Marketing OKR Examples

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10 min read
pie chart outline demonstrating marketing OKR examples

Why choose OKRs for your marketing team

OKRs (Objectives and Key Results) are a collaborative management methodology that help marketing teams drive measurable results to achieve their most ambitious goals. They’re helpful to all business units and individuals because they drive alignment, enhance focus, and inherently promote transparency. 

Learn more about what OKRs are and how to use them.

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The marketing department is often misunderstood because it is about both science and art. While the desired outcomes are clear (pipeline, brand awareness, etc.), the methods for getting to the outcomes and measuring the effectiveness of those methods is difficult. 

As a result, marketing teams lose focus while trying to check all the boxes, often feeling like a chaotic whirlwind.

Choosing what to focus on is one of the biggest challenges OKRs solve for marketing teams and helps unlock their full potential. Marketing OKRs are how you track progress and demonstrate the impact of your marketing efforts. By enabling marketing teams to focus, all marketing inputs can finally be linked to quantifiable outcomes. 

How OKRs solve marketing team challenges

While marketing is metrics-driven by nature, demonstrating results isn't about boosting numbers — OKRs help your teams identify the metrics that matter and shift focus to what’s working.

OKRs ensure your marketing goals align with the corporate strategy and create consistent outcomes. Corporate strategy should guide each department in creating its goals, but in marketing especially, CMOs and VP-level leadership are vulnerable to overpromising expectations and overextending their teams. OKRs mitigate this risk.

Finally, function-specific OKRs help marketing teams focus among dozens of paths of influence. The overwhelming nature of marketing is calmed by OKRs, centering the question of “why” at the core of the department’s efforts.

Setting OKRs for the marketing team

Should leadership or the marketing team members set OKRs?

Because marketing can have many different focus areas, we advise not cascading goals to the department/function level. With the high level of specialization, splitting the team's focus can make it difficult for the CMO/VP to have full context on which OKRs are best for each function. 

Leadership involvement in OKR creation, however, is critical for ensuring each function-specific OKR is relevant to the overall marketing OKRs.

While your marketing team should aspire for balance, the size and maturity of your organization play a large factor in focus. If customer churn rate is high, your teams may need a brand or customer marketing-focused OKR to improve retention rates. If your pipeline is lagging, demand generation should be a priority.

Collaborative OKRs between department/function-level leaders and the CMO/VP of marketing are the best bet for marketing teams of most sizes. 

They ensure your teams have some degree of decision-making autonomy in their OKRs, but with the guarantee of driving the higher level objective.  

Marketing OKR focus areas

Marketing OKRs can be dedicated to different areas, depending on the strategic focus and needs of your organization:

  • Demand generation
  • Product marketing
  • Inbound marketing
  • Content marketing
  • Social media marketing
  • SEO marketing
  • Public relations/brand marketing
  • PPC marketing
  • Community marketing
  • Partner marketing
  • Account-based marketing (ABM)

Check out all our marketing OKR examples below. 

Marketing OKR examples

Demand generation OKR examples

  • Objective: Ensure the company meets the revenue targets
  • Key result 1: Increase new inbound sales from $25k to $50k per month
  • Key result 2: Attract 500 new marketing qualified leads
  • Key result 3: Attract 100 new marketing qualified leads from EMEA
  • Key result 4: Generate >$30M in new qualified pipeline from marketing sourced leads
  • Key result 5: Document and implement the new account based marketing (ABM) process

Product marketing OKR examples 

Example 1

  • Objective: Clarify our product messaging for the release of the new product
  • Key result 1: Conduct 10 on-site user-testing sessions to understand TA
  • Key result 2: Research and implement 20 new channels where to distribute our content
  • Key result 3: Run 20 different ads on Facebook and measure performance
  • Key result 4: Prepare the presentation of the new product and test it with 5 users

Example 2

  • Objective: Create extensive and accurate buyer personas 
  • Key result 1: Survey 150 customers on their purchase motivators 
  • Key result 2: Aggregate customer data across channels to create customer journeys 
  • Key result 3: Analyze and implement 3 sales feedback points on MQLs 

Example 3

  • Objective: Understand and document our customer journey map
  • Key result 1: Conduct 10 user interviews with the target audience
  • Key result 2: Create the CJM and map the product features to the customer journey
  • Key result 3: Validate the CJM with 5 new customers
  • Key result 4: Increase the website conversion rate from 6% to 10% based on the research

