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tability.ioWhat are Marketing OKRs?
The Objective and Key Results (OKR) framework is a simple goal-setting methodology that was introduced at Intel by Andy Grove in the 70s. It became popular after John Doerr introduced it to Google in the 90s, and it's now used by teams of all sizes to set and track ambitious goals at scale.
How you write your OKRs can make a huge difference on the impact that your team will have at the end of the quarter. But, it's not always easy to write a quarterly plan that focuses on outcomes instead of projects.
That's why we have created a list of OKRs examples for Marketing to help. You can use any of the templates below as a starting point to write your own goals.
If you want to learn more about the framework, you can read our OKR guide online.
Marketing OKRs examples
We've added many examples of Marketing Objectives and Key Results, but we did not stop there. Understanding the difference between OKRs and projects is important, so we also added examples of strategic initiatives that relate to the OKRs.
Hope you'll find this helpful!
OKRs to deepen WIMU penetration in Latin America using the marketing-influenced deals approach
ObjectiveDeepen WIMU penetration in Latin America using the marketing-influenced deals approach
KRAcquire 25 new WIMU partner memberships by end of quarter
Outline and implement a referral reward program- Organize partnership outreach events or webinars
- Create a compelling WIMU partner membership marketing campaign
- KRIncrease cross-border WIMU deals by 30% quarter-over-quarter
- Strengthen relationships with cross-border partners
- Develop and implement targeted marketing strategies
- Identify potential markets and analyse their success potential for WIMU deals
- KREnhance marketing campaign's reach to hit 200,000 engagements across Latin America
- Research popular social platforms in Latin America
- Create engaging content tailored to the demographic
- Implement targeted paid advertisements
OKRs to ensure Successful Onboarding onto Salesforce Marketing Cloud (SFMC)
- ObjectiveEnsure Successful Onboarding onto Salesforce Marketing Cloud (SFMC)
- KRComplete SFMC essential training modules with a score of 85% within the first month
- Review and understand SFMC course materials
- Aim to achieve a minimum 85% score
- Complete all necessary training modules
- KRSuccessfully set up 3 marketing campaigns using SFMC by the second month
- Implement campaigns using Salesforce Marketing Cloud (SFMC)
- Identify objectives and target audience for each marketing campaign
- Create engaging content tailored to each campaign objective
- KRAttain a 20% increase in marketing campaign effectiveness using SFMC by quarter-end
- Implement and test new strategies in SFMC
- Evaluate past SFMC campaign data to identify improvement areas
- Develop new strategies based on data insights
OKRs to strengthen and expand our outbound marketing efforts
- ObjectiveStrengthen and expand our outbound marketing efforts
- KRIncrease the outbound marketing leads by 25%
- Develop a compelling cold outreach script
- Increase number of weekly emails by 25%
- Implement paid social media advertising
- KRImplement 3 new outbound marketing strategiessuccessfully
- Research and identify three new outbound marketing strategies
- Develop a detailed, step-by-step implementation plan
- Execute the plan and monitor its success
- KRAchieve a 10% improvement in the conversion rate of outbound leads
- Optimize website's user interface for increased user engagement
- Implement personalized and targeted email marketing strategies
- Enhance after-sales service and customer support
OKRs to boost promotion conversions from Hubspot marketing emails
- ObjectiveBoost promotion conversions from Hubspot marketing emails
- KRDecrease email bounce rate to less than 2% by refining recipient list
- Analyze and segment email recipient list based on engagement
- Implement a double opt-in subscription process
- Remove inactive and invalid email addresses periodically
- KRDeploy A/B testing on emails to improve engagement by 5%
- Identify key metrics to measure improved engagement
- Create two distinct email variations for testing
- Analyze A/B test data, determine successful strategy
- KRAchieve a 15% increase in conversion rates from marketing emails by quarter end
- Personalize email content to engage recipients better
- Improve email subject lines for increased open rates
- Implement A/B tests to optimize click-through rates
OKRs to enhance triggering and conversion rates through effective marketing strategies
- ObjectiveEnhance triggering and conversion rates through effective marketing strategies
- KRElevate conversion rates by 10% via optimizing the website's landing page
- Improve loading speed of the landing page
- Create engaging, relevant content for the audience
- Conduct A/B testing on various landing page designs
