Doubling Down On Digital Initiatives

Virtual Events
Tue, Mar 30, 10:00 AM (PDT)

About this event

Lynne Capozzi, CMO at ACQUIA, and Bill Tine, VP of Marketing at King Arthur Baking Company joined the CMO Club and our members for a roundtable discussion on how to uplevel your digital initiatives and measures to take in order to do so. 

Watch the recording here! 

Check out the highlights!

10 Reasons to Relaunch Your Website

1. New CMO implementing vision for company
2. Updating Messaging
3. Undergoing acquisition and/or mergers
4. Rebranding
5. Old look and feel
6. Weak metrics (traffic, conversion, eCommerce)
7. In the midst of category creation
8. Haven’t relaunched in 2 years!
9. Antiquated search
10. Outdated content/new researcher journey

Things to consider when relaunching!

Reimagining Content for the Researcher, Not the Buyer

At the onset of the pandemic, websites experienced:

17% more visitors
40% more unique asset views
15% more time spent on pages

The most-viewed content types during the pandemic were webinars, videos, eBooks, and reports.

King Arthur Baking Company Re-Brands After 231 Years in Business

They followed a three-step approach to bringing consumers along for a year-long journey.

1. Awareness. Introduce the new name and identity (logo)
2. Emotional Connection. Bring the brand to life through association. Let good things rise is a perfect example! 
3. Build Resonance. Build loyal bonds and personalize the brand experience

Want to learn more about doubling down your digital strategy?

Check out the ACQUIA website! 

Speakers

  • Lynne Capozzi

    Lynne Capozzi

    ACQUIA

    Chief Marketing Officer

    See Bio
  • Bill Tine

    Bill Tine

    King Arthur Baking Company

    Vice President of Marketing


  • Host

  • Jon Suarez-Davis

    Jon Suarez-Davis

    Salesforce

    SVP, Marketing Strategy & Innovation