Marketing OKRs are a useful tool for any company, industry, or team to create, track, and achieve their most ambitious objectives. OKRs, or Objectives and Key Results, are a goal-setting tool that marketing teams and other departments use to set tough, ambitious goals with measurable outcomes. OKRs are a way to keep track of progress, build alignment, and encourage participation in measurable goals. In this article, we’ll discuss product marketing OKRs, content, B2B, and examples.
OKRs have the potential to be a superpower in terms of enabling workers to work with a sense of purpose. Companies like Intel, LinkedIn, and Airbnb have had great success with OKRs, but implementing a goal framework in the proper way. This may result in a far better working environment.
OKRs are a basic concept that, when applied correctly, may assist your marketing team to achieve things like high output management, team alignment, and enhanced communication across all of your business goals.
What is the significance of Marketing OKRs?
Only 5% of product marketers believe their jobs are properly understood, according to the State of Product Marketing OKRs. OKRs can help other teams understand what you bring to the table. OKRs, in a broader sense, motivate and align groups to work toward common goals. Overall, OKRs can improve a team’s focus and production while also allowing them to track their progress.
Product Marketing OKRs
OKRs, are a technique of grouping your goals and current metrics so that you can see what your team is accomplishing with each activity connected to your product and long-term progress. OKRs for product marketing should be tailored to your product’s growth and development in such a way that it ensures its success. These okrs have a way to measure product marketing managers’ success that would otherwise be difficult.
Because there are so many ways to measure, segment, and analyze digital data, Product Marketing OKRs are easier to track. All aspects of your business can give you information on where and how to improve your team’s performance.
The Top Product Marketing OKRs To Grow
Increase the number of users:
Every company desires this. The more users you have, the greater growth you’ll see month after month, year after year. It indicates that your product is functional. Your product is proving to be a hit with customers. So, what are some of the important indicators that you should be looking for to see if you’re on the right track to getting more users? There are many things to keep an eye on and improve in order to see your user base expand.
Visits to the home and sign-up pages:
What methods do you employ to attract new users? Probably through a procedure that begins on your home page or another page of your website to which you’re sending people. At that point, it’s just a numbers game. The more traffic you get, the more conversions you’re likely to get, and the more users you’ll have.
It’s crucial to keep track of your findings and translate them into knowledge about what you need to change to attract more users. Make a list of the major outcomes you wish to achieve. For instance, you want to increase organic traffic by 4% month over month.
With a sticky product, you can increase the number of active users:
How much time users spend on your product and how often they return can tell you a lot about how important your product is to their job and how well it is integrated into their workflows. Users that are “active” are those who use your product frequently and engage with it on a regular basis. The more active users you have, the more likely they are to pay for your product and continue to pay for it. A “sticky” product, or one that is intriguing or valuable enough to keep users’ attention, is one that they engage with and return to.
Increase the number of actions executed on new features:
Your new features are an excellent approach to increase engagement among current users while also promoting your product to potential customers. New features demonstrate that your product is evolving and improving in response to user feedback. You want consumers to take action when you introduce new features for them to be effective. New features should entice users to interact with them and adopt them. Long-term user engagement is the result!
Include eye-catching visuals:
To make your updates more visual and new features easier to understand, you can include photographs, videos, and GIFs. CTAs can be used to urge customers to use new features straight away.
When you introduce a new feature, you can also enable push notifications to bring consumers back to your product. You may also segment alerts based on demographics, language, geography, and previous activity to ensure that consumers get only the notifications that are relevant to them and thus increase engagement.
Having objectives isn’t enough. Your team should break them down in similar ways so that you may be more actionable and intentional in obtaining your ideal bigger picture week after week. Priority and action might become lost in the shuffle of daily tasks if there isn’t enough clarity.
Increase the number of paying customers:
The caveat is that increasing the number of customers does not guarantee financial success or the viability of your business model. You’d like to increase the number of paying customers. You want more consumers to consider your product as valuable enough to keep paying for it month after month without churning out. This is how you earn consistent, growing revenue. To do so, pay special attention to the steps between “sign up” and “input your credit card information.”
Convert people to premium accounts
If you have a freemium business, having a free user base is advantageous because you have a built-in bank of users (though some may not be highly engaged) to whom you can “sell.” You may always convert these users to paying customers by offering them something valuable enough that they will begin paying on a monthly basis.
