24 Marketing OKRs Examples: Overview and How to Write

Marketing OKRs, or objectives and key results, let leaders track significant progress toward goals and measure the impact of their work. Integrating OKRs helps marketing teams and the company achieve transparency and accountability as they work to accomplish an objective. An OKR typically includes one objective and three key results.

Here are some examples from my past experiences in marketing and what I have learned about effective frameworks for setting marketing goals.

24 Examples of Marketing OKRs

3 Email Marketing OKR Examples

Increase conversions from lead to 10 more product-qualified leads (PQLs) per week by: 

• Improving email open rates from 25 to 33%

• Driving 5% click-through rates

Improve re-engagement with dormant leads by:

• Creating a four-sequence chain for each customer persona

• Reactivating 150 leads without any contact for over 90 days

• Converting 7% of reactivated leads to demo signups

Reduce onboarding churn by:

• Launching an email series with three distinct educational pieces

• Reducing trial-to-paid drop-off from 40 to 20%

• Achieving an 85% onboarding email completion rate

2 Demand Generation OKR Examples

Accelerate sales pipeline growth by: 

• Adding 500 new MQLs, delivering $1.5 million in revenue

• Generating upsells from 15 existing clients.

Increase MRR to $500K per month by:

• Generating 125 MQLs from all omnichannel efforts

• Adding two new salespeople to support these efforts

• Automating tasks to save 5 hours of time per week for the marketing team

3 Content Marketing OKRs Examples

Grow the reach of content marketing efforts:

• Building a content strategy for the next six months

• Growing the newsletter audience from 150 to 500 subscribers

• Improving the newsletter open rate from 19 to 43%

Improve the click-through rate (CTR) on blogs

• Running $500 in ads that point to high-level blogs

• Publishing three guest posts on industry publications

• Publishing two blogs per week.

Increase blog subscribers from 35 to 80 by:

• Expanding the distribution of blog links through social media channels every week

• Implementing conversion rate optimization (CRO) on each blog

• Running paid advertising for four blogs

3 Brand Awareness OKRs Examples

Highlight brand awareness among the target audience by:

• Growing brand awareness search impressions from 20K to 50K per month

• Earning 10 new backlinks in industry publications

• Boosting direct traffic from 5K to 9K sessions per month

Position the company as a thought leader by:

• Publishing three LinkedIn posts per week with 50 reactions per post

• Landing three guest spots on podcasts

• Hosting two webinars per month.

Improve the share of voice versus the five top competitors by:

• Increasing the paid advertising spend 30%

• Winning the top five ranking positions in organic searches

• Earning 10 citations in AI-based searches per month.

3 Social Media OKRs Examples

Expand social media audience by:

• Growing followers on LinkedIn, Instagram, YouTube, and TikTok from 300 to 1,500

• Increasing Quora views from 500 to 2,000 per month

• Landing 10 new social media leads per month

Drive MQLs to priority content by:

• Posting 15 times on LinkedIn per month

• Publishing five Quora posts per month

• Increasing Reddit posts to five per week

Engage more on social media by:

• Responding to every social media reaction

• Raising social conversions from 0.5 to 1.3%

• Increasing LinkedIn engagement metrics by 10%

2 Paid Advertising OKRs Examples

Improve paid advertising efficiency by:

• Reducing CPC by 30%

• Optimizing landing pages to increase relevancy score from 5 to 8

• Increasing conversion rate from 2.5 to 4%

Scale performance of paid advertising by: 

• Increasing MQLs through Google Ads to 400 per month

• Generating 150 MQLs through LinkedIn and Reddit ads

• Achieving a CTR of all paid ads above 2.5%

2 Lead Generation OKRs Examples

Generate more leads by:

• Increasing requests for product demos from 50 to 75 per month

• Increasing MQL conversions by 5%

• Driving $10K more MRR

Launch a high-impact lead generation campaign by:

• Increasing landing page visits to 1,700 per month

• Achieving a 4% CTR through the hero CTA on each landing page

• Generating 80 MQLs through a supplementary paid campaign

2 Product Marketing OKRs Examples

Increase organic impressions for most profitable products by: 

• Adding structured data to all product pages

• Improving SEO of product descriptions

• Adding the problems these products solve to capture another segment of the target audience

Align messaging with customer feedback by: 

• Hosting three focus groups a month

• Updating personas for five ideal customers

• Conducting eight in-depth customer reviews on products

2 Community OKRs Examples

Increase community engagement by: 

• Responding to five Reddit posts per day

• Reposting three LinkedIn posts per day

• Reacting to 10 Facebook posts per day

Engage with users by replying to YouTube comments within 24 hours

• Replying to LinkedIn posts within 12 hours

• Reposting three Facebook posts per week

2 Inbound Marketing OKRs Examples

Increase inbound leads by: 

• Replacing all forms on the site for better audience tracking

• Increasing site traffic from 30K to 70K clicks

• Decreasing customer personas from nine to four.

Optimize inbound referrals by:

• Improving lead scoring for four customer personas

• Reducing emails to sales team members from eight people to three

• Improving page visibility through SEO efforts

Creating Your Marketing OKRs

The key to creating effective marketing OKRs comes from the context of a marketing function. Are you aiming for brand awareness to strengthen trust? How about blog writing to improve thought leadership? What about more effective product descriptions to differentiate from competitors? Marketing OKRs must tie directly to your company’s strategy.

Marketing OKRs help teams set their sights on the most effective goals for the overriding objective of increasing MQLs, brand awareness, and lead generation.

All OKRs follow a similar format:

We will [objective] as measured by [key results]. 

There are generally no more than three key results for each objective. The examples below show hypothetical goals and figures for various marketing channels, which companies may use to monitor and boost their growth.

Benefits of Marketing OKRs

Teams can benefit from marketing OKRs through:

• Identifying the key results that reflect a high impact

• Focusing on achieving key results through targeted initiatives

• Bringing order to competing priorities that allow teams to make smarter choices

• Protecting teams from overpromises by showcasing realistic expectations

Track Your Marketing OKRs From Start to Finish

Help your company succeed before, during, and after OKR planning meetings. Brev’s AI OKR software keeps your company goals on track across all your teams and acts as a “company brain” by connecting with existing workplace tools and meetings to automatically capture decisions, update goals, track commitments, and surface risks. Request a free demo or start your free trial with Brev today.