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 above cross all the key areas of brand, lead generation and content, social, organic search, and paid media.

What they’ve also been created to do is avoid being lists of Vanity Metrics. This means these goals and their achievement should connect in a deep and impactful way 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.

OBJECTIVE - Build Brand Equity

KEY RESULT 1 – Increase Ideal Customer Profile Solution Awareness to 25%  METRIC – Solution Awareness
KEY RESULT 2 – Increase Session from Social Referral to 2000  METRIC – Session from Social Referral
KEY RESULT 3 – Increase Total Subscribers to 10K  METRIC – Total Subscribers
KEY RESULT 4 – Increase NPS to 50  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

KEY RESULT 1 – Generate 2000 New Leads  METRIC – New Leads
KEY RESULT 2 – Increase MQLs to 6K  METRIC – MQLs
KEY RESULT 3 – Increase New MQLs to 1.2K  METRIC – New MQLs
KEY RESULT 4 – Increase MQL : SQL % to 30%  METRIC – MQL : SQL %

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

KEY RESULT 1 – Increase Sessions : Blog to 10K  METRIC – Sessions : Blog
KEY RESULT 2 – Increase Leads : Gated Content to 1K  METRIC – Leads : Gated Content

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

KEY RESULT 1 – Increase Email Clickthrough Rate to 2.5%  METRIC – Email Clickthrough Rate
KEY RESULT 2 – Increase Sessions : LinkedIn to 1K  METRIC – Sessions : LinkedIn
KEY RESULT 3 – Increase Sessions : Twitter to 500  METRIC – Sessions : Twitter
KEY RESULT 4 – Increase Sessions : Facebook to 500  METRIC – Sessions : Facebook

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

KEY RESULT 1 – Increase Email Open Rate to 5%  METRIC – Email Open Rate
KEY RESULT 2 – Increase Email Clickthrough Rate to 2.5%  METRIC – Email Clickthrough Rate
KEY RESULT 3 – Increase Session : Email to Conversion : Trial Sign-up to 100  METRIC – Session : Email to Conversion : Trial Sign-up
KEY RESULT 4 – Reduce Unsubscribes to 0.1%  METRIC – Unsubscribes

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

KEY RESULT 1 – Increase [Non-Brand] : Clicks : Organic Search to 8K  METRIC – Sessions : Organic Search
KEY RESULT 2 – Increase Average Rank : [KW Group] to over 15  METRIC – Average Rank : [KW Group]
KEY RESULT 3 – Increase Session : Organic Search to Conversion : Trial Sign-up to 250  METRIC – Session : Organic Search to Conversion : Trial Sign-up
KEY RESULT 4 – Increase Session : Organic Search to Conversion : Subscription to 500  METRIC – Session : Organic Search to Conversion : Subscription

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

KEY RESULT 1 – Increase Session : Adwords to Conversion : Trial Sign-up to 250  METRIC – Session : Adwords to Conversion : Trial Sign-up
KEY RESULT 2 – Increase Session : LinkdedIn Ads to Conversion : Trial Sign-up to 250  METRIC – Session : LinkdedIn Ads to Conversion : Trial Sign-up
KEY RESULT 3 – Increase Session : Twitter Ads to Conversion : Trial Sign-up to 250  METRIC – Session : Twitter Ads to Conversion : Trial Sign-up
KEY RESULT 4 – Increase Session : Facebook Ads to Conversion : Trial Sign-up to 250  METRIC – Session : Facebook Ads to Conversion : Trial Sign-up
KEY RESULT 5 – Reduce Paid : Lead CPA to $30  METRIC – Paid : Lead CPA

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
Google Analytics

OBJECTIVE - Create Content Worth Subscribing To

KEY RESULT 1 – Increase Conversion from Session to Sign-up to 3%
KEY RESULT 2 – Acquire 1.5K Content Subscribers

OBJECTIVE - SEO that drives leads

KEY RESULT 1 – Increase Sessions from Organic Search to 20K
KEY RESULT 2 – Increase Conversion from Organic Search to Trial to 6%
KEY RESULT 3 – Increase Sign-ups from Organic Search to 900

OBJECTIVE - Social Media that drives leads

KEY RESULT 1 – Increase Sessions from Social to 3K
KEY RESULT 2 – Increase Conversion from Social to Trial to 2%
KEY RESULT 3 – Increase Sign-ups from Social to 100

OBJECTIVE - Cost effective Paid Search

KEY RESULT 1 – Increase Sessions from Paid Search to 20K
KEY RESULT 2 – Increase Conversion from Paid Search to Trial to 10%
KEY RESULT 3 – Increase Sign-ups from Paid Search to 2K
KEY RESULT 4 – Reduce Paid Search Cost Per Trial to $30

OBJECTIVE - Optimize Trial Sign-up Conversion Rates

KEY RESULT 1 – Increase Conversion to Trial to 9%

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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