Writing good, well structured, and effective OKRs is not easy. Despite that Objectives and Key Results is a simple and robust methodology, many teams struggle to define the right Objectives and the relevant metrics for the Key Results.
— How to write good marketing OKRs? — What are examples of good marketing OKRs? — What should I put in my marketing OKRs? These are a few questions that people ask when defining their OKRs.
In this article, we'll share examples of the Marketing team OKRs, so that you can use them for inspiration or guidance.
Note: we highly recommend writing your OKRs, and not copying the examples. Most likely, the examples below don't meet all the needs of your team.
Strategic Marketing OKR examples
Objective 1: Ensure the company meets the revenue targets
Key Results:
Increase the new inbound sales from $25k to $50k per month
Attract 500 new sales qualified leads
Attract 100 new sales qualified leads from the new market (Europe)
Product Marketing OKR examples
Objective 1: Clarify our product messaging for the release of the new product
Key Results:
Conduct 10 on-site user-testing sessions to understand TA
Research and implement 20 new channels where to distribute our content
Run 20 different ads on Facebook and measure performance
Prepare the presentation of the new product and test it with 5 users
Objective 2: Understand our customer and create the CJM
Key Results:
Conduct 10 user interviews with the target audience
Create the CJM and map the product features to the customer journey
Validate the CJM with 5 new customers
Increase the website conversion rate from 6% to 10% based on the research
Inbound Marketing OKR examples
Objective 1: Bring new inbound leads to the website
Key Results:
Increase the monthly visitors to the website from 12k to 20k
Increase DR score from 35 to 45 on Ahrefs
Decrease homepage bounce rate from 62% to 40%
Objective 2: Boost customer acquisition on the website
Key Results:
Improve the recommendation engine items CTR from 23% to 40%
Decrease tip to end funnel drop off (churn) rate from 63% to 50%
Improve Net Promoter Score from 8.1 to 9.5 points
Objective 3: Achieve record acquisition metrics
Key Results:
Increase the MAU from 12k to 20k
Increase the trial signups from 700 to 1500
Increase the new paid customers from 90 to 150
Maintain the CAC below $40
Objective 4: Reduce the bounce rate of the website
Key Results:
Increase the CTR from 3% to 6% on the main call-to-action button
Increase the watch rate of an explainer video from 2% to 5%
Conduct 10 A/B experiments on the landing page
Content Marketing OKR examples
Objective 1: Attract new visitors with the weekly newsletter
Key Results:
Create the content strategy and the topics for the next 4 months
Increase the number of subscribers from 2,000 to 10,000
Increase the open rate of the newsletter from 25% to 35%
Objective 2: Relaunch the company blog
Key Results:
Increase Twitter followers from 2,400 to 5,000
Release 3 own content articles in the leading industry online publications
Increase the blog subscribers to from 4,115 to 5,000
Social Media Marketing (SMM) OKR examples
Objective 1: Increase social media audience
Key Results:
Increase the number of subscribers on FB/Insta/YouTuber from 14k to 25k
Increase the number monthly of views on Quora from 3k to 5k
Increase the number of monthly leads from social media sources from 750 to 1500
Objective 2: Boost the social media audience engagement
Key Results:
Increase the number of daily shares from 20 to 50
Increase the number of daily comments from 140 to 300
Increase the links CTR from 3% to 6%
Search Engine Optimization (SEO) OKR Examples
Objective 1: Improve the SEO rating of the website
Key Results:
Achieve #1 place for top 5 relevant keywords
Add 100 new referral links
Increase DR score from 42 to 60 on Ahrefs
Increase the referral traffic from 7,300 to 10,000 visitors
Objective 2: Increase the engagement on the website
Key Results:
Reduce the bounce rate from 46% to 30%
Increase the average time on the website from 2.4 to 5.0 minutes
Increase the number of pages viewed from 3.5 to 5.0 per session
PR/Brand Marketing OKR examples
Objective 1: Create a leading industry brand
Key Results:
Hire a branding agency by Sep 1
Launch 5 new ad campaigns
Reach 1M viewers with the new ad campaigns
Get 20 media placements and speak/partner at 10 conferences
Objective 2: Improve product and brand communication
Increase the CR of the PPC campaigns from 3% to 6%
Summary
Teams usually need a few cycles to learn how to write effective OKRs. Having the patience to iterate, you'll see how OKRs will boost your team engagement, motivation, and performance. Use the examples above for inspiration and guidance for your own marketing OKRs.
Need a simple and free tool for your team to track OKRs? Check a free OKR tool Plai. Plai has 80+ templates of OKRs with metrics and you can add them to your cycle with just one click.
Founder of 3 products and product development agency @Uptech before 25. Use and consult about OKRs, performance management, and team leadership for 4+ years.
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