8 Powerful Marketing OKR Examples + How To Track Them | ClickUp (2022)

Leila CruzContent Partnership Specialist

March 29, 2021

Max 11min read

On the lookout for some inspiring marketing OKRs?

The marketing process is full of unknowns.

Initially, you might now know who your ideal customers are, what they like, and which strategies work. But that can always change over time!

On the other hand, here’s something we do know:

Marketing OKRs can give a clear picture of where your team should direct their marketing efforts.

In this article, we’ll highlight what marketing OKRs are, eight great OKR examples, and the best tool to help you manage every company OKR.

This Article Contains:

  • What Is A Marketing OKR?
  • What Are Some Examples Of Marketing OKRs?
  • How Do You Track Marketing OKRs Effectively?
  • FAQs About OKRs
  • Your Ticket To A Successful Marketing Journey

Let’s jump right into it:

What Is A Marketing OKR?

Using Marketing OKRs is a goal setting framework that helps your business set, track, and achieve all its marketing goals:

What does OKR stand for?

Let’s break it down into its components:

  • O (Objectives): a specific company goal you want the marketing team to achieve
  • KR (Key result): ‘targets’ or metrics that your team needs to meet to achieve these objectives

In a nutshell, Objectives are ‘what’ we want to achieve, and Key Results are ‘how’ we can do it.

Navigating the OKR framework is an art.

The ‘paint by numbers’ kind, and not the abstract kind!

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Want to learn more? We’ve got an entire article dedicated to teaching you about OKRs.

How do you craft a marketing OKR?

Get your brushes ready (or, in this case, pens) because we’ll show you the not-so-secret formula of creating a really effective OKR:

‘I will: (team or individual objective)

As measured by: (a bunch of key results)’

Whether your measurable goal or objective is for the long term, quarter, or even for the next month, this formula will help you make it happen.

What Are Some Examples Of Marketing OKRs?

Just like your first sketch, your initial team OKRs might not be perfect, and you might even feel like this:

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But don’t worry!

(Video) How Google sets goals: OKRs / Startup Lab Workshop

We’ll showcase eight OKRs for marketing that can inspire you to write better ones.

Here are the different types of marketing OKRs:

  • Product marketing OKRs
  • Inbound marketing OKRs
  • Content marketing OKRs
  • Social media marketing OKRs

Now, let’s take a closer look at every OKR example:

A. Product marketing OKRs

A product marketing OKR is used to track the success and growth of your product or service.

While it’s the responsibility of your SaaS marketing team to set and create these measurable milestones, they shouldn’t self-isolate themselves from other departments.

They’ll have to share them with the other digital marketing teams so that they can create their own team OKRs that can align and contribute to this main OKR.

Let’s take a look at a few of these product marketing OKR examples:

(Note: We’ll be specifically talking about SaaS (Software as a service) products in this article.)

1. Get more paying customers

You might have a lot of happy free users.

However, they might not directly contribute to your company’s sales goals.

Your product marketing team should try to persuade them to switch to paid plans.

When asking existing customers to go premium, here’s what you shouldn’t do:

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Give them a valuable reason why they should choose you.

You can offer more customer support or release one feature every week!

Whichever incentive you choose, this product marketing OKR can help you boost your paid plan conversion rate:

Here’s what the OKR looks like:

I will: Get more paying customers for FY 2021-22

As measured by:

  • Converting 1000 free plan users to the premium plan
  • Getting 5000 free users to sign up for a premium trial with their credit card
  • Asking 100 paying customers to sign up for the referral program

2. Increase user engagement

The most important love story of all time isn’t Romeo and Juliet (that would be a close second…) it’s that of the customer and your product!

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No, that’s not what we meant!

The longer your customers are happy with your product, the longer they’ll stick with you.

And how can you keep them together forever? ❤️

Create digital marketing campaigns that show users how your product can provide value (or light up their life.)

This way, they might be compelled to engage with it every day or make it a part of their daily routine.

Here’s an OKR goal you can strive to achieve:

I will: Drive up customer engagement in 2021

As measured by:

  • Increasing by return users 10%
  • Decreasing churn rate from 10% to 5%
  • Increasing net promoter score from 5.0 to 9.0

B. Inbound marketing OKRs

Inbound marketing is the marketing version of a UNO reverse card!

