Marketing OKR Examples

Looking for inspiration for your next marketing OKRs (Objectives and Key Results)? We asked the most successful companies and collected the best examples for you.
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📬 Email
Objective:

Optimize our email marketing

Key Results:
  • 80% increase in webinar registrations through targeted email marketing
  • Increase e-book downloads through an email campaign by 20%
  • Design 8 new email templates
📢 Brand
Objective:

We will become the leading brand in our category

Key Results:
  • Increase market share from 20% to 35%
  • Improve Top of Mind Awareness (TOMA) in surveys from 45% to 60%
  • Increase Share of Voice (SOV) from 35% to 60%
💪 Paid
Objective:

Improve our Google Ads campaigns in the UK market

Key Results:
  • Conduct 8 Google Ads campaigns for 4 different target groups in the UK
  • Increase the number of paid visitors in the UK from 900 to 2400 per month
  • Increase the CTR of ads from 1.2% to 2%
👥 Team
Objective:

Improve employee engagement and retention in the marketing department

Key Results:
  • Increase employee engagement survey results by 9%
  • Reduce employee turnover rate by 10% through proactive talent management initiatives
  • Improve employee NPS by 20% through a comprehensive onboarding program
💥 Other
Objective:

Improve tracking & analytics

Key Results:
  • Increase the number of tracked events from 20 to 100
  • Ensure Google Ads tracking is properly set up on all websites
  • Create reports for 3 teams
🤝 Partners
Objective:

Improve community management to promote positive word-of-mouth

Key Results:
  • Increase the # of customer referrals from 4% to 13%
  • Expand the newsletter contact base from 1100 to 3900 readers
🖨 Content
Objective:

Take our blog to the next level

Key Results:
  • Publish 12 blog posts
  • Increase the number of readers who read 2 or more blog articles from 200 to 400
  • Increase Medium subscribers from 2,900 to 4,800
🖥 Product
Objective:

Encourage our users to invite team members to their accounts more quickly

Key Results:
  • Increase the number of admins who invite at least 3 team members in the first week from 10% to 15%
  • Increase the number of admins by 20% who set up SSO as the preferred login method
  • Increase the views of the "Getting Started" page by new admins from 35% to 65%
📈 Growth
Objective:

Maximize our product-oriented growth

Key Results:
  • Increase organic sign-ups from 90 to 250 per week
  • Increase package upgraders by 20%
  • Increase the number of users invited over the product from 80 to 150
🖥 Product
Objective:

Optimize product communication

Key Results:
  • Compile and send 2 product newsletters to customers
  • Write 5 blog articles about new product features
  • Achieve a click-through rate of 6% for the newsletter
💥 Other
Objective:

Identify and test new marketing channels to generate more MQLs

Key Results:
  • Generate 90 MQLs from LinkedIn ads
  • Generate 60 MQLs after conducting webinars
  • Generate 20 MQLs through guest posts on high-quality websites
ğŸ—ž PR
Objective:

Reposition the brand as an innovative thought leader within the industry

Key Results:
  • Increase website traffic by 35% through 4 PR releases in the next quarter
  • Track 5 messages per publication and increase the call rate by 20%
  • Develop and publish two thought leadership assets per quarter
🖼 Design
Objective:

Ensure brand consistency with our design system

Key Results:
  • Close 40% of all design inconsistency tickets
  • 95% of our marketing materials comply with the design system guidelines
  • Create a comprehensive style guide that covers 100% of common marketing components
📢 Brand
Objective:

Increase brand awareness by collaborating with leading industry experts

Key Results:
  • Secure 5 published interviews on industry websites
  • Jointly publish a whitepaper with a leading analyst
📢 Brand
Objective:

Increase brand awareness

Key Results:
  • Conduct 8 meetings with key thought leaders per quarter
  • Identify 4 relevant industry events and sponsor at least one
  • Secure 2 speaking spots at an industry-related event
🖼 Design
Objective:

Develop a self-service graphic library for internal use

Key Results:
  • Reduce the number of unique design tickets by 40%
  • Create 10 templates that marketing can use to create targeted ads
  • Conduct 2 workshops with other teams to explain the new library and collaboration with designers
🖼 Design
Objective:

