7 Marketing Objective Examples (+ How to Set Yours Right) (2023)

7 Marketing Objective Examples (+ How to Set Yours Right) (1)

Michal Pecánek

SaaS SEO consultant with over 6 years of experience. Before going freelance, Michal was an SEO & Marketing Educator at Ahrefs–creating content for the blog and managing a team of guest writers.

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    (Video) Marketing Objectives Explained | 10 Examples!

    The hard truth about marketing objectives is that you shouldn’t look at a few examples and choose those that seem to fit the best. The examples should only be used as inspiration.

    It’s on you to set specific marketing objectives because every business is different and the highest priority needs in marketing change over time. Deciding where your marketing focus should be for the year ahead is an essential part of every marketing plan.

    In this article, we’ll dive into examples of great marketing objectives, including ways to measure them. It’s then followed by the best practices you should apply to either adjust those examples according to your needs or come up with your own marketing objectives from scratch.

    But first…

    What are marketing objectives?

    Marketing objectives are specific and realistic outcomes that your company wants to achieve with its marketing efforts over a certain period of time. They guide what you should focus your marketing activities on, most commonly for the yearahead.

    Great marketing objectives provide benchmarks to evaluate your marketing performance, which is key to making changes to your marketing strategy andplans.

    Let’s dive into the examples.

    Seven examples of marketing objectives and how to measure them

    Coming up with a good marketing objective is one thing. Being able to properly track the progress toward it is another.

    That’s why each point here contains a short “How to measure it” section pointing you toward metrics, KPIs, and systems you can use to follow through.

    1. Increase share of voice (SOV)

    Example objective: Increase SOV from 11% to 16% by the end of2023.

    Share of voice (SOV) is traditionally a measure of your advertising share compared to competitors. However, with most brands now fighting for visibility on organic channels like social and search, we can broaden that definition to how visible your brand is in the market.

    This is an excellent marketing objective because there’s a strong relationship between SOV and market share. Once your SOV is higher than your market share, you create excess SOV (eSOV). Your market share should follow in the same direction in the longrun.

    7 Marketing Objective Examples (+ How to Set Yours Right) (2)

    Of course, this is an undeniably tricky metric to track across all channels. The solution is to break the objective down into your most important channels.

    Here are a few examples:

    (Video) How to Write Marketing Objectives | Talent and Skills HuB

    Increase organic search visibility in the U.S. from 6% to 8% by the end of2023.

    Increase search ad impression share from 47% to 65% in the U.S. among Site Audit tool buyers by the end of2023.

    Increase marketing podcast audience monthly reach from 300,000 to 500,000 by the end of2023.

    How to measure it

    Measuring SOV depends on your choice of channel. For example, for organic search, the simplest method is to track your main keywords in Ahrefs’ Rank Tracker, add your competitors’ domains, and check the SOV in the Competitors overview tab.

    Here’s what it looks like for keywords we target on ourblog:

    7 Marketing Objective Examples (+ How to Set Yours Right) (3)

    It shows you the percentage of all clicks from tracked keywords that land on your and your competitors’ websites.

    This is a topic on its own, so check the following guide if you’re curious about measuring SOV across channels.

    2. Increase brand awareness

    Example objective: Increase unaided awareness of our brand among the total market of marketers from 31% to 38% by the end of2023.

    Brand awareness represents your brand’s level of familiarity among your target audience. For example, the brand that first comes to mind when you think of electric cars is probably Tesla, not Rivian. That’s because Tesla enjoys a higher level of brand awareness among consumers.

    There are multiple metrics that you can investigate regarding your brand awareness:

    • Aided brand awareness – The percentage of respondents who are aware of your brand when asked explicitly.
    • Unaided brand awareness – Also known as brand recall, this is the percentage of respondents who mention your brand on their own without any prompt.
    • Top-of-mind awareness – The percentage of respondents who mention your brand as the first one in yourniche.
    • Brand recognition – The percentage of respondents who recognize your brand based on your logo, visual identity, or other brand assets.

    How to measure it

    Measuring brand awareness metrics requires market research resources because you need answers from a representative sample from your market. Market research agencies specialize in this and are your only option to get comprehensive data.