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Instead of actively seeking out potential leads, let them come to you (or, more specifically, your website.)

Here are a few tactical OKRS that can help do just that:

3. Gain more inbound leads

Offering free stuff is priceless for your brand’s reputation.

You can give away whitepapers, ebooks, and other stuff that you think your potential customers will find useful.

All they have to do is sign up for it with their email address.

This way, they get their stuff, and you gain a lead.

(Video) Objectives and Key Results explained (New OKR Crash Course)

Here’s a good OKR that can help you aim for more leads:

I will: Drive inbound marketing leads

As measured by:

  • Increasing number of free ebooks from 3 to 5
  • Increasing whitepaper downloads by 20%
  • Boost landing page form submissions by 30%

4. Boost influencer marketing efforts

Inbound marketing is all about attracting the right audience to your brand and building meaningful relationships with them.

And who’s a better cupid for your business than an influencer? 💘

They usually are trusted industry experts and have a large audience that seeks out their opinions and recommendations.

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Wouldn’t it be cool if they recommend your brand?

Here is an example OKR to motivate your team to build relationships with influencers:

I will: Boost our influencer marketing efforts

As measured by:

  • Getting product reviews from 15 industry leaders
  • Creating 30 on-demand webinars with influencers
  • Increasing total influencer referral traffic from 4000 to 6000 per month

C. Content marketing & SEO OKRs

Another way of attracting an audience to your website is by SEO (Search Engine optimization.)

No matter what they search for on Google, your website should have helpful content (blog, ebook, etc.) that pops up on the front page.

That’s not all.

It should pique their interest so they click on it and learn more about your brand.

Let’s take a look at two content marketing OKR examples to help you out here:

5. Boost organic traffic

How can you get more people to visit your wonderful website?

This OKR example can give you some ideas:

I will: Increase my Agile blog’s organic traffic to 10,000 daily visitors

As measured by:

  • Executing a keyword strategy for the next three months
  • Increasing the number of top 10 ranking articles from 10 to 20
  • Securing 45 do-follow backlinks from blogs of industry leaders

6. Improve On-Page SEO

Search engines are constantly looking at the web page’s quality and relevance to the customer.

You’ll have to optimize your blogs and web pages so your brand’s site is constantly #1 on the front page.

Here’s an OKR that can show how you can do that:

I will: improve on-page SEO for my digital marketing blog

As measured by:

  • Including >= 4 internal links per post
  • Identifying and fixing 100% of broken links by July
  • Add alt text for 50% of images in the media library by first quarter

D. Social media marketing OKRs

An average person spends almost a month each year browsing through social media news, ads, and, more importantly, memes!

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That’s why you must supercharge your social media marketing strategies to meet your audience on every social media platform.

Here are a few digital marketing OKRs to help grow your social media presence:

7. Increase social media followers

You know what gives social media marketers nightmares?

This:

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Here’s why:

The more that people follow your page, the more they’ll be able to be aware of your brand’s existence. And greater awareness means more people will be checking out your products.

So here’s a relevant OKR example your team should follow so that your brand becomes (Instagram) famous:

I will: Increase my social media followers in 2021

As measured by:

(Video) How the Best Executives Transform Strategy into Action using OKRs. All the essentials covered in 15m

  • Increasing Twitter followers from 8k to 20k
  • Boosting Youtube subscribers from 10k to 40k
  • Creating a new brand handle for the social media platform: Snapchat

8. Increase social media engagement

While it’s nice to have tons of followers on every social media platform, that’s not enough to smash your marketing goals.

Let’s imagine you own a store, and 100,000 potential customers come rushing in:

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Chaotic but profitable, right?

Not really.

What if only ten customers look at your products, only one buys something, and thousands just leave without even saying ‘Hi?’

That’s what happens if your social media page has a low engagement rate.

Instead of getting only more followers, you should try to get quality followers that interact (like, comment, and share) with your brand on every social media platform.

A large number of engaged users results in an increased chance that your post will show up on your followers’ social media feeds.

