What are good OKRs for Demand Generation?

These are the core OKRs that I've tracked in various forms throughout my demand generation career: Objective: Drive pipeline Key Results: Raw volume merics: Leads: Net new names added to the database MQLs: Marketing qualified leads, or folks who have reached some kind of behavioral, predictive or demographic threshold SALs: Sales accepted leads, or folks that BDRs/AEs have accepted to work SQLs: Meetings booked. This can be either an SQL # or an SQL $ value, depending on your business. Funnel ef ...Read More

Here are some examples of good OKRs for a Demand Generation team: 1. Objective: Increase qualified leads by X% Key Results: Increase website traffic by Y% Increase conversion rates on landing pages by Z% Increase the number of demo requests by Y% Implement a new lead scoring model to prioritize leads for sales team follow-up 2. Objective: Improve marketing funnel efficiency Key Results: Reduce customer acquisition cost by X% Increase conversion rates at each stage of the funnel by Y% Implement n ...Read More

B2B demand generation OKRs should be defined by funnel metrics and channel metrics Funnel Metrics: Marketing OKRs should include marketing qualified leads (MQLs), sales qualified leads (SQLs), pipeline and closed-won revenue. Being held accountable for pipeline and revenue/customers sourced by marketing drives revenue marketers. It is incredibly rewarding to look back at the end of the quarter/year to see that our campaigns drove x% customers and $ ARR Channel Metrics: In addition to funnel metr ...Read More

Increase high-quality web traffic.  Increase traffic conversion rate.  Increase lead to opportunity rate. Demand generation is all about creating demand and capturing it.  Increasing your website's traffic with high-quality traffic (target ICP) is the best way to build actual awareness as users self-educate on your website. Then you need to really focus on good, clear CTAs and incentives for users to convert on the page(s) you direct them to. Once they are in your funnel, help the sales team by ...Read More

Here are a few valuable examples of OKRs for demand generation that I encourage you to consider. I’m going to approach this question from a SaaS product-led growth (PLG) perspective. Objective: Increase brand awareness Increase lift of branded search by X% in X timeframe. Increase direct traffic as a source by X% in X timeframe. Objective: Increase quality sign-ups Increase total volume of new leads by X% in X timeframe. Improve the conversion rate of visits to sign-up by X% in X timeframe. Incr ...Read More

The ideal OKRs for demand generation depend on your organization’s specific goals, but they should always align closely with tangible business outcomes, particularly financial targets 💰. Demand generation operates closer to revenue than many other marketing functions, so the focus should be on metrics that directly support the growth and financial health of the business 📈. For example, OKRs shouldn’t primarily center on surface-level metrics like content downloads 📄 or website clicks 🔗. While th ...Read More

Effective OKRs for demand gen are measurable objectives that drive impact or growth in key areas such as acquisition, pipeline, awareness, and engagement. Before creating OKRs, it's crucial to have a firm grasp of not only your team's specific goals but also the broader company objectives. This ensures that your marketing efforts and the OKRs you develop will ladder up to these higher-level objectives. This approach elevates your OKRs from good to great and enables you to tailor them more effect ...Read More

Here are a few valuable examples of OKRs for demand generation that I encourage you to consider. I’m going to approach this question from a SaaS product-led growth (PLG) perspective. Objective: Increase brand awareness Increase lift of branded search by X% in X timeframe. Increase direct traffic as a source by X% in X timeframe. Objective: Increase quality sign-ups Increase total volume of new leads by X% in X timeframe. Improve the conversion rate of visits to sign-up by X% in X timeframe. Incr ...Read More

This is going to vary by every company and where that demand gen team within the company is at in their maturity. O in OKR is "Objective" which align up to company strategy and vision, so that's the piece that's going to change the most and make this question tough to give a blanket or generalized answer for. A few generalized measures that I would guess most demand gen teams would want to measure are related to how they're creating awareness of their product in the market, how they're capturing ...Read More