GX presents S&P Global Commodity Insights
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A unified customer view for smarter sales through integrated data
S&P Global Commodity Insights, part of S&P Global, is a global leader in market data, benchmark pricing, and detailed analysis for the energy, metals, and agriculture sectors. Thousands of professionals from over 150 countries rely on their insights every day.
Despite this strong position, their commercial processes faced challenges. Important customer data was scattered across multiple systems—from CRM to marketing automation—resulting in an incomplete customer view. This fragmentation limited their ability to reach the right prospects at the right time, reducing conversion rates.
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Recognizing buying intent before the customer does
Working with GX, S&P Global Commodity Insights implemented BlueConic as a centralized Customer Data Platform (CDP). This platform brought together data from multiple sources, creating dynamic, enriched customer profiles that combined behavioral insights, prior interactions, role information, and external intent signals. Machine learning models scored leads by propensity to buy and flagged accounts where multiple stakeholders showed interest—turning fragmented data into actionable insight.
Advancing account-based marketing (ABM)
With unified profiles in place, S&P Global moved from individual lead targeting to true account-level campaigns. Personalized journeys were tailored for decision-makers, influencers, and other key stakeholders, ensuring content and messaging were relevant to each role and stage in the sales funnel. External intent data highlighted organizations actively researching relevant topics, allowing marketing and sales to engage the right accounts proactively.
Turning insight into action: supporting sales
A dedicated Sales Dashboard transformed the way marketing and sales work together. The dashboard provides real-time visibility into high-propensity accounts, key contacts, engagement activity, and funnel status. Leads scoring above predefined thresholds transitioned from Marketing Qualified Leads (MQLs) to Sales Qualified Leads (SQLs), allowing sales teams to focus on the highest-value opportunities. This alignment increased efficiency, reduced time spent on low-priority leads, and enabled faster, data-driven follow-up.
Turning customer insights into commercial wins
By centralizing data, enriching customer profiles, and applying advanced lead scoring, S&P Global Commodity Insights turned fragmented marketing efforts into a unified, data-driven strategy. This boosted immediate conversion metrics, improved efficiency, and created a solid foundation for long-term growth. Sales and marketing teams can now focus on high-value opportunities with confidence, while campaigns continuously adapt to customer behavior, delivering measurable improvements in precision and overall commercial performance.
Lessons for B2B Organizations
Other companies in the B2B space can draw clear lessons from this approach. Creating unified customer profiles makes personalization more meaningful and effective, ensuring engagement resonates with the right audience. Focusing on entire accounts rather than individual leads amplifies marketing and sales impact, and incorporating external intent signals uncovers opportunities that might otherwise be missed. Together, these practices convert scattered data into actionable insights, enabling smarter decisions, stronger engagement, and predictable growth.
Curtis Stapleton
Director Digital Marketing, S&P Global Commodity InsightsHaving BlueConic as a CDP has been a game-changer for our marketing team. With increased autonomy and data-driven insights, we've achieved a substantial boost in overall marketing effectiveness. This has allowed us to significantly improve efficiency and unlock new opportunities for growth.
Ready to see what your data can do?
Hanneke Kuipers
Managing Director Data ServicesTurning fragmented data into clear, actionable insights doesn’t have to be complicated. Get in touch and see how we can make it happen for your organization.