When Akka, a company making it easier to build, run, and evaluate enterprise agentic AI systems, needed to introduce a complex new architectural concept while also strengthening its brand, it turned to O’Reilly and InfoQ. Darin Bartik, Akka’s chief marketing officer, explains in his own words how the partnership helped drive awareness, qualified leads, and long-term pipeline growth.
Akka Leverages the Power of O’Reilly and InfoQ to Reach Software Architects
A powerful marketing engine for technical products
“For serious software engineers and architects, O’Reilly and InfoQ are the go-to stack—content and context, delivered.”
Akka needed a way to educate a highly technical audience—application architects—about a new architectural paradigm. This required content that was both deeply technical and vendor neutral, presented in a format and on platforms that this audience respects and trusts. Akka partnered with O’Reilly to develop a set of high-quality long-form assets, including a technical guide and a live webinar. These materials were then strategically promoted across the InfoQ network, leveraging its highly targeted audience of senior software professionals.
The strategy included:
- Sponsoring O’Reilly’s Software Architecture Superstream, which garnered over 3,000 registrants and 600+ live attendees
- Promoting O’Reilly-authored content through InfoQ direct email campaigns, on-site placements, and retargeting ads, generating over 2,700 leads and counting
- Sponsoring topically related InfoQ webinars, which included a practitioner-led Q&A—generating over 1,200 registrants
- Using a mix of gated and ungated distribution, ensuring both broad awareness and lead capture
Shared attribution is the right mindset: No single asset or campaign closes a deal, but their cumulative effect is significant. Flexibility and long-term planning allow for smarter use of budgets—choosing when to invest more in content creation versus promotion.
Why O’Reilly + InfoQ?
O’Reilly and InfoQ are the ideal stack—both content and context—for software architects. O’Reilly’s reputation for unbiased, real-world technical content paired seamlessly with InfoQ’s reach to reinforce Akka’s credibility. And the longevity of the content helps maximize ROI: While webinars were typically used for one quarter, detailed reports remained relevant for up to a year.
A perfect blend of O’Reilly’s technical content and InfoQ’s reach and reputation
Our partnership with two of the most trusted names in developer education and media paid off in high-quality leads and pipeline influence. The campaigns reached precisely the audience Akka was targeting—application architects who recognize and trust both the O’Reilly and InfoQ brands. And while attribution is shared, Akka confidently reports that these campaigns contributed to both new business and upsell opportunities.
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