Marketing OKR Examples

OKR examples for Content Marketing, Social Media Marketing, Performance Marketing, and other marketing roles within your team.

Below you will find Marketing OKR examples from real companies that can help you formulate your own marketing OKRs.

Why your Marketing team should use OKRs

Marketing teams face numerous challenges in today's dynamic business environment, but OKRs (Objectives and Key Results) can help.

OKR is a powerful goal-setting framework used by top companies like Spotify, Netflix, and Amazon to drive transparency, alignment, focus, and agility around their strategy. However, this framework isn't just suitable for organizations; Marketing teams can also reap significant benefits.

To secure funding Marketing teams often need to justify their expenditures and demonstrate a strong return on investment (ROI). By setting clear Objectives and measurable Key Results, they can easily track progress and success, making it easier to justify budgets and prove ROI.

Constantly predicting and adapting to consumer preferences is another major challenge in Marketing. The quarterly OKR cycle helps keep Marketing teams agile and responsive to market shifts and consumer preferences. Regular check-ins inherent in the OKR process also enable quick adjustments to strategies based on current performance and trends.

These are just some of the ways OKRs can help your Marketing team.

Remember, the full benefits of OKRs can only be unleashed if you follow certain rules.

Writing good Marketing OKRs

“How to write good Marketing OKRs?” – the million-dollar question.

Coming up with good Marketing OKRs can be quite a challenge. While the OKR method itself is easy to understand, it is the writing part that is the hardest and also the most critical to master.

To get the creative juices flowing, think about this formula when writing your Marketing OKRs:

We will [Objective] as measured by [Key Results].

Keep in mind that Objectives answer the question “What do I want to achieve?” while Key Results answer the question “How do I know that the goal is achieved?”. Objectives should therefore be qualitative, easy to understand, and inspiring. Key Results should be clearly measurable, outcome-driven (not output-driven), and S.M.A.R.T. Both, Objectives and Key Results, need to be time-bound and are typically set per quarter, i.e. for one “OKR cycle”.

Marketing OKRs: Examples and best practices

When our customers get started with Mooncamp, they often ask us “What are good OKR examples for Marketing?”, so we compiled a list of real Marketing OKR examples just for you.

💡 Note: We recommend writing your own OKRs and only use the Marketing OKR examples below for inspiration.

Objective
Grow our pipeline of Marketing Qualified Leads (MQLs)
Key Results
Generate 200 MQLs from Organic Search
Generate 350 MQLs from Google Ads
Generate 100 MQLs from Email Marketing
Objective
Ensure the company meets the revenue targets
Key Results
Increase new inbound sales from $50k to $100k per month
Attract 100 new marketing qualified leads from EMEA
Generate >$50M in new qualified pipeline from Marketing sourced leads
Document and implement the new Account Based Marketing (ABM) process
Objective
Bring new inbound leads to the website
Key Results
Increase the monthly visitors to the website from 30k to 50k
Increase DR score from 42 to 55 on Ahrefs
Decrease homepage bounce rate from 70% to 50%
Objective
Make our website more sticky and provide real value
Key Results
Increase the watch rate of the homepage explainer video from 4% to 10%
Decrease bounce rate vom 90% to 65%
Increase average session duration to 5 minutes

Content Marketing OKR Examples

Objective
Supercharge our inbound marketing engine
Key Results
Increase inbound traffic to trial-signup conversion rate by 20%
Increase inbound traffic to contact-us conversion rate by 10%
Broaden audience reach by increasing new user sessions on the blog by 25%
Objective
Optimize funnel of all paid marketing campaigns
Key Results
Decrease cost-per-lead to $500
Increase MQL to SDR-QL conversion rate by 30%

Social Media Marketing OKR Examples

Objective
Make our social media channels a hub for our community and prove its strategic value
Key Results
Increase share of social referral leads to 15%
Increase social referral traffic by 40%
Grow Facebook followers to 100,000
Grow Twitter followers to 30,000

Marketing Operations OKR Examples

Objective
Improve SDR lead processing efficiency
Key Results
Average lead processing time for SDR under 10 minutes
Reduce manual lead routing by 60%
Conversational website bot qualifies and routes website leads with 80% accuracy

Event Marketing OKR Examples

Objective
Successful pull-through of our message at [Conference]
Key Results
Reach 3,000 people directly (20% of attendees) via talks at [Conference]
Be included in 10 event articles as a partner of [Conference]
Generate 200 leads during the conference

Public Relations OKR Examples

Objective
Increase our awareness in public relations efforts
Key Results
Achieve 60% SOV (Share of Voice) vs. main competitor
Our company is mentioned in 30 business press articles
We have at least one key marketing message included in 70% of feature articles

How Mooncamp can help your Marketing team with OKRs

By using a purpose-built OKR software like Mooncamp, you can bring your Marketing team’s OKR strategy to the next level. To name just some benefits of a dedicated OKR software:

  • Transparency and alignment through visualization of goals across your Marketing team or the entire organization
  • Collaborate better, give feedback for OKRs, and praise your co-workers all in one place
  • It’s more fun to use than a Spreadsheet or clunky tools like Confluence and will lead to a higher adoption of your teams
  • Regularly nudge your team members to update their OKRs in order to make the method stick
  • Uncover insights in your OKR progress or OKR process with reports and dashboards

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