    However, if you already measure SOV, you can use it as a rough proxy metric for brand awareness.

    Further reading

    3. Improve brand perception

    Example objective: Increase perception that we’re the best SEO toolset from 44% to 51% by the end of2023.

    Familiarity with your brand is one thing, but do people resonate with how you want them to perceive your brand or products? In other words, does your positioning work? Is your marketing communication creating the right associations around yourbrand?

    If you get unsatisfactory answers to these questions, then this objective may be for you. You’ll also likely get other useful information regarding your brand perception. This is all a great starting point to work on your communication and positioning.

    How to measure it

    Similar to brand awareness, this one still requires surveys and likely the help of specialized agencies. But in this case, you’re able to gather a good chunk of the data yourself by surveying your current and lost customers.

    You can also monitor your brand’s mentions to see how people talk about it online. Tools like Brand24 recognize the sentiment, so that may be a good starting point if you’re simply looking to improve your reputation.

    7 Marketing Objective Examples (+ How to Set Yours Right) (4)

    4. Boost sales growth

    Example objective: Increase annual recurring revenue (ARR) from $104 million to $120 million by the end of2023.

    (Video) How to Create a Marketing Plan | Step-by-Step Guide

    Boosting sales growth is the first short-term marketing objective on our list tied directly to revenue or profit. You need to know which financial metrics make the most sense to measure based on your business model and planning.

    Sales growth can also be tied to a specific product or service. This makes options for sales growth objectives almost limitless.

    How to measure it

    Simply get data from your Customer Relationship Management (CRM) platform, checkout systems, or other sorts of financial dashboards.

    On the other hand, don’t rely on the numbers in your Google Analytics for this. They’re skewed by default and may not track everything properly.

    5. Acquire more users or customers

    Example objective: Increase monthly active users (MAU) of Ahrefs Webmaster Tools from 750,000 to 1.2 million by the end of2023.

    Accelerating your user base growth doesn’t necessarily mean more profit, but it has implications that are way beyond any financial metrics.

    For example, we launched a free version of our SEO toolset called Ahrefs Webmaster Tools in September 2020. Increasing our word of mouth, broadening the user base, and familiarizing more people with our product lead to long-term growth.

    How to measure it

    Use numbers from your CRM. Of course, this is not a worthwhile marketing objective for physical product manufacturers selling in supermarkets.

    6. Generate more marketing qualified leads (MQLs)

    Example objective: Increase the generated number of MQLs from 5,676 in 2022 to 6,500 in2023.

    A marketing qualified lead (MQL) is any lead that indicates interest in your brand and products. That can range from downloading an ebook to sending a contact form.

    This objective can be a great fit for any subscription-based business with sales reps who’ll be taking over those leads and trying to turn them into customers.

    How to measure it

    Tracking MQLs can be quite easy these days. You need to set up a lead scoring system that automatically evaluates your incoming leads based on data points like:

    • Estimated purchasing power of the company.
    • User behavior and actions taken in your app or website.
    • Trial tier andsetup.
    • Anything the lead said to your customer rep or sales team (e.g., that they’re looking for a new solution).
    • Any other data you collect from forms or lead magnets.

    Some CRM platforms like HubSpot have a lead scoring functionality built in, but I suggest you consult this with a CRM analytics expert to get everything right from thestart.

    7. Increase customer lifetime value (CLV)

    Example objective: Increase CLV among enterprise customers from $44,500 to $55,000 by the end of2023.

    Customer lifetime value (CLV) is a metric that estimates how much money an individual customer will spend on your products or services. Increasing your average customer’s worth not only improves your financial metrics but also allows you to spend more on acquiring new customers.

    How to measure it

    This is the most basic formula to calculate CLV:

    Avg. Order Value x Avg. Annual Purchase Frequency x Avg. Customer Lifespan

    If your AOV is $100, customers buy the product four times a year, and they stay loyal to your company for three years on average, the CLV will be 100*4*3 = $1,200.

    You work with three different metrics in your CLV objectives. Improve any of those metrics, and your CLV goes up. For example, here’s a whole guide I wrote about decreasing churn rate, i.e., increasing your average customer lifespan.

