Article

Marketing OKR Examples

10 min read
Marketing OKR examples

Why choose OKRs for your marketing team

OKRs (Objectives and Key Results) are a collaborative management methodology that help marketing teams drive measurable results to achieve their most ambitious goals. They’re helpful to all business units and individuals because they drive alignment, enhance focus, and inherently promote transparency. 

 


Learn more about what OKRs are and how to use them


 

The marketing department is often misunderstood because it is about both science and art. While the desired outcomes are clear (pipeline, brand awareness, etc.), the methods for getting to the outcomes and measuring the effectiveness of those methods is difficult. As a result, marketing teams lose focus while trying to check all the boxes, often feeling like a chaotic whirlwind.  

Choosing what to focus on is one of the biggest challenges OKRs solve for marketing teams and helps unlock their full potential. Marketing OKRs are how you track progress and demonstrate the impact of your marketing efforts. By enabling marketing teams to focus, all marketing inputs can finally be linked to quantifiable outcomes. 

How OKRs solve marketing team challenges

While marketing is metrics-driven by nature, demonstrating results isn't about boosting numbers — OKRs help your teams identify the metrics that matter and shift focus to what’s working.

OKRs ensure your marketing goals align with the corporate strategy and create consistent outcomes. Corporate strategy should guide each department in creating their goals, but in marketing especially, CMOs and VP-level leadership are vulnerable to overpromising on expectations and overextending their teams. OKRs mitigate this risk.

Finally, function specific OKRs help marketing teams focus among dozens of paths of influence. The overwhelming nature of marketing is calmed by OKRs, centering the question of “why” at the core of the department’s efforts 

Setting OKRs for the marketing team

Should leadership or the marketing team members set OKRs?  

Because marketing can have many different focus areas, we advise not cascading goals to the department/function level. With the high level of specialization, splitting the team's focus can make it difficult for the CMO/VP to have full context on which OKRs are best for each function. Leadership involvement in OKR creation, however, is critical for ensuring each function specific OKR is relevant to the overall marketing OKRs.  

While your marketing team should aspire for balance, the size and maturity of your organization play a large factor in focus. If customer churn rate is high, your teams may need a brand or customer marketing focused OKR to improve retention rates. If your pipeline is lagging, demand generation should be a priority.

Collaborative OKRs between department/function-level leaders and the CMO/VP of marketing are the best bet for marketing teams of most sizes. They ensure your teams have some degree of decision-making autonomy in their OKRs, but with the guarantee of driving the higher level objective.  

Marketing OKR focus areas

Marketing OKRs can be dedicated to different areas, depending on the strategic focus and needs of your organization:

  • Demand generation
  • Product marketing
  • Inbound marketing
  • Content marketing
  • Social media marketing
  • SEO marketing
  • Public relations/brand marketing
  • PPC marketing
  • Community marketing
  • Partner marketing
  • Account-based marketing (ABM)

Check out all our marketing OKR examples below. 

Marketing OKR examples

 

Demand generation OKR examples

 

Objective: Ensure the company meets the revenue targets

Key result 1: Increase new inbound sales from $25k to $50k per month

Key result 2: Attract 500 new marketing qualified leads

Key result 3: Attract 100 new marketing qualified leads from EMEA

Key result 4: Generate >$30M in new qualified pipeline from marketing sourced leads

Key result 5: Document and implement the new account based marketing (ABM) process

 


 

Product marketing OKR examples 

 

Objective: Clarify our product messaging for the release of the new product

Key result 1: Conduct 10 on-site user-testing sessions to understand TA

Key result 2: Research and implement 20 new channels where to distribute our content

Key result 3: Run 20 different ads on Facebook and measure performance

Key result 4: Prepare the presentation of the new product and test it with 5 users

 

Objective: Create extensive and accurate buyer personas 

Key Result 1: Survey 150 customers on their purchase motivators 

Key Result 2: Aggregate customer data across channels to create customer journeys 

Key Result 3: Analyze and implement 3 sales feedback points on MQLs 
 

Objective: Understand and document our customer journey map

Key result 1: Conduct 10 user interviews with the target audience

Key result 2: Create the CJM and map the product features to the customer journey