- KRBoost social media engagement by 30% through regular, quality content posting
- Develop engaging, relevant content that encourages interaction
- Create a consistent posting schedule for all social media platforms
- Implement promotional strategies to increase post visibility
- KRIncrease the Open Rate of marketing emails by 25%
- Segment email list for targeted, personalized content
- Test different sending times and days
- Improve subject lines to be more enticing and relevant
OKRs to amplify our brand visibility through strategic content marketing
- ObjectiveAmplify our brand visibility through strategic content marketing
- KRDrive a 25% growth in newsletter subscriptions with engaging blog posts
- KRGenerate 20% increase in unique page visits through SEO-optimized content
- Monitor website traffic and adjust SEO strategies accordingly
- Conduct keyword research for highly searched terms in your industry
- Optimize website content with selected keywords
- KRBoost social media shares by 30% through effective content distribution
- Create engaging, shareable content relevant to target audience
- Utilize influencers for wider content distribution
- Monitor and optimize content sharing strategies regularly
OKRs to enhance marketing and operations efficiency at the center
- ObjectiveEnhance marketing and operations efficiency at the center
- KRReduce marketing overhead costs by 20%
- Implement digital marketing strategies to reduce traditional advertising costs
- Consolidate marketing vendors to achieve economies of scale
- Streamline project management processes within the marketing team
- KRAchieve a 15% increase in generated leads through optimized marketing strategies
- Tailor content to audience using analytics data
- Implement A/B testing for all marketing campaigns
- Enhance SEO techniques to improve online presence
- KRImprove operational processing speed by 25%
- Provide staff training on efficiency and speed-enhancing techniques
- Streamline processes, eliminate redundancies or bottlenecks
- Implement latest high-speed software in operational processes
OKRs to maximizing ecommerce growth through improved email marketing strategy
- ObjectiveMaximizing ecommerce growth through improved email marketing strategy
- KRBoost ecommerce sales generated from email referrals by 15%
- Implement personalized product recommendations in email newsletters
- Improve email subject lines to increase open rates
- Optimize email referral program with incentives
- KRIncrease open rate of email campaigns by 20%
- Test and optimize send times
- Improve subject lines to attract attention and curiosity
- Segment email lists for targeted content
- KRAchieve a click-through rate of 10% for promotional emails
- Draft engaging content that targets the customers' interests
- Implement a compelling call-to-action button
- Optimize email design for maximum readability
OKRs to establish definitive guidelines for all marketing functions
- ObjectiveEstablish definitive guidelines for all marketing functions
- KRImprove adherence to marketing principles, reducing deviation in marketing activities by 40%
- Establish penalties for unnecessary deviations from set standards
- Develop a review process ensuring alignment with marketing principles
- Implement regular training sessions on fundamental marketing principles
- KRImplement marketing principles across all teams, increasing alignment by 50%
- Track and measure alignment progress periodically
- Develop a unified strategic marketing plan for company alignment
- Conduct workshops on essential marketing principles for all teams
- KRFormulate 5 universal marketing principles that enhance ROI by 30%
- Develop and detail five universal marketing principles
- Research universal marketing principles in successful campaigns
- Identify current successful marketing strategies that increase ROI
OKRs to amplify brand visibility of our SaaS technology through an Account-Based Marketing strategy
- ObjectiveAmplify brand visibility of our SaaS technology through an Account-Based Marketing strategy
- KRAchieve 15% increase in website traffic via personalized email marketing campaigns
- Analyze and adjust campaigns based on metrics
- Identify target audience for personalized email marketing
- Develop engaging, personalized email content
- KRSecure at least 10 qualified leads from top-tier target accounts each month
- Initiate contact and nurture relationships with leads
- Identify and research top-tier target accounts
- Develop personalized outreach strategies for each account
- KRGarner a 30% increase in social media following through targeted content promotion
- Identify and analyze the audience's content interests
- Develop and implement a tailored content strategy
- Regularly monitor and optimize content performance
How to write your own Marketing OKRs
1. Get tailored OKRs with an AI
You'll find some examples below, but it's likely that you have very specific needs that won't be covered.
