OKR Examples

Sample objectives and Key Results (OKRs) by department
Our Examples


Why Choose OKRs for your Marketing Team

OKRs or Objectives and Key Results are a collaborative goal-setting tool used by marketing teams and other departments to set challenging, ambitious goals with measurable results. OKRs are how you track progress, create alignment, and encourage engagement around measurable goals.

OKRs can be a superpower for creating an environment where employees are able to work with purpose. Companies like Intel, LinkedIn and Airbnb have achieved amazing results with OKRs, but less often discussed is the fact that deploying a goal framework in the right way can create a vastly better working environment.

The OKR methodology is very simple, and when used properly, OKRs can help your marketing team create things like high output management, team alignment and increased communication in all your business goals.

Writing & Implementing OKRs for your Marketing Team

When it comes to creating and writing incredible OKRs consider the following formula: We will __(Objective)__ as measured by __(these Key Results)__.

Designed to fit the needs of any organization size, department or industry, OKRs work the same for setting goals throughout many company levels. They can also be used by individuals or small teams to achieve results. .

Objectives need to be clear, actionable and  (ideally) inspiring, while also actionable and time-bound. 

Key results determine whether an Objective has succeeded or failed. They are quantifiable, measurable and time-bound, so that it's easy for the team to gauge progress. Contributors on the KRs should measure progress regularly (ideally weekly), and then at the end of the OKR period (typically a quarter), there’s a regular grading of the KR and retrospective. 

When it comes to writing and setting OKRs, it's a good idea to make it collaborative. By conducting a brainstorming session, it engages your marketing team, gives your team a level of ownership and drives accountability for those results. Ultimately, you want to create a process where teams feel empowered to create their OKRs and then challenge teams across the business to ensure they’re focused on the right priorities at the right time. This process encourages creative thinking and informed risk-taking, all to push your marketing team forward.

Marketing OKRs: Best Practices & Examples

When getting started with marketing OKRs, we get common questions like “how do I write a good marketing OKR?” or “can you give me a good example of a marketing OKR?” To answer these questions, we created a list of example marketing OKRs so you can have some inspiration as you begin to write your own company, department and team OKRs

Marketing OKRs for Demand Generation

OBJECTIVE: Ensure the company meets the revenue targets

Key Results:

  • Increase new inbound sales from $25k to $50k per month
  • Attract 500 new marketing qualified leads
  • Attract 100 new marketing qualified leads from EMEA
  • Generate >$30M in new qualified pipeline from Marketing sourced leads
  • Document and implement the new Account Based Marketing (ABM) process
Product Marketing OKR examples 

OBJECTIVE: Clarify our product messaging for the release of the new product

Key Results:

  • Conduct 10 on-site user-testing sessions to understand TA
  • Research and implement 20 new channels where to distribute our content
  • Run 20 different ads on Facebook and measure performance
  • Prepare the presentation of the new product and test it with 5 users

OBJECTIVE: Understand and document our Customer Journey Map

Key Results:

  • Conduct 10 user interviews with the target audience
  • Create the CJM and map the product features to the customer journey
  • Validate the CJM with 5 new customers
  • Increase the website conversion rate from 6% to 10% based on the research
Inbound Marketing OKR examples

OBJECTIVE: Bring new inbound leads to the website

Key Results:

  • Increase the monthly visitors to the website from 12k to 20k
  • Increase DR score from 35 to 45 on Ahrefs
  • Decrease homepage bounce rate from 62% to 40%

OBJECTIVE: Boost customer acquisition on the website

Key Results:

  • Improve the recommendation engine items CTR from 23% to 40%
  • Decrease tip to end funnel drop off (churn) rate from 63% to 50%
  • Improve Net Promoter Score from 8.1 to 9.5 points

OBJECTIVE: Achieve record acquisition metrics

Key Results:

  • Increase the MAU from 12k to 20k
  • Increase the trial signups from 700 to 1500
  • Increase the new paid customers from 90 to 150
  • Reduce Customer Acquisition Costs by 20%

OBJECTIVE: Reduce the bounce rate of the website

Key Results:

  • Increase the CTR from 3% to 6% on the main call-to-action button
  • Increase the watch rate of an explainer video from 2% to 5%
  • Conduct 10 A/B experiments on the landing page

Content Marketing OKR examples

OBJECTIVE: Attract new visitors with the weekly newsletter

Key Results:

  • Create the content strategy and the topics for the next 4 months
  • Increase the number of subscribers from 2,000 to 3,000
  • Increase the open rate of the newsletter from 25% to 35%
  • Increase the CTR to >7%

OBJECTIVE: Relaunch the company blog

Key Results:

  • Increase Twitter followers from 1,500 to 1,800
  • Release 3 content articles in the leading industry online publications
  • Increase blog subscribers to from 4,115 to 5,000
  • Publish 50 new blog posts in Q3

