Talend Analysis

Part
01
of seven
Part
01

Talend - Competitors: Part One

Competitors of Talend include Informatica, Microsoft SQL, Software AG, and IBM Infosphere. The required details for each company can be found in the spreadsheet.

Informatica

  • Informatica is a company that provides cloud data integration and security through its Secure Development Lifecycle. The company developed and uses its own Intelligent Cloud Service.
  • It has a market share of 19.06% and 7,638 current websites.
  • Its revenue for 2019 was $1.3 billion.
  • It employs more than 4,800 employees.

Microsoft SQL

  • Microsoft SQL provides businesses with advanced analytics and informative insights, alongside building apps to manage their data.
  • It has a market share of 11.19% and 4,486 current websites.
  • Microsoft Internet Cloud Services had a revenue of $11.9 billion in Q2 of 2020.
  • Microsoft as an overall company employs 144,000 employees around the world.

Software AG

  • Software AG utilizes WebMethods as its cloud integration tool. It provides various services to businesses that help them easily integrate their data across apps and the Internet of Things (IoT).
  • It has a market share of 2.91% and 1,165 current websites.
  • It had a revenue of $943 million in 2018.
  • It employs more than 4,500 employees around the world.

IBM Infosphere

Research Strategy

The research team leveraged various media publications, expert and consumer review sites, market and business database sites as well as each of the companies’ websites to supply the needed information. We picked Talend’s competitors by looking into different market and database sites, and chose the ones that were the closest to the Talend when it comes to services, revenue (more than or close to $243 million), and market share. The team then looked for each of their necessary information and inputted this into the spreadsheet.
Part
02
of seven
Part
02

Talend - Competitors: Part Two

Informatica and Microsoft Azure use different platforms to promote their services, with an emphasis on digital media. Likewise, both companies offer their services directly on their website and through resellers, and they have established strategic partnerships to broaden their reach. Additional information can be found on the attached spreadsheet.

Informatica

  • Informatica offers multiple solutions in one place, which allows it to address different problems a client may have. This gives it a competitive advantage over other companies.
  • This company mainly uses digital media to promote its services. They have a stronger presence on Twitter and LinkedIn, where they promote blog posts, webinars, and e-books to position their products.

Microsoft SQL Data Platform Services (Azure)

  • Microsoft Azure offers cost-effective solutions, with the added benefit of having the Microsoft platform and investment regarding data safety.
  • Microsoft Azure has the ambitious goal of becoming the world's computer, and extending their services to the entire globe.
Part
03
of seven
Part
03

Talend - Competitors: Part Three

Information on Talend's competitors, particularly Software AG (WebMethods) and IBM Infosphere Information Server, is outlined in columns F-G of the attached spreadsheet.

Summary of Findings

  • Software AG's competitive advantage is in its innovation and its ability to help businesses innovate as well. Software AG "frees their data from application silos and enables them to innovate by providing APIs that deliver unique data and services, powering innovative digital initiatives."
  • On the other hand, IBM's competitive advantage is in the functionality and comprehensiveness of its data integration solution, "which allow users to use only one product for most of data integration appliances."
  • Software AG's tagline is: "Freedom as a Service" while that of IBM is "Flexibly meet your unique requirements — from data integration to data quality and data governance."
  • The marketing channels frequently used by the two companies are digital media, blogs, events and webinars, and social media. Both companies frequently post videos on their YouTube channels.
  • Here is a link to one of IBM's marketing videos.
Part
04
of seven
Part
04

Talend - Overview

This research has identified an overview of Talend in the areas of the Company overview, Competitive Advantage, Tagline and Marketing Channels. The information has been entered on the attached spreadsheet.

Company overview

Rimini Street

According to Linkedin, Rimini Street is a global provider of enterprise software products and services, It is the leading third-party support provider for Oracle and SAP software products and a Salesforce partner.

Competitive Advantage

Tagline

  • According to Educba, Talend tagline is "Simplify ETL and ELT with the leading free open source ETL tool for big data."

Marketing Channels

Distribution Channels

  • According to the research by Essay48, Talend sells its products using two marketing channels. The first channel is where it sells through its online website directly to its customer. The second is where it sells through wholesalers who then sell directly to different retailers who then sell to its customers.
Part
05
of seven
Part
05

Talend - SWOT

Talend is an open source software integration platform that allows businesses to manage their data effectively. It has various products and services that are aimed at increasing business efficiency for its users. Below is a SWOT analysis of its marketing strategy.

