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10 Marketing Goals Examples to Achieve Your Objectives

ClickUp Contributor

December 15, 2023

Everyone knows marketing goals are important.

One, the competition is tight with growth hacking helping rockstar startups reach impressive heights. And two, you must know what you want, or you’ll be wandering without a destination while everyone else walks past you.

However, for your marketing strategy to be successful, you need to set goals right away.

In this article, we’ll define marketing goals, explore its top ten examples, and answer a few FAQs that you may have about marketing goals.

What are Marketing Goals?

1. increase brand awareness, 2. boost brand engagement, 3. rank higher in search results, 4. increase website traffic, 5. generate qualified leads, 6. increase revenue, 7. increase customer value, 8. establish brand authority, 9. improve customer retention, 10. enhance social media presence, how to track marketing goals, faqs about marketing goals.

Marketing goals are specific objectives defined in a marketing plan .

They outline the intentions of the marketing team, provide them clear directions, and offer information for executives to review and support.

These goals can be:

  • Tasks like brainstorming a digital marketing plan
  • Improving in KPIs like conversion rates 
  • Specific sales quotas

Or other performance-based benchmarks that you can use to measure marketing success.

To make it simpler to understand goals, ask yourself what you want.

  • Increase sales or revenue?
  • Improve brand recognition or thought leadership?
  • Strengthen your inbound marketing efforts ?
  • Initiate digital marketing or social media marketing campaigns ?
  • Focus on content marketing?

Any of these are marketing goal examples.

Why is goal-setting important?

Strategic marketing objectives let you envision the marketing tactics and strategies you need to achieve them.

They’re like vision goggles that let you see all the possibilities. 🥽

A basic marketing funnel has three levels:

  • Discovery (top of the funnel): People discover your brand when looking for a product or service
  • Consideration (center of the funnel): The consumer is done browsing and is now ready to buy
  • Purchase (Bottom of the Funnel): Your company closes the deal

When you set goals, you glide from one level of the marketing funnel to the next smoothly.

Without them, you’ll drift aimlessly from task to task, with no clear understanding of how your work makes a difference.  

So go set goals !

Bonus: SWOT Analysis Software for Businesses and Teams

Top 10 Marketing Goals Examples

Here are some sample marketing objectives that you’ll need for a stellar marketing strategy! 

When you want to photocopy something, you likely want to “Xerox it,” right? 

Here’s the thing: Xerox isn’t a verb or generic noun for photocopying. It’s a brand .

And the reason they’re so synonymous with this activity is because of brand awareness .

And your company needs to increase its own.

This goal is simple: You need to get your brand in front of more people .

Your brand has a unique personality, just like you! 

Amplify it to increase brand awareness.

Another strategy around this goal is to consider the places where your target buyers spend the most time. Maybe try a social media strategy to get a platform to engage with your target audience.

You can achieve your social media goals by:

  • Posting about your company culture
  • Sharing interesting industry-related articles
  • Or conducting polls to connect with your audience

The point is to engage with your audience on social media and make your brand seem approachable.

Be friendly to your audience to turn them into admirers and patrons of your brand. 🤝

And then watch them share your content and their positive brand associations with their circle.

Soon, your brand name will be a synonym for your product too. 😎

Need more help with product management? 

Take a look at our product management guide and check out the top product management tools .

When people land on your website or social media pages , you want to keep them engaged.

But they have high-speed internet connections and no time to waste. 

Engage with your audience by:

  • Posting regularly
  • Responding to comments on social media (including Facebook ads comments !)
  • Updating all online pages with the latest information

If you don’t engage them, your audience won’t think twice before hitting the back button. 

They’ll bounce off your website faster than LeBron James can shoot a 🏀.

And as soon as Google gets a whiff of high bounce rates…

And that brings us to…

Getting buried on the second page of Google search results is every brand’s worst nightmare.

If you don’t want this to come true, aim to be on top to increase web traffic! 🚀

Because higher search ranking means:

  • Increased brand awareness
  • Higher lead generation
  • Reduced ad expenses 
  • Hitting lead and revenue goals

But how do you reach the top?

A digital marketing strategy with a focus on Search Engine Optimization (SEO) will increase your visibility in search engine rankings.

Your everyday tasks may include:

  • Optimizing your content for search engines
  • Targeting your business-related keywords
  • Identifying crawl issues
  • And link building

These tasks will ensure that your website is strong enough to reach your ideal customers. 💪

Improving your website’s visibility can also help your marketing communication goals like boosting social media engagement.

You’ll feed two birds with one scone. 😎

Ask marketing teams what they’d like most in the world. 

They’ll probably say ‘new customers.’

For this to happen, you need to have a simple goal: get more people to show up to your website so you can engage with them on your terms.

We’ve already figured that ranking higher in search results lets more people find you.

Easy to find = more web traffic

But you can’t have them land on your website and leave right after. 

Ensure your visitors get the answers to their questions.

  • Help them discover more about your business, products, and services
  • Include internal site links
  • Add call-to-actions (CTAs)

And most importantly, ask for their contact information for your lead generation efforts.

Not only will it benefit your company, but it also helps guide your website visitors and encourages them to the next step of their journey with you. 

Once you’ve acquired their contact information, lead them through a customer journey that suits their demands to ensure that they have the best experience with your brand!

The ClickUp Content Management Template is your ultimate content marketing tool—whether you’re tracking site traffic or social posts across all your channels. Say goodbye to the hassle and hello to an easy, versatile marketing workflow that covers everything from request intake to editorial calendar maintenance and content delivery.

You want to move your site visitors from the awareness stage into the consideration stage.

So your next marketing goal is qualified lead generation .

A qualified lead is someone who can become a potential customer based on criteria and identification data that they’ve provided.

Basically, it’s someone who hasn’t confessed that they’re interested in you, but you know what’s on their mind. 😏

So you gotta make a move. 

But first, it’s necessary to note two things about such a lead:

  • The criteria are unique to your business
  • Qualified leads can only be those who have provided information willingly

How do you generate qualified leads?

  • Target keywords that potential customers will lookup
  • Try a content marketing approach like guest blogging
  • Host a webinar and collaborate with an influencer or brand

Qualified leads are your shortlist for potential customers. So focus on them to – 

This is one of the most common smart marketing goals that everyone’s chasing. And it’s one that all your marketing efforts should point towards.

Time to go full throttle!

Set revenue goals and identify every marketing channel best suited for your marketing business .

Then shower all the love and attention on your potential customers.  

To help them connect with your brand on a personal level, you can:

  • Connect with your leads like calls, email, chats, social media, etc.
  • Offer them promotions, ads, and discounts
  • Present relevant content depending on the stage of the buyer’s journey

Eventually, you’ll convert the lead to a sale!

Looking for more tips on marketing your project to increase sales? 

Check out these 20+ project management tips for marketers .

So you found new customers! But once you’re done celebrating, it’s time to think long-term. 

As a marketer, your strategy can’t just focus on just new customer acquisition.

It’s more important to care for your existing customers.

Earn their loyalty, and they’ll be your brand ambassadors, bringing more customers like them. 

And that’s not it. 

A happy customer will buy from you again, increasing their customer lifetime value. Moreover, it costs way less to retain customers than to acquire new ones.

How do you keep existing customers happy and increase customer value?

  • Educate them about your products, services, and valuable opportunities you can provide them
  • Run retargeting campaigns to sell more products or services 
  • Come up with marketing campaigns where customers promote you and, in turn, gain some perks or privileges
  • Provide quality customer service
  • Give them privilege access to new products or services

Check out these marketing analytics tools!

Brand awareness is great.

But what about brand authority in the industry?

It refers to the trust your brand has earned among customers and the degree to which they view your brand as an industry expert.

Let’s say you sell some killer custom sneakers. 👟

We don’t want a customer’s journey to end there. 

If anyone wants to know what kind of dye works for shoes or how to clean sneakers without damaging them, they should hit your website.

That’s brand authority.

How do you establish it?

  • Create quality and educational content that answers searchers’ questions. Your reputation will increase, and people will consider you a trustworthy source. This can be at the top of your list of content marketing goals too
  • Employ social proof and display your positive testimonials for the world to see. It proves that your business creates happy customers
  • Ditch the sales pitch and marketing words. Instead, show your authentic self, so people know who your brand is. Let your personality shine! ✨
  • Keep focusing SEO optimizing all your online content so that you can remain numero uno on Google.

Finally, offer consistent customer service.

Learn how to manage campaigns with content marketing software !

We’re caught up in chasing new customers and assuring we have massive conversion rates.

But it’s just as important to track your existing customers’ satisfaction levels, especially for subscription-based businesses.

Evaluate how satisfied they are with your brand, products, or services.

A quick survey or regular feedback can help you understand their needs better!

Here’s what you can do:

  • Track how often customers repeat purchases
  • Consider following up with your customer a week after their purchase to ask for feedback
  • Monitor for unhappy sentiments and resolve the issue immediately

If the customer knows that you’re constantly working to improve their experience, they’ll be more likely to stick with your business.

In today’s digital era, maintaining a strong social media presence is pivotal for a brand’s success. It serves as a platform for direct communication with the audience, promotes brand visibility, and provides opportunities for customer engagement. The goal here is to consistently increase your brand’s followers, likes, and shares across various social platforms. Accomplish this by:

  • Regularly posting engaging and relevant content
  • Interacting with your followers through comments, messages, and shares
  • Collaborating with influencers to expand your reach
  • Running contests or giveaways to encourage audience participation
  • Utilizing tools for scheduling posts and tracking metrics

A robust social media presence can significantly drive traffic to your website, enhance brand reputation, and ultimately, contribute to increased sales.

Apart from a very talented marketing team and defined goals, what else do you need?

A powerful tool to manage marketing projects and goals .

ClickUp is relishing success with the help of these three aspects. It’s one of the world’s highest-rated productivity tools used by teams across the globe .

Our marketing team got us where we are by focusing on all goals and achieving them with our world-class software .

And for a company that prides itself on its marketing ways, we had to develop a tool that can be a marketer’s perfect aid .

You can use ClickUp to plan, set, and track marketing goals efficiently.

1. Set marketing Goals

Good news. ClickUp Goals , are high-level objectives that you can split into smaller Targets .

This is where you can set a digital marketing goal to track social media posts, blog posts, or revenue generations.

Use them to track:

  • OKRs (Objectives and Key Results)
  • Weekly scorecards

marketing goals in business plan

A Target is a measurable objective or result. You can attach Targets to task completion, numerical values, money, or simple true/false fields. As you complete each Target, it’ll automatically add to your progress in completing the Goal.

Additionally, you can use the ClickUp Strategic Marketing Plan Template as a blueprint for your company’s annual marketing efforts. This template helps you outline the steps you need will take to achieve your marketing goals.

And in turn, that could be anything from increasing sales to expanding into new markets.

ClickUp Strategic Marketing Plan Template

Your marketing plan should include specific targets, as well as a detailed plan of action for achieving those targets, and a method for monitoring progress and staying within budget. And with this template, you can use it as a roadmap to guide your marketing efforts over the course of a year.

2. Measure ROI with Dashboards

Dashboards are where you can view all insights on projects, tasks, people…just about anything.

Customize your Dashboards with Custom Widgets and oversee marketing campaign results at a glance.

Custom Widgets let you bring in all the data you want in the form of bar charts, pie charts, calculations, portfolios, etc.

Check out these ROI templates !

clickup custom widgets

ClickUp’s Portfolio widget gives you quick insights into the status of your projects at a high level

Create a specific Dashboard for every campaign. This way, you can easily refer back to past campaigns to optimize for increased ROI.

Pro tip: ClickUp offers a goal-setting templates too. Don’t forget to try.

3. Define timelines for your goals with Gantt Chart view

Make sure your goals have a start and end date.

Make your marketing goals a ClickUp task and schedule them on ClickUp’s Gantt Chart view .

Use marketing planning software to visualize how awesome your marketing plan is.

Messed up a timeline somewhere?

Just drag and drop to rearrange your goals.

marketing goals in business plan

ClickUp’s Gantt view lets you plan time, manage resources, visualize dependencies, and much more

Running behind schedule?

No worries.

Gantt Chart lets you calculate the critical path automatically so you can hit the marketing goals as soon as possible.

Have more questions on your mind? Let’s answer some of them.

1. How do I to set SMART marketing goals?

For the purpose of marketing plan, every objective should be a SMART marketing goal .

Once you know your marketing objectives, it’s time to drill down to the details.

The types of marketing objectives that work best are SMART , so use this system to ensure every goal you set is worth the hustle.😎

  • S pecific: Define the desired outcome in clear and specific terms so that everyone understands the objective. Set real numbers and deadlines to hold yourself accountable
  • M easurable: Objectives should be measurable goals with Key Performance Indicators (KPI) and specific milestones that let you measure your success
  • A chievable: Ensure they’re realistic marketing goals within the capacity of your company and team
  • R elevant: The goals should be relevant to your brand mission and add to the big-picture plan
  • T ime-bound: Your goals need to have a timeline that shows a start and end date

For example, a SMART website traffic goal for your blog can look like this:

By the end of this month (time-bound) , there should be a 5% rise in traffic (measurable) by increasing our weekly posts (specific) from 5/week to 8/week (achievable) .

The increase in traffic will boost brand awareness and generate more leads (relevant) .

2. What are some advertising objectives examples?

Some of the most common advertising goals or objectives include: 

  • Introduce new products or services
  • Demonstrate their effectiveness
  • Expand into a new target market
  • Build company or brand image
  • Gain social media followers and improve engagement
  • Generate demand and lead
  • Drive more click-throughs on paid ads

3. How do I connect marketing goals to business goals?

Your business may differ from marketing department goals.

Make sure you understand what these are. Only then can you be sure of what your company wants to achieve.

Your business goals give your marketing goals some direction by giving them an outline.

This should give you a clear picture of whether you’re investing your marketing resources in the right places or not.

For example, your business objective is to increase revenue, and your company’s marketing goal is to attract more customers. That’s the connection you’re looking for.

More customers = Increased revenue generation

Start Tracking Marketing Goals With ClickUp

Your goals will be far from perfect. Even the most ambitious and inspired marketing strategies aren’t.

But they are SMART, and you can only succeed if your goals are too.

So as you create your upcoming marketing strategy, use this list of goals, SMART goal guidelines, and a powerful project management tool like ClickUp to set goals.

