Marketing OKR: What is it and how does it work? + 5 examples

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To be successful in achieving results that you consider relevant to your company's marketing, you need to effectively manage your objectives. To do this, you can adopt a methodology that is widely used by companies around the world: marketing OKR.

Key takeaways from this article:
OKR is an acronym that means objectives and key results in Portuguese and is a methodology used to define objectives in a clear and direct way, also informing the actions necessary to achieve them.
To use this strategy, you need to establish broad objectives and then key results, which are smaller goals that contribute to achieving the main objective.
To be successful in using this methodology, it is crucial to know your company well, so that all objectives and key results are aligned with the company's strategic goals.
Marketing OKRs can be useful in the process of developing a sales process and its stages. Learn more about this topic in our free guide!
This is a very simple and flexible method that encourages team engagement and values ​​transparency. Are you curious to learn more? Then keep reading, because in this article we explain:

what is OKR technique;
how this works in practice;
OKR examples for marketing.
Don't waste time and discover how to improve your business management!

What is OKR technique?
OKR is the acronym for Objectives and Key Results. In short, this is a methodology that allows you to define in a simple, clear and direct way the objectives you want to achieve and the path that must be taken to make this happen.

What is OKR in Marketing?
In the case of Marketing OKR, the focus is on objectives and key results that favor the company's image, the promotion of its products and services, its presence in the digital environment, the generation of more leads and also its relationship with the target audience.

Want some tips on how to achieve goals in your company? Then check out the infographic we prepared for you:


How does Marketing OKR work in practice?
The OKR methodology works as follows. First, the broader and more ambitious objectives that turkey mobile phone numbers database the company wants to achieve are defined. Then, the key results are established.

In other words, they are smaller goals, small steps that serve as a parameter to lead the team to achieve the main objective. Key results are the goals you achieve by carrying out each task necessary to achieve the main objective.

To make it clearer, consider the following example. An office supply distribution company wants to expand its presence in a new territory by acquiring customers in a state where it did not previously operate.

Your goal could be: to gain 35% market share in this new market by the end of the year. The tasks you need to accomplish to achieve this are:

make a distribution center operational in this new state in 3 months;
send a presentation mailing to 500 companies in that state by the end of the month;
carry out visits to 100 companies in 2 months;
invest X amount in local media and specialized magazines throughout the year.
Thus, as the key results are gradually achieved, the objective is automatically achieved. Got it?

>>>> Read also: What is OKR for sales? What are the benefits? + 4 Examples

When to track marketing OKR results?
Now that you've learned what OKRs are in marketing, you may be wondering when to track these results.

Well, the ideal is to monitor the results weekly and make adjustments if necessary. Also, when one of the tasks is finished, it should automatically be replaced by another.

For example, once the distribution center is ready, new key results can be set for it, such as achieving a late delivery rate of only 5% in 3 months, having a maximum shrink rate of 3% by the end of the semester, etc.

Have you thought about how you are going to track your goals and key results? Technology is undoubtedly very important at this point.

Only then will you have up-to-date, reliable and easy-to-share data. In the case of marketing and sales, a CRM system is perfect for this. See how to use this feature in the following video:


5 OKR examples for marketing to inspire you
It’s clear what the OKR marketing technique is, but do you still have questions about how to get started? Then feel lucky, because we’ve put together 5 practical examples to inspire you. Keep reading to check it out!

Example 1
Objective:

double lead generation by the end of the year.
Key Results:

produce 5 new e-books by the end of the quarter;
boost social media posts by mentioning 50 landing page links per month;
collect 5 thousand new email addresses to send newsletters.
Example 2
Objective:

increase the company's online presence by 50% in the next 3 months.
Key Results:

make 4 posts per week on Facebook and Instagram;
produce 25 monthly articles for the company blog;
establish partnerships with 3 digital influencers;
produce 20 relevant pieces of content for the company’s YouTube channel;
invest X amount in Google Ads.
Example 3
Objective:

make the company recognized as an authority in the market in which it operates, reaching 80% of mentions as “authority in the market”, in a survey to be carried out at the end of the year with selected customers and prospects.
Key Results:

hold 4 online and in-person seminars with experts;
collect and publish testimonials from 25 customers on the company website;
produce rich content for the blog of 20 other partner companies.
Example 4
Objective:

to be a reference in customer relations, achieving a 98% customer satisfaction rate by the end of the semester.
Key results:

adopt an omnichannel service strategy by the end of the semester;
send email marketing on all commemorative dates this semester;
offer special conditions and prices to older customers on a weekly basis;
train 100% of salespeople to offer quality after-sales service.
Example 5
Objective:

improve the Domain Authority on the company blog by 25 points by the end of the year.
Key results:

increase the addition of internal and external links to 5 and 3 respectively;
make your company website and blog more mobile responsive in 60 days;
review and use correct keywords in the description of images from the last 150 posts;
add new infographics to 45 of the most recent posts.
Well, as you can see in these 5 Marketing OKR examples, this objective management methodology is quite simple and helps to put everyone involved on the same page, right?

Now that you know more about the OKR method, how about using it in your company's marketing team? Just remember that marketing objectives and key results must be aligned with the company's strategic objectives, okay?

Furthermore, when defining marketing objectives and key results, it is essential to align this with sales as well.