Introduction to Talend

  • Its market share in the industry is 7.21%, meaning that with more effective marketing strategies, Talend can increase this share.
  • It uses a go-to-market strategy so that it can increase the effectiveness of its teams, increase process efficiency, and enable scale in its business.

Strengths

  • Talend's Open Studio is a common tool in the market because it is open source and free to use. This is a good marketing strategy because the more consumers have access to a product, the more chances there are that the consumers will talk about it to others and thus discuss its benefits with others.
  • This word of mouth is an important marketing strategy for the company.
  • Talend uses social media to market its products and consequently to increase its customer share. For instance, its blog page provides industry news and discusses the benefits of using Talend products.
  • It also has a Twitter account that discusses company and industry events. The account has 36,345 followers and as such it can be an effective marketing tool for the company. This is because customer feedback and reviews through such a tool can enable Talend's marketers to customize products based on consumer needs and preferences.
  • The company has hired new sales and marketing leaders in Europe who are expected to bring new marketing ideas and thus improve performance.
  • Talend's user-based pricing model allows for user flexibility and the ability for its customers to chose a payment model that suits their business needs.
  • Its marketing strategy focuses on the security and privacy benefits of its products. By demonstrating that its products are safe and secure, the company gains consumer trust because customers are assured of data privacy and confidentiality.
  • Talend Cloud is available on the AWS Marketplace and this makes it easy for consumers and corporate clients to find, test, buy and deploy Talend software.
  • This is important because Amazon is among the most popular online shopping platforms. In February 2020 alone, the site had more than 2.01 billion visits and this means that it has the potential to influence consumer behavior towards Talend's products.

Weaknesses

  • When compared with rivals such as Informatica, Talend's market share in enterprise businesses is lower at 45.2%. While there is no clear information on Talend's marketing strategies, it can be assumed that the company's market share in this sector is lower due to a limited financial position. Its annual revenue for 2019 was approximately $248 m, while that of Informatica was $1.3 b with an annual R&D investment of $196 m.
  • Limited resources prevent the company's sales team from effectively marketing and selling the products to large enterprises.
  • Its product ratings in terms of ease of use, ease of setup, and ease of administration are lower than those of the competition. This means that when consumers compare Talend's product offerings to those its competitors, they will be convinced to purchase competitors' products rather than those of Talend.

Opportunities

  • Talend could market more products to individuals rather than focusing on enterprises alone in order to expand its market share. Currently, the company focuses on big companies but if it can create products for individual users, for instance, households, then it will acquire a larger market.
  • Theirs is a growing market. Since more individuals and households integrate digital technologies into their personal activities, they require advanced software that will manage their data and also offer security.
  • The company should exploit its position in the free and open-source software (FOSS) industry in order to provide technologically advanced programs that can serve the automotive industry. Currently, Talend offers its services to the financial services, healthcare, government, retail, and telecommunications sectors.
  • However, the automotive industry can also provide new revenue streams for the company if it can effectively market its products to this industry.

Threats

  • There are numerous competitors in the industry with more financial resources than Talend and are capable of setting up more innovative and wide-reaching marketing strategies that could switch Talend's customers to the rivals. For instance, IBM's sales revenues are $77b while those of Talend are $154 m.
  • Consequently, IBM has more resources to market its products through a more diverse set of channels than Talend.

Research Strategy

We collected information from databases such as Dantyze, Social Blade and Hoover in order to determine the company's marketing strategies and those of its competitors. We thereafter used the collected information to get more specific data to include in this analysis.
Part
06
of seven
Part
06

Talend - Leadership

Talend is a leader in cloud data integration and data integrity services, which enables companies to transform by delivering trusted data at the speed of business. Below are the profiles of 5 individuals from their leadership team.

Christal Bemont — Chief Executive Officer (CEO)

  • Christal joined Talend in January 2020 as a CEO.
  • Her tenure with Talend is 3 months.
  • She completed her education from Missouri Western State University in 1992.
  • 25 years of experience in building global businesses across small, mid-market, and enterprise segments.
  • Previously, she had worked with a company named Concur, where she joined the company as Regional Sales Executive and was with the company for almost 15 years in different roles. (January 2004 – January 2020)
  • She resigned SAP Concur as a Chief Revenue Officer.
  • Before working with Concur, she worked with various other companies like Motorola, Extensity, and Clarify focusing on operational and technical roles.