With ClickUp, you can plan your marketing goals, set a timeline, plan go to market strategies , track your KPIs, manage campaigns, measure ROI… 

Just show this list to your marketing team, and they’re gonna be impressed.

Join ClickUp for free to beat the marketing strategies of startups and giants…

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What is a Marketing Plan & How to Write One [+Examples]

Clifford Chi

Published: December 27, 2023

For a while now, you've been spearheading your organization's content marketing efforts, and your team's performance has convinced management to adopt the content marketing strategies you’ve suggested.

marketing plan and how to write one

Now, your boss wants you to write and present a content marketing plan, but you‘ve never done something like that before. You don't even know where to start.

Download Now: Free Marketing Plan Template [Get Your Copy]

Fortunately, we've curated the best content marketing plans to help you write a concrete plan that's rooted in data and produces results. But first, we'll discuss what a marketing plan is and how some of the best marketing plans include strategies that serve their respective businesses.

What is a marketing plan?

A marketing plan is a strategic roadmap that businesses use to organize, execute, and track their marketing strategy over a given period. Marketing plans can include different marketing strategies for various marketing teams across the company, all working toward the same business goals.

The purpose of a marketing plan is to write down strategies in an organized manner. This will help keep you on track and measure the success of your campaigns.

Writing a marketing plan will help you think of each campaign‘s mission, buyer personas, budget, tactics, and deliverables. With all this information in one place, you’ll have an easier time staying on track with a campaign. You'll also discover what works and what doesn't. Thus, measuring the success of your strategy.

Featured Resource: Free Marketing Plan Template

HubSpot Mktg plan cover

Looking to develop a marketing plan for your business? Click here to download HubSpot's free Marketing Plan Template to get started .

To learn more about how to create your marketing plan, keep reading or jump to the section you’re looking for:

How to Write a Marketing Plan

Types of marketing plans, marketing plan examples, marketing plan faqs, sample marketing plan.

Marketing plan definition graphic

If you're pressed for time or resources, you might not be thinking about a marketing plan. However, a marketing plan is an important part of your business plan.

Marketing Plan vs. Business Plan

A marketing plan is a strategic document that outlines marketing objectives, strategies, and tactics.

A business plan is also a strategic document. But this plan covers all aspects of a company's operations, including finance, operations, and more. It can also help your business decide how to distribute resources and make decisions as your business grows.

I like to think of a marketing plan as a subset of a business plan; it shows how marketing strategies and objectives can support overall business goals.

Keep in mind that there's a difference between a marketing plan and a marketing strategy.

marketing goals in business plan

Free Marketing Plan Template

Outline your company's marketing strategy in one simple, coherent plan.

  • Pre-Sectioned Template
  • Completely Customizable
  • Example Prompts
  • Professionally Designed

You're all set!

Click this link to access this resource at any time.

Marketing Strategy vs. Marketing Plan

A marketing strategy describes how a business will accomplish a particular goal or mission. This includes which campaigns, content, channels, and marketing software they'll use to execute that mission and track its success.

For example, while a greater plan or department might handle social media marketing, you might consider your work on Facebook as an individual marketing strategy.

A marketing plan contains one or more marketing strategies. It's the framework from which all of your marketing strategies are created and helps you connect each strategy back to a larger marketing operation and business goal.

For example, suppose your company is launching a new software product, and it wants customers to sign up. The marketing department needs to develop a marketing plan that'll help introduce this product to the industry and drive the desired signups.

The department decides to launch a blog dedicated to this industry, a new YouTube video series to establish expertise, and an account on Twitter to join the conversation around this subject. All this serves to attract an audience and convert this audience into software users.

To summarize, the business's marketing plan is dedicated to introducing a new software product to the marketplace and driving signups for that product. The business will execute that plan with three marketing strategies : a new industry blog, a YouTube video series, and a Twitter account.

Of course, the business might consider these three things as one giant marketing strategy, each with its specific content strategies. How granular you want your marketing plan to get is up to you. Nonetheless, every marketing plan goes through a particular set of steps in its creation.

Learn what they are below.

  • State your business's mission.
  • Determine the KPIs for this mission.
  • Identify your buyer personas.
  • Describe your content initiatives and strategies.
  • Clearly define your plan's omissions.
  • Define your marketing budget.
  • Identify your competition.
  • Outline your plan's contributors and their responsibilities.

1. State your business's mission.

Your first step in writing a marketing plan is to state your mission. Although this mission is specific to your marketing department, it should serve your business‘s main mission statement.

From my experience, you want to be specific, but not too specific. You have plenty of space left in this marketing plan to elaborate on how you'll acquire new customers and accomplish this mission.


Need help building your mission statement? Download this guide for examples and templates and write the ideal mission statement.

2. Determine the KPIs for this mission.

Every good marketing plan describes how the department will track its mission‘s progress. To do so, you need to decide on your key performance indicators (KPIs) .

KPIs are individual metrics that measure the various elements of a marketing campaign. These units help you establish short-term goals within your mission and communicate your progress to business leaders.

Let's take our example of a marketing mission from the above step. If part of our mission is “to attract an audience of travelers,” we might track website visits using organic page views. In this case, “organic page views” is one KPI, and we can see our number of page views grow over time.

These KPIs will come into the conversation again in step 4.

3. Identify your buyer personas.

A buyer persona is a description of who you want to attract. This can include age, sex, location, family size, and job title. Each buyer persona should directly reflect your business's current and potential customers. So, all business leaders must agree on your buyer personas.


Create your buyer personas with this free guide and set of buyer persona templates.

4. Describe your content initiatives and strategies.

Here's where you'll include the main points of your marketing and content strategy. Because there's a laundry list of content types and channels available to you today, you must choose wisely and explain how you'll use your content and channels in this section of your marketing plan.

When I write this section , I like to stipulate:

  • Which types of content I'll create. These might include blog posts, YouTube videos, infographics, and ebooks.
  • How much of it I'll create. I typically describe content volume in daily, weekly, monthly, or even quarterly intervals. It all depends on my workflow and the short-term goals for my content.
  • The goals (and KPIs) I'll use to track each type. KPIs can include organic traffic, social media traffic, email traffic, and referral traffic. Your goals should also include which pages you want to drive that traffic to, such as product pages, blog pages, or landing pages.
  • The channels on which I'll distribute my content. Popular channels include Facebook, Twitter, LinkedIn, YouTube, Pinterest, and Instagram.
  • Any paid advertising that will take place on these channels.

Build out your marketing plan with this free template.

Fill out this form to access the template., 5. clearly define your plan's omissions..

A marketing plan explains the marketing team's focus. It also explains what the marketing team will not focus on.

If there are other aspects of your business that you aren't serving in this particular plan, include them in this section. These omissions help to justify your mission, buyer personas, KPIs, and content. You can’t please everyone in a single marketing campaign, and if your team isn't on the hook for something, you need to make it known.

In my experience, this section is particularly important for stakeholders to help them understand why certain decisions were made.

6. Define your marketing budget.

Whether it's freelance fees, sponsorships, or a new full-time marketing hire, use these costs to develop a marketing budget and outline each expense in this section of your marketing plan.


You can establish your marketing budget with this kit of 8 free marketing budget templates .

7. Identify your competition.

Part of marketing is knowing whom you're marketing against. Research the key players in your industry and consider profiling each one.

Keep in mind not every competitor will pose the same challenges to your business. For example, while one competitor might be ranking highly on search engines for keywords you want your website to rank for, another competitor might have a heavy footprint on a social network where you plan to launch an account.


Easily track and analyze your competitors with t his collection of ten free competitive analysis templates .

8. Outline your plan's contributors and their responsibilities.

With your marketing plan fully fleshed out, it's time to explain who’s doing what. I don't like to delve too deeply into my employees’ day-to-day projects, but I know which teams and team leaders are in charge of specific content types, channels, KPIs, and more.

Now that you know why you need to build an effective marketing plan, it’s time to get to work. Starting a plan from scratch can be overwhelming if you haven't done it before. That’s why there are many helpful resources that can support your first steps. We’ll share some of the best guides and templates that can help you build effective results-driven plans for your marketing strategies.

Ready to make your own marketing plan? Get started using this free template.

Depending on the company you work with, you might want to create various marketing plans. We compiled different samples to suit your needs:

1. Quarterly or Annual Marketing Plans

These plans highlight the strategies or campaigns you'll take on in a certain period.

marketing plan examples: forbes

Forbes published a marketing plan template that has amassed almost 4 million views. To help you sculpt a marketing roadmap with true vision, their template will teach you how to fill out the 15 key sections of a marketing plan, which are:

  • Executive Summary
  • Target Customers
  • Unique Selling Proposition
  • Pricing & Positioning Strategy
  • Distribution Plan
  • Your Offers
  • Marketing Materials
  • Promotions Strategy
  • Online Marketing Strategy
  • Conversion Strategy
  • Joint Ventures & Partnerships
  • Referral Strategy
  • Strategy for Increasing Transaction Prices
  • Retention Strategy
  • Financial Projections

If you're truly lost on where to start with a marketing plan, I highly recommend using this guide to help you define your target audience, figure out how to reach them, and ensure that audience becomes loyal customers.

2. Social Media Marketing Plan

This type of plan highlights the channels, tactics, and campaigns you intend to accomplish specifically on social media. A specific subtype is a paid marketing plan, which highlights paid strategies, such as native advertising, PPC, or paid social media promotions.

Shane Snow's Marketing Plan for His Book Dream Team is a great example of a social media marketing plan:

Contently's content strategy waterfall.

When Shane Snow started promoting his new book, "Dream Team," he knew he had to leverage a data-driven content strategy framework. So, he chose his favorite one: the content strategy waterfall. The content strategy waterfall is defined by Economic Times as a model used to create a system with a linear and sequential approach.

Snow wrote a blog post about how the waterfall‘s content strategy helped him launch his new book successfully. After reading it, you can use his tactics to inform your own marketing plan. More specifically, you’ll learn how he:

  • Applied his business objectives to decide which marketing metrics to track.
  • Used his ultimate business goal of earning $200,000 in sales or 10,000 purchases to estimate the conversion rate of each stage of his funnel.
  • Created buyer personas to figure out which channels his audience would prefer to consume his content.
  • Used his average post view on each of his marketing channels to estimate how much content he had to create and how often he had to post on social media.
  • Calculated how much earned and paid media could cut down the amount of content he had to create and post.
  • Designed his process and workflow, built his team, and assigned members to tasks.
  • Analyzed content performance metrics to refine his overall content strategy.

I use Snow's marketing plan to think more creatively about my content promotion and distribution plan. I like that it's linear and builds on the step before it, creating an air-tight strategy that doesn't leave any details out.

→ Free Download: Social Media Calendar Template [Access Now]

3. Content Marketing Plan

This plan could highlight different strategies, tactics, and campaigns in which you'll use content to promote your business or product.

HubSpot's Comprehensive Guide for Content Marketing Strategy is a strong example of a content marketing plan:

marketing plan examples: hubspot content marketing plan

At HubSpot, we‘ve built our marketing team from two business school graduates working from a coffee table to a powerhouse of hundreds of employees. Along the way, we’ve learned countless lessons that shaped our current content marketing strategy. So, we decided to illustrate our insights in a blog post to teach marketers how to develop a successful content marketing strategy, regardless of their team's size.

Download Now: Free Content Marketing Planning Templates

In this comprehensive guide for modern marketers, you'll learn:

  • What exactly content marketing is.
  • Why your business needs a content marketing strategy.
  • Who should lead your content marketing efforts?
  • How to structure your content marketing team based on your company's size.
  • How to hire the right people for each role on your team.
  • What marketing tools and technology you'll need to succeed.
  • What type of content your team should create, and which employees should be responsible for creating them.
  • The importance of distributing your content through search engines, social media, email, and paid ads.
  • And finally, the recommended metrics each of your teams should measure and report to optimize your content marketing program.

This is fantastic resource for content teams of any size — whether you're a team of one or 100. It includes how to hire and structure a content marketing team, what marketing tools you'll need, what type of content you should create, and even recommends what metrics to track for analyzing campaigns.

4. New Product Launch Marketing Plan

This will be a roadmap for the strategies and tactics you‘ll implement to promote a new product. And if you’re searching for an example, look no further than Chief Outsiders' Go-To-Market Plan for a New Product :

marketing plan examples: chief outsiders

After reading this plan, you'll learn how to:

  • Validate a product
  • Write strategic objectives
  • Identify your market
  • Compile a competitive landscape
  • Create a value proposition for a new product
  • Consider sales and service in your marketing plan

If you're looking for a marketing plan for a new product, the Chief Outsiders template is a great place to start. Marketing plans for a new product will be more specific because they target one product versus its entire marketing strategy.

5. Growth Marketing Plan

Growth marketing plans use experimentation and data to drive results, like we see in Venture Harbour’s Growth Marketing Plan Template :

marketing plan examples: venture harbour

Venture Harbour's growth marketing plan is a data-driven and experiment-led alternative to the more traditional marketing plan. Their template has five steps intended for refinement with every test-measure-learn cycle. The five steps are:

  • Experiments

Download Now: Free Growth Strategy Template

I recommend this plan if you want to experiment with different platforms and campaigns. Experimentation always feels risky and unfamiliar, but this plan creates a framework for accountability and strategy.

  • Louisville Tourism
  • University of Illinois Urbana-Champaign
  • Visit Oxnard
  • Safe Haven Family Shelter
  • Wright County Economic Development
  • The Cultural Council of Palm Beach County
  • Cabarrus County Convention and Visitors Bureau
  • Visit Billings

1. Louisville Tourism

Louisville Tourism Marketing Plan

It also divides its target market into growth and seed categories to allow for more focused strategies. For example, the plan recognizes Millennials in Chicago, Atlanta, and Nashville as the core of it's growth market, whereas people in Boston, Austin, and New York represent seed markets where potential growth opportunities exist. Then, the plan outlines objectives and tactics for reaching each market.

Why This Marketing Plan Works

  • The plan starts with a letter from the President & CEO of the company, who sets the stage for the plan by providing a high-level preview of the incoming developments for Louisville's tourism industry
  • The focus on Louisville as "Bourbon City" effectively leverages its unique cultural and culinary attributes to present a strong brand
  • Incorporates a variety of data points from Google Analytics, Arrivalist, and visitor profiles to to define their target audience with a data-informed approach

2. University of Illinois Urbana-Champaign

University Illinois

For example, students who become prospects as freshman and sophomore will receive emails that focus on getting the most out of high school and college prep classes. Once these students become juniors and seniors — thus entering the consideration stage — the emails will focus more on the college application process and other exploratory content.

