From Ratings to Crypto: Expanding a Heritage Brand into Emerging Markets
by Francesco Federico
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What you'll discover
when watching Francesco's story
- Embrace emerging technologies like generative AI to enable personalized content creation at scale, especially for resource-constrained B2B marketing teams.
- For aspiring marketers and startups, focus on understanding data and technology fundamentals while honing practical skills through hands-on experience.
- Foster close collaboration between marketing, sales, and product teams through regular small-group meetings and shared access to real-time data.
- Adapt content marketing strategies to include bite-sized, snackable, and long-form content tailored to different platforms and audience preferences.
- Focus on building first-party data and owned platforms to establish direct relationships with customers rather than relying solely on third-party channels.
- Balance brand heritage with the need to educate audiences about new capabilities and offerings to stay relevant in evolving markets.
- Leverage your unique background and passions to find opportunities in marketing, even if it's not your original career path.
Meet Francesco Federico - Global CMO at S&P Global
Francesco Federico is the Global Chief Marketing Officer at S&P Global, a division of the renowned financial services company with a nearly 100-year heritage.
Francesco’s journey into marketing began unexpectedly. After studying law, he launched a digital marketing consultancy in 2004 during Italy’s e-commerce boom.
This entrepreneurial venture sparked his passion for marketing as an engine for change. Francesco was drawn to S&P Global’s mission of bringing transparency to financial markets.
At S&P Global, Francesco leads marketing efforts for both traditional credit ratings and emerging areas like sustainable finance and cryptocurrency.
He focuses on educating the market about S&P’s expanded capabilities beyond its well-known ratings business. Francesco emphasizes the importance of personalization, first-party data, and leveraging new technologies like generative AI to enhance B2B content marketing strategies.
Check out Francesco Federico's thoughts on branding and marketing
When asked about how companies can improve synergy between marketing and sales, Francesco shares:
"To foster synergy, consider implementing 'huddles'—small, collaborative teams that go beyond high-level alignment to create real-time, hands-on cooperation."
He also shares how important branding is for S&P Global:
"Branding at S&P Global is both a blessing and a challenge. We're a highly recognized brand—almost a household name—which brings both opportunities and responsibilities."
And value of marketing in general:
"Marketing is the ultimate driver of change. As marketers, our role is to engage people, inspire action, and influence behavior, whether it's adopting a product, purchasing a service, or shifting a mindset."
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