Lauren Vaccarello — Chief Marketing Officer (CMO)

  • Lauren joined Talend in January 2019 as a CMO.
  • Her tenure with Talend is 9 months.
  • She completed her degree with a specialization in Marketing from Emerson College.
  • She has a good track record of accelerating revenue growth at some Silicon Valley’s fastest-growing SaaS companies through modern digital marketing, branding, and demand generation programs.
  • Before joining Talend, she served as Vice President of Marketing at Box and has also held executive roles at AdRoll and Salesforce.
  • Strong background in demand generation and excels at building scalable integrated campaigns that leverage cutting edge marketing techniques.
  • Co-authored the highly-regarded books “The Retargeting Playbook” and “Complete B2B Online Marketing.”
  • She was a member of the Google Tech Advisory Council.
  • A popular speaker at industry events such as ad: tech, South by Southwest, ClickZ Live, eMetrics and the Online Marketing Summit.
  • She was named in the list of “Influential Women in Business” by the San Francisco Business Times.

Jake Stein — Senior Vice President of Growth

  • Jake joined Talend in November 2018 as a Sr. Vice President.
  • His tenure with Talend is 1 year and 5 months.
  • Jake completed his Bachelor of Science with a specialization in entrepreneurship and finance from the University of Pennsylvania — The Wharton School, in the year 2006.
  • Co-founder & CEO of a company named Stitch Inc which was acquired by Talend.
  • Jake oversees go-to-market initiatives at Talend.
  • Before Stitch, he co-founded RJ Metrics, which was acquired by Magento.
  • He has also worked with a company named Insight Venture Partners as an Analyst.

Ciaran Dynes — Senior Vice President of Product

  • Ciaran joined Talend in January 2011. Currently, he is Sr. Vice President of the product.
  • His tenure with Talend is 9 years and 3 months.
  • Ciaran completed his degree in Computer Science from Trinity College Dublin between 1992 – 1997.
  • He is solely responsible for driving product strategy, product direction, and product management at Talend.
  • Before joining Talend he held various roles at leading integration software vendors like Progress Software and IONA Technologies.
  • At IONA Technologies he was responsible for the delivery of product lines on time, managing highly skilled development teams, implementation of the overall engineering process.
  • He has spent 11 years with IONA Technologies in different roles, his last role was Director of Product Management.
  • He has extensive experience for example, in driving cross-functional teams, managing products from cradle to maturity, justifying and negotiating new product development, including launching new products to the marketplace.
  • Has good exposure of managing large-scale projects, and work in a globally distributed environment.

Jamie Kiser — Chief Customer Officer

  • Jamie joined Talend in January 2020 as a Chief Customer Officer.
  • His tenure with Talend is 3 months.
  • Jamie completed her Bachelor of Science with a specialization in Business Administration, Marketing from West Virginia University in 2004.
  • Before joining Talend, she worked with SAP Concur for almost six years where she has served various products, services, and implementation roles and most recently she was vice president, for the global public sector.
  • She was recognized as a 'Catalyst' in SAP’s Excellence Program for continuously exceeding goals in executive management.
  • Her expertise includes identifying and resolving key feature product gaps.
  • She has also worked as an Analyst for Dell and in implementation and R&D for Northrop Grumman before SAP Concur.

Research Strategy

We went through the company website to get the leadership names and also browsed their respective LinkedIn profiles. Then, we cross-checked their educational qualification via the company website and their LinkedIn profiles. We were able to get the complete educational details for the following individuals: Jake Stein, Ciaran Dynes, and Jamie Kiser. However, regarding the educational details for Christal Bemont and Lauren Vaccarello, especially for Christal, we were able to get only the completion year and university name. We were unable to get the name of the degree for Christal. We cross-checked their educational qualifications via the university website but no relevant information was available on the degree. For Lauren, we were able to get the name of the college, degree and specialization subject, however, we were unable to get the year in which she completed her degree. We followed the same process checked LinkedIn profile, university website, however, no relevant information was found.
Part
07
of seven
Part
07

Talend - Marketing Audit

The marketing channels used by Talend include its website and social media platforms such as Twitter, Facebook, LinkedIn, YouTube, and Instagram. These channels are used to promote the company's products, clients, events, and others. Talend has published Japanese and French content on its social media pages.