Let’s take a look at a marketing OKR example to create an engaged audience:

I will: Boost social media engagement

As measured by:

  • Increasing the number of daily Instagram comments from 40 to 80
  • Boosting the number of Facebook shares from 50 to 100
  • Increasing posting frequency by 5x on Twitter

How Do You Track Marketing OKRs Effectively?

Turns out there are only two steps to setting up a useful OKR framework.

Let’s take a look at them:

1. Follow the right OKRs

Let’s suppose you’re following a random treasure map. 🏴‍☠️

After reaching the ❌ indicated on the map, you dig it up, and you find…nothing!

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This is what happens when you follow an ineffective OKR that doesn’t align with your overall goals.

Fortunately, here’s a checklist that can be your compass to finding an effective OKR:

  • The objective should be ambitious and inspire your team
  • Each objective should have 2-5 key results
  • The key result should be measurable and specific (numbers, currency, etc.)
  • Avoid vanity metrics that just make the marketing team look good (likes, page views, etc.)

Whether you’ll be using an OKR template or creating one from scratch, you’re sure to sail to success if you follow this checklist.

2. Use an OKR tool

You can’t sculpt a masterpiece without using the right equipment, right?

To craft the perfect OKR, you must have the right tools.

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With an OKR tool like ClickUp, you can set goals, track your progress and gain insight into the overall performance of your business.

Here’s how ClickUp can help:

A. Setting Goals (Objectives)

Goals are high-level containers that can be broken down into smaller, measurable Targets.

Basically, this means that:

  • Your objectives = ClickUp Goals
  • Your key results = ClickUp Targets

Here’s how you can set your OKRs in ClickUp:

Go to “Goals” in ClickUp and add a new Goal by clicking the “+ New Goal” button.

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You have to set then add details about:

  • Your Goal’s name
  • Due date
  • Who’s responsible for it
  • Goal description
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B. Setting Targets (Key Results)

To set your key results, all you need to do is click on the “Add Target” button. Once that’s done, you’ll find our Target underneath your Goal.

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And you can edit your Targets too.

You can change:

  • Your Target’s name
  • Who’s responsible for it
  • Target type (number, true/false, currency, tasks)

C. Track your progress

Now that your Goals (objectives) and Targets (key results) are ready and set, you can begin tracking your Goal progress! 🏁

(Video) How to set and manage objectives and key results in Project and Portfolio management

You can track:

1. Your progress for each Target (key result)

For example, if your Target is to sell seven paintings by the 1st of March 2021, you can track how many you’ve sold so far.

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Okay, but are you buying it, Homer?

We’ve got a Target to reach! 🎯

2. How your Target progress has contributed to your Goal’s (objective) progress
For example, if you’ve completed almost half of all your Targets so far, your OKR Goal progress will be 48%. This way, you’ll always know how close you are to achieving your OKRs.

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D. Use Dashboards to track OKRs

So you now have a list of effective OKRs.

But how do you track them?

Dashboards give you a high-level overview of your workspace so you can see how well your company is doing in just a (tiny) glance.

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Marketing Dashboards help you with your marketing planning, tracking and assessing your Goal and OKR progress through completed Targets, Tasks, and other metrics.

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E. Widgets

Paint your marketing Dashboard the way you want by adding Custom Widgets to them.

This way, you’ll get detailed insight into Tasks, Sprints, People, and Projects.

Here’s just a few colorful Widgets you can choose from:

  • Time Tracking: track time spent on chasing every company goal
  • Sprints: track the performance of your Agile marketing team
  • Table: track how well each individual marketing team member is doing
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Bonus: Check out this guide for examples of product OKRs!

FAQs About OKRs

Still confused about how OKRs work?

Here are a few things you must know:

1. What’s the difference between a smart goal, OKR, and KPI?

Here’s a table of differences between SMART goals, OKRs, and KPIs to settle this debate:

ParameterOKRKPISMART Goal
FocusThe OKR process focuses on setting an objective and some tactics to achieve that objectiveKPI focuses on the outcome of a processSMART goals are a list of principles that define the objective only
ApproachOKRs are bigger in scope but are still time-boundKPIs aim to improve or scale a specific project.A SMART goal is specific, measurable, achievable, realistic and time-based
ProcessSet an objective and track the completion process by measuring your key resultsEvaluates the performance of an ongoing processSet a goal that answers each criterion found in the SMART acronym

Want the long version? Check our detailed guide on OKR vs. KPI.

