2nd Base - Reach Product Market Fit

50+ B2B SaaS marketing OKR examples for your go-to-market team

Sometimes it's nice to just have some sample OKRs to start with. Here are 50+ pre-categorized B2B SaaS marketing OKRs you can borrow for your team.

Mike Northfield
May 4, 2022

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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:

  1. Content creation (consistent development creates compounding results)
  2. Quality (content needs to be relevant to your audience so it attracts, retains, and creates action)
  3. Distribution (content is only relevant if you can get an audience to consume it)

Objective: Build a sustainable organic search function

Key results: starting a new program
  • Publish 12 new blog articles
  • Rank  5 high-priority keywords with 20+ monthly searches in the top 10 SERPs
  • Attribute 500 new website sessions to organic search
  • Interview 10 customers for content topics
Key results: scaling an existing program
  • Get 200 newsletter subscribers from organic search
  • Get 50 confirmed ICP-fit prospects who exchange information to download tools/resources on the blog
  • Attribute 15 MQLs to organic search
Key results: optimizing a developed program
  • Generate 50 content-sourced free trials
  • Attribute 5 new sales opportunities to organic search
  • Create $XX,XXX in new qualified pipeline from organic search

SaaS demand generation OKR examples

Demand generation OKRs should be centered around three main pillars:

  1. Demand creation (educating the market)
  2. Demand capture (capturing existing market knowledge & interest for your product category)
  3. 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

Key results: starting a new program
  • Successfully track 100 contacts with accurate Lead, MQL, Opportunity, Closed Win, and Closed Loss data in HubSpot
  • Understand source data for 200 new CRM entries
  • Create 250 new contacts in HubSpot with any level of opt-in intent (Subscriber and below)
  • Generate at least 1 MQL from a paid search campaign
Key results: scaling an existing program
  • Generate 50 new MQLs from paid channels
  • Create 5 new marketing-sourced opportunities
  • Establish an accurate Customer Acquisition Cost (CAC) benchmark
  • Establish an accurate funnel win rate (Lead > Win)
  • Collect self-reported attribution data for 50 new leads
  • Use lead scoring and nurture campaigns to re-engage 10 or more high-intent contacts 
Key results: optimizing a developed program
  • Close 10 new deals from marketing-sourced opportunities
  • Achieve a CAC Revenue Payback Ratio of < $X
  • Reduce cost per SQL from $1,000 to $750
  • Shorten the time from MQL > Closed Won from 30 days to 20 days

SaaS growth marketing OKR examples

Growth marketing OKRs should focus on the following three pillars:

  1. Referral marketing (word-of-mouth, dark social, and customer referrals)
  2. Lifecycle marketing (customer activation, nurture, and reactivation)
  3. Cross-channel marketing & testing (experimentation, testing & targeting across different platforms)

Objective: Build a growth flywheel

Key results: starting a new program
  • Publish 5 new case studies or testimonials from existing customers that fit our new ICP
  • Secure 20 5-star reviews on G2 Crowd/Software Advice
  • Build a referral program into the product that generates at least 1 MQL from existing customers 
  • Attribute 50 new subscribers to word-of-mouth (WOM) referrals
  • Create 5 signups through referral links from channel partners
  • Inspire 20 customers to share branded screenshots of our product screen on social media channels
  • Generate 50 ICP-fit leads from a free version of our product 
  • Conduct 5 A/B message tests on product pages
Key results: scaling an existing program
  • Generate 1 customer from existing referral campaigns
  • Achieve 100 early access signups for the launch of product X
  • Increase conversion from free to paid users by 
  • Convert 30 existing free users to paid users
  • Establish an accurate sales cycle benchmark
Key results: optimizing a developed program
  • Reduce sales cycle by 14 days (6 weeks > 4 weeks)
  • Reduce time to convert free trial users to paid users by 7 days (4 weeks to 3 weeks)
  • Close 10 new customers from referral channels
  • Generate $20,000 new ARR from referrals

SaaS account-based marketing (ABM) OKR examples

Account-based marketing OKRs should focus on the following two pillars:

  1. Confirming your Ideal Customer Profile (test your ICP and positioning assumptions)
  2. Running go-to-market experiments (executing outbound campaigns) 

Objective: Create a sustainable ABM function supported by content

Key results: starting a new program
  • Create a single database of SAM (Serviceable & Addressable Market) accounts using new ICP
  • Engage 15 net-new SAM accounts through events or content downloads
  • Identify 200 net-new companies (accounts) in our ICP
  • Identify contact information for 1000 contacts (prospects) within ICP companies
Key results: scaling an existing program
  • Engage 300 new people within SAM accounts
  • Create 15 new intent-based sales conversations (MQLS) from outbound efforts
  • Attribute 30 discovery meetings to ABM efforts 
  • Generate one SQL from our tier-1 account list
Key results: optimizing a developed program
  • Generate $10,000 in ARR from account-based marketing efforts
  • Close 20 customers from account-based marketing efforts

What's next?

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.
2nd Base - Reach Product Market Fit Deep-dive OKRs

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