It’s crucial to figure out what makes people take the leap so you can repeat the behaviors that make them perceive the value in your product.
Boost user involvement:
Users who are happy are more engaged. Users who are engaged do not churn and continue to pay to utilize your product. User engagement is an indicator of consumer success and the foundation of your product’s success. Because user engagement is such a broad goal, we’ve broken it down into a few key areas where we can improve and keep an eye on.
Marketing OKRs Examples
It’s not easy to write solid, well-structured, and effective OKRs. Many teams struggle to create the correct Objectives and relevant metrics for the Key Results, despite the fact that Objectives and Key Results are a straightforward and proven process.
We’ll offer examples of the Marketing team’s OKRs in this article so you can get some inspiration or guidance.
OKRs Product Marketing Examples
First and foremost, you must clarify your product messaging in preparation for the new product launch.
Key Findings:
- To further understand TA, conduct ten on-site user-testing sessions.
- Investigate and install different new distribution channels for your content.
- Run different Facebook ads and track their effectiveness.
- Prepare a presentation for the new product and put it through its paces with five users.
Objective 2: Gain a better understanding of your customers and develop the CJM.
Key Findings:
- Conduct a total of ten user interviews with the intended audience.
- Create a Customer Journey Map (CJM) and map product features to the customer journey.
- Validate the CJM with five new clients.
- The website conversion rate should be increased from 6% to 10%.
Increase the number of people who visit the website.
Key Findings:
- Reduce the bounce rate from 46% to 30%.
- The average time spent on the website should be increased from 2.4 to 5.0 minutes.
- Increase the number of pages seen every session from 3.5 to 5.0.
Content Marketing OKRs
New product releases, company news, and growth initiatives from content thought leadership are all communicated through content marketing OKRs. Content marketers work across departments, with objectives ranging from social media engagement to pipeline generation.
What are some examples of good content marketing OKRs objectives?
- It’s a good idea to structure your content marketing goals around projects like:
- pieces of content created
- Increasing the number of people who visit and engage with your website
- Increasing organic social interaction and engagement
- Lead generation campaigns at the top of the funnel should be prioritized.
- Create content collaborations
Content Marketing OKRs Examples
Below is are examples of content marketing OKRs ;
Goal 1: Use the weekly newsletter to attract new visitors.
Key Findings:
- Create a content strategy and subjects for the upcoming four months.
- Increasing the number of subscribers from 2,000 to 10,000 is a great way to start.
- Increase the percentage of people who open the newsletter from 25% to 35%.
- Relaunch the company blog as a second goal.
Key Findings:
- Increase the number of followers on Twitter from 2,400 to 5,000.
- 3 original content articles are published in prominent industry web journals.
- Increase the number of people who subscribe to your blog from 4,115 to 5,000.
Examples of Content Marketing Objectives
Content Marketing OKRs (Objectives and Key Performance) Indicators.
Create material to accompany the introduction of a new product in order to boost reach.
Key Findings:
- Content strategy is being launched.
- 12 blog posts to write
- Write two pieces of top-of-funnel marketing
- Create a brand new product brochure
- Improve the quality of blog content in order to increase engagement.
Key Findings:
- Increase your blog’s subscription count by 1,500 people.
- Increase the average. set the time on the website to 4:00
- Publish two articles authored by well-known industry figures.
- Increase the number of shares and mentions of your work from 200 to 500.
- SEO and Web Traffic Objectives and Key Performance Indicators (OKRs) for Content Marketing
- The goal is to optimize the blog so that it can rank for specified search terms.
Key Findings:
- Ensure that your website appears on the first page of Google’s search results.
- Increase the number of visitors who found you through organic search from 5,000 to 7,500.
- 28 inbound links from directories and other third-party websites should be added.
- 8 fresh long-form posts focusing on long-tail keywords should be posted.
- Goal: Improve organic traffic by 25% QoQ by optimizing the blog for 5 specific search words.
Key Findings:
- Increase organic search traffic from 5,000 to 7,500 visitors on a quarter-over-quarter basis.
- QoQ, increase new inbound links from directories and other third-party sites from 20 to 28.