  • The plan incorporates competitive analysis, evaluation surveys, and other research to determine the makeup of its target audience
  • The plan lists each marketing program (e.g., direct mail, social media, email etc.) and supplements it with examples on the next page
  • Each marketing program has its own objectives, tactics, and KPIs for measuring success

3. Visit Oxnard

This marketing plan by Visit Oxnard, a convention and visitors bureau, is packed with all the information one needs in a marketing plan: target markets, key performance indicators, selling points, personas, marketing tactics by channel, and much more.

It also articulates the organization’s strategic plans for the upcoming fiscal year, especially as it grapples with the aftereffects of the pandemic. Lastly, it has impeccable visual appeal, with color-coded sections and strong branding elements.

  • States clear and actionable goals for the coming year
  • Includes data and other research that shows how their team made their decisions
  • Outlines how the team will measure the success of their plan

4. Safe Haven Family Shelter

marketing plan examples: safe haven family shelter

This marketing plan by a nonprofit organization is an excellent example to follow if your plan will be presented to internal stakeholders at all levels of your organization. It includes SMART marketing goals , deadlines, action steps, long-term objectives, target audiences, core marketing messages , and metrics.

The plan is detailed, yet scannable. By the end of it, one can walk away with a strong understanding of the organization’s strategic direction for its upcoming marketing efforts.

  • Confirms ongoing marketing strategies and objectives while introducing new initiatives
  • Uses colors, fonts, and formatting to emphasize key parts of the plan
  • Closes with long-term goals, key themes, and other overarching topics to set the stage for the future

5. Wright County Economic Development

marketing plan examples: wright county

Wright County Economic Development’s plan drew our attention because of its simplicity, making it good inspiration for those who’d like to outline their plan in broad strokes without frills or filler.

It includes key information such as marketing partners, goals, initiatives, and costs. The sections are easy to scan and contain plenty of information for those who’d like to dig into the details. Most important, it includes a detailed breakdown of projected costs per marketing initiative — which is critical information to include for upper-level managers and other stakeholders.

  • Begins with a quick paragraph stating why the recommended changes are important
  • Uses clear graphics and bullet points to emphasize key points
  • Includes specific budget data to support decision-making

6. The Cultural Council of Palm Beach County

marketing plan examples: cultural council of palm beach county

This marketing plan presentation by a cultural council is a great example of how to effectively use data in your plan, address audiences who are new to the industry, and offer extensive detail into specific marketing strategies.

For instance, an entire slide is dedicated to the county’s cultural tourism trends, and at the beginning of the presentation, the organization explains what an arts and culture agency is in the first place.

That’s a critical piece of information to include for those who might not know. If you’re addressing audiences outside your industry, consider defining terms at the beginning, like this organization did.

  • Uses quality design and images to support the goals and priorities in the text
  • Separate pages for each big idea or new strategy
  • Includes sections for awards and accomplishments to show how the marketing plan supports wider business goals
  • Defines strategies and tactics for each channel for easy skimming

7. Cabarrus County Convention & Visitors Bureau

marketing plan examples: carrabus county

Cabarrus County’s convention and visitors bureau takes a slightly different approach with its marketing plan, formatting it like a magazine for stakeholders to flip through. It offers information on the county’s target audience, channels, goals, KPIs, and public relations strategies and initiatives.

We especially love that the plan includes contact information for the bureau’s staff members, so that it’s easy for stakeholders to contact the appropriate person for a specific query.

  • Uses infographics to expand on specific concepts, like how visitors benefit a community
  • Highlights the team members responsible for each initiative with a photo to emphasize accountability and community
  • Closes with an event calendar for transparency into key dates for events

8. Visit Billings

marketing plan examples: visit billings

Visit Billing’s comprehensive marketing plan is like Cabarrus County’s in that it follows a magazine format. With sections for each planned strategy, it offers a wealth of information and depth for internal stakeholders and potential investors.

We especially love its content strategy section, where it details the organization’s prior efforts and current objectives for each content platform.

At the end, it includes strategic goals and budgets — a good move to imitate if your primary audience would not need this information highlighted at the forefront.

  • Includes a section on the buyer journey, which offers clarity on the reasoning for marketing plan decisions
  • Design includes call-outs for special topics that could impact the marketing audience, such as safety concerns or "staycations"
  • Clear headings make it easy to scan this comprehensive report and make note of sections a reader may want to return to for more detail

What is a typical marketing plan?

In my experience, most marketing plans outline the following aspects of a business's marketing:

  • Target audience

Each marketing plan should include one or more goals, the path your team will take to meet those goals, and how you plan to measure success.

For example, if I were a tech startup that's launching a new mobile app, my marketing plan would include:

  • Target audience or buyer personas for the app
  • Outline of how app features meet audience needs
  • Competitive analysis
  • Goals for conversion funnel and user acquisition
  • Marketing strategies and tactics for user acquisition

Featured resource : Free Marketing Plan Template

What should a good marketing plan include?

A good marketing plan will create a clear roadmap for your unique marketing team. This means that the best marketing plan for your business will be distinct to your team and business needs.

That said, most marketing plans will include sections for one or more of the following:

  • Clear analysis of the target market
  • A detailed description of the product or service
  • Strategic marketing mix details (such as product, price, place, promotion)
  • Measurable goals with defined timelines

This can help you build the best marketing plan for your business.

A good marketing plan should also include a product or service's unique value proposition, a comprehensive marketing strategy including online and offline channels, and a defined budget.

Featured resource : Value Proposition Templates

What are the most important parts of a marketing plan?

When you‘re planning a road trip, you need a map to help define your route, step-by-step directions, and an estimate of the time it will take to get to your destination. It’s literally how you get there that matters.

Like a road map, a marketing plan is only useful if it helps you get to where you want to go. So, no one part is more than the other.

That said, you can use the list below to make sure that you've added or at least considered each of the following in your marketing plan:

  • Marketing goals
  • Executive summary
  • Target market analysis
  • Marketing strategies

What questions should I ask when making a marketing plan?

Questions are a useful tool for when you‘re stuck or want to make sure you’ve included important details.

Try using one or more of these questions as a starting point when you create your marketing plan:

  • Who is my target audience?
  • What are their needs, motivations, and pain points?
  • How does our product or service solve their problems?
  • How will I reach and engage them?
  • Who are my competitors? Are they direct or indirect competitors?
  • What are the unique selling points of my product or service?
  • What marketing channels are best for the brand?
  • What is our budget and timeline?
  • How will I measure the success of marketing efforts?

How much does a marketing plan cost?

Creating a marketing plan is mostly free. But the cost of executing a marketing plan will depend on your specific plan.

Marketing plan costs vary by business, industry, and plan scope. Whether your team handles marketing in-house or hires external consultants can also make a difference. Total costs can range from a few thousand dollars to tens of thousands. This is why most marketing plans will include a budget.

Featured resource : Free Marketing Budget Templates

What is a marketing plan template?

A marketing plan template is a pre-designed structure or framework that helps you outline your marketing plan.

It offers a starting point that you can customize for your specific business needs and goals. For example, our template includes easy-to-edit sections for:

  • Business summary
  • Business initiatives
  • Target market
  • Market strategy
  • Marketing channels
  • Marketing technology

Let’s create a sample plan together, step by step.

Follow along with HubSpot's free Marketing Plan Template .

HubSpot Mktg plan cover

1. Create an overview or primary objective.

Our business mission is to provide [service, product, solution] to help [audience] reach their [financial, educational, business related] goals without compromising their [your audience’s valuable asset: free time, mental health, budget, etc.]. We want to improve our social media presence while nurturing our relationships with collaborators and clients.

For example, if I wanted to focus on social media growth, my KPIs might look like this:

We want to achieve a minimum of [followers] with an engagement rate of [X] on [social media platform].

The goal is to achieve an increase of [Y] on recurring clients and new meaningful connections outside the platform by the end of the year.

Use the following categories to create a target audience for your campaign.

  • Profession:
  • Background:
  • Pain points:
  • Social media platforms that they use:
  • Streaming platforms that they prefer:

For more useful strategies, consider creating a buyer persona in our Make My Persona tool .

Our content pillars will be: [X, Y, Z].

Content pillars should be based on topics your audience needs to know. If your ideal clients are female entrepreneurs, then your content pillars can be: marketing, being a woman in business, remote working, and productivity hacks for entrepreneurs.

Then, determine any omissions.

This marketing plan won’t be focusing on the following areas of improvement: [A, B, C].

5. Define your marketing budget.

Our marketing strategy will use a total of [Y] monthly. This will include anything from freelance collaborations to advertising.

6. Identify your competitors.

I like to work through the following questions to clearly indicate who my competitors are:

  • Which platforms do they use the most?
  • How does their branding differentiate?
  • How do they talk to their audiences?
  • What valuable assets do customers talk about? And if they are receiving any negative feedback, what is it about?

7. Outline your plan's contributors and their responsibilities.

Create responsible parties for each portion of the plan.

Marketing will manage the content plan, implementation, and community interaction to reach the KPIs.

  • Social media manager: [hours per week dedicated to the project, responsibilities, team communication requirements, expectations]
  • Content strategist: [hours per week dedicated to the project, responsibilities, team communication requirements, expectations]
  • Community manager: [hours per week dedicated to the project, responsibilities, team communication requirements, expectations]

Sales will follow the line of the marketing work while creating and implementing an outreach strategy.

  • Sales strategists: [hours per week dedicated to the project, responsibilities, team communication requirements, expectations]
  • Sales executives: [hours per week dedicated to the project, responsibilities, team communication requirements, expectations]

Customer Service will nurture clients’ relationships to ensure that they have what they want. [Hours per week dedicated to the project, responsibilities, team communication requirements, expectations].

Project Managers will track the progress and team communication during the project. [Hours per week dedicated to the project, responsibilities, team communication requirements, expectations].

Get started on your marketing plan.

These marketing plans serve as initial resources to get your content marketing plan started. But, to truly deliver what your audience wants and needs, you'll likely need to test some different ideas out, measure their success, and then refine your goals as you go.

Editor's Note: This post was originally published in April 2019, but was updated for comprehensiveness. This article was written by a human, but our team uses AI in our editorial process. Check out our full disclosure t o learn more about how we use AI.

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How To Set Marketing Goals Based on Business Goals

How To Set Marketing Goals Based on Business Goals

Marketing Goals

By setting clear SMART marketing goals, you and your team will know exactly what you are working towards. Below are 7 steps for setting well-defined marketing goals that are in sync with the goals of the business.

Goal setting is one of the most critical challenges for any business leader.

Your entire team is watching: If you set goals that are too ambitious, you’re seen as an unrealistic tyrant. Goals that are too small can make it seem like you lack vision or direction.

Even perfect goals without the right plan in place will leave your team feeling confused and frustrated.

In our company’s work with clients of all shapes and sizes , we’ve helped hundreds of business leaders set goals and develop plans for growth. What we tell our clients is this: Start with the end in mind — and then plan backward to spell out the necessary steps to get you there.

When it comes to marketing goals, follow this same approach. Start with where you want to go, then plan the steps that will get you there.

Even if you have a great inbound marketing plan, if it’s not connected to specific goals, it’s difficult to measure your success and course-correct as needed.

In this article, I’ll set you up for goal-setting success by sharing:

  • How to set well-defined goals.
  • A step-by-step plan for setting marketing goals based on business goals.

By setting SMART goals — that is, goals that are specific , measurable , attainable , realistic , and time-bound , you and your team will know exactly what you are working toward — with no questions. 

Here’s how to begin.

How to set well-defined goals

It is often said that a goal without a plan is just a wish — but a plan without a goal is equally incomplete. To move your business forward, you need both: goals that are well-defined and articulated plans to get you there.

Poorly-defined goals are well-intentioned, but they often aren’t very helpful.

Examples of poorly-defined marketing goals

Here are some marketing goal examples that need more work:

  • I want more website visitors, leads, and sales.
  • We need to generate a larger email list.
  • Our goal is to rank No. 1 in Google.

You can see that these are vague.

It's easy to say that you want to generate more leads, but how many more leads do you need to achieve your goal? 10 more? 100 more? Thousands more? How many contacts do you want on your mailing list? What do you want to rank in Google for?

Examples of well-defined marketing goals

Here are the same goals turned into well-defined marketing goals. What’s more, these marketing goals are based on the overall goals of the business.

  • We need 20,000 visitors, 500 leads, and 12 customers within the next 12 months from our inbound marketing efforts to achieve our revenue goal of $600,000 from inbound marketing.
  • We would like to generate two customers from our current client list using email marketing . We would also like to add all qualified leads to our mailing list, allowing us to keep these leads warm for future sales.
  • We want to rank No. 1 for the keyword term "Reliable snow removal in Denver,” since we estimate that it will generate 300 visitors to our website per month .

When it comes to marketing goals, specifics are your friend. It’s better to start out with numbers in mind, even if you have to adjust them over time.

At IMPACT, we set goals and then determine a range of outcomes that we regularly update along the way. Red means we were way below our target. Yellow is closer, but not actually on target. Green means we reached our goal. Super green means we surpassed it.

How to set marketing goals based on business goals

Below are seven steps for setting well-defined marketing goals that are in sync with the goals of the business:

1. Identify how much revenue you need to generate from your inbound marketing efforts

This is easy, but it’s a critical first step. Say your business did $2 million in sales last year. Your CEO just said he wants to grow the business by 30% next year.

You know you already have $1.8 million on the books for next year and expect another $200,000 from other marketing efforts, such as trade shows and events. That leaves you with a gap of $600,000 that you need to close within the next 12 months.

2. Determine how many sales you need to hit those revenue goals

Take your revenue gap and divide it by the value of your average sale. For example, if the revenue needed is $600,000 and your average sale is $50,000, then you need 12 new customers to achieve your goal.

3. Identify your closing rate and how many opportunities you need

Continue working backward to identify how many opportunities you need. Say that your close rate is 25%. So, if you need 12 new customers, you’ll need 48 opportunities (or 'ops' for short).

4. Identify how many SQLs you need

A sales qualified lead (SQL) is a lead that is ready to be passed to your sales team. Some will become ops, some will not.

If this is your first inbound marketing campaign, then you may not know this number, so take your best estimate. I often find that 50% is a good number to start with. In other words, half of all SQLs that you pass over to sales will become legitimate opportunities. Your number might be higher or lower, so start with 50% and adjust it over time.

