How to Set Marketing OKRs (With 30 Examples)

When your company is looking to expand its customer base and increase online sales, traditional goal-setting might lead to vague objectives like ‘increase brand awareness’ or ‘improve website traffic.’ While these goals are important, they lack the specificity and measurability to drive accurate results.

This is where Objectives and Key Results (OKRs) come into play. By setting clear objectives and defining measurable key results, you can provide your marketing team with a focused direction and effectively track their progress.

Setting the right marketing OKRs can significantly drive business growth and success. For instance, a SaaS provider might set OKRs such as increasing user sign-ups by 25%, achieving a Net Promoter Score (NPS) of 40 or higher, and ensuring a 90% completion rate for user training materials.

With an eye on these key results, the company could focus on initiatives to drive higher customer satisfaction, reduce churn, and ultimately increase revenue through higher customer retention. This exemplifies how well-structured marketing OKRs can contribute to substantial business growth.

This article shares the key steps in setting effective marketing OKRs, with actionable examples across various marketing functions.

How to Set Marketing OKRs (With 30 Examples)

What Are Marketing OKRs?

Marketing OKRs are a goal-setting framework that helps marketing teams translate business objectives into measurable milestones. It’s a collaborative process that ensures transparency and alignment between marketing efforts and overall growth.

Let’s understand the two components of OKRs:

Objectives: Ambitious, qualitative statements that define what you want to achieve (e.g., ‘Become the leading authority in green fuels technology’).

Key results: Measurable, time-bound metrics that track progress towards your objective (e.g., ‘Increase website traffic from sustainability-focused keywords by 30%’).

By establishing clear objectives and tracking progress with measurable key results, teams can make data-driven decisions and adjust strategies as needed.

It is essential not to confuse OKRs with KPIs (Key Performance Indicators). While both OKRs and KPIs measure performance, they serve different purposes. KPIs are metrics that measure ongoing performance, while OKRs set ambitious goals for a specific timeframe.

For example, if your objective is to increase brand awareness among your target audience:

A possible key result could be ‘Increase social media followers by 20%’ with relevant KPIs like the number of social media posts to be published and a minimum engagement and follower growth rate to be achieved
Another key result could be ‘achieve a media coverage value of $500,000.’ In that case, KPIs would include tracking the number of media mentions, media reach, and media sentiment

Marketing KPIs tell you ‘how you’re doing,’ while OKRs tell you ‘where you’re going.’ Ideally, your key results use relevant KPIs to track progress towards your objective.

Also Read: 25 Product Marketing KPIs & Metrics to Track Succes

Fundamentals of Marketing OKRs

Understanding their core elements is essential to setting effective OKRs. These elements include:

Focus: The ability to prioritize a limited number of OKRs to maximize impact. Too many OKRs can dilute effort and hinder progress
Alignment: The degree to which OKRs are connected and contribute to higher-level organizational goals. It ensures everyone is working towards a common vision
Transparency: The practice of openly communicating OKRs throughout the organization. It fosters shared understanding, accountability, and collaboration
Attainability: The degree to which an OKR is challenging yet realistic. It should push the team but be achievable with effort
Regular review: The ongoing process of monitoring progress, providing feedback, and adjusting OKRs as needed. It ensures the OKRs remain relevant and achievable

Also Read: How to Create a Marketing Roadmap (With Templates)

30 Marketing OKR Examples

Now that we’ve established the foundation of OKRs, let’s explore some practical marketing OKR examples across various disciplines:

1. Search Engine Optimization OKRs

Search Engine Optimization (SEO) OKRs focus on enhancing organic search visibility through strategic keyword targeting and website optimization.

Here are a few examples:

Objective 1: Increase qualified organic leads by 30% within six months.

Key result 1: Rank on the first page of Google search results for five high-volume keywords relevant to our target audience
Key result 2: Increase organic search traffic from our target audience by 25%
Key result 3: Improve website conversion rate from organic traffic by 10%

Objective 2: Improve website authority and organic search rankings.

Key result 1: Achieve an average domain authority score of 60 within the next quarter
Key result 2: Publish ten high-quality, in-depth articles that rank in the top three search results for relevant keywords
Key result 3: Increase website organic traffic from industry-related search terms by 40%
Key result 4: Achieve a top 3 ranking for five target keywords

Objective 3: Improve local SEO visibility.

Key result 1: Increase local search engine rankings for ten target keywords by three positions
Key result 2: Generate 200+ positive online reviews
Key result 3: Increase foot traffic to physical store location by 15%

SEO tools and website analytics — via Ahrefs

Social media marketing OKRs focus on building brand awareness, boosting social media engagement with the target audience, and driving website traffic or conversions through social platforms.

Examples:

Objective 1: Expand our social media following by 50% across all platforms within six months.

