOS, Web, data science, QA, DevOps, and Product Ownership.
The company is medium size, with almost 200 employees and over 60 associated members. Their engineering department is the biggest one, with 45 reported employees, while sales and marketing only have a couple ones. The median tenure is 4 years, which shows that the workforce is stable.
Brand promise Analysis
As soon as you open their site, the “Experts in Software Architecture” are promising to achieve software scalability, performance and cost reduction by improving their estimation, development, QA, automation and delivery practices.
They are experts in Hexagonal Architecture, Event Driven Architecture, Microservices & DDD. They can mentorship software teams and deliver quality software tailored to your company needs. They promise by elimination of bottlenecks the reduction of delivery time.
Service and Product Breakdown
Apiumhub promises that you can grow your team and expand your software development capabilities, with their help, not only by implementing, but also by each stage of the development lifecycle.
Their services can be found at the top of the main page:
- Software Architecture
- Web Development
- Mobile App Development
- Agile Product Owner
- DevOps
- QA Software Test Automation
In the Software Architecture services they offer Architecture Audit, Implementation and Source Code Quality Metrics, along with Documentation and Scalability and Performance Tests. You can see the projects implemented in this category with big brand names like Zara, Mango and Mercadona.
The Web development Services are divided in Frontend and Backend, with methodology in Agile, CI/CD and TDD. Nestle is one of the biggest brands that work with them.
For the Mobile App Development Services they offer support for both iOS and Android projects with customers like Adidas and RCD Barcelona.
As an Agile Product Owner you have access to features like Team Management, Integral Product Conception and Management, Market and ROI Analysis, Scope Management, Market Release Management. Inditex group vouch for this product.
For DevOps solutions they offer Consultancy, Environment Building and Dockerization, Deployment Automation and Performance Tests. Carnovo opted for this solution.
And lastly, but not least, we have the QA Software Test Automation Solutions with Consulting, Automation of web, mobile and native apps, API Testing, Mentoring, Test Coverage Augmentation, Implementation (TDD, BDD, Unit testing, CI/CD, SOLID, DDD), 360-degree view of the entire process, Environment and Dashboard.
The fact that they will show you on each page which brand trusts them, builds buyers’ trust, especially when we are talking about big companies like Nestle or Inditex group.
At the bottom of each page you will see a Contact Us form, where you will fill out your company details and budget (ranging from 50k to over 200k euros).
Differentiators and Unique Assets
- Their in-house developed software products are VYou, the B2B2C SaaS customer identity and access management solution that allows to have all user related features in a box, ready from day one. and Koople, the development tool that has power to reduce risk, iterate quicker, and gain more control over your software projects.
- Apiumhub has ISO certification that indicates that the company has implemented an effective environmental management system to address the impact of its activities on the environment. They state that Green Software is crucial for the tech industry’s efforts to reduce its environmental impact. Some of the benefits are: reduced energy consumption, lower operation costs, environmental impact reduction and extended hardware lifespan. Their mission is to empower businesses to become sustainability champions through innovative Green Software solutions.
- They wrote a book called Software Architecture Metrics – Case Studies to Improve the Quality of Your Architecture. With 4.4 stars on Amazon, you can buy this book at 58 euros.
Social Media Strategy
We will analyse the company’s social media presence to understand their approach to attracting leads and driving demand. We will have a look at the following social media channels: LinkedIn, Instagram, X (ex-Twitter), Facebook and Youtube.
They post around 6 times a month, which is not as often as other competitors. And looking at their engagement rate that is quite low, with some posts that have 0 reactions, we understand that posting frequently can change your game and drive more reactions, especially for a following of 8k people, that’s not great.
Here are some of their best performing posts:
As you can see, even their top performing posts have 20-30 reactions, with no comments and few reposts.
The first one is about Apiumhub’s participation at the Global Software Architecture Summit 2024 (GSAS24) held in Barcelona.
It mentions the event’s success, mentioning the number of attendees and their global representation. The second one is about return of Apiumhub’s Online Book Club.
They are not using videos, carousels or any of the content that might get people engaged.
What are their content pillars?
1. Technology events/community engagement
They often post about technology events. For example, we can read about their partnership with JSNation2025, a JavaScript conference or the Talent Arena 2025.
They will put a link to register or buy tickets, and sometimes even offer special discount to their community. Apiumhub promotes tech events to support the industry and raise awareness of their brand through their posts.
2. Apiumhub Events
They will also promote their own events, such as the Online Book Club. In this example, the book on the spotlight is “Collaborative Software Design.”
The event is promoted on Meetup.
Another example is the Global Software Architecture Summit.
They aim to be a resource for professionals looking to stay updated on industry events. Posts mentions various tech areas: software architecture, web development, mobile technology to appeal to a wide audience. The primary CTA is to “Check out our calendar” via the provided link.
