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Marketing OKR Examples

The marketing department lies right in the middle of the sales, operations and customer service departments. The department is at a position where it can bring in leads, increase retention of leads and reduce churn. A good marketing mix consists of organic and paid – both of which have their own benefits and downfalls.

Organic and paid work hand in hand to fulfil objectives that are assigned to each. Each channel has its own core features in terms of reaching the target audience and exciting them.

How can Marketing OKRs improve the marketing team’s performance? 

OKRs are crucial in the Marketing department as they are the direct link to the customers. Other teams depend on the marketing department as they are the key to promoting product launches. Setting OKRs in the department can improve the marketing team’s performance by: 

  • Bringing in more revenue 
  • Driving business results through effective marketing strategies 
  • Aligning marketing efforts with customers 
  • Connecting Marketing OKRs with other teams 
  • Improving organizational output  

 Bringing in more revenue 

Since the organization’s ROI is linked to the results achieved by the marketing department, OKRs help focus and achieve the primary goals. With clearly set goals and measuring results, it can avoid the pressure of delivering low. Hence, working towards the OKRs helps generate revenue as they maximize the efforts of all the team members. 

Driving business results through effective marketing strategies 

Sometimes, it’s difficult trying to identify the strategies or tactics that can deliver business results. When OKRs are effectively implemented, they shift the focus from boosting just numbers to working on things that matter. They ensure that the strategies are aligned with the business strategy. Since the marketing department has many focus areas, OKRs help with focusing on ‘why’ for each result. 

Connecting Marketing OKRs with other teams 

The activities of the marketing team are interlinked with other teams like sales, customer success, and product teams. Without aligning the objectives with other departments, there will be no transparency and any initiative adopted will ultimately lead to failure. Communicate the Key Results with other teams and connect their initiatives with the team. 

Aligning marketing efforts with customer satisfaction 

When the marketing team collaborates effectively with other related teams, it can increase customer satisfaction by designing marketing-focused initiatives. Collaborative OKRs help identify the issues when it comes to demand generation and brand management.  

Improving organizational output 

Instead of just focusing on immediate outputs, marketing OKRs help measure the impact of the result achieved. When outputs are measured and optimized, they become long-lasting outcomes.  

Here Are Some Of The Broad Goals Of The Marketing Department

1. Increase revenue: Revenue is a direct proportion of visibility and share of voice in the market. Revenue generated via a strong marketing mix is said to be sustaining and long-lasting.
2. Generate leads: Leads is a real-time measurement of marketing effectiveness for the top of the funnel activity. Once a lead qualifies as being high-quality it becomes a marketing qualified lead (MQL)
3. Reduce churn: Churn is a negative metric for a company as it means customers are leaving dissatisfied. Marketing’s role is to understand why and then solve that problem.
4. Improve brand recall: The marketing department, via repetition and targeted ads, can increase brand recall via logo, branding or social media for example. Higher the brand recall, higher the chance that a customer will remember you when they require that particular service.
5. Launch new products/solutions: Product marketing teams are given this responsibility to ensure that existing customers know of new launches and at the same time, new ones are brought into the funnel.
6. Build a community: If you are aiming to be a well-known brand, you have to build a set of people around your product or service who are not just loyal but also have an affinity towards your brand.

Marketing Department Org Structure:

The marketing department is split into organic marketing and paid marketing as major segments. Organic marketing is involved in brand building, interacting with leads and customers, educating customers on capabilities- so on and so forth. It’s more to do with brand and awareness in the funnel.

Paid marketing is, however, placing your bets on audiences you know will convert. It’s more of a ‘push’ than pull strategy. It focuses on the audience taking an action based on accurate targeting.

Organic Marketing OKRs:

The players for these OKRs would be Content Marketers, Social/Digital Marketers and their Marketing Managers.

Objective – Launch A New Product And Build Buzz Around It

Key Result 1: Create and implement a go-to-market strategy within 15 days for the next 6 months
Key Result 2: Build 3 weeks of themed collateral to build awareness, educate and inform the customer of why our offering is the best option. This will be used on social and the website
Key Result 3: Host 3 community-based events in this quarter concerning this product launch


Objective – Grow Digital Presence Organically

Key Result 1: Publish 5 blogs with appropriate SEO keywords every week
Key Result 2: Change website banners every 10 days to indicate product features and strengths
Key Result 3: Maintain a 4:1 onsite “Interview Offer” ratio
Key Result 4: Gather 5 backlinks a month from high DA websites

Objective – Improve Website Metrics

Key Result 1: Increase sessions by 20% in the next 3 months by posting relevant content and securing guest posts
Key Result 2: Increase unique visitors to the website by 15 every month
Key Result 3: Reduce bounce rate by 2% ever quarter
Key Result 4: Increase time spent on site by 1% every month
Key Result 5: Achieve a target of 10 leads a week on the website

Objective – Encourage Brand Awareness Via Email Campaigns

Key Result 1 : Send 2 newsletters a week with product updates and launches starting T-15 weeks to launch
Key Result 2 : Build and grow the email list via organic channels by 30% month over month

Key Result 3 : Engage the audience for a 10% CTR on email CTA’s.

