OKR Examples for Marketing
Sample objectives and key results for a marketing team, covering site traffic, content, outbound marketing, and conversion, plus a free downloadable PDF.
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Table of Contents
What Is a OKR for Marketing?
OKRs have grown more popular with marketing teams of every size over the past few years, but setting them for a marketing team isn't exactly straightforward. A single marketing action touches many variables at once, partly because the market itself is shaped by forces no one team can fully control.
Marketing work also doesn't always pay off right away. A project can take days or weeks of effort before it shows any result, and that result doesn't always match what was planned. Sometimes a plan backfires entirely and the team has to start over from scratch. On top of that, some goals, like improving SEO or building brand awareness, don't come with a clean numeric metric attached, which makes them harder to translate into measurable objectives.
None of that should stop an organization from using OKRs for its marketing team, though. This is an easy-to-use OKR template built to help you put one together quickly for your own team.
Marketing OKR Examples
Marketing is how a company gets its message out. The team reaches prospects, customers, investors and the wider public, and shapes how they see the business.
Its main job is to promote the business and grow sales of its products or services. Marketing also does the research that identifies target customers and other stakeholders. Depending on the company, the team may be led by a marketing director, a manager or a vice president.
OKRs work well for marketing as long as the targets leave some room to flex. Weekly check-ins keep the objectives in front of the team, so they get worked on instead of forgotten halfway through the quarter.
Objective 1: Drive more visitors to the new product landing page
- Lift the consumer newsletter click-through rate by 13%
- Raise organic search traffic to the site by 15%
Objective 2: Become a go-to voice with our blog
- Grow blog subscribers by 20%
- Get blog posts shared across platforms 15% more often
Objective 3: Step up outbound marketing
- Secure 10 keynote speaking slots at industry events
- Increase event-driven leads by 5%
Objective 4: Launch a weekly newsletter
- Reach an 8% click-through rate on email newsletters
- Turn 25% of newsletter clicks into demo requests
Objective 5: Build our brand presence in a new market
- Hire 2 local contractors to improve the marketing materials
- Reach 30 monthly website visitors from the new country
- Generate 10 leads from the new country
Objective 6: Boost influencer marketing
- Get product reviews from 8 industry experts
- Run 10 webinars with industry leaders
- Raise traffic from influencer referrals by 22%
Objective 7: Improve website conversion
- Run 12 testing experiments on the website
- Lift the main page conversion rate to 10%
Objective 8: Climb the search rankings
- Raise domain authority from 10 to 14
- Keep organic visitor-to-lead conversion at 20%
Quick Tips
- Sample OKR examples built specifically for the marketing department.
- A rough estimate of how long the department typically needs to hit goals like these.
- What kinds of targets work for your marketing team, even during its busiest stretches.
- Flexible goals your marketing department can realistically reach within a given period.
- A measurement method you can apply to track your own key results.