Marketing OKRs

Writing good OKRs can be hard, especially if it's your first time doing it. You'll need to center the focus of your plans around outcomes instead of projects.

We have a collection of OKRs examples for Marketing to give you some inspiration. You can use any of the templates below as a starting point for your OKRs.

Examples of OKRs for Marketing

We've added Marketing Objectives and Key Results, but also the initiatives that relate to the OKRs.

You'll find 15 OKRs examples for Marketing below, and some extra tips to write better quarterly plans at the end.

OKRs to use Content Marketing for growth

  • ObjectiveContent is a significant driver for growth
  • Key Result20 partners have joined our content partner program
  • Key ResultIncrease traffic to our blog to 3k visits/week
  • TaskCreate a new microsite optimised on targeted keywords
  • TaskCheck Ahrefs report and fix SEO issues
  • TaskHire writer to post every week
  • Key ResultIncrease content-to-lead conversion to 9%
  • TaskAdd CTAs on all content websites

OKRs to improve our email Marketing activities

  • ObjectiveLaunch a weekly newsletter
  • Key ResultReach a click-through rate of 45% for email newsletters
  • Key ResultConvert 15% of newsletter click-through to demo requests
  • ObjectiveMaximize email marketing efforts
  • Key ResultDrive a 150% increase in webinar registrations through targeted emails
  • Key ResultBoost e-book downloads by 25% through an email campaign
  • TaskDesign new email templates

OKRs to become the brand leader in our category

  • ObjectiveBecome the brand leader in our category
  • Key ResultReduce customer acquisition costs (CAC) by 10%
  • Key ResultImprove top of mind awareness (TOMA) in surveys from 40% to 65%
  • Key ResultGrow Share of Voice (SOV) from 40% to 65%
  • Key ResultIncrease market share from 25% to 40%
  • Key ResultGrow Share of Wallet (SAW) from 25% to 60%

OKRs to get a solid growth engine

  • ObjectiveCreate a solid growth engine
  • Key ResultIncrease weekly leads by 30%
  • Key ResultWe're getting 0.1 leads/active customer/week
  • Key Result30% of new leads start a trial

OKRs to increase leads through Inbound Marketing

  • ObjectiveIncrease visitors to the new product landing page
  • Key ResultDrive a 20% increase in click-through rates in the customer newsletter
  • Key ResultRefine organic search to drive website visitor
  • ObjectiveDrive inbound marketing leads
  • Key ResultIncrease white paper downloads by 15%
  • Key ResultBoost contact form submission by 30%

OKRs to increase SEO performance

  • ObjectiveBecome the #1 online resource for the problem we solve
  • Key ResultSecure 45 high-quality backlinks from industry influences and publications
  • Key ResultGet 30% more organic visits to our online resources
  • Key ResultWe rank in top 5 results for 60% of our targeted keywords in Google

OKRs to develop paid acquisition channels

  • ObjectivePaid Marketing is a new channel for leads growth
  • Key Result20% of new leads come from paid acquistion
  • Key ResultGenerate $10K MRR from paid acquisition channels
  • Key ResultBring Customer Acquisition Costs (CAC) down to $500

OKRs to generate significant growth through Content Marketing

  • ObjectiveIncrease brand awareness through engagement with industry thought leaders
  • Key ResultSecure five published interviews on industry websites
  • Key ResultCo-publish a thought leadership white paper with leading analyst
  • ObjectiveImprove blog readership
  • Key ResultIncrease the number of shared blogs across platforms by 25%
  • TaskIdentify CTA sharing placements on all websites
  • Key ResultBoost blog subscribers by 30%

OKRs to build a strong and consistent brand

  • ObjectiveBuild a strong, consistent brand
  • Key Result80% of people can clearly identify our brand vs. other competitors in blind tests
  • Key ResultOur brand guidelines cover 100% of our public facing assets
  • Key ResultAll websites/emails/keynotes are using the new brand guidelines

OKRs to reach $100,000 ARR in app stores without paid marketing

  • ObjectiveAchieve $100K ARR through organic traffic
  • Key ResultTriple installs thanks to localization
  • TaskLocalize title, subtitles, screenshots, description and keywords
  • Key ResultIncrease revenue growth by 60%
  • TaskA/B test screenshots on Google Play
  • TaskSign up for App Store Optimization tool (https://appradar.com/)
  • TaskA/B test screenshots and icons on App StoreS
  • TaskSurvey users to understand their core keywords

OKRs to improve visibility on socials

  • ObjectiveBuild a significant social media presence for the brand
  • Key ResultGet 250 positive mentions on Twitter and Linkedin
  • Key ResultReach a total audience of 10k across all channels
  • Key Result2.5% average engagement on promoted posts
  • Key ResultRun 10 collaborations with relevant content creators
  • TaskBuild a detailed project brief
  • TaskCreate a list of relevant content creators

OKRs to use Event Marketing to drive outbound leads

  • ObjectiveHold the first annual user conference
  • Key ResultRegister 250 attendees
  • Key ResultDrive $500,000 in upsell/cross-sell revenue from event
  • ObjectiveDrive outbound marketing efforts
  • Key ResultSecure two keynote speaking slots at industry events
  • Key ResultIncrease event-driven leads by 25%

OKRs to provide the best Marketing solution

  • ObjectiveProvide the most powerful marketing solution ever
  • Key ResultImprove Return on Advertising Spend (RoAS) by 45%
  • Key ResultIncrease engagement rate by 20%
  • Key ResultImprove Click Through Rate (CTR) from 0.85% to 1.5%
  • Key ResultImprove Average Time to Conversion from 27 days to 7 days
  • Key ResultReduce cost per lead from $730 to $600

OKRs to implement ad-tracking with Google

  • ObjectiveImprove tracking and analytics
  • Key ResultIncrease the number of events tracked from 10 to 100
  • TaskImplement click-tracking for main actions
  • TaskCreate funnels for the core user journeys
  • Key ResultAll websites have Google Ads tracking properly setup
  • TaskInstall tracking on all websites
  • TaskSync Google Ads and Google Analytics content
  • TaskCheck that conversions are firing properly

OKRs to optimize SEO readiness

  • ObjectiveSignificantly improve our SEO performance
  • Key ResultIdentify and fix all broken links
  • Key ResultAdd meta description and titles to 100% of website pages
  • TaskIdentify missing pages via Ahrefs
  • TaskCreate project page to track completion
  • Key ResultReduce load time of pages to be under 1s
  • TaskCache website content for faster loading times

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How to track your OKRs?

It's important to establish a cadence of check-ins for your Marketing OKRs.

Quarterly OKRs should have weekly updates to get all the benefits from the framework.

Most teams should start with a spreadsheet if they're using OKRs for the first time. Then, once you get comfortable you can graduate to a proper OKRs-tracking tool.

OKRs resources

Here are a list of resources to help you adopt the Objectives and Key Results framework.

Try Tability for your OKRs