Every team can independently create marketing materials

Key Results:
  • 70% of teams use the FIGMA library instead of submitting tickets
  • Have at least 8 templates for each ad size
  • Create 3 knowledge base pages about using the design system
👥 Team
Objective:

Build an A-player team

Key Results:
  • >180 applications per month
  • Conduct interviews with 10 candidates for the leadership of the Performance Marketing team
  • Rate 100% of candidates according to our values
📬 Email
Objective:

Introduction of a weekly newsletter

Key Results:
  • Open rate >40%
  • Convert 17% of newsletter clicks into demo requests
📈 Growth
Objective:

Create a sustainable growth engine

Key Results:
  • Increase the number of weekly leads by 35%
  • 40% of new leads convert to a trial version
📢 Brand
Objective:

Build a strong, consistent brand

Key Results:
  • 75% of people can uniquely identify our brand in blind tests compared to other competitors
  • Our brand guidelines cover 100% of our publicly accessible assets
  • Use new brand guidelines across all websites/emails/keynotes
ğŸ—ž PR
Objective:

Start a new PR campaign for [a specific target group]

Key Results:
  • Receive and publish 6 media placements per quarter
  • Achieve a click-through rate of 15% for email campaigns related to the PR launch
  • Increase website traffic by 15% in the first month after launch
💪 Paid
Objective:

Conduct messaging and timing experiments to generate more Marketing Qualified Leads (MQLs)

Key Results:
  • Increase MQLs in email marketing from 50 to 100
  • Increase AdWords MQLs from 80 to 100
  • Increase organic search MQLs from 40 to 45
🖨 Content
Objective:

Become the No.1 online resource for the problem we solve

Key Results:
  • Secure 40 high-quality backlinks from industry leaders and publications
  • Increase organic visits to our online resources by 25%
  • Rank in the top 5 results for 55% of our targeted search terms on Google
📆 Events
Objective:

Hold the first annual user conference

Key Results:
  • Register 200 participants
  • Achieve €450,000 in upsell/cross-sell revenue from the event
  • Increase event leads by 30%
📬 Email
Objective:

Successfully implement the weekly newsletter

Key Results:
  • Define 20 topics for announcement banners
  • Gain 500 new subscribers
  • Achieve a CTR above the industry average of 3.5%
🖨 Content
Objective:

Content is an important driver for growth

Key Results:
  • Increase visitors to our blog to 4,000 visitors/week
  • Increase content-to-lead conversion by 2%
  • Publish 12 articles
📈 Growth
Objective:

Build 90k€ ARR through organic traffic

Key Results:
  • Triple installations by localizing the website
  • Increase revenue by 65%
  • Publish 6 A/B test screenshots on Google Play
🙋 Social
Objective:

Develop a significant social media presence for the brand

Key Results:
  • Receive 200 positive mentions on Twitter and LinkedIn
  • Reach a total audience of 10k across all channels
  • Achieve 2% average engagement for promoted posts
🖨 Content
Objective:

Triple the visitor numbers on our website

Key Results:
  • Increase the number of page views to 250,000
  • Improve ads to achieve a CTR of 4%
  • Increase the blog's share of total website traffic to 25%
💪 Paid
Objective:

Paid growth is a new channel for leads

Key Results:
  • 25% of new leads come from paid acquisition
  • Generate €10K MRR from paid acquisition channels
  • Reduce customer acquisition costs to €400
📈 Growth
Objective:

Increase visitor numbers on the landing page of the new product

Key Results:
  • Increase click-through rate in customer newsletter by 25%
  • Optimize all meta titles for organic search
  • Increase downloads of whitepapers by 10%
🙋 Social
Objective:

Build reach on Twitter to draw attention to our brand

Key Results:
  • Increase the number of followers from 1,000 to 9,000
  • Increase engagement rate (Retweets, mentions, likes) from 5% to 8%
  • Conduct 15 experiments with new content formats
  • Survey 90 customers and develop 10 content ideas based on their feedback.