For our example, we can estimate that we need to pass 96 SQLs to our sales team in order to get 48 opportunities (and 12 customers).

5. Identify how many MQLs you need

A marketing qualified lead (MQL) is a lead that is qualified, but not sales-ready. MQLs need more education before they’re ready to talk to sales. This could mean they get enrolled in a lead nurturing campaign to learn more about your offerings so they become sales-ready over time. Or, they might opt out, seeing that they’re a bad fit to do business with you.

So, how many will be ready to become SQLs? Again, 50% is a safe number to assume. If you have no experience with inbound marketing, start with 50%. You can always adjust this later.

To continue with our example, we'll need to generate 192 MQLs within the next 12 months, which will turn into 96 SQLs that enter the sales process.

6. Identify how many leads you need

We define a lead as a visitor that has converted on one of your offers. Remember, not all of your leads will be MQLs. Some will be too early in their buyer’s journey, others may just be gathering information. So, when it comes to estimating the number of leads you need, keep all of this in mind.

First off, how are visitors converting on your site? What are you offering them in exchange for their contact information?

The more attractive your content is for your qualified leads, the higher your conversion rate from lead to MQL will be . To generate 192 MQLs, in this example, I would estimate that we’ll need to generate 500 leads.

As you get started, monitor these numbers closely and make the necessary adjustments over time.

7. Identify how much traffic you need to achieve your goals

How much traffic will you need to capture 500 leads? Based on our experience, we would estimate a traffic-to-lead-conversion rate of 2.5% over the next 12 months.

At first, this rate will be lower as content gets created and rolled out. Then, it will climb as rankings improve.

In our example, you'll need 20,000 website visitors within the next 12 months.

And there you have it: 20,000 website visitors will turn into 500 leads, who will become 192 MQLs, who will become 96 SQLs, who will become 48 ops, who will become 12 customers, who will spend an average of $50,000 and bring in $600,000 to your company.

Obviously it’s not always a perfect science. But you can see how a revenue goal can translate into a marketing goal, as long as you go backward and take it step by step.

Next, set quarterly benchmarks

As you're just getting started, remember that results will take some time. You'll get a lot more traction in the fourth quarter than you did in the first. Set your benchmarks for the fourth quarter much higher than your benchmarks for the first quarter. For our example, our quarterly benchmarks may include generating 1,000 visitors in the first quarter and 8,000 visitors in the fourth quarter.

Set benchmarks for every metric you’re tracking, from traffic all the way down to new customers. This way, you can continually tweak and make updates to your formula. If you’re struggling to hit a benchmark, don’t panic. Work with your team to figure out ways to improve.

Make sure you include metrics for your other key business goals as well.

Remember to implement your other key business goals

These goals are not supposed to be an exhaustive list. Most likely, what we’ve spelled out above will represent only one aspect of your business. Don’t forget to set up similar formulas for other goals you may be tracking. For example:

  • Sales for a particular product line
  • Revenue from existing customers
  • Retention rates from current customers
  • Number of job applicants (which may be important if your business is growing)
  • Downloads of a high lead-to-customer converting offer

As with the example above, make sure you clearly define these goals and make them SMART. Then, work backward to determine the steps to take to get yourself there.

Take the first step and get started

In his book Scaling Up , author Verne Harnish recommends focusing your business around what he calls a big hairy audacious goal (or “BHAG” for short). This is sort of a “where do you want to be in 10 years?” type thing. Your BHAG might seem far-fetched today, but that’s okay. It’s going to take a long time to get there.

Any goal you set will remain forever in the distance if you don’t plan the steps that will get you there. Whether you’re talking about a goal that’s 10 years or 10 weeks away, break it into smaller chunks so you know how to move forward.

Remember, your goals will not be perfect .

Don't waste hours upon hours tweaking numbers and then never getting started. Gather accurate data about previous time periods, define the capabilities of your team, and make smart decisions on where you want to go with your marketing. Then, get started and begin tracking your progress. You can always course-correct along the way.

Build your marketing strategy around these goals, and after one quarter ends, take a step back with your new data. Adjusting goals (whether you overshot or undershot) shouldn't be perceived as negative — it's something that's completely necessary to keep moving forward.

Remember, you don’t have to do this alone. We’ve helped hundreds of businesses plan goals and track progress. Speak to one of our experts to see how we can guide your business to a more profitable future.

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marketing goals in business plan

  • Product management
  • Marketing strategy
  • How to set marketing goals

Goals are an essential component of your marketing strategy . They are often the place you start. Goals set the direction for what needs to happen for your product or service to do well in the market and are the foundation of the plan you build to get there.

The purpose of marketing is to reach your target audience and communicate the benefits of your product or service — so you can successfully acquire, keep, and grow customers. So, your marketing goals must relate to the specific business objectives your company wants to achieve. A top-down hierarchy of goals keeps your marketing plan aligned with the business strategy and shows the impact of marketing.

Setting focused, realistic, and quantifiable goals upfront establishes a true north for your marketing efforts. This demonstrates the strategic importance of what the team is working on and empowers you to show leadership why your marketing plan is the best approach.

Jump ahead to any section:

Marketing goal frameworks

Elements of a marketing goal, setting effective goals, how to set success metrics for marketing goals.

Many organizations use a goal management framework to set marketing objectives. Frameworks provide a structured approach for creating relevant and actionable goals. Some of the most popular frameworks include mnemonic devices to help teams remember the elements.

Here are a few popular goal-setting frameworks:

CLEAR goals

CLEAR is a goal-setting approach that combines logical and emotional reasoning. CLEAR goals recognize the collective power of the team in achieving outstanding results and focus on emotionally engaging people in the work they do.

Objectives and key results (OKR) is a management framework for setting company, team, and employee objectives. Three to five objectives are defined at each level and associated with key results. Objectives are often set on a quarterly basis and reviewed monthly or weekly.

  • SMART goals

SMART is an acronym that stands for specific, measurable, attainable, relevant, and timebound. Using the SMART structure to set goals helps you identify exactly what you want to accomplish so you can deliver against your strategy.

Many templates exist that can help you get started with different goal frameworks. For example, the SMART goals template in Aha! Notebooks includes guided examples for setting clear objectives for your team. Give it a try.

SMART goals large

Start using this template now

Regardless of the framework your organization chooses to use, what matters is defining goals in a way that clearly communicates what you want to accomplish and defines the criteria for success.

Marketing goals should include a description of impact, metrics for success, time frame for completion, and supporting initiatives:

Description of impact

Defining a clear description of what you want to achieve and why it matters is key to achieving the desired outcomes. It helps everyone contributing to the goal to understand exactly what needs to be done and sets a clear scope for making effective prioritization decisions.

Metrics for success

Establishing a success metric for each goal gives you a clear way to measure progress and determine if the team meets the goal or not. The metric you set should be challenging but possible, taking into consideration the available resources and any potential obstacles.

Time frame for completion

Establishing a time frame for completing marketing goals creates a sense of urgency and helps the team plan what they can realistically accomplish. Each goal should have a start and end date so you can see how you are tracking against it and review your overall success at the end.

Supporting initiatives

Initiatives describe the high-level work required to achieve your goals. They are big efforts — such as themes or projects — that the team will implement during a specified time frame to deliver against your marketing strategy.

goals details examples

The most effective marketing goals directly align with the direction of the company. For example, if a company has a business goal to increase revenue from customers in Europe by 30 percent, marketing should set a goal to drive more leads in that geography. Following this top-down approach ensures your marketing goals are relevant and demonstrates how your efforts will propel the business forward.

Taking our previous example, here is how to define a marketing goal to increase leads in target countries in Europe to help the business meet its revenue objectives:

Description: Increase the number of leads generated in England, France, Italy, and Spain Success metric: +500 leads a month Time frame: 2019

The goal described in the example above makes it clear what needs to be achieved. The marketing team can then determine how they will achieve the goal — such as by launching a localized digital advertising campaign that targets specific countries.

Here is an example of how to set a marketing goal to achieve a business objective of increasing overall market share in the upcoming year:

Description: Rank number one on Google for key search terms Success metric: #1 ranking for our top five keywords Time frame: Q2-Q3

In the example above, ranking first for specific keywords will drive more organic visits to the company’s website. The marketing team can create a plan to boost the company’s ranking by delivering content optimized for search engine. This increases awareness of your products and services so you can acquire new customers and grow your overall market share.

This example shows how to create a marketing goal focused on increasing revenue from existing customers:

Description: Drive more add-on sales to existing customers Success metric: 10 percent of existing customers upgrade to premium-level plan Time frame: Q4

The goal above focuses the marketing team on activities that will motivate customers to upgrade to their account. Based on this goal, you might prioritize an email campaign or webinar that targets existing customers, explains the benefits of upgrading — to drive more add-on sales.

Establishing clear success metrics for your marketing goals is essential for driving the desired results. The metrics you choose determine how the impact of marketing is measured and give the team clarity on the outcomes they are working towards.

Try to focus on the following characteristics:

Business-driven Select marketing metrics that contribute directly to your company’s growth and align with how your company’s overall business objectives are measured.

Improvable Make sure you pick metrics that have potential for improvement so you can track progress against them and see the impact of your work.

Actionable Your success metrics should inspire action so the team knows where to focus and what to do to achieve the desired outcomes.

Once you have defined success metrics for your goals, you can use various performance indicators to monitor how your activities are performing against those goals. This helps you understand the effectiveness of your programs and campaigns, so you can adjust your plans as needed to achieve the best results.

Here are some examples of commonly used metrics for online marketing activities:

Bounce rate

Channel-specific traffic

Click-through rates


Cost per lead

Lead to close ratio

Marketing leads

New sessions

Session duration

Social media mentions

Time on page

Total visits

Make sure your goals are accessible to the team — so everyone knows what they are striving for. You can download these Excel and Powerpoint marketing strategy templates to communicate your goals. Or try a web-based tool like Aha! Roadmaps to create goals and connect them to your day-to-day activities.

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Develop Good Habits

15 SMART Goals Examples That Fit Your Marketing Plan

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Marketing plans are a never-ending involvement. The industry standards grow and change whenever something new comes up on the market. Your company needs to add ways to retain and grow its customer base and strengthen its brand recognition with each new competitor. With SMART goals, marketing can become almost effortless when you divide it into its constituent parts. Divide and conquer, as they say.

Table of Contents

What Are SMART Goals?

One of the easiest ways to get lost in planning is to use vague, long-term goals that the company doesn’t have a clear way of following or completing. That’s why SMART goals have quickly become one of the most popular methods of improving leadership and maintaining good habits.

SMART is an acronym for “Specific, Measurable, Achievable, Relevant, and Time-Bound.” These pieces join to create a manageable and easy-to-follow plan that can boost productivity and improve company morale by providing a solid foundation for future work. Here’s a rough breakdown of each aspect of a SMART goal:

One of the primary reasons a SMART goal works better is its narrowness. Rather than tackling the problem or project as a whole, specificity calls for handling only one or a few tangible objectives at a time. This way, the marketing plan can be divided into its constituent pieces, and team members have a more precise overview of how to handle the situation.

If you don’t know how fast you’re going, you won’t know when you’ll get somewhere. The same principle applies to any marketing campaign. To ensure the plan can succeed, you need to have a way to track progress and mark milestones.

Luckily, there are many ways to go about this, from free SEO services to more robust consultancy and tracking networks. In other plans, the metric can simply be the number of objectives reached in the goal, such as how many customers were gained in the previous period.

While it helps to go big, setting unrealistic standards will only hurt your planning. For example, if you start with 1,000 Twitter followers and want to increase that number within a few months, creating a plan to multiply that number tenfold will be challenging. On the other hand, a more manageable figure is more likely to be met with enthusiasm.

While planning to improve company morale by increasing the number of vending machines can indirectly improve productivity and sales, it’s usually better to stick to something that will truly grow your company’s marketing efforts. Attainable goals to improve running campaigns from a technical standpoint need to be relevant to the task. See how you can optimize your processes and output by diagnosing what sets them back rather than just how your employees can work better.

The best way to ensure timeliness and prevent procrastination is to set explicit time constraints and schedules. However, keep in mind that the time-bounding aspect will directly influence the goal’s achievability. Having goals that are too stringent and short-term will make you switch lanes every so often, while a goal that is too lax might be too vague to find the right way of tackling it.

By combining these five factors, you can create SMART goals. Marketing is an industry like any other, and success can be easily measured by how often you reach your objectives. Using clear and concise goals that leave minimal margin for error can provide an excellent foundation to build new products and campaigns.

Why SMART Goals Are Important for Marketing

Among the most common reasons marketing campaigns fail , two attributed to planning: unrealistic expectations and misguided objectives. The first aspect is the biggest downfall of new campaigns. When companies don’t have enough starting leverage to grow, they may set impossible standards to achieve, which becomes the cornerstone of future difficulties.

Without an achievable goal, the plan can quickly spiral out of control as there aren’t enough resources or strategies to get to the final objective in time. Furthermore, if the plan’s achievability hinges on time constraints, managers might set vague schedules and milestones that can’t be adequately tracked and won’t align with company growth.

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Misguided objectives are another side of the same coin. If a marketing campaign aims to do too many things at once, it might fail on all accounts. For example, relying on a single campaign to increase your brand awareness, improve customer relations, and gain profit can turn it into too ambitious of a goal to track.

SMART goals can subdivide these objectives into clear and concise milestones to follow. By implementing a clear objective and a path to reach it, you can easily communicate what you need to get done and find a way to do it.

15 SMART Goal Examples for Marketing

1. increase social media presence.

“We will increase our social media presence by posting at least three daily Tweets for the upcoming two months. The goal is to increase our Twitter following by 8%. In addition, we will provide educational and industry news content relevant to our industry. “

S : This goal is specific to a single social media network and provides a clear avenue of growth: increased Twitter followers.

M : You can measure the campaign’s efficiency by tracking your company’s social media account's number of Twitter followers throughout the plan.

A : This is an achievable plan. Twitter posts are not cumbersome and won’t require a significant branding effort with proper management and social media planning.

R : This is one of the most relevant marketing-based SMART goals. Marketing relies on a powerful branding message, and increasing social media presence and customer interaction are crucial.

T : The time constraint for this plan is two months. Of course, this is only an example, so it’s possible to put a shorter or longer period. Just note its achievability and constraints. With a more aggressive campaign, you need a shorter period.

