- Marketing is creating, sharing, delivering, and exchanging offerings that benefit customers, clients, partners, and society. Every business needs marketing to establish a connection between clients and the company. Managing clients who seek personalized services at a great value, reaching out to target groups, and sustaining brand reputation within the budget, are some of the duties of the marketing team.
- Marketers often walk the tightrope between client needs and profitability. Ultimately, they are in charge of producing a large sum of money. If they overpromise and fall short, the pressure might be disastrous. If these pledges went beyond the figurative assertions of intent, the marketing department would be less prone to developing. To overcome this situation, they should include goals that are clear with quantifiable outcomes.
- A high-functioning workplace promotes rigorous communication through transparency and alignment. Therefore, it is imperative to ensure that the marketing team is compliant and has all the information necessary to advertise effectively. Well-thought-out marketing OKRs are perhaps one of the most important milestones in the productivity cycle of a business.
- Let’s check out how to frame OKRs to enhance the performance of your Marketing Department.
#1: Build a High-Quality Inbound Lead Pipeline
Marketing aids in the processing of customer data by filtering consumer demands and interests. They also process sales-qualified leads, prospects who drive site traffic, and elements that motivate customers to interact with the company’s content. This procedure separates good leads from bad leads, assisting in developing a strong, high-quality inbound lead pipeline for marketing.
Objective
Build a High-Quality Inbound Lead Pipeline
Target Date: Q3-2022
Visibility: All Employees
Key Results
Generate at least 300 product signups/week
Product sign-upGenerate at least 50 Demo/week through the website
# of DemoMaintain the MQL% above 70
MQL%#2: Optimize and scale digital presence significantly through organic channels
Since digital media has taken over the world, maintaining your media presence will significantly impact your company’s development. A digital presence through organized channels will be crucial for developing marketing OKRs. An effective online marketing plan will keep your audience engaged with what you have to offer. To accomplish this, businesses need quantifiable data on digital optimization that demonstrates how to understand, develop, and apply a plan for every digital channel.
Objective
Optimize and scale digital presence significantly through organic channels
Target Date: Q3-2022
Visibility: All Employees
Key Results
Maintain at least 50k Sessions/week
# of SessionsEnsure at least 20k New visitors are visiting the site in a week
New VisitorsAcquire at least 200 high-quality backlinks every week
Backlinks#3: Create high-value product content for customers
High-value content creation for consumers is a crucial business strategy. Content keeps the customer engaged with your product and is sometimes Crucial to decision-making. Customers can learn important information about your product through the content that you have to offer. High-value content creation for clients might be challenging in the expanding world and demanding consumers, but learning how to do it effectively will help your business expand and reach more customers.
Objective
Create high-value product content for customers
Target Date: Q3-2022
Visibility: All Employees
Key Results
Create & Distribute at least 1 newsletter every week
NewsletterImprove the customer experience by increasing the # of FAQs posts from 200 to 500
# of FAQsImprove existing product tutorial
Task Tracked#4: Build a solid foundation of video content support
Videos are a great way to communicate. Creating and publishing videos regularly is an excellent marketing tactic. People prefer to learn efficiently with minimum time spent. Videos allow us to transmit a lot of information to viewers while keeping it exciting. Videos offer a variety of imaginative and tactical possibilities that can be utilized for almost any objective and accomplishes the purpose of content marketing.
Objective
Build a solid foundation of video content support
Target Date: Q3-2022
Visibility: All Employees
Key Results
Revamp 30 existing YouTube videos with the latest features
YouTube VideosImprove localization by publishing 10 new feature videos
Feature VideosPublish 10 tutorial videos with use cases
Tutorial Videos#5: Improve Brand Awareness
Brand awareness refers to how well the brand is instantly recognizable, adored, and valued by the customers. Consumers recognize a company’s name and can associate it with a particular product or service. Despite the lack of namesake brand recognition, success in its most fundamental manifestations is nevertheless regarded as having been accomplished by small enterprises. Measure your brand recognition to ensure that your approach is carried out effectively and that you can make any necessary adjustments or advancements down the line.
Objective
Improve Brand Awareness
Target Date: Q3-2022
Visibility: All Employees
Key Results
Improve branding by publishing 5 Press Releases every quarter
Press ReleasesPromote our product by facilitating 10 customer video interviews
Customer video InterviewsAccelerate # of Articles published in media from 15 to 30.
Task Tracked#6: Increase audience engagement through SEM.