2. What are the different types of OKRs?

Here are the three main different types of OKRs:

1. Aspirational OKR

An aspirational OKR is a “reach for the moon” type of goal you want to achieve, but you know you might not get there completely. 🌑

These are the grand goals that need to be there to lead us to a higher level of performance.

2. Committed OKR

A committed OKR is a reasonable target that you’re expected to reach. These are the OKRs that your team or company has agreed on achieving, and your company resources should be allocated to such a goal.

3. Personal OKR

Unlike the two OKRs above, Personal OKRs can be used to set and track life goals. This individual OKR a great way to ensure that you stick to your new year resolutions…maybe at least longer than you did last year. 😛

Your Ticket To A Successful Marketing Journey

While there are tons of different marketing OKRs, they all have all one thing in common.

They show you exactly how your marketing team can set and crush goals.

All they have to do is focus on getting key results, and in no time, they’ll be able to reach their destination.

However, you’ll need a trusty marketing management software like ClickUp that reminds you of your Objectives and Key Results and shows you how you’re progressing towards them.

Get ClickUp for free, and take the first step towards marketing success!

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FAQs

What are good examples of OKRs? ›

Top company objectives—OKR examples

Hit company global sales target of $100 Million in Sales. Achieve 100% year-to-year sales growth in the EMEA geography. Increase the company average deal size by 30% (with upsells) Reduce churn to less than 5% annually (via Customer Success)

What are the 5 common goals of marketing? ›

Marketing Goals
  • Building brand awareness.
  • Generating a high volume of qualified leads.
  • Establishing thought leadership.
  • Attributing marketing activities to revenue generation.
  • Increasing brand engagement.
29 Nov 2016

What are product marketing OKRs? ›

What are product marketing OKRs? OKRs, or objectives and key results is a way of organizing your goals and current metrics to align what your team is achieving with each task related to your product and long term growth.

What is OKR in digital marketing? ›

OKRs (Objectives and Key Results) are a collaborative management methodology that help marketing teams drive measurable results to achieve their most ambitious goals. They're helpful to all business units and individuals because they drive alignment, enhance focus, and inherently promote transparency.

What are OKRs and KPIs? ›

OKRs, which stands for Objectives and Key Results, provide that much needed direction and context. We like to call them “KPIs with soul”. The Objective describes what you want to accomplish and the Key Results describe how you know you're making progress. Since KPIs are measurable, they can make great Key Results.

What are the 5 smart goals examples? ›

Personal SMART Goal Examples
  • Get Fit. Weak Goal Example: I'm going to get fit. SMART Goal Example: ...
  • Achieve a Personal Project. Weak Goal Example: I'm going to write a book. SMART Goal Example: ...
  • Improve Relationships. Weak Goal Example: I'm going to improve my relationships. SMART Goal Example:
22 Mar 2021

How do I track OKRs? ›

How to track OKRs.
  1. Write qualitative Objectives and quantitative Key Results. ...
  2. Assign percentage benchmarks for each Key Result. ...
  3. Set responsibilities and accountability for Key Results. ...
  4. Share OKRs with your team. ...
  5. Track results on a regular schedule (with calendar reminders). ...
  6. Discuss key learnings along the way.
18 Mar 2022

What are key results examples? ›

The key result aspect of a team OKR is where you get into the details, breaking down that big hairy objective into more tangible, realistic, measurable results. For example, if your objective is “Increase sales volume”, then key result examples might be: 50% lift in new lead generation.

What are the 6 main marketing objectives? ›

Marketing Objectives - Where do you want to be?
  • Increase sales.
  • Build brand awareness.
  • Grow market share.
  • Launch new products or services.
  • Target new customers.
  • Enter new markets internationally or locally.
  • Improve stakeholder relations.
  • Enhance customer relationships.

Which part of an OKR defines what needs to be achieved? ›

An Objective is simply what is to be achieved, no more and no less. By definition, Objectives are significant, concrete, action-oriented, and (ideally) inspirational.