You can use Tability's AI generator to create tailored OKRs based on your specific context. Tability can turn your objective description into a fully editable OKR template -- including tips to help you refine your goals.
- 1. Go to Tability's plan editor
- 2. Click on the "Generate goals using AI" button
- 3. Use natural language to describe your goals
Tability will then use your prompt to generate a fully editable OKR template.
Watch the video below to see it in action 👇
Option 2. Optimise existing OKRs with Tability Feedback tool
If you already have existing goals, and you want to improve them. You can use Tability's AI feedback to help you.
- 1. Go to Tability's plan editor
- 2. Add your existing OKRs (you can import them from a spreadsheet)
- 3. Click on "Generate analysis"
Tability's Strategy Map makes it easy to see all your org's OKRsTability will scan your OKRs and offer different suggestions to improve them. This can range from a small rewrite of a statement to make it clearer to a complete rewrite of the entire OKR.
You can then decide to accept the suggestions or dismiss them if you don't agree.
Option 3. Use the free OKR generator
If you're just looking for some quick inspiration, you can also use our free OKR generator to get a template.
Unlike with Tability, you won't be able to iterate on the templates, but this is still a great way to get started.
Marketing OKR best practices
Generally speaking, your objectives should be ambitious yet achievable, and your key results should be measurable and time-bound (using the SMART framework can be helpful). It is also recommended to list strategic initiatives under your key results, as it'll help you avoid the common mistake of listing projects in your KRs.
Here are a couple of best practices extracted from our OKR implementation guide 👇
Tip #1: Limit the number of key results
The #1 role of OKRs is to help you and your team focus on what really matters. Business-as-usual activities will still be happening, but you do not need to track your entire roadmap in the OKRs.
We recommend having 3-4 objectives, and 3-4 key results per objective. A platform like Tability can run audits on your data to help you identify the plans that have too many goals.
Tip #2: Commit to weekly OKR check-ins
Don't fall into the set-and-forget trap. It is important to adopt a weekly check-in process to get the full value of your OKRs and make your strategy agile – otherwise this is nothing more than a reporting exercise.
Being able to see trends for your key results will also keep yourself honest.
Tip #3: No more than 2 yellow statuses in a row
Yes, this is another tip for goal-tracking instead of goal-setting (but you'll get plenty of OKR examples above). But, once you have your goals defined, it will be your ability to keep the right sense of urgency that will make the difference.
As a rule of thumb, it's best to avoid having more than 2 yellow/at risk statuses in a row.
Make a call on the 3rd update. You should be either back on track, or off track. This sounds harsh but it's the best way to signal risks early enough to fix things.
How to track your Marketing OKRs
Quarterly OKRs should have weekly updates to get all the benefits from the framework. Reviewing progress periodically has several advantages:
- It brings the goals back to the top of the mind
- It will highlight poorly set OKRs
- It will surface execution risks
- It improves transparency and accountability
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.
If you're not yet set on a tool, you can check out the 5 best OKR tracking templates guide to find the best way to monitor progress during the quarter.
More Marketing OKR templates
We have more templates to help you draft your team goals and OKRs.
- OKRs to improve organization's DevOps practices and monitoring systems
- OKRs to identify and assess AI tools available in the market
- OKRs to increase system transaction success rate to 90%
- OKRs to enhance effectiveness and engagement in meetings
- OKRs to integrate UX testing insights into decision-making
- OKRs to boost Productivity & Results of KOL Marketing