People all across the world utilize the internet and search engines to have access to unlimited knowledge. SEM is an effective marketing strategy for lead generation and has become an essential tool in customer acquisition. It is more crucial now than ever to ensure that your company will show up when a potential consumer starts a search for your sector. Using marketing OKRs, you can specifically target a significant part of the media landscape that generates leads for your business.
Objective
Improve social media branding
Target Date: Q3-2022
Visibility: All Employees
Key Results
Generate at least 50,000 sessions (total visits)/week
# of SessionsGenerate at least 35,000 New visitors/week
New VisitorsReduce bounce rates from 40% to 20%
Bounce RateAchieve an average session duration of at least 1 minute.
Session DurationImprove Ad quality score (Google Ads) from 3 to 8
Quality Score#7: Produce and Rollout Amazing Content
Content marketing technology has become a differentiator in the success or failure of communicating the technology in the B2B space. We stand at the cusp of a shift in marketing trends. Sharing with creativity is perhaps the only thing that may catch the consumer’s attention in the glut of information swirling all around. Content marketing is essential for boosting traffic and engagement for your business. By setting OKRs specific to content marketing, you can build a solid audience base that draws in potential clients for your business.
Objective
Produce and Rollout Amazing Content
Target Date: Q3-2022
Visibility: All Employees
Key Results
Publish 10 new blogs in HR and Trending Topics
Task TrackedPublish 8 new blogs focused on long-tail keywords
Task TrackedFacilitate and Publish 15 Customer Case Studies from North America Region
Case StudiesKey results are measurable metrics and help keep a tab on task completion. Profit.co provides a convenient feature of assigning tasks to boards as a cadence to task management. As we progress on the different task boards, the Key Results progress automatically, as seen below.
#8: Strengthen Branding on Youtube.
Streaming platforms like YouTube are used by people worldwide, and we can use them to reach everyone. It has more than 2 billion monthly active users, making it the second-most popular social platform behind Google. Utilizing it to expand your business is an effective marketing strategy. The mission here is to build your channel’s subscriber base and enhance audience retention. You can achieve that by posting consistently and creating an engagement between the audience and your brand.
Objective
Strengthen Branding on Youtube.
Target Date: Q3-2022
Visibility: All Employees
Key Results
Grow # of Subscribers to our YouTube channel from 15,558 to 35000.
# of SubscribersImprove impression card click-through rates from 40% to 60%.
Card Click-through RateMaintain Audience Retention Rate between 50% to 60%
Audience Retention RateAchieve Views-to-Engagement Rate of 6%
Views-to-Engagement Rate#9: Optimize & Enhance website performance.
In business, time is money and in an increasingly digital world speed is everything. Even the most intricate and aesthetically pleasing website won’t matter if it takes a long time to load. A multitude of problems, such as being unfriendly to users, user incompatibilities, and others, plague poorly optimized websites. The overall effect is that numerous opportunities are lost due to a few seconds’ difference. Thus, the effectiveness of your website performance is important.
Objective
Optimize & Enhance website performance.
Target Date: Q3-2022
Visibility: All Employees
Key Results
Optimize page loading time from 6 sec to 2 sec
Page Loading TimeAchieve Ahrefs health score above 90
Ahrefs Health ScoreAchieve a mobile performance score above 70.
Mobile Performance Score#10: Drive Engagement by Enhancing Customer Experience.
Enhancing customer experience is a primary differentiator for any brand. The most important thing to keep in mind is that you need consumers who are interested in what you have to offer. You will succeed in your objectives when that is effectively inflamed and maintained. Your company’s growth will be positively impacted by establishing a significant relationship between your brand and your customers.
Objective
Drive Engagement by Enhancing Customer Experience
Target Date: Q3-2022
Visibility: All Employees
Key Results
Collaborate with Product Influencers and host at least 5 podcasts every month
# of PodcastsIncrease # of E-book downloads/week from 50 to 250.
E-book DownloadsHost at least 2 product webinars per month
WebinarsConclusion
The OKR approach is straightforward when appropriately implemented, OKRs can assist your marketing team in achieving objectives like high output management, team alignment, and improved communication in all of your corporate goals. With well-defined marketing OKRs, you can set high standards in all aspects of Marketing. OKRs help achieve product leadership by creating and strengthening the brand, generating leads for sales, and delivering a great customer experience at an excellent value. OKRs strategy of using data insights and analytics in building marketing capability using both digital marketing and traditional marketing helps set the marketing department on the path to measurable success.