Inbound marketing OKR examples

Example 1

  • Objective: Bring new inbound leads to the website
  • Key result 1: Increase the monthly visitors to the website from 12k to 20k
  • Key result 2: Increase DR score from 35 to 45 on Ahrefs
  • Key result 3: Decrease homepage bounce rate from 62% to 40

Example 2

  • Objective: Boost customer acquisition on the website
  • Key result 1: Improve the recommendation engine items CTR from 23% to 40%
  • Key result 2: Decrease tip to end funnel drop off (churn) rate from 63% to 50%
  • Key result 3: Improve net promoter score from 8.1 to 9.5 points

Example 3

  • Objective: Achieve record acquisition metrics
  • Key result 1: Increase the MAU from 12k to 20k
  • Key result 2: Increase the trial signups from 700 to 1500
  • Key result 3: Increase the new paid customers from 90 to 150
  • Key result 4: Reduce customer acquisition costs by 20%

Example 4

  • Objective: Reduce the bounce rate of the website
  • Key result 1: Increase the CTR from 3% to 6% on the main call-to-action button
  • Key result 2: Increase the watch rate of an explainer video from 2% to 5%
  • Key result 3: Conduct 10 A/B experiments on the landing page

Content marketing OKR examples

Example 1

  • Objective: Attract new visitors with the weekly newsletter
  • Key result 1: Create the content strategy and the topics for the next 4 months
  • Key result 2: Increase the number of subscribers from 2,000 to 3,000
  • Key result 3: Increase the open rate of the newsletter from 25% to 35%
  • Key result 4: Increase the CTR to >7%

Example 2

  • Objective: Relaunch the company blog
  • Key result 1: Double Twitter engagements 
  • Key result 2: Release 3 content articles in the leading industry online publications 
  • Key result 3: Double blog subscribers from 1,000 to 2,000 
  • Key result 4: Publish 10 new blog posts focused on long-tail keywords 

Social media marketing OKR examples

Example 1

  • Objective: Increase social media audience
  • Key result 1: Increase the number of subscribers on FB/Insta/YouTube from 14k to 25k
  • Key result 2: Increase the number monthly of views on Quora from 3k to 5k
  • Key result 3: Increase the number of monthly leads from social media sources from 750 to 1500

Example 2

  • Objective: Boost quality traffic to our blog’s valuable content 
  • Key result 1: Increase the number of unique page views by 30% 
  • Key result 2: Increase session duration to 3:50 
  • Key result 3: Triple pages per session to 3. 

Example 3

  • Objective: Cultivate a more engaged social media audience
  • Key result 1: Double the number of Twitter engagements to 10k 
  • Key result 2: Grow social media conversion rates to 0.71% 
  • Key result 3: Increase LinkedIn engagement rate by 5% 
  • Key result 4: Increase posting frequency to 5x daily on Twitter and 3x on LinkedIn 

Search engine optimization (SEO) OKR examples

Example 1

  • Objective: Improve the SEO rating of the website
  • Key result 1: Achieve #1 place for top 5 relevant keywords
  • Key result 2: Add 100 new referral links
  • Key result 3: Increase DR score from 42 to 60 on Ahrefs
  • Key result 4: Increase the referral traffic from 7,300 to 10,000 visitors

Example 2

  • Objective: Enhance traffic quality by improving SERP position 
  • Key result 1: Improve domain authority with 45 high-quality backlinks 
  • Key result 2: Decrease page loading speed from 4.3 to 2.5 seconds 
  • Key result 3: Rank on page one for three transactional keywords 

Example 3

  • Objective: Increase engagement on the website
  • Key result 1: Reduce the bounce rate from 46% to 30%
  • Key result 2: Increase the average time on the website from 2.4 to 5.0 minutes
  • Key result 3: Increase the number of pages viewed from 3.5 to 5.0 per session

Example 4

  • Objective: Improve our website and grow conversions
  • Key result 1: Grow website visitors by 7% each month
  • Key result 2: Improve conversions on Landing Pages by 10%
  • Key result 3: Implement a long-tail keyword strategy

Public relations/brand marketing OKR examples

Example 1

  • Objective: Become a leading industry brand
  • Key result 1: Hire a branding agency by Sep 1
  • Key result 2: Reach 1M viewers with the new ad campaigns
  • Key result 3: Get 20 media placements and speak/partner at 10 conferences

Example 2

  • Objective: Improve product and brand communication
  • Key result 1: Release 6 regular bi-weekly press-release publications
  • Key result 2: Hold 5 webinars with 50+ participants about the new product features
  • Key result 3: Create a brand book for internal and external usage, provide all design assets

