Marketing OKR Examples

Figuring out your Marketing OKR examples can be a difficult task, so in this blog post we’ll show you a variety of different examples you can use as inspiration when creating your own OKRs.

Be the preferred supplier of content for the target audience

Key results:

  • Reach avg. engagement rate on posted content of 3%

Increasing Google Adwords spend profitably

Key results:

  • Increase Google Adwords spend by 20% while maintaining ROAS 3

Reach record-high reach numbers

Key results:

  • Increase monthly reach from 400k to 600k

Improve Google Shopping product catalogue quality

Key results:

  • Increase # of products with all attributes available from 50 to 75%
  • Decrease weekly product rejections from 3 to 0

Build a community following in YouTube

Key results:

  • Increase YouTube following from 10k subs to 30k

Grow new newsletter significantly

Key results:

  • Add 20.000 new subscribers to newsletter
  • Maintain avg. open rate and click-through rate of 30% and 3% respectively

Spend marketing budget at successful rate

Key results:

  • Maintain total marketing spend at 12% of monthly revenue

Increase traffic from Google Image searches

Key results:

  • Increase weekly Google Images visitors by 100% from 200 to 400

Increase company visibility in Google

Key results:

  • Increase profile detail clicks and clicks to website from Google company profile by 100%

Launch SEO roadmap for the team

Key results:

  • SEO roadmap outlining 10 content pillars and low-hanging keyword ideas

Optimize our ad creatives for more engagement

Key results:

  • Increase the avg. click-through rate on social ads by 50%
  • Maintain ROAS of 3x across social ads throughout cycle

Optimize our lead magnet opt-ins

Key results:

  • Increase the avg. conversion rate on lead magnets from 2% to 4%
  • Maintain the current conversion rate on leads from lead magnet of 5%

Optimize the traffic volume from automated emails

Key results:

  • Increase the avg. open rate on automated emails from 30% to 40%
  • Increase the avg. click-through rate on automated emails from 2% to 4%

Ramp up profitable marketing acquisition

Key results:

  • Increase ad spend to $100.000 while maintaining ROAS of 3
  • Increase avg. quality score across Facebook Ads from 6 to 8

Increase our following across social channels

Key results:

  • Add net 10000 new followers to TikTok account
  • Add net 3000 new followers to Instagram account

Grow the subscriber base significantly

Key results:

  • Increase email list subscribers by 5000 with CPL < $2
  • Reduce unsubscribe rate from 3% to 1.5%

Create first successful demand generation

Key results:

  • Spend $10k on ads with above 3% engagement

Improve our email open rates

Key results:

  • Increase email automation open rates from 25% to 35%

Grow weekly inbound leads levels

Key results:

  • Increase weekly inbound lead value from $50k to $100k
  • Increase conversion rate from MQL to SQL from 2% to 4%

Increase website visitors

Key results:

  • Increase weekly website visitors from 5000 to 7000
  • Increase average session duration from 90 seconds to 120 seconds

Improve product page visibility in search engines

Key results:

  • Increase organic traffic to product pages from 10 visits/month to 100 visits/month
  • Increase number of products discovered in search from 80% to 100%

Improve overall search presence significantly

Key results:

  • Increase referring DR50+ domains from 10 to 30
  • Increase freelancer staff writing 3 articles/month from 1 to 3

Marketing OKR Examples - What’s Important To Know

Marketing departments are likely one of the departments with the easiest task of implementing OKR. Other teams might need more inspiration from OKR examples, but most of what marketing teams do is related to numbers and goals.

Because such a department is used to working with numbers, implementing the OKR framework and figuring out how to formulate marketing OKRs is less of a struggle.

What You’ll Learn About Marketing OKRs

After you’re done reading this, you should be able to create your own Objectives and Key Results that match where you want your team or organization to go.

It’s important that a team is moving in the same direction. You can always read this checklist of things to remember when starting up your OKR efforts.

A Great Marketing OKR Example

Let’s go over one single OKR example for a marketing team and talk about why it’s great.

  • Objective: Improve weekly online reach numbers

  • Key Result 1: Increase weekly reach across platforms from 500k to 750k

  • Key Result 2: Maintain weekly engagement rate of 2%

Why Marketing Teams Benefit From Using OKR

Marketing teams benefit from OKR because how their main priority is to increase awareness about the company and ultimately help get more customers. Something that requires a great overview, which OKR can help with.

The Key Elements To A Great Marketing OKR Example

Overall, a great OKR should follow the SMART guidelines of being:

  • Specific

  • Measurable

  • Achievable

  • Results-oriented

  • Time-bound

OKR Criteria: Specific

This previous OKR example was concerned with the company’s online reach numbers. Areas like these are typically measured on various social platforms which provide statistics for general performance. Looking into these individually gives a great idea of how the company is performing.

OKR Criteria: Measurable

Because we chose a dedicated metric, it’s a lot easier to check the box that the OKR is measurable. We measure work-life balance based on the survey score and agree that’s how we evaluate balance. There are plenty of other metrics to include, but for now, we focus on this one.

OKR Criteria: Achievable

It’s important to have achievable OKRs. They should always be ambitious, but nothing is more demotivating than unachievable goals. A rule of thumb is that the chance of achieving a Key Result should be around 50% from the start. If you reach 70% and above, it’s considered a success.

OKR Criteria: Results-oriented

Being focused on results is a very important aspect of OKR. It’s so important, that we’ve dedicated an entire section to describing why you should focus on outcomes over outputs below.

OKR Criteria: Time-bound

A key part of defining a goal is also defining when you’re expecting it to be met. For OKR, your goals are usually divided into different cycles and your goals should of course be reached within the end of the cycle.

Focus On Reach Outcomes Over Content Outputs

As a marketing team, it’s easy to get caught up in focusing your day-to-day work on the outputs of what you do. Doing X gets us Y. But you shouldn’t do that.

OKRs are meant to force you to think about your desired outcome. Then activate the marketing specialists in your team and democratize how you’ll get there. The key way to turn output-focused goals into outcome-focused goals is to ask “why?”. “Why do we want the output you’re describing?”.

“Create 10 pieces of content for each platform” is a goal focused on outputs. Why do we want that? Well, because we’re guessing it’ll get us to a state where we have “750k weekly reach”. Voila, know you have your ingredients for the key results. Use the examples presented at the top of this page for even more context to concrete OKRs.

Created by OKR Framework © 2024