    (Video) 7 Effective Marketing Strategies for 2023 (TIPS, TRICKS & TACTICS)

    How to set great marketing objectives for your business

    You should now have enough inspiration to come up with your own objectives, so it’s time to go through three best practices that will ensure they fit well with your marketing strategy andplans.

    Start from your most important marketing needs

    Increasing your conversion rates is always nice. But if only 1% of your target audience is aware that your brand exists, you may want to reassess your priorities.

    Look, no one but your team can tell what’s your biggest marketing opportunity to tackle. This is why it’s crucial to do proper market research that feeds into your marketing strategy—you’d be playing a guessing game otherwise.

    Your brand diagnosis along with all the data from CRM and analytics systems have the answers. You can’t set the best marketing objectives if you don’t look at the big picture.

    Well, the big picture can be an actual picture. It’s called a marketing funnel, and most of the objectives we talked about here influence its “flow”:

    7 Marketing Objective Examples (+ How to Set Yours Right) (5)

    People drop off at each of those stages. Not everyone who sees your Facebook ad will click. Not everyone who clicks will sign up for your newsletter. Not everyone who signs up for your newsletter will buy… you get theidea.

    You need to measure where the most drop-offs occur and then take steps to rectify theissue.

    But keep in mind that maybe the biggest opportunity lies in feeding way more people into the funnel if we circle back to the brand awareness vs. conversions prioritization I mentioned earlier.

    So identify the most significant bottlenecks and choose KPIs that will track your progress toward fixing them. Here are a few ideas for each stage of the funnel:

    • Awareness – SOV, brand awareness, traffic quantity.
    • Interest Email subscribers, returning visitors.
    • Consideration – Traffic quality.
    • Conversion Conversion rates, sales, AOV.

    Of course, conversion is just the first win. Then comes the retention stage where you may want to improve metrics like NPS, churn rate, or customer lifespan.

    Be aligned with SMART criteria

    You probably noticed a pattern in all the examples—they align with SMART objectives, a widespread management concept that stands for:

    • Specific – Clearly state the desirable outcome and answer “who, what, when, how much,etc.”
    • Measurable – You must be able to track progress withKPIs.
    • Achievable – Be bold with your goals but also be realistic; use current growth as a benchmark.
    • Relevant – Does the objective align with your overall marketing and business strategy?
    • Timely – Set up a time frame for achieving thegoal.

    Each objective example from earlier was aligned with all of these criteria. Yours should too. This is best illustrated if we dissect one of our objectives:

    7 Marketing Objective Examples (+ How to Set Yours Right) (6)

    Focus on only one or two strategic objectives

    You can come up with tons of marketing objectives, but that doesn’t mean you should. As Michael Porter would say, strategy is deciding what not todo.

    So here are a couple of golden rules for choosing:

    1. Less is more – The fewer objectives a marketing campaign has, the more effective it is. In fact, having just one or two strategic objectives works best. This is based on analyzing campaigns that were submitted for Effies awards, a marketing version of the Oscars.
    2. Focus on both short and long term Achieving your marketing objectives should result in improving both short- and long-term marketing KPIs. In other words, have objectives that directly translate into more profit and others that help with brand building.

    As a general rule, the ideal balance between marketing spend on sales uplift and brand building is roughly 40:60. It’s one of the most important marketing concepts to keep inmind.

    7 Marketing Objective Examples (+ How to Set Yours Right) (7)

    There’s a whole publication around this concept. The key takeaway is that brand building is proven to be the primary driver of long-term growth and success.

    So choose and balance your objectives accordingly.

    Final thoughts

    We’ve got the strategic objectives covered. It’s the main component for planning your marketing activities for the yearahead.

    While we talked about ruthless prioritization and “less is more,” remember that this applies only to the big picture. Your strategic objectives should be branched out into many smaller tactical goals, usually per each marketing channel.

    This is the way of strategic marketing planning.

    Got any questions? Ping me on Twitter.