2. Improve Customer Relations

“To improve customer interactions, we will redesign all our CTA content on the website. We will also perform A/B testing or outsource this to a company that can provide these services. The goal is to have redesigned and tested CTAs within four months. “

S : The goal’s directive is to change the CTAs on the websites to improve customer follow-through.

M : You can measure the improvement through tracking services provided by A/B testing or by tracking how many CTA examples have changed.

A : This is an achievable plan. Companies can use plenty of marketing consulting services to perform CTA testing and improve customer interaction.

R : CTAs are one of the most potent forms of client interaction and allow for effortless tracking of what portions of the offers work and what don’t.

T : The goal’s time constraint is four months. You can typically plan this sort of goal by gauging how long internal or external testing services will take.

3. Improve SEO Presence

“To get more SEO presence, we will increase the number and efficiency of backlinks from authoritative domains. To achieve this, we will perform an email campaign and provide at least 50 guest posts in the next three months.”

S : This goal is to build up your company’s SEO presence and SERP by increasing the number of backlinks from authoritative domains.

M : The campaign manager can measure the goal’s progress via Google’s ranking and tracking methods. They also provide backlinking data.

A: This is an achievable plan. Many websites allow for guest blogging campaigns and allow for one or two backlinks per blog post, which will boost your online presence.

R : Improving the company’s SERP through backlinks can be directly responsible for increasing its authority and online presence in the modern marketing world.

T : The goal is to achieve the allotted blog posts in three months.

4. Reduce Website Bounce Rate

“To reduce our bounce rate, we will improve the SEO on our website and optimize loading speed and performance. The goal is to reduce our loading times and website bandwidth use by at least 10% within three months.”

S : While this might seem like a more holistic goal, the specificity lies in improving loading speed and website performance. Other avenues to reduce bounce rates, like improved website UX and searchability, can be tackled via separate SMART goals. In addition, marketing can be easily subdivided into different areas through these goals to improve the overall client experience.

M: You can directly measure the effectiveness of the goal by tracking the website pages’ bounce rates through SEO services.

A : This is an achievable goal, mostly dependant on potential website improvements such as reduced off-site requests and different infrastructure designs.

R : The goal is directly relevant to marketing by increasing the odds customers stay on your webpage and interact with your CTA or sales components.

T : The constraint for this goal is three months. However, this can be easily made into a longer-term task.

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5. Get More Clients

“Our consultancy business needs six additional clients in the next two months. We will obtain them by polling our current clients on how they found our services, implementing a social media outreach campaign, and leveraging our referrals.”

S : This plan aims to increase the number of clients the business serves in the upcoming months.

M : You can measure your current client satisfaction and gauge the results of the polling campaign directly. New client discovery and onboarding can also be tracked to ensure you’re hitting the mark.

A : This goal will be achievable based on your current client numbers and referrals.

R : The goal ties marketing with company growth, directly correlating the two aspects of your business.

T : You have two months for this goal to add new clients to the company.

6. Improve Branding and Instagram Presence

“We want to improve our branding and Instagram presence. To achieve this, we will increase the number of social media influencers we work with by 10 in the next four months. The final goal is to have at least 50 promoted posts on influencer pages.”

S : While this is a multi-pronged goal, it is squarely situated around a single social media platform, leveraging the company’s marketing efforts on external influencer content.

M : You can measure the campaign’s efficacy by tracking the number of promoted posts on influencer accounts and increasing Instagram followers and CTA follow-through rates.

A : This is an achievable goal, provided you have enough support for the project and proper influencer vetting and interactions.

R : The goal is inherently relevant to the long-term goal of increasing your social media presence and brand awareness by using one of the most popular platforms.

T : The goal needs to be reached within four months.

7. Generate High-Quality Leads

“I will encourage website visitors to sign up for a quote by filling out a form on our website and will hire one new employee to focus on these quotes. This form will be ready to go by next week and the new employee will be hired within two weeks. The call-to-action to fill out the quote form will be in at least three places within the site.”

S: Hiring an employee to handle the new quote request forms makes this very specific, as is the placing of the quote form in at least three places.

M: Keeping track of the number of individuals who not only ask for a quote but also make a purchase will make this measurable.

A: This is achievable. You have control over hiring someone and creating a quote form.

R : If a person is considering getting a quote, they are looking to purchase somewhere. Giving them the means to the next step makes it more likely you will get their business.

T : Having the form ready in a week and the new employee ready in two weeks makes this timely.

8. Establish Thought Leadership

“Within two months, I will start a blog on which I will post three times a week. These posts will answer questions and give readers information on how to best use our products. At least one post a week will be about how our product can enhance other products that are related to but not in direct competition with ours. This will encourage backlinks from the sites of those who sell the products.”

S: This is very specific. You mention what you will do, how you will do it, how often, and the overall purpose.

M: You can definitely measure whether or not you post and there are software programs available that track backlinks that you can measure.

A: Blogging is definitely achievable, as is the content. You can't control the backlinks but can encourage them with quality content.

R: When people can count on you for accurate information and quality referrals, you become the go-to person in that area. The more backlinks you get, the more people become aware of you. This all adds up to being a thought leader.

T : You make this time-bound by giving yourself two months to set up the blog and establish the posting routine.

9. Turn Customers into Ambassadors

“In order to get customers to pass on the word about our business, I will initiate a referral program that rewards customers who refer us to their friends. Their referral will get a ten percent discount and so will they on an initial purchase. When they have referred ten people, the referring party will get fifty percent off on one item. This program will begin in one month.”

S : Starting a referral program makes this a specific action. It becomes even more specific when you detail how the program will work.

M: Keeping track of the referrals and discounts will make this measurable.

A: This is attainable. As long as you provide a good product or service, people are more than willing to pass on the word.

R : People are more likely to do business when they know of someone who had a good experience with that business, so this allows you to show appreciation to current customers as well as bring in new ones.

T: Starting this program in one month makes it time-bound.

10. Update Marketing Budget

“I will do an analysis over the coming three months that shows me where our marketing efforts are working and where they are not effective. At the end of that period, I will sit down with our marketing staff to rework the marketing budget to focus more on effective methods. After three additional months, I will again re-evaluate to make sure we are on the correct path.”

S : By stating what you will do and what step you will take next makes this extremely specific. You make it more so by adding in a re-evaluation step.

M: Sales figures will make this measurable. You will be able to see if there is an increase, decrease, or no change.

A: An analysis and re-structure are completely attainable. You have also allowed enough time to complete the goal.

R : By re-directing marketing efforts to the areas that are already successful and eliminating the ones that aren't, you increase your chances of a better return for your investment.

T : Stating the time for evaluation completion and for re-evaluation both make this a time-bound goal.

11. Increase Average Sale Total

“Starting next week, our sales staff will be tasked with trying to sell each customer one additional service when they make a purchase. The additional purchase will be either a related item or an upgrade to the one purchased, if available. We will then evaluate the success of this in increasing sales totals at the end of a three-month period.”

S: By stating who will be given the task, what it is, and even specifying what will be offered all make this specific.

M : You can easily set up a system where you can track the additional sales that come from this tactic.

A: This is attainable as long as sales employees take the task seriously.

R: Every additional purchase increases your sales and makes people more aware of what is available for future purchases.

T: You have in place a time when this will start and a re-evaluation period. Both make this time-bound.

smart goals for marketing | smart marketing objectives examples for a new product | smart marketing objectives pdf

12. Empower Employees

“In order to help empower our employees with the most updated information and skills, I am initiating a monthly newsletter that will go out to all employees. This newsletter will cover the latest industry news as well as tips on how to improve performance in all areas of the job. It will also include personal development articles to help with work-life balance. A final element of the newsletter will be a feedback form where employees can make suggestions or voice complaints.”

S: You make this very specific by not only stating what you will do and why, but by also having a plan in place about content.

M: Tracking the number and content of the feedback form makes this measurable in that you can gauge the employee response and overall mood.

A: This is attainable. You only need to be able to compile the newsletter and see that it is distributed.

R: When employees feel their opinion matters and that they are knowledgeable, they are more willing to work at their best when it comes to effort.

T: making this a monthly newsletter adds the time-bound element, although you could make it even more so by stating when you will start the newsletter.

13. Develop Partnerships

“Within the coming three months, I will contact the owners of three related businesses to come up with a strategy that allows all of us to cross-promote services to our customers. This will include posting advertising from the other members of the group as well as referrals whenever possible. Each member of the group will start asking new customers where the customer gained knowledge of them to keep track of the success of the cross-promotion.”

S : This is very specific. You mention the time frame, how many other businesses you will contact, what the purpose is, and how the results will be measured.

M: As long as everyone cooperates in asking where the new customers heard of them and keeping track of the answers, this is measurable.

A: This is very attainable. Most businesses like cooperating with those who can help them.

R : By reaching out to the customers of other businesses, you reach a new customer base that may not have been aware of you.

T: You make note of reaching out within three months, making this a time-bound goal.

14. Improve Website Navigation

“In the coming month, I will have a website expert evaluate our website and make suggestions that will enhance the user experience and make visiting our website an easy experience where everything can be found quickly. Once the evaluation is complete, the suggestions will be put into place within a month.”

S : You add details that make this specific. The evaluation and what you will do with the results is very specific.

M: How long a visitor stays on your website, how many pages they visit, and how many take an action.

A : This is very attainable as it only requires having someone knowledgeable about website coding to help.

R: People stay longer on websites that they can easily navigate. The longer you keep them on your site, the more likely they are to take the next step in the sales process.

T: Placing time on the evaluation and then on putting suggestions into place both make this time-bound.

1 5. Attract a New Client Base

“Our current marketing efforts are directed more toward the middle-aged, married customer. Within two months, we will develop a marketing plan that includes reaching out to young, unmarried professionals who are running their own households. This will help bring awareness of our brand to people who may not plan on marrying but still have the same type of obligations, such as owning a home.”

S: By stating what group of potential customers you will be targeting, you make this specific.

M : Sales figures will make this measurable.

A: With some re-direction of marketing efforts, this goal is completely attainable.

R: Adding customers from a group that has so far been neglected is going to help increase sales.

T: Making sure these efforts are in place within two months makes this time-bound.

Final Thoughts on SMART Goals for Marketing

By improving your vision with SMART goals, marketing efforts can be turned from multi-faceted problems into clear-cut objectives to follow. The guiding principles of the SMART method might require some time to implement correctly and some effort to fully realize. Improvement is an ongoing process, but using these goals can provide more achievable and meaningful milestones.

If you want to learn more about professional development, check out some of our other posts .

And if you want more SMART goal ideas and examples, be sure to check out these blog posts:

  • 15 SMART Goals Examples for Increasing Your Sales
  • 6 SMART Goals Examples for Digital Marketing Professionals
  • 6 SMART Goals Examples for Improving Your Writing Skills

Finally, if you want to take your goal-setting efforts to the next level, check out this FREE printable worksheet and a step-by-step process that will help you set effective SMART goals .

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12 SMART Marketing Goals Examples

June 22, 2020

Written By: Kayley Blanchard

In this article we look at:

  • Examples of SMART goals to guide your own efforts
  • Resources that will help you achieve your goals

What Are SMART Goals?

SMART goals are S pecific, M easurable, A ttainable, R elevant, and T ime-bound goals that outline what the goal is, how the goal will be met, and when it should be accomplished by. 


What Are Some SMART Goals For Marketing?

Of course, all departments should be utilizing SMART goals, but they are particularly helpful for marketers. Here are some of the areas within inbound marketing that could benefit from the use of SMART goals.

  • Content Marketing
  • Social Media Marketing
  • Lead Generation
  • Customer Acquisition
  • Customer Loyalty

Inbound Funnel

SMART goals provide a framework for your marketing efforts, maximizing your potential for success. They help create attainable goals, keep your team accountable, guide daily tasks, and make it easy to measure progress and success. 

How To Set SMART Marketing Goals

Goals are what guide the day to day operations of every organization. Without them, employees would work aimlessly, never knowing what they should be doing or how to measure success.

Regular Versus Smart Goals

By integrating a SMART framework, everyone will not only be more productive but also have a clear understanding of the team's overall marketing strategy.

Download the S.M.A.R.T. Marketing Goals Template

An easy-to-use, free spreadsheet template with step-by-step instructions.


SMART Marketing Goals Examples

Below we explore 12 examples of SMART digital marketing goals that you may want to personalize and use to guide your own inbound marketing efforts.

  • Double our website traffic over the next 12 months by publishing 5 high-quality, targeted blog posts per week.
  • Redesign all blog content offer CTAs to increase CTR by 10% for the calendar year.
  • Increase our rank in organic search results from 10th to 1st for the keyword “marketing goals” by the end of the month by optimizing existing content.
  • Strengthen our backlink profile by obtaining 50 backlinks by the end of the month from authoritative domains via a link building email campaign.
  • Boost our Instagram engagement rate from 4% to 5% in 30 days by publishing 15 high-quality images and/or videos optimized with relevant hashtags.
  • Gain 1,000 new Twitter followers this quarter by posting educational content, statistics, and industry news that we know our audience engages with, at least once per day.
  • Increase the number of MQL’s in our funnel by 10% by the end of Q2 via a targeted email campaign.
  • Generate 500 qualified leads per month by implementing a targeted PPC campaign with a click-through rate (CTR) of 5%.
  • Convert two qualified leads per month into buyers of X service so that we can generate $$ of monthly revenue.
  • Boost our lead to customer conversion rate by 5% for the quarter by implementing a strong lead nurturing strategy which includes the publishing of targeted content aimed at our ideal buyers.
  • Improve our customer retention rate by 5% for the year by implementing cross-selling and upselling strategies and offering bundled prices.
  • Improve our Net Promoter Score (NPS) by 2 points for the calendar year so that we can improve our referral rate by 10%.

SMART Content Marketing Goals

If you’re a content marketer, you’re most likely tasked with planning and writing blog posts, developing effective CTAs , and promoting your content via multiple channels. 

When setting your goals, it’s important to think about why you’re tasked with writing blog posts. The true purpose of blog content is to contribute to larger business objectives by increasing organic traffic and generating qualified leads.

That being said, SMART goals for your content marketing might look like this:

Examples of marketing objectives to meet these goals might include:

  • Identify relevant keywords to target in your blog posts with high traffic potential and low competition.
  • Test different placements, sizes, copy, and designs on your CTAs.