Beyond that, they also announce their role as media partners for certain events.
3. Educational content
This content pillar focuses on promoting Apiumhub’s blog articles, driving people to their site.
They often have a clear and direct CTA like Read the full article here.
They often give credits to the person who wrote the article, which is good for humanizing the content but also helping the employee with personal branding. Readers might feel it as more genuine and trustworthy, as it comes from real people with expertise.
What is their overall strategy?
With these educational posts and making a buzz with industry events, they create interest in their products and generate leads.
They put a lot of effort into their content marketing (blog posts, online book clubs, expert insights) that educates their audience. They really value building a community, which is important for niche activities, as seen on book clubs posts.
Apiumhub uses CTAs that are used to capture potential leads by directing them to their blog pages, which includes clear contact information (email, address) and links to their services, case studies, and company information. This makes it easy for interested readers to reach out to them.
With 1.2k likes and 1.3k followers, Apiumhub’s Facebook page uses the same content as on LinkedIn.
If on LinkedIn they have a little engagement, here it has 0. No likes, comments or shares. This usually happens when your people are not Facebook-friendly. Their clients are big companies, so you can imagine that they will not spend the time on social media as much as other demographics. They have only one like to a post from 27 November 2024.
On Instagram Apiumhub has 3.9K followers, with custom made Highlight covers and many posts.
What do they post here?
- Their own events: “The Global Software Architecture Summit”
- Their Book Club
- Industry Events
- Their blog articles, with link in the bio
From what we’ve seen, Instagram is usually the go-to platform for companies to share glimpses of their internal culture and work environment. But with Apiumhub, it looks like they’re taking a slightly different route, using Instagram to highlight their events and blog posts, which ties into their focus on connecting with the tech community and sharing valuable insights.
However, we see in their archives some posts where they present their employees.
We see that their reels rarely go over 1K views.
X (ex-Twitter)
On X, Apiumhub has 11.3K followers. At first glance, it’s clear that they repurpose their LinkedIn posts on X as well. Their posts typically have between 30-70 views, though occasionally they go over 1K views.
A significant part of their strategy involves promoting events, both their own and those they partner with. For instance, they act as media partners for events like JSNation 2025 and CraftConf 2025, sharing updates, speaker lineups, and registration links to drive attendance and engagement.
YouTube
Apiumhub’s YouTube channel features a collection of technical content, including talks and presentations. As of 17 March 2025, they have approximately 24K subscribers and 154k views, with 280 videos uploaded. The channel organizes its content into 16 playlists, with the ‘Talks’ playlist being the most extensive.
The ‘Talks’ series has presentations in both Spanish and English, covering various technical topics. Video durations range from approximately 20 minutes to 1 hour. The channel’s posting schedule is inconsistent, with uploads occurring sporadically, sometimes monthly and sometimes with longer gaps.
Video endings vary. Common practices include:
- Calls to action (CTAs) encouraging viewers to follow Apiumhub on other platforms
- For videos of ‘Global Software Architecture Summit’ conference, the ending typically includes a mention of Apiumhub as the event organizer and a link to their website, specifically to the event organizer section.
They also have a Pinterest account, which is currently inactive and a Medium account, where they used to publish articles monthly, until March 2024.
Conclusions: Social media strategy analysis
At first glance, it’s clear they’re trying to be present on all the major social media platforms. From what I’ve seen, they mostly share educational content, which suggests they’re focusing on content marketing and strategies to generate demand. They don’t seem to push their services aggressively on LinkedIn. Instead, they save that kind of promotion for their blog, where potential leads can dive deeper into what they offer. We’ve also noticed they’re eager to build a community. You can see this in their Book Club and their Slack channel, which hosts the DevHub community.
Now, let’s move on and analyse their Demand Generation efforts, focusing on content marketing.
Demand generation
In this section, we’ll explore their blog page, community initiatives, and academy to understand how and what they do to generate demand.
Apiumhub’s blog page
Apiumhub named it “Tech blog – Beyond technology trends.”
Their blog articles are promoted even on their main page, at the bottom of the page, in a dedicated section called “LATEST BLOG NEWS”. This way they make sure that visitors are immediately exposed to their content, even if they aren’t specifically seeking it. This can lead to higher engagement rates and longer time spent on the site.
In terms of posting frequency, Apiumhub posts around a couple times a month.
Their main content pillars seems to be:
- AI, particularly Large Language Models (LLMs), prompt engineering, and practical AI applications for businesses (like their “COGNOS” product and Private RAG solutions)
- Cloud and DevOps
- Software Development
- Industry Trends
The blog primarily targets tech professionals, including software developers, engineers, and IT decision-makers. The content is tailored for individuals with intermediate to advanced technical knowledge.
Their readers should have a technical background, likely a degree in computer science, engineering, or a related field, or equivalent professional experience. The content is not beginner-friendly but is designed for those already familiar with core concepts in software development and technology.