Objective – Build Brand Awareness So That We Are Tip-Of-Tongue For The Segment

Key Result 1 : Create 5 swag branded items to be sent to the top 100 customers
Key Result 2 : Engage 3 influencers every week for branding and marketing activities
Key Result 3 : Take part in 4 community events every quarter
Key Result 4 : Publish 5 blogs on relevant magazines – online and physical

Key Result 5 : Secure 10 speaking engagements for top management every year.

Objective – Build And Maintain A Presence On Social Media Channels To Engage With Our Audience

Key Result 1 : Increase followers by 200 every month on Facebook and Instagram, 50 on Twitter and 10 on Linkedin
Key Result 2 : Increase organic comments by 5% every quarter

Key Result 3 : Post share-worthy content once every week.

Objective – Increase Customer Retention By Satisfying And Understanding Their Needs

Key Result 1 : Ensure customer service is talking to 2 top customers a week for feedback
Key Result 2 : Surprise and delight 1 hero customer a month
Key Result 3 : Engage biweekly with social media followers and/or customers with a minimum of 5 comments a day

Paid Marketing OKRs:

The players for these OKRs will be people Ad Marketers and their Marketing Managers.

Objective – Be Present And Visible On Google To Attract And Grow The Audience Segment

Key Result 1 Plan and manage a budget of 10,000 INR per month, with a 1000 INR increase every month
Key Result 2 Maintain cost per acquisition between 150INR -275INR every week.

Key Result 3 Build a direct-to-sales call funnel with a target of 60 calls a week


Objective – Run PPC Campaigns To Further Push Our Website And Content To Target Audience

Key Result 1 Optimize campaigns for a minimum of 500 clicks a week from
Key Result 2 Track and monitor ad quality score to be in the range of 6-8+ every month
Key Result 3 Reduce cost per click by 10% month over month by optimizing and narrowing funnel
Key Result 4 Increase CPM/impression metrics by 15% every quarter

Objective – Target Our Potential Customer Base On Social Media

Key Result 1 Run and optimize campaigns for branding with a CPC of 5INR
Key Result 2 Keep track of relevancy score on Facebook ads manager, aim to maintain a score of 7+
Key Result 3 Key Result 3 Promote top 20% of organically performing posts for reach and website visits
Key Result 4 Increase purchases from sponsored ad by 10% every quarter

Marketing OKRs focus roles 

Social Media Marketing 

Objective: Increase the company’s visibility on LinkedIn 

Key Result 1: Add 10,000 followers to the LinkedIn page by the end of Q2 

Key Result 2: Share 2 video content pieces per month 

Key Result 3: Work with at least 5 influencers every month 

Search Engine Optimization

Objective: Increase page’s visibility 

Key Result 1: Increase monthly unique visitors by 30% 

Key Result 2: Achieve #1 place for top 10 relevant keywords 

Key Result 3: Increase the referral traffic by 50%  

Content Marketing 

Objective: Improve engagement by creating new content 

Key Result 1: Publish 10 blogs 

Key Result 2: Increase website visibility on SERPs by 75% 

Key Result 3: Add 35 new inbound links from third-party websites 

Brand Marketing 

Objective: Enhance brand positioning 

Key Result 1: Engage with 20 new customers 

Key Result 2: Launch new ad campaigns and reach 500K viewers  

Key Result 3: Conduct 5 webinars per month with 100+ participants  

Inbound Marketing 

Objective: Increase the number of inbound leads to the site 

Key Result 1: Increase the weekly unique visitors from 20K to 40K 

Key Result 2: Decrease the bounce rate by 30% 

Demand Generation 

Objective: Increase website conversion 

Key Result 1: Gain 400 new signups in 1 month 

Key Result 2: Convert 1000 new paid customers in 2 months 

Key Result 3: Attract new 500 qualified leads 

Product Marketing Management 

Objective: Increase awareness of new feature launch 

Key Result 1: Conduct 20 sessions for testing 

Key Result 2: Use content pieces and test with 5 users 

Key Result 3: Generate signups of 100 

Marketing manager 

Objective: Launch a Product hunt campaign 

Key Result 1: Post promotional videos on LinkedIn and Twitter page 

Key Result 2: Gain 10K followers 

Key Result 3: Have 20 influencers post on LinkedIn 


OKRs are the key to increasing performance in any department. For the marketing department, it is crucial to align its objectives with other departments. The most ambitious goals can be reached when they are measured, tracked, and quantified.  

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