SMART content marketing goals like these give you a clear plan on what kind of content to create and how to effectively measure its success over time.

Here are some resources to help you achieve your content marketing objectives and goals:

  • How to Create Topic Clusters and Pillar Page Content: A Tactical Guide for Growth-Driven Marketers
  • What is an Editorial Calendar? [And Why you Need One]


When it comes to SEO and improving your website’s visibility in search engine rankings, your daily tasks might include optimizing pages for search engines, identifying crawl issues, and link building. 

By completing these tasks, you’re ensuring that your business’s website is strong enough to reach their ideal customers. When setting your SEO goals, keep in mind the relevance of your goals to the overall business objectives of traffic growth and lead generation. Overall, you want your SEO efforts to contribute to a positive ROI.

Some examples of SMART SEO goals are:

  • Strengthen our backlink profile by obtaining 50 backlinks by the end of the month from authoritative domains via a link-building email campaign.

A couple of objective examples to reach these SMART SEO goals could be to:

  • Update your content by optimizing your title, description, and header tags, as well as finding relevant keywords to target.
  • Reach out to relevant high authority sites to guest blog with quality content in exchange for a link to your site.

Here are some resources to help you achieve your SEO goals:

  • Why Isn’t My Content Indexed? 4 Questions To Ask Yourself
  • A Beginner’s Guide to Fixing Errors in the New Google Search Console

SMART Social Media Marketing Goals

As a social media marketer, you’re often tasked with publishing content to various social media platforms, monitoring brand mentions, and overseeing paid social campaigns.

The overarching goal of your efforts is to increase brand awareness for your organization and generate quality leads that will ultimately convert.

Your SMART social media marketing goals might read like:

Here are some examples of marketing objectives to meet your social media goals:

  • Create relevant content to post that's educational or entertaining and engage with your audience.
  • Use a social media content calendar to plan out and post relevant content daily on twitter.

Setting SMART goals like these create a clear marketing plan behind your social media efforts, giving each post a significant purpose.

Here are some resources to help you achieve your social media marketing objectives and goals:

  • 5 Reasons Why Twitter Should Be a Part of Your Inbound Strategy
  • How to Incorporate Social Selling into Your Sales Plan

SMART Lead Generation Goals

Marketers responsible for generating leads might perform tasks like creating targeted content, running targeted PPC campaigns, and email outreach. 

Lead generation is a vital part of your organization’s most significant business objective: Increasing revenue. Keep this in mind as you set your lead generation goals so that you can determine which goals are the most valuable to pursue. 

Some SMART lead generation goals to draw inspiration from are:

A few objective examples that help reach these SMART lead generation goals might be:

  • Offer value through targeted emails with blogs, ebooks, and other resources used to educate leads. 
  • Setup URL tracking, identify what sites and keywords a lead came from, optimize for relevant keywords, and create relevant lading pages.

Here are some resources to help you achieve your lead generation goals:

  • The Importance of Defining a Marketing Qualified Lead for Your Sales Process
  • Buyer Persona Template: What Goes Into a Great Persona

SMART Customer Acquisition Goals

As a marketer concerned with customer acquisition, you’re the last piece in the puzzle before a deal closes. Thanks to your efforts, qualified leads become paying customers.

Your customer acquisition goals should be closely aligned with key business objectives and yearly revenue goals.

SMART customer acquisition goals might look something like this:

Ways to meet these goals could be to:

  • Capture interest with discounts or giveaways and conduct follow-ups with leads via email or phone.
  • Research your target audience, understand their pain points and use that to find content ideas and keywords to target.

Here are some resources to help you achieve your customer acquisition goals:

  • Using Google Analytics for Conversion-Rate Optimization: A Step-By-Step Guide (Part 1 of 3)
  • 6 Tools You Can Use to Gather Information on Your Inbound Leads

SMART Customer Loyalty Goals

Even though you’ve already acquired customers, the job of a marketer is never finished. 

Customer loyalty can lead to a boost in revenue as your customers become your promoters. Satisfied customers are more likely to become repeat customers and tell others about your business.

SMART customer loyalty goals might look something like:

Some objective examples of customer loyalty goals might include:

  • Streamline the checkout process, implement a rewards program, and engage with customers on social media.
  • Identify customer needs, gather customer feedback, answer questions, and focus on delivering a better customer experience.

Here are some resources to help you achieve your customer loyalty goals:

  • 3 Ways You Can Leverage Existing Customers to Find New Ones
  • User-Generated Content: How to Turn Your Customers into Promoters

How To Create Your Own SMART Marketing Goals

The examples listed above are just a few of the many different measurable goals that you may want to set for your organization. Depending on the overall business objectives of your company, the metrics that make sense for you to improve upon will differ greatly. Take these business objectives into consideration when choosing the appropriate KPIs (key performance indicators) that you will track your goals against. 

Regardless of your specific business goals, it’s imperative that these goals are SMART. Providing yourself and your team with clear and relevant goals, as well as a well-defined timeframe will boost overall productivity and keep everyone accountable for their actions. 

With SMART goals in place, you’ll find it easier than ever to strengthen your inbound marketing efforts. 

Use our free SMART goal setting template to get started.

Download SMART Marketing Goals Template

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Total Guide to Creating Marketing Goals in a Marketing Plan

Reading Time: 17 Minutes

GRIN also recommends this free guide:

The ROI of Influencer Marketing

Have a great idea for a new marketing campaign? It can be tempting to jump right in and start sharing it with your audience. But not so fast! First, you need to set clear marketing objectives to keep you and your team honest along the way.

This becomes even more crucial when you begin partnering with more and more influencers with a wide array of skills and interests. Having clear marketing objectives in a marketing plan in place for each of them makes sure everyone is paddling in the right direction toward a common goal. 

Why clear marketing objectives are critical to success

Marketing objectives serve as a guiding light when making strategic decisions for your business. They provide clarity and direction, ensuring your efforts align with your overall goals. Here’s how marketing objectives guide strategic decision-making:

Improve focus and prioritization.

With clear objectives in place, you can identify the strategies and tactics that will have the greatest impact on achieving your goals. This prevents you from wasting time and effort in areas offering little value toward your main objectives.

Allocate resources.

Marketing objectives help you determine where to allocate your budget, time, and staffing. By understanding your objectives, you can take the guesswork out of budget planning and focus solely on your highest-impact areas.

Align with your target audience. 

Your marketing objectives help you define your target audience and tailor your messaging and campaigns accordingly. They guide you in understanding your most likely buyers’ needs, preferences, and behaviors, enabling you to create more relevant and compelling marketing strategies.

Guide success measurement and evaluation.

By aligning your tactics with your objectives, you can establish key performance indicators (KPIs) to track progress and measure success. This data-driven approach helps you identify what’s working and what needs adjustment.

Adapt and pivot.

As the landscape evolves, you can refer to your objectives to assess whether your strategies need adjustment or if new opportunities align with your goals. That way, you can make informed decisions and respond effectively to changes in the market.

Hold your team (and yourself) accountable. 

Clear marketing goals ensure everyone is aligned and working towards a common goal. Decision-making becomes more cohesive and collaborative when there’s a shared understanding of the desired outcomes.

Two women discussing marketing objectives in a marketing plan in front of a board with sticky notes

Understanding influencer marketing objectives

Influencer marketing objectives are the specific goals that brands aim to achieve through campaigns with content creators. They’re there to guide you as you plan and execute influencer collaborations, ensuring campaigns align with desired outcomes.

Let’s start with some basics:

Influencer marketing’s role within digital marketing

Influencer marketing plays a vital role in digital marketing by harnessing the influence of online content creators to endorse brands, products, or services. By collaborating with creators with a dedicated following, businesses can authentically reach their target audience, ultimately boosting brand visibility and conversions. It also provides an opportunity to tap into niche markets, generate user-generated content, and establish long-term partnerships with influencers for ongoing collaborations.

How influencer marketing objectives differ from traditional marketing objectives

Influencer marketing objectives are often similar to traditional marketing objectives but with a few subtle differences. For example:

Target niche audiences.

Influencer marketing focuses on leveraging the influence and reach of specific individuals to target niche audiences. Traditional marketing often employs broader targeting strategies to reach a wider audience.

Establish trust and credibility. 

Influencer marketing aims to leverage the trust and credibility that influencers have built with their audience. Traditional marketing may rely more on advertising and promotional messaging.

Win with authenticity. 

Influencer marketing prioritizes authentic content creation and storytelling, aligning with the influencer’s personal brand and style. Traditional marketing often involves scripted advertisements or marketing messages.

Nurture engagement and long-term relationships.

Influencer marketing emphasizes fostering engagement and building relationships with the influencer’s audience. Traditional marketing may focus more on generating one-time sales or immediate conversions.

Collect user-generated content (UGC). 

Influencer marketing often involves the creation of user-generated content, where influencers and their followers actively participate in content creation. Traditional marketing typically relies on company-generated content.

Common types of influencer marketing objectives

There’s no limit to the number of objectives you can achieve with influencer marketing. As you get more comfortable with your strategy, you’ll develop more unique use cases. But for the sake of this blog, we’ll go over the most common goals influencer marketing can help with. 

Brand awareness

Most brands leverage influencers to introduce their products and services to a wider audience. The goal is to generate buzz, increase visibility, and create a positive association ( halo effect ) with your brand in the minds of consumers. 

If brand awareness is your goal, avoid getting too hung up on partnering with big-name influencers. Often, partnering with several micro or nano influencers can be as effective (and cost-efficient) as collaborating with a splashy name.

See Also: Is Going Viral with Nano Influencers Likely? The Answer Lies in Brand Love

Audience reach and engagement

Influencer marketing is a powerful tool for reaching and engaging specific target audiences. Brands collaborate with influencers whose followers align with their target demographic, allowing them to tap into an engaged community more likely to be interested in their offerings. The goal is to extend the brand’s reach, spark meaningful conversations, and foster authentic engagement with the audience.

Product or service promotion

This goal involves working with influencers to showcase and highlight specific products or services to their audience. By leveraging the influencer’s expertise, credibility, and personal experiences, brands can create compelling product promotions that drive interest, consideration, and potentially lead to sales.

Lead generation and conversion

Influencer marketing helps generate leads and conversions by encouraging followers to take action, such as signing up for newsletters, downloading content, or making purchases. Collaborate with influencers to drive traffic to your website, landing pages, or ecommerce platforms, with the ultimate goal of converting interested leads into paying customers.

Content creation and user-generated content (UGC)

Influencers are masters at creating engaging and visually appealing content that can showcase your products authentically. They can also encourage their audience to do the same. You can repurpose UGC from these efforts across various marketing channels to enhance brand storytelling, boost engagement, and provide social proof. Just make sure you have all the necessary content rights first. 

See Also: The Do’s & Don’ts of User-Generated Content Rights in Influencer Marketing

Tips for developing marketing objectives for influencer campaigns

Ready to create some marketing objectives for your next influencer campaign? Let’s take it from the top. 

Define overall campaign goals. 

First things first, let’s establish your goals. You can use the SMART goal formula for the best results. 

  • Specific: Ensure your goals are specific and clearly defined. 
  • Measurable: You should be able to easily track the progress and success of each goal you set. 
  • Achievable: Think big but not too big. Your goals should be realistic and attainable within the given resources and timeframe. 
  • Relevant: Make sure your goals align with your overall marketing strategy and target audience. 
  • Time-bound: Set a specific timeframe or deadline for achieving your goals. 

SMART marketing objectives examples

If you need some help getting the gears turning, here are a couple SMART goal examples based on the common objectives listed above:

  • Brand awareness: Increase brand mentions by X% within a specific timeframe
  • Audience reach and engagement: Achieving X number of video views and X engagement rate on influencer content within a specific timeframe.
  • Product or service promotion: Generate X number of conversions or sales from influencer-driven promotions within a specific timeframe.
  • Lead generation and conversion: Obtain X number of leads or email sign-ups through influencer campaigns within a specific timeframe.
  • Content creation and UGC: Encouraging X number of user-generated content submissions related to your brand within a specific timeframe.

How to write marketing objectives (free SMART goal template)

If you need a little help visualizing how to organize your SMART goals, feel free to check out our free SMART goal template to start getting everything down on paper. 

Free Download: SMART Goal Template

Conduct audience research.

You’ll need to learn everything you can about your audience before you can set objectives to help you effectively reach them. Here are a few thought-starters:

Define your target audience.

Start by clearly defining your target audience based on demographics, interests, behaviors, and psychographics. Consider factors like age, gender, location, hobbies, lifestyle, values, and preferences. 

From there, you can break your audience down into unique buyer personas. Having a persona for each member of your target audience helps you tailor your messaging and speak to their individual goals and pain points. 

See Also: How to Build a Buyer Persona: A Beginner’s Guide + Free Template

Utilize analytics and insights.

Gather data from your existing customer base, website analytics, social media insights, and other relevant sources. This data can provide valuable insights into your audience’s demographics, online behavior, interests, and engagement patterns. Analyze this information to understand who your current customers are and identify potential gaps or opportunities.

Conduct surveys and interviews.

Conduct surveys or interviews to gather direct feedback from your target audience. Ask questions about their preferences, needs, pain points, and interactions with influencers or social media. This qualitative data can provide deeper insights into their motivations, decision-making process, and preferences regarding influencer content.

Analyze competitor data.

Study your competitors and their influencer marketing strategies. Identify influencers they collaborate with and analyze the audience engagement and response to their campaigns. This can help you understand what resonates with your target audience and uncover potential gaps or opportunities in the influencer landscape. 

See Also: How to Use Your Competitors’ Customer Feedback To Your Advantage

Collaborate with content creators. 

Consider involving your content creators in the goal-setting process rather than just delivering a list of predetermined objectives. Getting their input beforehand ensures you’re setting goals that align with their strengths so they can provide the most possible value to your campaign. 

Set key performance indicators (KPIs).

KPIs are all the little stepping stones along the way to achieving your big-picture goals. They will help you know you’re on the right track and identify any roadblocks in your strategy before it’s too late to pivot. 

If your goal is to improve brand awareness, some KPIs might include:

  • Engagement rate: The number of post engagements divided by the number of followers. Multiply that number by 100 to get a percentage. 
  • Impressions: The total number of times people see the content.
  • Reach: The number of unique people who see your content.