    (Video) Why the secret to success is setting the right goals | John Doerr | TED


    7 Marketing Objective Examples (+ How to Set Yours Right)? ›

    Marketing Goal Examples. Increase brand awareness. Generate high-quality leads. Acquire new customers.

    What are marketing objectives examples? ›

    Here are some sample marketing objectives that you'll need for a stellar marketing strategy!
    • Increase brand awareness. ...
    • Boost brand engagement. ...
    • Rank higher in search results. ...
    • Increase website traffic. ...
    • Generate qualified leads. ...
    • Increase revenue. ...
    • Increase customer value. ...
    • Establish brand authority.
    Apr 24, 2023

    How do you set marketing objectives? ›

    How To Set Marketing Objectives
    1. Learn How Much Revenue You Need from Your Marketing Campaigns. Let's say your business generated $5,000,000 in sales last year. ...
    2. Identify How Many Sales You Need to Reach Your Revenue Goals. ...
    3. Identify How Much Traffic You Need to Achieve Your Goals. ...
    4. Set Up Benchmarks.

    What are the top 3 marketing objectives? ›

    Marketing Goal Examples. Increase brand awareness. Generate high-quality leads. Acquire new customers.

    How do you set realistic marketing objectives? ›

    5 Key Steps to Setting Realistic Marketing Goals
    1. Base your marketing goals on your business goals. Spend some time evaluating your current position. ...
    2. Set goals that are specific and intentional. ...
    3. Set measurable goals. ...
    4. Check your resources. ...
    5. Get buy-in and set expectations.

    What are some examples of objectives? ›

    Examples of objectives include:
    • I will speak at five conferences in the next year.
    • I will read one book about sales strategy every month.
    • I will work with a coach to practise my networking skills by the end of this month.

    What are examples of goals and objectives? ›

    Goals can be intangible and non-measurable, but objectives are defined in terms of tangible targets. For example, the goal to “provide excellent customer service” is intangible, but the objective to “reduce customer wait time to one minute” is tangible and helps in achieving the main goal.

    How do you set objectives examples? ›

    Example: Imagine a business that produces flavoured sparkling waters. A non-specific goal would be 'I want to expand my business'. A specific objective would be 'I wish to start selling my product in the USA to access a sizeable new market'.

    What are five marketing objectives? ›

    Customer Satisfaction 3. Market Share 4. Generation of Profits 5. Creation of Goodwill and Public Image.

    What is the main objective of marketing? ›

    What are the main marketing objectives? Marketing objectives are measurable goals that are set up by an organization to promote its products and services to prospects with an aim to maximize profits and achieve customer satisfaction.

    What are the 4 primary marketing objectives? ›

    The focus on the four Ps—product, price, place, and promotion—has been a core tenet of marketing since the 1950s.

    What is a SMART marketing objective? ›

    SMART marketing goals are actionable objectives you intend to accomplish to support your company's broader business targets within a given period. SMART is an acronym that signifies that your goals are specific, measurable, achievable/aspirational, realistic/relevant, and timely.

    What is an example of a marketing strategy? ›

    Some examples of marketing strategies include promoting brand awareness on the Internet via social media platforms and search engines. Marketing strategies are powered by a cycle of goal setting, planning, execution, and tracking.

    What are the 4 steps of setting marketing plan objectives? ›

    Follow these steps to help you write clear, effective marketing objectives:
    • Identify your main objective. Begin by identifying the top goal you want to achieve with your marketing plan. ...
    • Establish benchmarks. ...
    • Plan a marketing strategy. ...
    • Make adjustments.
    Feb 3, 2023

    What are the 4 Ps of marketing objectives? ›

    The four Ps are a “marketing mix” comprised of four key elements—product, price, place, and promotion—used when marketing a product or service. Typically, successful marketers and businesses consider the four Ps when creating marketing plans and strategies to effectively market to their target audience.

    What are the 5 characteristics of marketing objectives? ›

    By definition, an effective SMART marketing objective is: Specific, measurable, actionable, relevant, and time-bound.

    What are the marketing objectives 5? ›

    The 5 P's of Marketing – Product, Price, Promotion, Place, and People – are key marketing elements used to position a business strategically.


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