Marketing OKR Examples

Table of Contents

    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 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 

    Conclusion:

    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.  

    FAQs

    1. How are marketing OKRs different from regular marketing goals?

    Marketing OKRs are specific, measurable, and time-bound objectives that are aligned with overall organizational goals. They are designed to provide focus and clarity, and they are tracked using key results to measure progress.

    2. How should marketing OKRs be set?

    Marketing OKRs should be set in collaboration with key stakeholders and should align with the company’s strategic objectives. They should be ambitious but achievable, and they should be designed to drive meaningful business outcomes.

    3. What are some examples of marketing OKRs?

    Examples of marketing OKRs could include increasing website traffic by a certain percentage, improving conversion rates on a specific landing page, increasing brand awareness in a target market, or launching a successful marketing campaign within a given timeframe.

    4. How often should marketing OKRs be reviewed and updated?

    Marketing OKRs should be reviewed regularly, typically on a quarterly basis. They should be updated if there are significant changes in the business environment or if progress is not being made towards the desired objectives.

    5. What are the key results in marketing OKRs?

    Key results are specific and measurable milestones that indicate progress towards achieving the marketing objectives. They are typically quantifiable metrics that can be tracked and evaluated.

    6. How should marketing teams measure progress towards marketing OKRs?

    Marketing teams can measure progress towards marketing OKRs by tracking key performance indicators (KPIs) related to the key results. These could include metrics such as website traffic, conversion rates, social media engagement, or lead generation.

    7. What role does alignment play in marketing OKRs?

    Alignment is crucial in marketing OKRs as they should be aligned with the overall business strategy and objectives. This ensures that marketing efforts are focused on driving the desired outcomes and that there is cohesion across different departments within the organization.

    8. How can marketing OKRs contribute to overall business success?

    Marketing OKRs contribute to overall business success by aligning marketing objectives with broader organizational goals. When marketing efforts are aligned with the company’s strategic priorities, it helps drive revenue growth, increases brand value, and enhances customer acquisition and retention.

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