If your goal is to encourage a specific action (sales, newsletter sign-ups, etc.), some KPIs might include:

  • Conversions: The number of times a prospect completes the desired action. 
  • ROI: The value earned from conversions divided by the cost to get them. 
  • CVR: The dollar amount spent per customer to earn a conversion.

If your goal is to generate content, some KPIs might include:

  • Number of pieces: How many repurposable pieces of content you receive. 
  • Engagement: How the creator’s audience responds to the content. 
  • Ad metrics: How well content performs when repurposed as paid media. 

If your goal is to improve website traffic, some KPIs might include:

  • Total visitors: the number of people coming to your site thanks to your creators. 
  • Time on site: How long someone spends navigating your website. 
  • Pages per session: How many pages visitors look at when they come to your site. 

 Track and evaluate objective performance.

Tracking and evaluating the performance of your influencer marketing objectives is crucial. It helps measure effectiveness, optimize strategies, determine ROI, identify opportunities and challenges, make data-driven decisions, and provide accountability. By analyzing the data, you can refine your approach, allocate resources effectively, and demonstrate the value of influencer marketing to stakeholders. It ensures continuous improvement and maximizes the impact of your campaigns on your overall marketing goals.

Marketing plan objectives: examples from brands that got it right

True citrus.

Drink mix brand True Citrus recently set a lofty goal to increase its creator roster from zero to 300 in just one quarter. Through careful planning and some help from GRIN’s Creator Discovery Suite , True Citrus accumulated 300+ net new content creators within the set timeframe and collected over 1,000 pieces of creator content. 

See Also: True Citrus: An Influencer Marketing Case Study


In November 2022, Orangetheory’s small influencer marketing team ran a month-long campaign to capture leads and promote brand awareness. They aimed to work with at least 20 creators and accumulate no less than 1 million impressions. With a strong set of clear goals, Orangetheory shared its vision with brand-aligned content creators who soon became passionate advocates for the studio. 

See Also: Orangetheory Marketing: An Influencer Marketing Case Study

Key takeaway: Clear marketing objectives are the North Star for your influencer campaigns.

Successful marketing campaigns begin and end with clear objectives. For influencer marketing, be sure to get your influencers involved in the planning process. Pay attention to their performance as the campaign plays out, keeping a close eye on ways you can optimize your approach.  

Learn more about influencer marketing: Influencer Marketing 101

Frequently Asked Questions

Some of the most common marketing objective examples include:

  • Improving brand awareness
  • Driving website traffic
  • Generating leads
  • Increasing sales
  • Promoting a new product launch
  • Improving brand reputation
  • Expanding into new markets

When writing marketing objectives, be sure to use the SMART goal formula—specific, measurable, attainable, relevant, and time-bound. 

Some examples include: 

  • Increase brand mentions by X% within X amount of time.
  • Achieve X number of video views and X engagement rate on influencer content within X amount of time.
  • Generate X number of conversions or sales from influencer-driven promotions within X amount of time.
  • Obtain X number of leads or email sign-ups through influencer campaigns within X amount of time.
  • Encourage X number of user-generated content submissions related to your brand within X amount of time.

There is no one best marketing objective. The best objective for your brand will depend on your unique goals. However, some common ones include:

  • Generate brand awareness.
  • Increase conversions.
  • Drive sales.
  • Collect content. 
  • Improve web traffic.

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Written by Quinn Schwartz

Quinn studied journalism at the University of Kentucky and now lives in Portland, Oregon. He’s particularly interested in storytelling in digital marketing and cost-effective creator strategies for smaller brands. When he’s not writing, you can find him at a concert, dog park, or debating whether or not to go on a run.

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12 Marketing Goals You Must Include In Your Plan!

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Do you want to turn your marketing plans into a success? Well, let us in you on a secret that is bound to work… START SETTING MARKETING GOALS! 

Let’s be real, nobody should make a marketing plan without knowing where it’s headed, because otherwise, you’ll just be tirelessly running around in circles.

The same works for marketing plans. When your boss asks you about the status of the marketing plan you proposed, you can’t really say “I don’t know.” Unless you want to lose your job.

Knowing where you want to lead your plan is just as important as creating a plan. Because marketing, without direction, is futile. That’s where marketing goals come in!

Marketing goals are outcomes you would want to achieve from your plans. They are specific aims mentioned in your marketing plan to help push you to a certain destination.

Once identified, you can implement various strategies in the right direction to attain this goal. Let’s find out why setting marketing goals are important for any marketer.

Why Setting Up Marketing Goals is Something Every Marketer Must Do?

A sound and experienced marketer knows the importance of setting goals right at the beginning of the planning process. Only when tangible targets are set, a marketing plan can be successful.

As per CoSchedule ‘s data, goal-setting marketers are 376% more likely to report success in their marketing plans. Goals are like targets and marketers can use strategies as darts to aim and secure these targets.

When accurately set, these goals are key to a sure-fire plan! As a marketer, you may need to use this S.M.A.R.T. technique to set perfect goals:

Specific: Your goals need to be specific and real. Consider a business that sells a certain product and your goal is to increase revenue. Make sure you mention how much increase you want. Is it 10%? Is it 20%? Speak your mind and be specific!

Measurable: Whatever your goal is, it needs to be measurable. If you had 100 visitors to your site last month, make sure you know exactly how many you want to reach this month. Do not use ambiguous terms like “increased influence” etc.

Attainable : Determine how realistic your goal is. If you’ve seen a 2% increase in website engagement this past month, it would be wise to keep your goal at 5%, rather than 30%. Such small goals will prepare you for long-term and bigger goals!

Relevant: Your goals should align with your long-term vision and cater to the specific needs of the firm. Home Page CTA

Time-Bound: Deadlines are everything. Without one, your goals are mere wishful-thinking with no future. Plan when you want to achieve the goal or how long it would take to attain it.

SMART goals will take you from an average marketer to one who knows how to make things happen. And that is why we will tell you about 13 marketing goals you should include in your marketing plan.

List of Top 12 Marketing Goals You Should Add to Your Marketing Plan

The goals we’re about to mention are broad and general. Make sure to apply the SMART approach and personalize them depending on the needs of your business to gain more effective results.

1. Build Brand Awareness

If people don’t know that your brand exists, how will they ever buy your product? That is why brand awareness is really crucial. Use web traffic and inbound leads to find out how aware the audiences are about your firm.

Employees working on building brand awareness

SEO strategies can go a long way in increasing the visibility of your brand. Curating content and having a social media strategy will open your company up to more audiences.

But make sure that you pay heed to what your audience wants. Those insights are invaluable!

2. Boost Brand Engagement

Once you’ve made people aware of your brand, now the challenge is to keep them hooked. If someone doesn’t like what you offer, they’ll leave you in no time!

Setting attainable goals to keep engagement high is highly vital if you want to become a powerful brand. For example, your goal can be to respond to all the reviews on Google by next month.

Read more: Marketing Report: Definition, Types, Benefits & Things to Include!

3. Increase Sales

The primary goal of any marketing plan is to generate sales.

After all, ultimately, an increase in sales is what you want to achieve. Setting sales goals will help you identify what channels you can use to grow your sales and how you can do that.

For example, by setting a goal like ‘increasing sales by 10% in the first quarter, you’ll get an idea about the strategies you should implement.

4. Increase Website Traffic

Some goals are pretty straightforward like increasing website traffic.

Make sure you are checking how much traffic you are generating, how good your conversion rates are, or similar indicators. This will help you make better decisions moving forward.

Employee wirking on traffic growth

Tip: Use CTAs (Call To Action) to allow better navigation for your users and take them to the next step.

5. Improve Customer Value 

It’s much easier to retain an existing customer than to reach a new one.

When customers are delighted with your service, they’ll extend their loyalty towards you and recommend your product to their friends and family.

Understand how you can turn your customers into assets and devise strategies to reach this goal, like ‘an increase of 10% in referral discounts this month’ or ‘adding a testimonials section on the website by this week’.

6. Re-Branding or Re-Positioning

A good marketer is always aware of the market trends and needs. When your brand isn’t appealing enough to a certain audience, it would be a great idea to re-brand or re-position.

Rebranding is like changing the wrapper of a gift while repositioning is the process of ensuring that the gift and the wrapping are new, and catering to the recipient’s needs.

By rebranding and repositioning, you’ll give your brand a whole new look and an entirely new market to cater to. Both these techniques are great long-term goals that your firm can adopt!

7. Acquire New Customers

After you’ve found your leads, it’s time to make sure you secure these leads and measure how many leads have converted to customers and those who haven’t.

Make sure there is no gray area when it comes to conversion for potential customers. Mention the exact rate of conversion you’re expecting. For example, your goal can be to increase conversion rates by 20% this year.

9. Google Search Ranking

Any business ranking on the first page of Google is acing its marketing plan . It’s a time-consuming process but when achieved, it offers organic traffic and high-quality leads.

So, always set goals related to search rankings. For example, ‘posting 5 blogs that rank #1 this quarter’ OR ‘increase organic search by 50%’.

10. Strengthening Social Media Profiles

Publishing powerful posts, taking a look at how paid ad campaigns are performing, how many people are engaging with the brand is very important.

When your social media profiles are strong, you can generate good conversion rates.

Some smart goals for your social media can be gaining 1000 followers before the end of this month OR increasing mentions by 20% on Twitter before year-end.

Read more: Market Targeting: What is it & How to do it Perfectly? (Steps Included)

11. Thought Leadership 

Thought leadership is about being recognized as the best in the industry.

LinkedIn and Edelman report states that 60% of decision-makers said thought leadership made them buy a product they weren’t previously considering!

Being an informative and eye-opening source of information can help boost this recognition. To get started with your thought leadership goal, you can start by doing something like hosting a webinar!

12. Improve SEO 

SEO is simply inevitable today because over 68% of online experiences begin with a search engine.

You need to rank high enough for your potential visitors to be able to find you and for that, you need to improve your SEO.

Marketing business with the help of seo

That’s why you should set smart SEO goals that will lead you in the right direction. For example, increasing backlinks by 30% OR increasing organic conversions by 15% by the end of the month.

12. Efficient Use Of Data

This goal is all about assessment and changes. Every goal you attain is deemed to give you results and these need to be analyzed before a new plan is made.

Simply put, learn where you’re losing track and stay ahead. This will aid in creating more effective goals and plans in the future!

Our team at  has created a few awesome marketing templates to make your marketing process more efficient. Make sure to check them out before you go, y our marketing team might need them!

  • Content Calendar Template
  • Creative Brief Template
  • Product Launch Marketing Template
  • Partnership Marketing Plan Template
  • Marketing LaunchPad
  • Customer Survey Template
  • Company Fact Sheet
  • Brand Style Guide Template

Now that you’ve learned about marketing goals, we hope your journey ahead will be a little easier. Use these various goals that we discussed, get your team on board, and work them into existence!

The key takeaway from all this is that setting up goals is like a roadmap to your destination. Without one, you’d be lost, but with one, you’ll be on your way towards success.

And we know, you’ll soon get there! Have any queries? We’d be more than happy to hear from you. Tweet us @bit_docs and we’d get back to you.

Further reads: 

11 Amazing Goal Tracking Apps and Tools! (Free & Paid)

Brand Authenticity: Definition, Importance & Tips To Build It!

10 Top Performing Business Metrics Your Business Must Know About!

12 Marketing KPIs Every Marketing Team Should Monitor!

Marketing Resume: How to Write One to Impress Recruiters!

Marketing Funnel: What is it & How to Create it? (Steps included)

Marketing Research: Definition, Process & Tools!

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Growth Plan: What is it & How to Create One? (Steps Included)

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Close more deals with the latest sales trends and tips from Salesblazers.

What Are Sales Goals? S.M.A.R.T. Strategies + Examples

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Help your team succeed with sales goals that build confidence while increasing revenue.

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Donald Kelly

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If you’re only thinking about how your reps can hit quota, you’re missing out. As a leader, you have to set broader sales goals, track your team’s progress, and keep your team accountable if you want to see real payoff. But setting goals that are both challenging and achievable is easier said than done. Start small with weekly or monthly goals, and build up your confidence to work towards bigger and more lucrative goals down the road. We’ll show you how to get started.

What you’ll learn:

What are sales goals, why sales goals are important, s.m.a.r.t. goals explained.

  • 14 common sales goals with examples

How to track your goals

The biggest challenge when setting and tracking sales goals, attain quota faster and speed up sales ops .

Learn how Sales Performance Management helps you connect customer data to sales planning and execution. 

marketing goals in business plan

At their core, sales goals are objectives that a company wants to achieve over a set period of time. But sales goals aren’t just dry, impersonal measurements. If you don’t have any benchmarks for success, you’re going to encourage mediocrity and accept the status quo, losing team engagement. When your team sets concrete goals, it helps them hit their sales targets and gives them ownership over their success: They know what it takes to win.

As the CEO of sales training firm The Sales Evangelist , my role does not always allow me to do outbound sales. Most of my leads come directly from the podcast, website, referrals, and my deep network. However, I understand the power of outbound selling so I set a goal for myself to bring in $250,000 each quarter — driven in part by outbound efforts. During Q3 of last year, I beat this goal, clocking in at $300,000. Not only that, I was able to validate to my team that setting goals really works. If I can do it while running my business, they certainly can do it.

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Setting sales goals gives your team a north star — something to aim for. But that’s not the only reason why they’re important. Here are a few other things sales goal-setting does:

  • Helps create forecasts: From a business perspective, sales goals give you a picture of potential sales revenue .
  • Creates learning opportunities: If it turns out a particular sales strategy fails to accomplish a goal, this is valuable data. Failing to meet a sales goal offers a chance for reps to innovate and try different approaches. And if a goal is particularly challenging, it can improve focus and prompt creative problem-solving.
  • Encourages teamwork: Group goals increase the stakes because they affect everyone. They can also spark competition, which can be motivating to reps.
  • Sparks process development: A roadmap helps you get where you need to go, but only works. if you know where you’re going. Once you have your sales goals lined up, you can create a path to get there.

One proven way to set yourself up for success is to set S.M.A.R.T. goals. Let’s dive into that methodology.