- Increase the number of new long-form blogs devoted to long-tail keywords from 5 to 10 every quarter.
- Social Media Content Marketing OKRs
- Increase the number of people who follow you on social media from 50,000 to 75,000.
Key Findings:
- Increase your organic social posting frequency from three to five times per week.
- 2 times a week, write social copy for employees to distribute.
- Increase the frequency of video posts from once a week to three times a week on social media.
B2B Marketing OKRs
The majority of OKRs B2B marketing teams prioritize their marketing goals on a quarterly basis. If you don’t already have a B2B marketing OKRs, we suggest you start utilizing one to track and evaluate your development over time.
In startups, when the firm will change a lot in a year and annual targets are simply too far away, changing your B2B marketing OKRs every quarter works great.
OKRs for B2B Marketing Examples
Here’s an example of a typical B2B marketing OKRs. Initiatives to achieve the Key Results are listed under the B2B marketing OKRs Key Results. If they don’t produce the results you want, you’ll have to adjust them.
The first goal is to increase demand for your products and services.
- In Hubspot, achieve Key Result 1a: Increase sales funnel with XX net new qualified Deals.
- Examine present Funnel Dynamics and issues that need to be addressed.
- Increase MQL to Deal Conversions with A/B Testing
- Focus on sales and take ownership of “Meetings Happened.”
- Drive YY New Marketing Qualified Leads to Sales Team (Key Result 1b)
- Execute ABM campaigns for two verticals with defined ICPs.
- Prospect/Lead Nurture Campaigns Should Be Optimized
- Produce useful “reverse funnel feedback” (lead quality loss analysis)
- To improve optimization and agency responsibility, improve channel attribution.
- XX New Subscribers (opt-ins) is the key result 1c (YY in Q2)
- Launch a comprehensive content marketing campaign.
- On-page SEO for the top 10 (traffic) Website Landing Pages should be improved.
- Partner properties can help with off-page SEO.
Goal 2: Create a Growth Flywheel
Key Result 2a: One new customer as a result of an “always-on” recommendation program
2b Key Result: Organic Search Produced Y Meetings
Key Result 2c: Top Content Pieces Get New Branding and Positioning
Build a new “Go-To-Market” strategy for a new Niche-to-Nail niche.
Key Result 3a: The ICP has been finished, and the TAM/SAM/SOM Plan has been defined.
Key Result 3b: Publication of 1 New Testimonial
3c Key Result: Acquired and validated target list
Improve the return on marketing investment (Objective 4) (ROMI)
The cost of acquiring a new customer has come down to $oo.
Best practices in OKR marketing
Start by examining what you spend the majority of your time on and making sure your OKRs reflect that. If your list of OKRs and Initiatives grows too big, you know you’re not concentrating on the most vital tasks.
Real-world outcomes
Avoid measurements that quantify progress; instead, concentrate on measures that reflect the business’s actual impact. What matters are the key outcomes? Your activities are only as effective as the impact they have on the results you care about. Avoid indicators that suggest you’re busy but aren’t related to the goals your team is aiming for.
Aligning Objectives and Key Results (OKRs)
Having goals helps you perform better. It does not work to spend a lot of effort cascading goals up and down the firm to get them to align. It takes far too long and is far too difficult to ensure that all of the goals line up (and keep them aligned).
Frequently Asked Questions
How do you set marketing for OKRs?
Your goals should be ambitious and motivating to your team.
Each goal should contain two to five key outcomes.
The main outcome should be quantifiable and defined (numbers, currency, etc.). Avoid vanity metrics that serve no use other than to make the marketing staff appear good.
What is the role of a product marketing manager?
Product marketing managers are in charge of devising successful marketing strategies and plans for informing customers about the characteristics and benefits of new products. Product marketing managers are frequently the company’s ‘voice of the customer,’ meticulously investigating consumer requirements and experiences.
Who is responsible for OKR?
OKRs must be handled by a DRI. If no one individual is held accountable for OKR success, finger-pointing and a lack of discipline are likely to occur.
What is a successful Okr?
OKR can assist teams and organizations in defining common success criteria when applied effectively. They establish a set of explicit, measurable success criteria. OKR ensures that the criteria are present and that they are shared, transparent, and conveyed to other teams, employees, and even external partners.