Key result 3: Validate the CJM with 5 new customers

Key result 4: Increase the website conversion rate from 6% to 10% based on the research

 


 

Inbound marketing OKR examples

 

Objective: Bring new inbound leads to the website

Key result 1: Increase the monthly visitors to the website from 12k to 20k

Key result 2: Increase DR score from 35 to 45 on Ahrefs

Key result 3: Decrease homepage bounce rate from 62% to 40%


Objective: Boost customer acquisition on the website

Key result 1: Improve the recommendation engine items CTR from 23% to 40%

Key result 2: Decrease tip to end funnel drop off (churn) rate from 63% to 50%

Key result 3: Improve net promoter score from 8.1 to 9.5 points

 

Objective: Achieve record acquisition metrics

Key result 1: Increase the MAU from 12k to 20k

Key result 2: Increase the trial signups from 700 to 1500

Key result 3: Increase the new paid customers from 90 to 150

Key result 4: Reduce customer acquisition costs by 20%

 

Objective: Reduce the bounce rate of the website

Key result 1: Increase the CTR from 3% to 6% on the main call-to-action button

Key result 2: Increase the watch rate of an explainer video from 2% to 5%

Key result 3: Conduct 10 A/B experiments on the landing page

 


 

Content marketing OKR examples

 

Objective: Attract new visitors with the weekly newsletter

Key result 1: Create the content strategy and the topics for the next 4 months

Key result 2: Increase the number of subscribers from 2,000 to 3,000

Key result 3: Increase the open rate of the newsletter from 25% to 35%

Key result 4: Increase the CTR to >7%

 

Objective: Relaunch the company blog

Key result 1: Double Twitter engagements 

Key result 2: Release 3 content articles in the leading industry online publications 

Key result 3: Double blog subscribers from 1,000 to 2,000 

Key result 4: Publish 10 new blog posts focused on long-tail keywords 

 


 

Social media marketing OKR examples

 

Objective: Increase social media audience

Key result 1: Increase the number of subscribers on FB/Insta/YouTuber from 14k to 25k

Key result 2: Increase the number monthly of views on Quora from 3k to 5k

Key result 3: Increase the number of monthly leads from social media sources from 750 to 1500

 

Objective: Boost quality traffic to our blog’s valuable content 

Key Result 1: Increase the number of unique page views by 30% 

Key Result 2: Increase session duration to 3:50 

Key Result 3: Triple pages per session to 3. 

 

Objective: Cultivate a more engaged social media audience

Key Result 1: Double the number of Twitter engagements to 10k 

Key Result 2: Grow social media conversion rates to 0.71% 

Key Result 3: Increase LinkedIn engagement rate by 5% 

Key Result 4: Increase posting frequency to 5x daily on Twitter and 3x on LinkedIn 

 


 

Search engine optimization (SEO) OKR examples

 

Objective: Improve the SEO rating of the website

Key result 1: Achieve #1 place for top 5 relevant keywords

Key result 2: Add 100 new referral links

Key result 3: Increase DR score from 42 to 60 on Ahrefs

Key result 4: Increase the referral traffic from 7,300 to 10,000 visitors

 

Objective: Enhance traffic quality by improving SERP position 

Key Result 1: Improve domain authority with 45 high-quality backlinks 

Key Result 2: Decrease page loading speed from 4.3 to 2.5 seconds 

Key Result 3: Rank on page one for three transactional keywords 

 

Objective: Increase engagement on the website

Key result 1: Reduce the bounce rate from 46% to 30%

Key result 2: Increase the average time on the website from 2.4 to 5.0 minutes

Key result 3: Increase the number of pages viewed from 3.5 to 5.0 per session

 

Objective: Improve our website and grow conversions

Key result 1: Grow website visitors by 7% each month

Key result 2: Improve conversions on Landing Pages by 10%

Key result 3: Implement a long-tail keyword strategy

 


 

Public relations/brand marketing OKR examples

 

Objective: Become a leading industry brand

Key result 1: Hire a branding agency by Sep 1

Key result 2: Reach 1M viewers with the new ad campaigns

Key result 3: Get 20 media placements and speak/partner at 10 conferences

 

 

Objective: Improve product and brand communication

Key result 1: Release 6 regular bi-weekly press-release publications

Key result 2: Hold 5 webinars with 50+ participants about the new product features

