Marketing is one of the teams that sees significant performance increases from using OKRs. The Marketing OKR examples below cross all the key areas of brand, lead generation and content, social, organic search, and paid media. You should also take a look at the Marketing KPIs we’ve published here. Key Results that have a Verb like ‘Increase’ with a Marketing KPI and a Target Value will always help make good OKRs that ‘measure what matters’.
The examples below have been created to avoid being lists of Vanity Metrics. This means these Key Results should correlate with company performance.
As important as these OKRs are, the Marketing Activities or Initiatives that will be created to influence these Marketing OKRs are the real rocket-fuel.
Connecting OKRs with the ‘doing’ is the engine-room of continuous marketing performance improvement, and something ZOKRI has been specifically designed to do.
The results of using the OKRs in your Marketing team will be improved performance as long as the Target Metrics are set with the right amount of stretch and you don’t set and forget them. Which is where the weekly check-in comes in.
OBJECTIVE - Build Brand Equity
KEY RESULT 4 – Increase NPS to 7 METRIC – NPS
Buyers like to buy brands, so building one helps growth hugely. These Key Results are focused on metrics that measure awareness like NPS, ICP Solution Awareness, and metrics that correlate with increasing Brand Awareness like Subscribers and Socially Referred Traffic.
OBJECTIVE - MQL fuelled growth
MQLs fuel sales growth. This OKR is designed to focus on the quantity and quality aspects of MQL generation by also introducing SQL conversion.
OBJECTIVE - Publish content that fuels growth
Content Marketing done well can fuel growth. So which Key Results would prove that? Session to a website or specific sections are OK but need to be paired with harder, more commercial metrics like Leads.
OBJECTIVE - Publish content that resonates
How would you know your content is resonating? Increasing the % of people clicking through from email, and the absolute number of people coming from key social channels are good indicators, and require a quality and volume of content.
OBJECTIVE - Make email perform brilliantly
Email needs to work brilliantly for you so we need to target this as a OKR. How would we know it’s working brilliantly? List subscribers would open messages, click-through, convert and not unsubscribe.
OBJECTIVE - Market leading Organic Search performance
Organic Search is a high ROI channel that reduces CAC. Having an SEO strategy that works is essential. How would you know you’re doing well? Non-brand clicks would be rising, you’d get these clicks from specific keyword groups that drive growth, these both drive Macro Conversions like Sign-ups and Micro Conversions like Subscribers.
OBJECTIVE - Cost Effective High Volume Lead Generation
This one is for the Paid Media team. This OKR is targeting specific numbers of conversions and has the check-sum of CPA.
Marketing OKR Examples Using
OBJECTIVE - Create Content Worth Subscribing To
OBJECTIVE - SEO that drives leads
OBJECTIVE - Social Media that drives leads
OBJECTIVE - Cost effective Paid Search
OBJECTIVE - Optimize Trial Sign-up Conversion Rates
ZOKRI has a Google Analytics Connector that makes it easy to create OKRs like these for your teams to collaborate on without ever manually updating a metric.
Because you can balance visitors with goals you can ensure that the OKRs are focusing on delivering tangible business value. These would be great child goals of revenue goals and sales funnel optimization goals as they are focused at the top of the funnel.
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