Social Media Marketing OKR examples

OBJECTIVE: Increase social media audience

Key Results:

  • Increase the number of subscribers on FB/Insta/YouTuber from 14k to 25k
  • Increase the number monthly of views on Quora from 3k to 5k
  • Increase the number of monthly leads from social media sources from 750 to 1500

OBJECTIVE: Boost the social media audience engagement

Key Results:

  • Increase the number of daily shares from 20 to 50
  • Increase the number of daily comments from 140 to 300
  • Increase the links CTR from 3% to 6%

Search Engine Optimization (SEO) OKR Examples

OBJECTIVE: Improve the SEO rating of the website

Key Results:

  • Achieve #1 place for top 5 relevant keywords
  • Add 100 new referral links
  • Increase DR score from 42 to 60 on Ahrefs
  • Increase the referral traffic from 7,300 to 10,000 visitors

OBJECTIVE: Increase engagement on the website

Key Results:

  • Reduce the bounce rate from 46% to 30%
  • Increase the average time on the website from 2.4 to 5.0 minutes
  • Increase the number of pages viewed from 3.5 to 5.0 per session

OBJECTIVE: Improve Our Website and Grow Conversions

Key Results:

  • Grow website visitors by 7% each month
  • Improve conversions on Landing Pages by 10%

OBJECTIVE: Improve Our PPC Campaign

Key Results:

  • Achieve >1500 MQLs from Google AdWords
  • Achieve >150 MQLs from Twitter ads
  • Achieve a Cost per Lead of <$4
  • Achieve >2% CTR

Public Relations (PR)  / Brand Marketing OKR examples

OBJECTIVE: Create a leading industry brand

Key Results:

  • Hire a branding agency by Sep 1
  • Launch 5 new ad campaigns
  • Reach 1M viewers with the new ad campaigns
  • Get 20 media placements and speak/partner at 10 conferences

OBJECTIVE: Improve product and brand communication

Key Results:

  • Release 6 regular bi-weekly press-release publications
  • Hold 5 webinars with 50+ participants about the new product features
  • Create a brand book for internal and external usage, provide all design assets

OBJECTIVE: Boost awareness with PR campaigns

Key Results:

  • Publish 15 press pieces in the relevant publications
  • Host 5 industry meetups with 100+ participants each
  • Speak on 2 conferences
  • Sponsor 3 events with 500+ visitors in the related industries
  • Reach 500k viewers with PR activities

OBJECTIVE: Increase Our Brand Awareness

Key Results:

  • Complete 30 media calls/meetings by end of Q1
  • Complete 15 calls/meetings with key industry influencers
  • Secure 2 speaking spots at the Annual Industry conference

OBJECTIVE: Build Strong Relationships with Forrester and Gartner

Key Results:

  • Complete 2 analyst briefings in Q1
  • Submit 3 analyst report applications
  • Feature 2 analysts on our webinars

PPC Marketing OKR examples

OBJECTIVE: Improve paid acquisition effectiveness

Key Results:

  • Decrease the lead cost form $7 to $5
  • Test 10 new PPC campaigns and measure impact
  • Increase the CR of the PPC campaigns from 3% to 6%

Community OKR Examples

OBJECTIVE: Create a Customer Community Users Love

Key Results:

  • Successfully launch a new Customer Community with >500 community members registered
  • Reduce Support tickets by 10% by improving peer-to-peer responses in the Customer Community
  • Get 30% of our customers to participate in the community

OBJECTIVE: Make our community known by industry experts and thought leaders

Key Results:

  • Engage 12 industry experts and thought leaders in Q1 demonstrated by registration and posts
  • Publish 6 'Feature' articles by industry experts
  • Research and publish the Industry Report & Infographics for the community

Partner Marketing OKR examples

OBJECTIVE: Create a community for our partners/resellers (MQLs).

Key Results:

  • Publish 5 new partner-focused white papers by Q1
  • Launch 7 webinars to educate our partners
  • Complete a 5-city Lunch & Learn event for partners

Account Based Marketing (ABM) OKR Examples

OBJECTIVE: Win our strategic customers and drive increased order size

Key Results:

  • Generate $10M in Qualified Pipeline from ABM campaign
  • Generate 20% of closed-won sales via ABM efforts in Q4
  • Generate 150 MQLs from LinkedIn Ad campaigns

How Koan Simplifies OKRs For Marketing Teams

An ideal OKR software tool will build and reinforce great practices while fitting in seamlessly with the way your marketing team already works. Teams who use a software-based OKR tool have improved alignment and work better together. By having purpose-built software for the job of goal tracking, you’ll avoid a ton of time spent running around and getting updates. 

Get started with Koan for free today. 

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