Key result 1: Increase Instagram followers by 30%
Key result 2: Grow Twitter followers by 25%
Key result 3: Achieve a 15% increase in Facebook page likes

Objective 2: Enhance audience engagement on social media by 20%.

Key result 1: Increase average post-engagement rate by 15%
Key result 2: Achieve a 20% increase in social media shares
Key result 3: Generate 1000+ social media mentions within the next quarter

3. Product marketing OKRs

Product marketing OKRs focus on positioning and launching new products, generating product demand, and increasing market share.

Examples:

Objective 1: Successfully launch new product X and achieve a 10% market share within the first six months.

Key result 1: Generate 1000 pre-launch product sign-ups
Key result 2: Achieve a product launch press coverage in three tier-1 publications
Key result 3: Generate $500,000 in product revenue within the first quarter

Objective 2: Increase product awareness and consideration among the target audience by 30%.

Key result 1: Achieve a 25% increase in website traffic from product-related search terms
Key result 2: Generate 500+ marketing qualified leads (MQLs) through content marketing
Key result 3: Increase product demo requests by 20%

Objective 3: Clarify product messaging for the release of a new product.

Key result 1: Conduct ten on-site user-testing sessions to understand the target audience
Key result 2: Research and implement 20 new channels to distribute content
Key result 3: Achieve a 20% reduction in customer inquiries related to product features and benefits within two months

4. Content marketing OKRs

Content marketing OKRs focus on creating valuable content to attract, engage, and retain a target audience.

Examples:

Objective 1: Increase website organic traffic by 40% through content marketing.

Key result 1: Publish 20 high-quality blog articles per month
Key result 2: Achieve an average content engagement rate of 5% within three months
Key result 3: Generate 500+ inbound links to content within six months

Objective 2: Establish the company as a thought leader in the industry through content marketing.

Key result 1: Achieve a 30% increase in social media shares for content
Key result 2: Generate 100+ industry-related media mentions based on content
Key result 3: Increase email newsletter subscribers by 25%

Objective 3: Expand the audience base and deepen engagement through compelling content.

Key result 1: Increase social media followers by 25% across all platforms
Key result 2: Improve average time spent on site by 20%
Key result 3: Achieve a video content engagement rate of 8%

5. A/B testing OKRs

A/B testing OKRs focus on improving website performance and user experience through experimentation and data-driven decision-making.

Examples:

Objective 1: Increase website conversion rate by 15% through A/B testing.

Key result 1: Conduct 10 A/B tests on key landing pages
Key result 2: Achieve a 5% increase in average order value through A/B testing
Key result 3: Reduce website bounce rate by 10% through A/B testing

Objective 2: Optimize email marketing campaigns for higher open and click-through rates.

Key result 1: Conduct A/B tests on five different email subject lines
Key result 2: Increase email open rate by 10% through A/B testing
Key result 3: Improve email click-through rate by 15% through A/B testing

Objective 3: Reduce website bounce rates.

Key result 1: Make a list of the 20 pages with the highest bounce rates (to prioritize)
Key result 2: Run 30 A/B experiments on landing pages this quarter
Key result 3: Increase the click-through rate on our main home page CTA from 2% to 5%

6. Email marketing OKRs

Email marketing OKRs enhance email campaign performance and generate revenue through email marketing.

Build automations for emails between employees, customers, clients, vendors, and partners with ClickUp Automations

Examples:

Objective 1: Increase email open rates by 20% through improved personalization and segmentation.

Key result 1: Implement email personalization based on customer behavior and preferences
Key result 2: Achieve a 20% increase in email open rates

Objective 2: Generate $500,000 in revenue through email marketing campaigns.

Key result 1: Achieve a $500 average order value from email campaigns
Key result 2: Increase email conversion rate by 15%
Key result 3: Generate 1000 email-driven sales

7. Paid advertising OKRs

These digital marketing OKRs include maximizing ROI and customer acquisition through paid advertising channels.

Examples:

Objective 1: Increase ROI on paid advertising campaigns by 25%.

Key result 1: Lower cost per acquisition (CPA) by 15%
Key result 2: Increase the click-through rate (CTR) by 10%
Key result 3: Achieve a return on ad spend (ROAS) of X

Objective 2: Expand customer acquisition through paid advertising channels.

Key result 1: Acquire 10,000 new customers through paid advertising
Key result 2: Increase customer lifetime value (CLTV) by 10%
Key result 3: Reduce customer acquisition cost (CAC) by 15%

Objective 3: Expand paid advertising reach to new audiences.

Key result 1: Increase impressions by 30% while maintaining a low cost per thousand impressions (CPM)
Key result 2: Acquire 500 new customers from lookalike audience targeting
Key result 3: Increase market share by 5% through paid advertising

8. Public relations OKRs

These OKRs are aimed at building brand reputation and manage media relations.