The tone is authoritative yet approachable, positioning ApiumHub as a thought leader in the tech space. It balances educational content with practical advice, emphasizing problem-solving and innovation rather than hard-selling services.
Looking at articles, we can see recurring themes and strategies like:
- In the beginning of the post, they display a table of content, which is commonly used for long articles.
- Their posts are long, around 1.5K words, with Title, Headings 2 and multiple Headings 3. See an example below:
- They use visual elements in their blog posts, such as tables and code snippets.
- At the bottom of their blog posts, they have the references section. This shows that the author has researched the topic thoroughly and is knowledgeable about the subject matter.
- They use phrases like “you need to,” “it’s crucial to,” and “ensure you” to convey authority.
- Sometimes they promote their YouTube channel in their blog posts.
- Their blog articles are used for promoting their products and services. For example, this blog post is promoting COGNOS, Apiumhub conversational chatbot.
- We also see that they use internal links to improve their SEO. For example, this “non-tech books for developers” backlink, send us to another blog post from 2022.
- In the blog section, they are promoting their Book, “Software Architecture Metrics: Case Studies to Improve the Quality of Your Architecture” which is sold via Amazon.
Apiumhub case studies
Their description says: “We’ve worked for all types of industries and on many different software projects, however the majority of our projects were for fashion, health and retail enterprises.”
This is how they case studies page looks:
From what we observe, they prominently feature major industry leaders like Adidas, Typeform, and Nestlé, adding credibility and showcases their ability to work with high-profile clients.
The structure of their case studies is the following:
- Overview
- Goals
- Technologies Used
- Challenges
- What we did
- Business impact
- What can we do for you? (their sales pitch)
Apiumhub’s software development community
Features of the community:
- DevHub (Slack Channel): A dedicated Slack channel for community members to connect, collaborate, and share knowledge in real-time.
- Raffles: Opportunities to win tickets to industry conferences and workshops.
- Tech News (Community Blog): the leads need to subscribe to their newsletter.
- Call for Proposals
- Media Partnerships: Opportunities for brands to gain recognition through partnerships for events and initiatives.
- YouTube Channel
They also describe what are the benefits of joining their community, such as: collaboration, learning resources, networking opportunities, events, workshops, and exclusive content.
At the end of the page, they placed a contact form: “Want to join our software architecture community?”, where they ask for the full name, company, email, and preferred way to collaborate with them.
Their Slack community, ‘DevHub,’ currently has 306 members and focuses on software development.
Apiumhub’s Academy
The academy focuses on software development and they offer courses and workshops. They also offer software development tailor-made courses for companies. For this, the companies have to make a separate request.
Course Format: They provide a mix of in-person and online workshops, as well as tailor-made courses for companies.
At the moment, they offer Courses for Management or Technical Courses & Workshops. In total they have 23 courses, with various prices.
Each course has a dedicated landing page with details about the curriculum, course topics, references, what the students will learn, instructors, and many more.
Course Duration: The length of courses varies significantly, ranging from short workshops to multi-day sessions. For example:
- Structured Software Decision-Making: 2 hours.
- Developing Software Teams: 8 hours.
At the bottom of the course pages, Apium Academy includes a section with “related courses”, offering tailored recommendations to help learners discover additional topics aligned with their interests or career goals.
Apiumhub Academy’s faculty comprises highly qualified software architecture experts, developers, and tech professionals who are passionate about teaching. They follow the philosophy of “never stop growing”, which they apply to both their professional development and teaching methodologies. Additionally, Apiumhub Academy collaborates with visiting professors, who might bring specialized expertise to the academy’s workshops and courses.
Newsletter
Apiumhub offers two types of newsletters.
One is dedicated to their courses and workshops. This newsletters is promoted on the academy page.
The other one is a general one, and it can be found at the bottom of their main page.
When clicking on the “Join our Newsletter”, you’ll be taken to a Mailchimp page where you can enter your email address (and possibly other information) to receive tech industry news, tips and events on a monthly basis.
To subscribe to their newsletter, the users have to input their name, job position (not compulsory), email address (no business email), language, and answer the question: “What would you like to receive?”. To answer this question, the leads have to select from a list:
- job offers
- news insights and events
- Business and Projects
- or all of the above.
We really like how they segment their leads. They make sure people get emails about topics they actually care about. By letting leads pick what interests them, they’re much more likely to open those emails and stay engaged.
Lead generation
In this section we will analyse how they generate leads. We will look at their landing pages, paid ads and downloadable assets.
Landing page: Free Software Audit
This page is dedicated to promote their free software audit service and capture leads.
This page has a clear headline and value proposition.”Do you want to optimize your software project’s efficiency?” This directly addresses a potential customer’s pain point. It also focuses on CTA:
“Join our Waiting List now!”
