OKR: Define your objectives for marketing

OKR: Define your objectives for marketing

Problem: How to define marketing objectives using the OKR model 

I am dividing this post into two parts

1: Understanding OKR Model 

2: OKR implementation in Marketing 

Part #1 Understanding OKR Model 

What is OKR? : Brief History 

An abbreviation of OKR is the objective and key result. Andy Grove first implemented this methodology in intel. John Doerr, who later popularized this methodology, worked under Andy Grove and learned its nitty-gritty.

John Doerr was an early investor in Google, after investing in google he realized, though the founder duo Sergy brain and Larry page are high on technology but not well versed with the business side. 

He proposed the idea of implementing OKR in google day to day business operation. In his first presentation on OKR, John Deer defined OKR as, ” A management methodology that helps to ensure that the company focuses efforts on the same important issue throughout the organization.”

And, An objective is simply what is to be achieved, no more and no less. Key Results, benchmarks, and monitor how we get to the objective.

Long story short, Google accepted OKR wholeheartedly and used it for their whole departments, be it product/marketing/desgin, etc.

Not just Google, but YouTube, Intel, Adobe, Amazon, Baidu, Nextflix, Dell, Deloitte, and every other known company use OKR systems to keep everything organized and optimize their workforce.

#OKR Model Using: Google’s Playbook

Let’s learn how to create an actual OKR for your company. I am using Google’s OKR Playbook as no other company has achieved fate as google did. 

Google was one of the few early companies that adopted the OKR system in its day to day operation. Google not only implement the strategy but also able to scale it.

Let’s see their strategies.

GardeOKR Color Code
0.0 – 0.3 RED
0.4 – 0.6 Yellow
0.7 – 1.0 Green

Green is when you achieved the OKR and exceed the expectation.

Yellow is when you somehow manage to achieve OKR. 

Red is when you are not able to achieve OKR. 

Writing Effective OKR

1: Objectives are the “Whats.”

  • They express goals and intents
  • Aggressive yet realistic
  • Must be tangible,

2: Key Results are the “Hows.”

  • Express measurable milestone which, if achieved, will advance the objective
  • Must describe outcomes, not activities.
  • Must include evidence of completion.

2: OKR implementation in Marketing

Marketing of any organization can be broadly divided into four three parts.

  1. Brand Awareness ( Brand Mentions, Publication Mention, etc.)  
  2. Audience Growth ( Visitors / Social Followers / Email Subscribers)
  3. Business Growth ( Sign up-ups, Sales, Inquiries )

Below are the implementation of OKR in the above three parts of marketing. 

1: Brand marketing OKR

Objective: Boost the brand presence

Key results:

  •  Get published in the news about us in 3 mainstream media channels
  •  Run campaigns with top 3 industry influencers 
  •  Increase the number of followers on social media by 100%

Objective: Create a leading industry brand

Key results:

  •  Get publications in top 10 industry media
  •  Speak as a partner in 10 industry conferences
  •  Get 50,000 visitors from industry-related keywords (organic)
  •  Increase the average brand mentions from 50 to 100 per month on the web

Objective: Improve brand communication

Key results:

  • Boost the number of community members from 10,000 to 20,000
  • Reduce the first response time from 1 hour to 10 minutes
  • Increase customer satisfaction (CSAT) from 40% to 80%

2: Audience OKR

SEO (Search Engine Optimization) OKR 

Objective 1: Increase SEO ranking

Key results:

  •  Increase domain authority (DA) from 50 to 70
  •  Increase the number of backlinks from 1,000 to 2,000
  •  Increase monthly organic traffic from 30,000 to 60,000
  •  Keep the visitor to lead (organic) conversion rate at 3%

SMM (Social Media Marketing) OKR 

Objective 1: Be bold on social media

Key results:

  •  Grow followers on Twitter from 1,000 to 2,000
  •  Grow followers on Instagram from 5,000 to 10,000
  •  Grow leads from social media from 500 to 1,500 per month

Email Marketing OKR 

Objective 1: Improve email marketing efforts

Key results:

  • 2x webinar registrants through an email invitation
  • 2x webinar registrants through an email invitation

3. Business Growth ( Conversion ) OKR

Objective 1Increase inbound marketing leads

Key results:

  • 20% increase of demo requests via PPC landing pages
  • 10% boost in conversions from webinar attendees
  • 2x eBook downloads over last month

Objective 2: Drive more traffic to the product landing page

Key results:

  • Double visitors to marketing website via organic search
  • 20% click-through to the landing page via newsletter
  • 5% increase in time spent on the landing page

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