Marketing OKR Examples

Improve Marketing performance with aligned OKRs

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 - Sales growth at the right cost

KEY RESULT 1 – Generate New Revenue of $100K this Quarter
KEY RESULT 2 – Keep our CAC under $150 Per Customer this Quarter

OBJECTIVE - Build a brand that has real value

KEY RESULT 1 – We’re in the Top Right of the Gartner Magic Quadrant this Quarter
KEY RESULT 2 – Sales report that cold call prospects have heard of us over 80% of the time this Quarter
KEY RESULT 3 – Increase Subscribers to our content to 10000 this Quarter

OBJECTIVE - Turn our website in to a lean mean lead generation machine

KEY RESULT 1 – Increase Trial Sign-up Conversion Rate to 8% this Quarter
KEY RESULT 2 – Generate 2K MQL for Sales to follow-up this Quarter

OBJECTIVE - Great content is helping us sell

KEY RESULT 1 – Generate 1000 Content Downloads this Quarter
KEY RESULT 2 – Leads from Content Sign-ups are converting to SQLs 20% of the time

OBJECTIVE - Our content is really popular

KEY RESULT 1 – Increase Email Click Through Rate to 2.5% this Quarter
KEY RESULT 2 – Increase Sessions : LinkedIn to 1K this Quarter
KEY RESULT 3 – Increase Sessions : Twitter to 500 this Quarter
KEY RESULT 4 – Increase Sessions : Facebook to 500 this Quarter

OBJECTIVE - Email is performing brilliantly

KEY RESULT 1 – Increase Email Open Rate to 5% this Quarter
KEY RESULT 2 – Increase Email Click Through Rate to 2.5% this Quarter
KEY RESULT 3 – Increase Sign-ups from Email to 100 this Quarter

Create KPI Dashboards and Dynamic Key Results with our Free Hubspot and Google Analytics integration.

OBJECTIVE - Paid Ads have a great ROI

KEY RESULT 1 – Generate 500 sign-ups from Google Ads this Quarter
KEY RESULT 2 – Generate 500 sign-ups from LinkedIn Ads this Quarter
KEY RESULT 3 – Generate 500 sign-ups from Quora Ads this Quarter
KEY RESULT 4 – Generate 500 sign-ups from Twitter Ads this Quarter
KEY RESULT 5 – Generate 500 sign-ups from Facebook Ads this Quarter
KEY RESULT 6 – Reduce our Paid Media CAC to $150 this Quarter

OBJECTIVE - SEO is a big ROI channel

KEY RESULT 1 – Increase Organic Search Session to 10K this Quarter
KEY RESULT 2 – Increase Content Downloads from Organic Search to 500 this Quarter
KEY RESULT 3 – Increase App Sign-ups from Organic Search to 250 this Quarter

OBJECTIVE - Our website is optimized to succeed

KEY RESULT 1 – Website errors reported by Google Search Console is ZERO this Quarter
KEY RESULT 2 – The number of slow URLs reported by Google Search Console is ZERO this Quarter

OBJECTIVE - Social influence translates to sales

KEY RESULT 1 – Increase our social following to 20K this Quarter
KEY RESULT 2 – Increase sign-ups referred from Social Media to 500 this Quarter

OBJECTIVE - PR has a material impact on our business

KEY RESULT 1 – 20 influential websites have mentioned us this Quarter
KEY RESULT 2 – 10 influential websites have linked to our website – which helps SEO this Quarter
KEY RESULT 3 – Product reviews on websites are 4 Stars or above

OBJECTIVE - We don't need to say we're the best, our users do

KEY RESULT 1 – Look – social proof, our G2 and Capterra ratings are over 4.5 stars this Quarter
KEY RESULT 2 – 3 epic case studies are on our website this Quarter

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