It also includes a lead capture form, to collect user information: Full Name, Company, Email, and questions, such as:
- What’s the primary bottleneck/problem you’re currently facing?
- Considering outsourcing software development or changing providers?
The copy is written in a benefits-oriented language, as it is using words such as: “maximize your project’s efficiency,” “specialized guidance,” and “more effectively and quickly.”
Contact-focused landing page
This page is dedicated to generating leads. We can get on this landing page from their main page, when clicking on “Contact Us”.
On this page we can find multiple Call to actions like: “More Information,” “Ask for a Quote,” “Ask for a service”, “and Let’s Meet”.
They have a lead capture form requesting full name, email, and a message.
On this page, we also see the following calendar.
This is a Calendly scheduling tool, which allows potential clients to easily schedule a meeting with a representative of Apiumhub. It is a very useful tool that is used to increase the amount of leads that are captured.
Inspiration points
FAQ: This is a Frequently Asked Questions (FAQ) page designed to address common inquiries about Apiumhub. They have two sections: general questions & blog questions.
General Questions: Covers fundamental details about Apiumhub, such as its services, expertise, project handling, and contact information.
Blog Questions: Focuses on the blog’s authorship, content frequency, contribution opportunities, and usage policies.
Whistleblower: This page is a whistleblower channel portal, designed to allow individuals to anonymously and securely report potential ethical or legal violations within the organization. This is an important component of Apiumhub’s ethical compliance program and to create space within the company.
Conclusions: Apiumhub’s strategy
When you land on their “About Us” page, the first thing they do is drop some impressive client names like: Nestlé, Adidas, Typeform. It’s a subtle but effective way of saying, “Hey, these big players trust us, so you probably can too.” They talk about being customer-focused and adding value efficiently to standard stuff, but they back it up with concrete examples.
Content is really where Apiumhub puts a lot of effort. They’re clearly writing for tech-savvy professionals who know their stuff, not beginners. Each article comes complete with a table of contents, proper structure, visuals, and references. It’s basically saying, “We know what we’re talking about, and we’re willing to share that knowledge.”
Community building is another aspect they value. Apiumhub has a Slack community called “DevHub” with over 300 members, hosts an online book club discussing tech literature, organizes the Global Software Architecture Summit, and has a technical academy where they offer many courses and workshops.
For lead generation, Apiumhub uses several approaches. They offer free software audits, have dedicated contact pages with calendly integration for meeting scheduling, and segment their newsletter subscribers based on interests (job offers, news/insights, business opportunities). Their blog and case studies often include subtle promotions of their services and products.
They are active on LinkedIn, Twitter, Instagram, YouTube, Facebook, Pinterest, but engagement isn’t exactly through the roof.
Throughout all their content, there’s usually a subtle nod to their services or products, but it’s never pushy. It’s more like, “Oh by the way, we can help with this if you need it.” The whole approach feels more like building relationships rather than trying to push for a sale.
Recommendations for B2B SaaS companies
1. Develop a robust thought leadership strategy
Why it matters:
According to Edelman’s B2B Thought Leadership Impact Study, 89% of decision-makers say thought leadership enhances their perception of an organization, yet only 15% of content meets their quality standards.
Implementation:
Start by creating details and as explicit as possible content assets (1,500+ words) that dive deep into topics relevant to your audience. Ensure proper formatting with clear headings, visual elements, statistics, and quotations to establish credibility.
Build and nurture community
Creating dedicated spaces for your audience to connect, learn, and share knowledge. Leverage this community for social listening to create content strategies and drive product improvements. Consider launching a Slack channel, Discord server, or forum specifically for practitioners in your field. Host regular virtual events like Apiumhub’s book club to facilitate meaningful discussions. The key is consistency and providing genuine value rather than using these spaces primarily for promotion.
Why it matters: According to CMX’s Community Industry Report, 85% of organizations say that community has positively impacted their business objectives, with customer retention and acquisition being top benefits. Communities create emotional connections that transactional relationships cannot.
Implement strategic lead segmentation
Why it matters: Campaign Monitor reports that segmented campaigns can lead to a 760% increase in revenue. By sending more relevant content to different segments of your audience, you improve engagement rates and decrease unsubscribes.
Implementation: When collecting email addresses, include a simple dropdown or checkbox list asking subscribers about their interests. Use this information to tailor your communications, ensuring people receive content aligned with their needs and interests.
What can we do for you
At Milk and Cookies, we help B2B SaaS companies like yours create data-driven digital marketing strategies. After working for some time in the tech niche we understand that the best and most creative solution is the one that helps you optimally reach your growth objectives while staying on budget.
As our client, you will always get advice and solutions based on numbers and the extensive experience we’ve gathered in the tech niche. You will only receive solutions we have previously tested at least on ourselves and have proven fruitful.