Examples:

Objective 1: Increase brand awareness through media coverage by 30%.

Key result 1: Secure 500 media placements in target publications
Key result 2: Achieve one million media impressions
Key result 3: Increase social media mentions by 20%

Objective 2: Manage and mitigate negative press and online reputation issues.

Key result 1: Reduce negative media coverage by 25%
Key result 2: Improve online review ratings by 10%
Key result 3: Develop and execute a crisis communication plan

Objective 3: Expand media reach by 25%.

Key result 1: Secure coverage in X number of target publications
Key result 2: Increase media mentions by X%
Key result 3: Build relationships with X new media contacts

9. Partnerships OKRs

They encourage strategic alliances to expand market reach and your customer base.

Examples:

Objective 1: Establish 50 strategic partnerships to expand market reach.

Key result 1: Sign 30 new partnership agreements
Key result 2: Generate $750,000 of revenue through partnerships
Key result 3: Increase customer base by 50% through partner referrals

Objective 2: Strengthen existing partnerships to increase customer satisfaction.

Key result 1: Achieve a customer satisfaction score of at least 7.5/10 for partner-related services
Key result 2: Increase joint marketing campaign effectiveness by 20%
Key result 3: Reduce partner churn by 15%

10. Customer success OKRs

These are focused on enhancing customer satisfaction, retention, and lifetime value.

Forecast sales revenue and identify common customer churn reasons with ClickUp Dashboards

Examples:

Objective 1: Improve customer satisfaction by 15%.

Key result 1: Achieve a customer satisfaction score of 8/10
Key result 2: Reduce customer churn by 10%
Key result 3: Increase customer lifetime value by 15%

Objective 2: Increase customer retention through proactive engagement.

Key result 1: Increase customer engagement rate by 20%
Key result 2: Reduce time to resolution for customer issues by 25%
Key result 3: Implement three new customer success initiatives

Objective 3: Improve customer satisfaction by 15%.

Key result 1: Reduce customer support ticket resolution time by 20%
Key result 2: Increase customer net promoter score (NPS) by 10%

11. Mobile marketing OKRs

These are geared towards optimizing marketing efforts and outcomes for mobile devices.

Examples:

Objective 1: Increase mobile conversions by 30%.

Key result 1: Improve mobile website load time by 20%
Key result 2: Increase mobile app downloads by 25%
Key result 3: Achieve an X% mobile conversion rate
Key result 4: Increase the number of monthly active users of the mobile app by 30%

Objective 2: Increase app store optimization (ASO) visibility and downloads.

Key result 1: Improve app store ranking for five target keywords
Key result 2: Increase app downloads by 25%
Key result 3: Achieve an app store rating of 4/5

Objective 3: Increase app user retention by 25%.

Key result 1: Reduce app churn rate by 15%
Key result 2: Increase average session duration by 20%
Key result 3: Implement three new in-app engagement features

How to Set and Track Marketing OKRs

Here’s a step-by-step guide on creating marketing OKRs and using a project management tool like ClickUp to optimize them:

Step 1: Understand your organizational goals

Start by examining your organization’s goals for the upcoming quarter. This helps ensure that your marketing OKRs support the broader company objectives.

Example:

Company goal: Increase market share in the sustainable fashion industry by 20% within the next quarter; the marketing OKRs could include:

Objective: Drive brand awareness and preference among environmentally conscious consumers.

Key result 1: Increase website traffic from organic search by 30%
Key result 2: Improve social media engagement rates by 50% on key platforms

Objective: Optimize product offerings and messaging for the target audience.

Key result 1: Launch a new sustainable product line with a focus on recycled materials
Key result 2: Increase customer satisfaction ratings by 10%
Key result 3: Reduce product returns by 25%

You can also use the ClickUp OKR Framework Template to set and align objectives across the organization. Each objective is linked with specific key results, ensuring that everyone is working towards the same goals. This structure enhances focus and alignment, which is crucial for driving results.

Create and track specific SMART goals that align with your team's main objective using the ClickUp OKR Framework Template — Create and track specific SMART goals that align with your team’s main objective using the ClickUp OKR Framework Template

With built-in goal-tracking features, the template allows you to monitor the progress of each objective and its associated key results. You can see how close you are to achieving your goals in real time, enabling you to make informed decisions and adjustments as needed.

The template also has customizable dashboards that provide a visual representation of your OKRs. These dashboards can be tailored to your specific needs to track progress, identify bottlenecks, and ensure your team stays on track.

Download This Template

Step 2: Break down goals

Break down the organization’s goals into tangible marketing objectives with ClickUp Goals. These should be ambitious, transparent, and motivating. To avoid overwhelming the team, stick to 3-4 objectives at a time.