What is an OKR in business? ›

Objectives and key results (OKR) is a goal-setting framework that helps organizations define goals — or objectives — and then track the outcome. The framework is designed to help organizations establish far-reaching goals in days instead of months. OKR has been around since the 1970s.

What is OKR dashboard? ›

An OKR dashboard is a visualization tool that accumulates data and key insights about a specific company or team's objectives and progress. It allows you to break down objectives into projects or initiatives and distribute them to specific teams and departments.

Can OKRs and KPIs work together? ›

OKRs and KPIs work perfectly together. KPIs help monitor performance and identify problems and areas for improvement; OKRs help solve problems, improve processes, and drive innovation.

How do you measure KPIs? ›

How To Determine KPIs
  1. Choose KPIs directly related to your business goals. ...
  2. Focus on a few key metrics, rather than a slew of data. ...
  3. Consider your company's stage of growth. ...
  4. Identify both lagging and leading performance indicators.
25 Mar 2021

What are the 8 personal goals? ›

There are 8 IPC Personal Goals:

Collaborator = I can work together / I can take turns / I can share / I help. Communicator =I can listen / I can say/show. Respectful = I am caring / I can agree and disagree / I can look after my things / I can tidy up. Empathetic =I can celebrate / I think before I do.

How do you write measurable objectives? ›

5 Steps to Writing Clear and Measurable Learning Objectives
  1. Identify the Level of Knowledge Necessary to Achieve Your Objective. ...
  2. Select an Action Verb. ...
  3. Create Your Very Own Objective. ...
  4. Check Your Objective. ...
  5. Repeat, Repeat, Repeat.
5 Jun 2022

What are good measurable goals for work? ›

10 Examples of Professional Goals For Work 2022
  • Take a course to sharpen your skills.
  • Learn a new tool (or 5)
  • Improve your public speaking and presentations.
  • Research other departments.
  • Improve team collaboration and communication skills.
  • Build your network.
  • Research a competitor.
  • Get better at time management.
6 May 2022

How frequently do you have to track OKRs? ›

2. OKRs Increase Team Focus. Among the best practices for company objectives is to revisit them regularly—not quarterly, but ideally every week.

How do you measure objective and Key Results? ›

Making an OKR measurable means solving 5 specific problems with how they're written.
  1. the Objective is an action, not an impact.
  2. the Objective vague, not specific.
  3. the Key Result is a solution, not evidence.
  4. the Key Result is a quota, not a measure.
  5. the Key Result is related, but not direct evidence.
8 Oct 2019

How do your OKRs connect to the success of our team? ›

Setting effective OKRs can propel your teams to achieve the expected outcomes. When you write and align OKRs for the team, you get a direction and key focus on what matters the most at an organizational level. OKR success is guaranteed when the team collaboratively works towards the set goals.

How do you write good OKRs? ›

How to write OKRs: A step-by-step guide
  1. Understand your company goals. Writing effective OKRs starts with understanding your organizational goals. ...
  2. Choose the right tools. ...
  3. Involve your whole team. ...
  4. Write an OKR objective statement. ...
  5. Develop key results. ...
  6. Plan your initiatives. ...
  7. Track them consistently. ...
  8. Celebrate 70%

How do you set realistic OKRs for your business? ›

OKRs Best Practices
  1. Keep it Simple. Focus on objectives you know you can achieve in the given timeframe. ...
  2. Be Specific. ...
  3. Cascade Your Objectives. ...
  4. Make it Measurable. ...
  5. Don't Worry About Stretch Goals. ...
  6. Break Key Results into Smaller Goals. ...
  7. Celebrate and Recognize.
25 May 2021

What are goals and objectives examples? ›

Goals can be intangible and non-measurable, but objectives are defined in terms of tangible targets. For example, the goal to “provide excellent customer service” is intangible, but the objective to “reduce customer wait time to one minute” is tangible and helps in achieving the main goal.

What are the 7 major scope of marketing? ›

The 7 functions of marketing are promotion, selling, product/service management, marketing information management, pricing, financing and distribution. Understanding the core functions of marketing can help you better focus your efforts and strategies to support your business.

