If you're anything like me, you like examples to reference as a starting point. Sometimes all it takes is a little nomenclature to help you get on a roll. The sample OKRs in this article have been tried-and-tested in our own marketing engagements at Kalungi.
If you're new to OKRs and looking for additional best practices for setting them up, check out my other article on the fundamentals of OKRs, and my article on how to match OKRs with your marketing team's capabilities.
If you're looking for OKRs that aren't listed here, feel free to suggest another (B2B SaaS marketing) discipline and I'll continue updating this blog with more examples.
SaaS content marketing OKR examples
Content marketing OKRs should focus on these core pillars:
- Content creation (consistent development creates compounding results)
- Quality (content needs to be relevant to your audience so it attracts, retains, and creates action)
- Distribution (content is only relevant if you can get an audience to consume it)
Objective: Build a sustainable organic search function
SaaS demand generation OKR examples
Demand generation OKRs should be centered around three main pillars:
- Demand creation (educating the market)
- Demand capture (capturing existing market knowledge & interest for your product category)
- Pipeline acceleration (the length of the journey from prospect to customer and the cost of acquiring those customers)
Objective: Drive demand for our products & services
SaaS growth marketing OKR examples
Growth marketing OKRs should focus on the following three pillars:
- Referral marketing (word-of-mouth, dark social, and customer referrals)
- Lifecycle marketing (customer activation, nurture, and reactivation)
- Cross-channel marketing & testing (experimentation, testing & targeting across different platforms)
Objective: Build a growth flywheel
SaaS account-based marketing (ABM) OKR examples
Account-based marketing OKRs should focus on the following two pillars:
- Confirming your Ideal Customer Profile (test your ICP and positioning assumptions)
- Running go-to-market experiments (executing outbound campaigns)
Objective: Create a sustainable ABM function supported by content
Use our Google Sheet template to track and manage your team's OKRs. If you're looking for a more formal tool to report progress, archive old sets and send notifications to team members, check out Kalungi's new OKR management tool. Also check out this post on OKR frameworks to improve your go-to-market team even further.
Your marketing OKRs deserve better than a spreadsheet
Kalungi's OKR tool makes short work of setting OKRs, holding teammates accountable, and sharing updates with leadership.