Website

  • Talend's website provides information on its products, clients, partners, and others.
  • Talend also publishes videos and blog posts on the website to promote its products and their features.
  • The company has created websites that target consumers in markets such as France, Germany, Italy, Spain, and Japan.
  • Talend's products page features the tagline "accelerate your time to trusted data" and messaging about how the products can be used to collect, govern, transform, and share data.
  • The customers page (Why Talend) features the tagline "no more compromise on speed and trust," a list of clients, and messaging about Talend being a leader in the data integration tool market.

Twitter

  • Talend's Twitter page features content about its products, clients, partners, events, press mentions, employees, and job advertisements.
  • During the past few months, Talend has also published several posts about actions taken by other companies to help countries deal with the COVID-19 crisis.
  • The company has published tweets in English, Japanese, and French.
  • One example of Talend's messaging on Twitter is a tweet that announced the company being named one of the best data management software systems and tools by Solutions Review.
  • Another example is a tweet that talked about how Dominos is using Talend's solutions to "craft an experience for its customers by relying on oceans of data pulled from a variety of sources."

Facebook

  • Talend typically publishes the same content on Facebook and Twitter.
  • The Facebook page also features reviews and information on past/upcoming events.
  • The company has published posts in English and Japanese.
  • One example of Talend's messaging on Facebook is a post that announced the company being ranked number one in Onalytica's list of big data key brand influencers.
  • Another example is a post that talked about how Aeroporti di Roma is using Talend's solutions to "predict problems before they happen and plan staffing throughout the airport."

LinkedIn

YouTube

  • Talend's YouTube channel features videos about its products, clients, and events.
  • The videos that featured the company's products provide a summary of the products or specific features.
  • The YouTube channel features videos in English and French.
  • One example of Talend's messaging on YouTube is a video that featured the head of operational planning at Aeroporti di Roma talking about how the airport utilized Talend's big data solutions.
  • Another example is a video that featured an instrumental evaluation engineer at L'Oréal talking about how the company used Talend's solutions to store and manage thousands of images.

Instagram

  • The primary purpose of Talend's Instagram page is to attract talent.
  • The page features the tagline "team spirit, integrity, agility & passion."
  • Talend has published posts that featured its team members in Germany, Singapore, and other countries worldwide.
  • The company has posted job advertisements for marketing, sales, and other departments.
  • One example of Talend's messaging on Instagram is a post that featured the German office celebrating its 100th hire.
  • Another example is a job advertisement for openings in the United States that featured #humpday, #wednesdaymotivation, and other hashtags.
Sources
Sources

From Part 01
From Part 04
Quotes
  • "Talend is an open-source rooted, data integration software provider that specializes in big data. The company provides big data, cloud storage, data integration, data management, master data management, data quality, data preparation and enterprise application integration software and services."
Quotes
  • "Talend is an open source data integration platform. It provides various software and services for data integration, data management, enterprise application integration, data quality, cloud storage and Big Data."
Quotes
  • "Parts of the company are growing really fast and it seems to be the go-to solution for big companies, suggesting a substantial competitive advantage."
Quotes
  • "Data integration, data quality, master data management, process modelling and enterprise service bus"
Quotes
  • "Simplify ETL and ELT with the leading free open source ETL tool for big data"
Quotes
  • "Talend S A sells its products through two marketing channels. The first is where it sells directly to its customer through its online website. The second is where it sells to wholesalers who then sell to different retailers located all over the country. These then sell to its customers."
Quotes
  • "Talend is a company that provides cloud data integration and master data management solutions for government, finance and retail sectors. It is an open-source rooted, data integration software provider that specializes in big data. The company provides big data, cloud storage, data integration, data management, master data management, data quality, data preparation and enterprise application integration software and services. "
Quotes
  • "Rimini Street, Inc. (Nasdaq: RMNI) is a global provider of enterprise software products and services, the leading third-party support provider for Oracle and SAP software products and a Salesforce partner."
From Part 07