Example 3

  • Objective: Boost awareness with PR campaigns
  • Key result 1: Publish 15 press pieces in the relevant publications
  • Key result 2: Host 5 industry meetups with 100+ participants each
  • Key result 3: Speak on 2 conferences
  • Key result 4: Sponsor 3 events with 500+ visitors in the related industries
  • Key result 5: Reach 500k viewers with PR activities

Example 4

  • Objective: Increase our brand awareness
  • Key result 1: Complete 30 media calls/meetings by end of Q1
  • Key result 2: Complete 15 calls/meetings with key industry influencers
  • Key result 3: Secure 2 speaking spots at the annual industry conference

Example 5

  • Objective: Build strong relationships with Forrester and Gartner
  • Key result 1: Complete 2 analyst briefings in Q1
  • Key result 2: Submit 3 analyst report applications
  • Key result 3: Feature 2 analysts on our webinars

PPC marketing OKR examples

Example 1

  • Objective: Improve paid acquisition effectiveness
  • Key result 1: Decrease the lead cost form $7 to $5
  • Key result 2: Test 10 new PPC campaigns and measure impact
  • Key result 3: Increase the CR of the PPC campaigns from 3% to 6%

Example 2

  • Objective: Improve Our PPC Campaign
  • Key result 1: Achieve >1500 MQLs from Google AdWords
  • Key result 2: Achieve >150 MQLs from Twitter ads
  • Key result 3: Achieve a Cost per Lead of <$4
  • Key result 4: Achieve >2% CTR

Example 3

  • Objective: PPC is a Stronger Lead Magnet 
  • Key result 1: #1 SERP position on 10 high-converting keywords 
  • Key result 2: Reduce cost per click by 18% 
  • Key result 3: Increase ad conversion rate by 3% 

Community OKR examples

Example 1

  • Objective: Create a community users love
  • Key result 1: Successfully launch a new community with >500 community members registered
  • Key result 2: Get 30% of our customers to participate in the community
  • Key result 3: Community generates at least 5 UGC pieces
  • Key result 4: Host 2 live events based on user interest 

Example 2

  • Objective: Make our community known by industry experts and thought leaders
  • Key result 1: Engage 12 industry experts and thought leaders in Q1 demonstrated by registration and posts
  • Key result 2: Publish 6 feature articles by industry experts
  • Key result 3: Research and publish the industry report & infographics for the community

Partner marketing OKR examples

Example 1

  • Objective: Create a community for our partners/resellers (MQLs).
  • Key result 1: Publish 5 new partner-focused white papers by Q1
  • Key result 2: Launch 7 webinars to educate our partners
  • Key result 3: Complete a 5-city lunch & learn event for partners

Example 2

  • Objective: Partners Make an Impact 
  • Key result 1: 5 strategic partners engaged with ABX 
  • Key result 2: 3x community partners engaged with partner marketing programs 
  • Key result 3: 25 partners have activated a free customer account 

Example 3

  • Objective: Better quality, higher quantity 
  • Key result 1: 25 enterprise delivery partners 
  • Key result 2: 20% of partners upgrade status 
  • Key result 3: $5M of PGO (partner generated opportunities)

Account based marketing (ABM) OKR examples

Example 1

  • Objective: Win our strategic customers and drive increased order size
  • Key result 1: Generate $10M in qualified pipeline from ABM campaign
  • Key result 2: Generate 20% of closed-won sales via ABM efforts in Q4
  • Key result 3: Generate 150 MQLs from LinkedIn Ad campaigns

Example 2

  • Objective: Get ABM Over the Sustainability Gap in Q3 
  • Key result 1: Generate $100,000 in ARR from ABM efforts 
  • Key result 2: Close 20 customers from ABM efforts 
  • Key result 3: 25 discovery meetings come from ABM efforts 

How Quantive simplifies OKRs for marketing teams

Quantive is your bridge between strategy and execution. Founded on the objectives and key results (OKR) methodology, our Strategy Execution Platform is where businesses plan successful strategy, focus and align teams to it, and stay on the leading edge of progress.

As your company looks to achieve the best possible results, you need a modern approach to run your business and change your business. The Modern Operating Model brings strategy, teams, and data together to help make decisions faster, optimize operations, and drive better business outcomes.

Whether you’re a large enterprise facing competitive disruption or a small business leading the innovative charge, Quantive helps get you where you want to go.

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