What are marketing goals examples? ›

Examples of Common Marketing Goals
  • Increase website traffic.
  • Gain more social media followers.
  • Grow an email list.
  • Improve conversion rates.
  • Get more website or social media engagement.
  • Drive more click-throughs on paid ads.

What are some marketing objectives examples? ›

Examples of marketing objectives
  • Increase lead quality. ...
  • Shorten the sales cycle. ...
  • Reduce the percentage of lost deals/sales. ...
  • Increase customer lifetime value. ...
  • Improve awareness and demand around new products or services. ...
  • Increase positive product reviews. ...
  • Launch product or service in a new market. ...
  • Increase profitability.
18 Aug 2022

What are the 3 main objectives of marketing? ›

Marketing is supposed to do three things: Capture attention. Educate prospects.

What are marketing aims objectives? ›

Marketing objectives are measurable goals that outline what the end results of your marketing strategy should be. Their main purpose is to guide your marketing efforts toward set milestones. The most effective objectives should also align with your business plan and complement your overarching business goals.

What is a SMART objective in marketing? ›

By definition, an effective SMART marketing objective is: Specific, measurable, actionable, relevant, and time-bound. One of the main reasons we called our site and service SMART Insights is because we help marketers succeed through using a more structured approach to their marketing strategy and planning.

What is the most fundamental goal of marketing? ›

The fundamental goal of marketing is to create and maintain exchanges by promoting products and services that satisfy the needs of consumers.

Which part of an OKR defines what needs to be achieved? ›

An Objective is simply what is to be achieved, no more and no less. By definition, Objectives are significant, concrete, action-oriented, and (ideally) inspirational.

What is an OKR in business? ›

Objectives and key results (OKR) is a goal-setting framework that helps organizations define goals — or objectives — and then track the outcome. The framework is designed to help organizations establish far-reaching goals in days instead of months. OKR has been around since the 1970s.

How do I track OKRs? ›

How to track OKRs.
  1. Write qualitative Objectives and quantitative Key Results. ...
  2. Assign percentage benchmarks for each Key Result. ...
  3. Set responsibilities and accountability for Key Results. ...
  4. Share OKRs with your team. ...
  5. Track results on a regular schedule (with calendar reminders). ...
  6. Discuss key learnings along the way.
18 Mar 2022

How do you measure OKRs? ›

OKR Grading

To calculate a score, you have to divide the target set by the final result. Using the example above, if your team's KR was to “get 100 customers” but they only got 50, their final score would be 0.5, but if they got 20, the score would be 0.2. Having this score we can assign a grade to the Key Result.

What are key results examples? ›

The key result aspect of a team OKR is where you get into the details, breaking down that big hairy objective into more tangible, realistic, measurable results. For example, if your objective is “Increase sales volume”, then key result examples might be: 50% lift in new lead generation.

How do you write good OKRs? ›

How to write OKRs: A step-by-step guide
  1. Understand your company goals. Writing effective OKRs starts with understanding your organizational goals. ...
  2. Choose the right tools. ...
  3. Involve your whole team. ...
  4. Write an OKR objective statement. ...
  5. Develop key results. ...
  6. Plan your initiatives. ...
  7. Track them consistently. ...
  8. Celebrate 70%

What are some examples of objectives? ›

6 Examples of Objectives
  • Education. Passing an exam is an objective that is necessary to achieve the goal of graduating from a university with a degree.
  • Career. Gaining public speaking experience is an objective on the path to becoming a senior manager.
  • Small Business. ...
  • Sales. ...
  • Customer Service. ...
  • Banking.
10 Jan 2017

What is OKR dashboard? ›

An OKR dashboard is a visualization tool that accumulates data and key insights about a specific company or team's objectives and progress. It allows you to break down objectives into projects or initiatives and distribute them to specific teams and departments.

Videos

1. OKRs for Product Teams (Bruce McCarthy)
(Product Elevation)
2. Using Monday.com to report OKR Progress
(Brett Knowles)
3. Understanding OKRs | How to set achievable goals | Measuring what matters
(Adedolapo )
4. Introduction to OKR [2022]
(ZOKRI - OKR Software & Training)
5. The New OKR Crash Course: An introduction to Objectives & Key Results
(Perdoo)
6. Objectives and Key Results (OKRs) with examples
(Daniel Audunsson)

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