Step 3: Develop key results for each objective

Develop 3 to 5 key results per marketing OKR. These key results should be specific, measurable, and time-bound, providing a clear path to achieving the objective.

ClickUp’s Marketing Project Management Software can help create and manage OKRs that drive results.

Track and analyze progress toward your marketing goals with ClickUp Marketing Project Management Software

The software simplifies and optimizes marketing operations. One of its standout capabilities is its ability to help your marketing team create and manage OKRs that drive measurable outcomes.

It also offers the following features:

Provides a centralized workspace where marketing teams can define their objectives and break them down into key results. This ensures everyone is aligned with the company’s strategic goals and can easily track progress in real time
Its goal-tracking features further enable teams to visualize their OKRs with Gantt charts, timelines, and custom dashboards in ClickUp. This makes it easier to monitor progress, adjust strategies, and ensure that key results are met on time
Built-in communication tools such as chat, comments, and document sharing improve team collaboration, ensuring everyone involved in the OKR process is on the same page. This leads to better coordination and faster execution of marketing strategies

Before ClickUp, communicating the status and performance of our global and regional marketing campaigns to our business units was far from optimal. With our new Dashboards, we’re saving time and our stakeholders have real-time access to the information they need, whenever they need it.

Joerg Klueckmann, VP Marketing, Finastra

Step 4: Track and monitor progress

Use ClickUp Views to track and monitor OKR progress. Here are some ideas to start with:

List View: Organize your OKRs into lists based on their objectives, teams, or timeframes. This provides a clear overview of the goals and their progress
Board View: Visualize your OKRs as cards on a board, allowing you to track their progress through different stages (e.g., To-Do, In Progress, Completed).
Calendar View: Schedule key milestones and deadlines associated with your OKRs, ensuring timely execution

Regularly review and iterate on your OKRs to ensure they remain relevant and aligned with company goals. If the OKRs no longer align with company goals or prove unattainable, make necessary adjustments.

Don’t forget to celebrate team success to maintain morale and motivation.

Visualize your OKRs in 15+ customizable ClickUp Views

General tips to set the right OKRs for your team

Here’s a quick summary of the best practices when writing marketing OKRs:

Encourage input from all team members when setting OKRs. This promotes ownership and alignment
Ensure your OKRs directly contribute to the overall business goals
Avoid overwhelming your team with too many objectives. Prioritize and concentrate on what truly matters
Use quantifiable metrics to track progress accurately
OKRs should push the team to strive for excellence without being unrealistic
OKRs are not set in stone. Monitor progress regularly and make adjustments as needed
Recognize and reward achievements to keep the team motivated

Also Read: 12 Free Marketing Plan Templates to Build a Marketing Strategy

Benefits and Challenges of Marketing OKRs

The top benefits of marketing OKRs include:

Prioritization and alignment: OKRs help teams prioritize efforts and ensure everyone works towards the same goals
Accountability: By clearly defining key results, you create a sense of accountability among team members
Informed decision-making: Tracking those results provides valuable insights for informed decision-making
Boosting morale and engagement: Challenging goals and measurable progress can boost team morale and engagement

83% of decision-makers surveyed in the OKR Impact Report by Mooncamp agree that OKRs have had and continue to have a positive impact on their organizations.

However, the goal-setting process can have some challenges. One of the biggest issues while implementing OKRs is setting ambitious yet achievable goals. This directly impacts securing executive buy-in, without which OKR implementation can falter.

Here are some ways to overcome this and other challenges:

Challenge	Solution
Risk of focusing too much on achieving key results rather than the long-term objective	Balance short-term and long-term objectives
Not all marketing plan outcomes can be easily quantified	Find creative ways to measure qualitative outcomes
Introducing OKRs might face resistance from team members who prefer traditional goal-setting methods	Effectively communicate the benefits of the OKR framework
Effective use of OKRs requires discipline and regular cycles of review. Inconsistent application can lead to minimal performance improvements	Institute monthly, quarterly, or bi-annual review cycles, depending on the duration of the OKRs

Driving Marketing Success with the Right OKRs

Good marketing OKRs provide a powerful framework for setting goals, tracking progress, and driving results. By following the principles outlined in this article and leveraging marketing tools like ClickUp, marketing teams can enhance their performance, improve collaboration, and ultimately contribute to the overall success of the organization.

Remember, the key to successful OKRs lies in setting relevant goals that motivate (not dissuade) your team while moving the needle for critical business objectives. By tracking progress diligently and cultivating a culture of continuous improvement, you can maintain focus on strategic objectives. Using a platform like ClickUp and its features can be immensely helpful in simplifying this process.

Try ClickUp today.