The client: Entando and the composable revolution.
Entando is an open-source Application Composition Platform for Kubernetes founded in Cagliari by Walter Ambu (Chairman) and Claudio Ambu (CFO). The name derives from the Sardinian word “ettandu,” meaning “what’s next?”
With CEO Paul Hinz and offices in Miami, Milan, and London, Entando enables large organizations to compose modular applications on Kubernetes. Funded with €3.5 million from Vertis SGR in 2019 and $11 million from United Ventures in 2021.
Gartner predicts that by 2026, 65% of applications will be built using a composable approach. Entando is not following this trend: it is defining it.
Deep Marketing — Market Analysis
The challenge: communicating complex technology on a global scale.
Clients already included the Italian Ministry of Justice, the Italian Army, and several Fortune 500 companies. But communicating the value of an Application Composition Platform for Kubernetes to a not exclusively technical audience remained a massive challenge.
The strategy: PR, content, and thought leadership.
Three pillars: international PR strategy, strategic content marketing for technical and C-level audiences, and international communications and branding.
Marketing in the enterprise cloud-native space allows no shortcuts. You cannot buy credibility with ad campaigns: you have to build it, one piece of content at a time.
Deep Marketing — Strategy Team
Gartner recognition: the ultimate validation.
Entando was recognized as a Sample Vendor in the Hype Cycle for Cloud Platform Services 2023, in the Emerging Tech Impact Radar: Cloud-Native Platforms 2024 and 2025, and in the Emerging Tech Impact Radar: Enterprise Software 2024.
The results: growth, leadership, and consolidation.
Revenue more than doubled. Entando doubled its workforce. Its leadership in the composable enterprise segment was firmly consolidated.
From Cagliari to the world: the Entando model.
The Entando case proves that Italian deep tech can compete at the highest global level.
“Ettandu” — what’s next? After two years of collaboration, the answer is clear: Entando is now a recognized world leader.
Deep Marketing — International Team
