Another idea:
You’re sales team probably already uses online advertising like Google Adwords and similar. If not however, this might be worth a shot.
Another idea may be to put up articles which mention XWiki in relation to other products and try to get them ranked high in search engines. I’m most definitely NOT talking about search engine spam, which is a red sign for me to stay as far away from the products advertised there as I can, but actual fair and insightful articles.
For example, I found XWiki when googling for “Confluence open source alternative”, where a comparative article from XWiki SAS is already ranked quite well. Maybe this could be extended with comparisons to other popular Wiki systems and competitors.
Concerning adding packages to Linux distributions, Snap is probably a good idea, even though I seem to be getting old-school and have not yet tried this “modern” stuff. I still see a risk of missing important security updates if every software bundles all stuff, somethink which at least with Docker images seems to be getting a real issue, but that’s totally unrelated to XWiki and thus doesn’t belong here.
You already have Debian packages, so maybe you could give it a try to make them “official” Debian packages. Downside is that Debian’s release cycles are quite lengthy, so this may require you to support pretty ancient versions of XWiki - at least with security updates. You could still nudge all users ending up in your forums with questions concerning the old versions in Debian to upgrade to a later release with your own official repo, which needs to provide an upgrade path for the official Debian packages, though.
In any case, with XWiki being included in Debian, chances are that it will also end up in Ubuntu quickly, at least in Universe / Multiverse.
Fedory / RHEL packages might also be an idea, as it’s the second “big” Linux ecosystem.
Regards,
Gunter