Demand Generation OKRs and Goals

December 5, 2022

Demand generation is responsible for online acquisition and building pipeline for the sales team. These channels can include everything from SEO, paid advertising, social media, online partnerships, email marketing and more. Setting good demand generation goals is essential for meeting revenue and pipeline goals.

What are good demand generation goals?

As you set up your demand generation goals it’s great to build them around initiatives such as:

• Organic inbound leads
• Paid advertising campaign performance
• Email marketing engagement and progressions of accounts scored
• Lead generation and revenue targets

Demand Generation Goals Examples

Demand Generation Goals and OKRs for Website Conversion

Objective: Achieve record-breaking marketing engagement to increase paying customers

Key Results: 

• Increase conversion rate to 3.5% from 2.7%
• Obtain 4,000 new trial signups in Q3
• Convert 1,400 new paid customers in Q3
  
• Create and test a second variation of 10 landing forms in Q3

Demand Generation Goals for Inbound Funnel

Objective: Optimize inbound marketing funnel to generate 3,000 more leads Q/Q

Key Results: 

• Develop 4 inbound marketing campaigns by end of quarter
• Develop and test 3 new nurture streams in Q3
• Grow email subscriber list from 250 to 500 by Q3
  

Demand Generation Goals for Account Based Marketing

Objective: Launch an integrated outbound ABM campaign

Key Results: 

• Identify 50 targeted accounts with role-based contacts by end of month 1
• Develop 3 sales offers designed to get meetings by end of month 2
• Launch 3 paid social campaigns targeting ABM account list by end of month 3
• Complete Sendoso campaign by end of month 3 to generate 10 new customers

Final Thoughts: Demand Generation Goals and OKR Examples

Interested in seeing more demand generation OKRs? Contact us and let us know.