Key result 3: Create a brand book for internal and external usage, provide all design assets

 

Objective: Boost awareness with PR campaigns

Key result 1: Publish 15 press pieces in the relevant publications

Key result 2: Host 5 industry meetups with 100+ participants each

Key result 3: Speak on 2 conferences

Key result 4: Sponsor 3 events with 500+ visitors in the related industries

Key result 5: Reach 500k viewers with PR activities

 

Objective: Increase our brand awareness

Key result 1: Complete 30 media calls/meetings by end of Q1

Key result 2: Complete 15 calls/meetings with key industry influencers

Key result 3: Secure 2 speaking spots at the Annual Industry conference

 

Objective: Build strong relationships with Forrester and Gartner

Key result 1: Complete 2 analyst briefings in Q1

Key result 2: Submit 3 analyst report applications

Key result 3: Feature 2 analysts on our webinars

 


 

PPC marketing OKR examples

 

Objective: Improve paid acquisition effectiveness

Key result 1: Decrease the lead cost form $7 to $5

Key result 2: Test 10 new PPC campaigns and measure impact

Key result 3: Increase the CR of the PPC campaigns from 3% to 6%

 

Objective: Improve Our PPC Campaign

Key result 1: Achieve >1500 MQLs from Google AdWords

Key result 2: Achieve >150 MQLs from Twitter ads

Key result 3: Achieve a Cost per Lead of <$4

Key result 4: Achieve >2% CTR

 

Objective: PPC is a Stronger Lead Magnet 

Key Result 1: #1 SERP position on 10 high-converting keywords 

Key Result 2: Reduce cost per click by 18% 

Key Result 3: Increase ad conversion rate by 3% 

 


 

Community OKR examples

 

Objective: Create a community users love

Key result 1: Successfully launch a new community with >500 community members registered

Key result 2: Get 30% of our customers to participate in the community

Key result 3: Community generates at least 5 UGC pieces

Key result 4: Host 2 live events based on user interest 

 

Objective: Make our community known by industry experts and thought leaders

Key result 1: Engage 12 industry experts and thought leaders in Q1 demonstrated by registration and posts

Key result 2: Publish 6 feature articles by industry experts

Key result 3: Research and publish the industry report & infographics for the community

 


 

Partner marketing OKR examples

 

Objective: Create a community for our partners/resellers (MQLs).

Key result 1: Publish 5 new partner-focused white papers by Q1

Key result 2: Launch 7 webinars to educate our partners

Key result 3: Complete a 5-city lunch & learn event for partners

 

Objective: Partners Make an Impact 

Key Result 1: 5 strategic partners engaged with ABX 

Key Result 2: 3x community partners engaged with partner marketing programs 

Key Result 3: 25 partners have activated a free customer account 

 

Objective: Better quality, higher quantity 

Key Result 1: 25 enterprise delivery partners 

Key Result 2: 20% of partners upgrade status 

Key Result 3: $5M of PGO (partner generated opportunities)

 


 

Account based marketing (ABM) OKR examples

 

Objective: Win our strategic customers and drive increased order size

Key result 1: Generate $10M in qualified pipeline from ABM campaign

Key result 2: Generate 20% of closed-won sales via ABM efforts in Q4

Key result 3: Generate 150 MQLs from LinkedIn Ad campaigns

 

Objective: Get ABM Over the Sustainability Gap in Q3 

Key Result 1: Generate $100,000 in ARR from ABM efforts 

Key Result 2: Close 20 customers from ABM efforts 

Key Result 3: 25 discovery meetings come from ABM efforts 

How Gtmhub simplifies OKRs for marketing teams

At Gtmhub, we’re committed to helping you bridge the gap between strategy and execution. Inspired by the Objectives and Key Results (OKR) methodology, our platform is designed to help you align your teams, improve focus and foster transparency.

Quick-start your OKR journey with ready-to-go OKR templates from our Marketplace or connect with 160+ Integrations to update your OKRs and KPIs automatically to easily make data-driven decisions with our customizable Insights and Dashboards.

Ready to achieve your most ambitious goals? Start a free trial today or book a demo to see Gtmhub in action.

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