S.M.A.R.T. is an easy-to-remember acronym for the five steps of effective goal-setting. If you want your goals to fuel success, makes sure they are:

  • Specific: It’s easy to say to your team, “Let’s increase sales!” But after the cheers and high-fives die down, this vague statement doesn’t help anyone. Why? It lacks detail. Get specific. Deliver concrete numbers and explain how you plan to raise revenue with actionable guidance. For example, you might want to increase your monthly revenue by 5% over the next quarter using a consultative sales approach .
  • Measurable: Numeric benchmarks can be helpful because they record progress while removing subjectivity. Remember those fundraising events that used a poster of a giant, old-fashioned thermometer? For each donation received, the thermometer would be filled with red ink to show that the organization was inching closer to its goal. You can do the same with your team by tracking progress to help them reach goals and motivate at the same time.
  • Achievable: Ambitious goals are great, but you want to set your team up for success. You need to make sure that your goals are sensible and not totally out of reach. Review your team’s past performance data and be honest about what you can accomplish during a set period of time. Instead of setting a goal to double sales by the end of the month for example, a more achievable goal would be to make 10 more cold calls per week, which you could break down further into two per day.
  • Relevant: When setting goals for your team, whether individual or team goals, you should keep three things in mind: Do they align with your reps’ existing goals, personal and professional? Do they align with your organization’s goals? How will the results matter? If goals resonate personally with reps, that could drive motivation. As an illustration, if a rep meets their goal of 100% subscription renewals for their existing accounts, they might receive a bonus or promotion, helping them meet a personal goal of earning a higher salary.
  • Time-bound: When goals have a clear starting time and end date, it makes it easier for your team to plan how they’ll get to the finish line. Setting small weekly or monthly sales goals can help your team get focused, build confidence, and enjoy smaller wins. For example, you might set a goal for yourself to provide at least one week of one-to-one coaching per quarter to your sales reps.

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14 common goals with examples.

Setting clear goals for your sales team can go a long way in improving the bottom line of your business. To illustrate these examples, we’ll look at the goals of a fictional roller skate company in Florida, SpinzFlip:

1. Grow revenue

Every company needs to grow their revenue to remain profitable. To do this, you’ll need to set a specific target for how much gross or net profit you want to see increase over a set period of time. Revenue targets are typically set monthly, quarterly, or annually.

Example: The sales team at SpinzFlip has ambitious goals for the new year. They want to increase year-over-year revenue by 100%.

2. Increase quota attainment

To understand how close your sales reps are to meeting their targets, you need to track their quota attainment , measured as a percentage of total quota achieved out of quota targets.

Example: The SpinzFlip sales team set an annual team quota goal of $3 million for last year. By the end of the year, they hit $2.5 million in sales for a quota attainment of about 83%, which shows them there’s room for improvement.

3. Acquire new customers

Another important sales goal is to increase the number of new customers purchasing your products or services. Gaining new customers over time will lead to a healthy and profitable business, ensuring that profits don’t slide backwards when you lose longstanding customers.

Example: SpinzFlip set a goal of increasing its customer acquisition rate by 8.5% monthly. This is to offset the customer attrition rate of 7% while still ensuring growth.

4. Increase market share

A company’s market share is the total percentage of the sales they control in the market for their products or services. Increasing market share is a clear indicator of a company’s competitiveness. As a matter of fact, when a business improves its market share, it often improves profitability.

Example: The global roller skate industry is worth about $600 million . SpinzFlip has $3 million in annual sales or about 0.5% of the market. If they want to double their market share, they need to set a goal to increase their annual sales to $6 million.

5. Increase unit sales

If you want to get a specific product into market faster, you might set a goal for the number of units sold. Increasing the number of units each rep needs to sell pushes them to pursue more leads.

Example: SpinzFlip currently sells 60,000 pairs of skates annually. They want to double their unit sales, so their goal this year is to sell 120,000 pairs.

6. Minimize customer churn

Reducing customer churn (aka customer attrition), or the number of customers who leave your business during a specific period of time, is a worthwhile sales goal as it ensures you don’t have to constantly replace your customer base with new leads. If your business has a low churn rate, you are more likely to experience growth. For example, a subscription-based company likely needs more new subscriptions than lost subscriptions in a given period to be profitable.

Example: In addition to selling roller skates, SpinzFlip also sells a podcast subscription. Its podcast currently has a churn rate of 20%. This year, SpinzFlip’s goal is to use listener insights to produce a more engaging podcast and lower its churn rate to 10%.

7. Increase customer upsells

Upselling is when a company offers a premium or upgrade for products or services. At the end of the day, setting a sales goal for upselling is a great way to increase the profitability of each sale.

Example: SpinzFlip offers a premium podcast with exclusive celebrity interviews for an additional monthly fee. Last year, SpinzFlip managed to convert 1% of its regular podcast audience to the premium service. The sales team wants to double that number this year by upselling 2% of SpinzFlip’s regular podcast audience.

8. Boost customer cross-sells

Cross-selling is when a company offers complimentary products or services in addition to its primary product or service. If you improve your cross-selling rate, you could see increased revenue and higher customer satisfaction rates.

Example: Roller skates are SpinzFlip primary product, but it also sells rollerblades. Last year, cross-sales of rollerblades were non-existent. According to an internal survey, 99% of SpinzFlip customers weren’t even aware that the company sold rollerblades. This year, SpinzFlip set a modest cross-sales goal of 0.25% to increase brand and product awareness.

9. Improve lead generation

Above all, lead generation attracts customers to your business. You can generate leads by collecting customer information like phone numbers and email addresses. If you want your business to grow, a meaningful goal would be to improve your lead gen process so you can identify more qualified leads who are ready to buy.

Example: Before this year, SpinzFlip was not capturing email addresses when customers purchased its skates at retail stores. Now, SpinzFlip offers a free, three-month subscription to its premium podcast to retail store customers. Consequently, they can capture the email addresses of customers interested in the podcast subscription. With this new offer in place, SpinzFlip hopes to improve its lead generation by 10% this year.

10. Improve sales forecast accuracy goals

Accurate sales forecasts are kind of like a crystal ball. They help you identify where you’re going — and where sales pitfalls might scuttle your target attainment. Businesses that can forecast their sales witt a +/- 5% accuracy enjoy the confidence that comes with being able to plan for the future.

Example: SpinzFlip needs to work on the accuracy of its sales forecast. Last year, it hovered around -15% (that is, they were 15% shy of their targets), but this year, they want to reach -10% accuracy. If SpinzFlip meets or exceeds that goal, they’ll join an elite group of sales organizations — just 21% manage to forecast sales within 10% accuracy, according to SiriusDecisions research .

11. Increase customer lifetime value (CLV)

This metric reveals the total revenue a company can expect to gain from a single customer over the course of their relationship with the brand. This is a keen interest for ROI-focus leaders: It is much easier to increase the value of a current customer than hoping to get the same value from a new customer.

Example: This year, SpinzFlip aims to increase customer CLV by 15% year-over-year by extending customer tenure and introducing add-ons and cross-sells.

12. Improve Net Promoter Score® (NPS)

NPS is an important metric used to gauge customer loyalty. NPS scores are measured with a single question:

“On a scale from 1-10, how likely is it that you would recommend [company, product, service] to a friend or colleague?”

After surveying some customers with that question, an NPS score is calculated from -100 to +100, with the higher number being a better score.

Example: SpinzFlip sells an awesome pair of roller skates. When customers were surveyed about the buying experience, they averaged a score in the high 70s. But when customers were asked about SpinzFlip’s podcast, it scored closer to 40. SpinzFlip clearly needs to set a goal to improve the NPS score for its podcast.

13. Reduce the length of the sales cycle

A sales cycle is the average length of time that it takes for a rep to convert a lead into a closed sale. Shortening the sales cycle can help sales reps close more and grow revenue.

Example: It takes a SpinzFlip rep three months, on average, to go through an entire sales cycle. This includes a discovery call with a prospect, a roller skate demo, proposal drafting, negotiation, and finally closing the deal. This year, SpinzFlip set a goal of shortening its average sales cycle from three months to two. This will give SpinzFlip’s reps an extra month to get more prospects in the pipeline.

14. Reduce the average number of touches

Touches are contacts with prospects — over the phone, online, or face-to-face. In my experience, it takes the average sales rep nine or 10 touches to close a deal. Ideally, you want to reduce this to five, six, or seven touches, and that takes finessing. You get there by doing more research and coming prepared with solutions and value prospects understand.

Example: SpinzFlips has never kept track of the number of touches required for a rep to close a deal. Once they started tracking, they were surprised the average was 12. They set a goal to get the average under 10 by the end of the year. To help facilitate this, managers told reps to tailor sales pitches to each prospect.

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If you want your sales team to see success, tracking their progress toward a goal is essential. Technology is an effective way of doing just that: Sales Cloud offers sales management dashboards that provide team performance insights. These tools interpret raw data and transform them into insights that can help sales leaders identify top prospects and leads, evaluate marketing campaigns, and track the success of their team.

Here are the sales dashboards that every team needs :

  • State of sales Designed for sales managers and executives, a state-of-sales dashboard provides a snapshot of all key metrics that affect team-wide sales targets.
  • Forecasting Also designed for sales managers and executives, a forecasting dashboard provides a “weather report” for your sales team, forecasting whether or not you’re likely to hit your goals.
  • Sales rep performance Useful for sales managers, a sales rep performance dashboard typically measures three key metrics: conversion rate, total revenue generated, and quota attainment percentage.
  • Sales leaderboard This dashboard lets sales reps and managers see the entire team’s performance, encouraging healthy competition.
  • Win/loss Helpful to sales managers and executives, this dashboard tracks win/loss trends over time.
  • Sales lead Provides a closer look at sales reps and lead generation teams, whether or not leads are converting, and the effectiveness of prospecting and marketing efforts.
  • Pipeline generation Offers managers, reps, and marketing teams insights into a pipeline value-to-sales ratio, which is critical for hitting sales targets.

A huge roadblock salespeople have when setting sales goals for themselves is a lack of accountability. You might set goals at the beginning of the year and not look back on them until the end of the year when your team is not performing well. Clearly, you need more checks. However, that doesn’t mean you need to be on top of salespeople, reminding them of their goals every single day.

Think back to the S.M.A.R.T. method. This is where the T, time-bound, becomes extremely important. If you set a goal that wraps at the end of Q2, you have to follow up with your team, individually or as a group, to see if it was completed. In other words, match the check-in to the time period set for the goal. Of course, you need to check in with them a few times before the goal’s deadline to gauge their progress and support them if they need help, but the big review should happen at the end. Did they hit the goal? If not, why? How can you help them next time?

Use S.M.A.R.T. goals to fuel success

By setting goals that are specific, measurable, achievable, relevant, and time-bound, you give your sales team an outline for success. Make sure that the goals you set not only align with the goals of your business but also with your individual reps’ goals. When the benefits of a goal aren’t clear or the path to achieve it is too complicated or unrealistic, motivation suffers. Set your team up for success with a clear roadmap that puts them in the driver’s seat.

Use AI to hit your forecast every time

Spot and address pipeline gaps that threaten your forecast. Discover how with Sales Analytics from Sales Cloud.

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Donald’s mission is to evangelize the effective selling method and motivate sellers of all levels to do big things. As a former top-performing technology sales professional who has successfully sold in public and private sectors, Donald cracked the code of helping teams thrive in B2B sales. He is the author of several books and is a LinkedIn Top Voice in sales.

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Marketing is an essential part of any profitable business operation. It helps brands get their name out, attract customers, and actively compete with their peers in the marketplace. 

To achieve these benefits, businesses must allocate funds to support their marketing efforts. They must invest time and resources to plan and implement an effective marketing strategy.

An effective way to see if your marketing initiatives have successfully improved your bottom line is by calculating your return on investment (ROI). But how do you measure marketing success and ROI? Let’s discuss the metrics that affect it.

What is marketing ROI?

Marketing is an essential practice that helps businesses generate revenue. In 2021, companies worldwide spent $522.5 billion on digital advertising efforts .

Marketing ROI is your marketing return on investment , which measures the profitability of a marketing initiative or campaign in relation to its cost. It evaluates the effectiveness of your marketing campaign in generating revenue or achieving other goals, like customer acquisition, engagement, and brand awareness.

You can calculate a simple ROI using the following formula:

ROI = (Sales Growth ﹣Marketing Cost) ÷ Marketing Cost

You can also calculate the ROI of a single campaign by accounting for your sales growth without that specific marketing campaign. To do this, you can use the following formula:

ROI = (Sales Growth ﹣ Average Organic Sales Growth ﹣ Marketing Cost) ÷ Marketing Cost

A positive ROI indicates that the marketing campaign has generated more revenue than it costs. On the other hand, a negative ROI suggests that the campaign has incurred losses. 

Calculating and comparing the ROI for your brand’s marketing initiatives allows you to identify strategies that work. It also helps you make more informed decisions when allocating marketing budgets.

7 Metrics for Measuring Marketing ROI

Aside from the formulas we discussed above, there are other ways to measure your marketing campaign’s ROI. Some metrics allow you to be more specific about calculating the success of particular marketing goals, such as customer loyalty and retention.

Here are seven metrics you might want to look at when assessing the performance of your marketing campaigns:

1. Cost per acquisition

The cost per acquisition (CPA) measures the average cost of getting a new customer through a marketing campaign or channel. You calculate this metric by dividing the total cost of the campaign by the number of conversions or acquisitions you generated.

This metric helps you assess the effectiveness and efficiency of your marketing initiatives in terms of getting new customers or leads. 

A lower CPA can indicate that the campaign is performing well in terms of gaining paying customers at a lower cost. On the other hand, a higher CPA can signify that you need to make some adjustments to increase the efficiency and effectiveness of your campaign.

2. Average order value

The average order value (AOV), often used in e-commerce and retail, measures the average amount of money customers spend on each purchase. You can get this value by dividing your total revenue by the number of orders you get.

AOV allows you to understand customer purchasing behavior and assess the effectiveness of your initiatives in encouraging customer spending. Higher AOV often indicates higher revenue and profitability, as each customer spends more on your products and services.

3. Cost per lead

Cost per lead (CPL) measures the average cost your business incurs to acquire a new lead, usually through marketing or advertising efforts. To get this figure, you divide the total cost of your marketing or advertising campaign by the number of leads you generated from that particular campaign. 

This metric allows you to assess your campaign’s effectiveness at lead generation. A lower CPL value means your brand generates leads at a lower cost, while a higher CPL might mean you’re spending more money acquiring leads.

4. Lead close rate

As the name suggests, the lead close rate measures the percentage of leads successfully closed through a purchase. It is a crucial indicator of the success of your sales or marketing strategy in turning leads into paying customers.

A higher lead close rate means your business is effectively nurturing your leads and turning them into customers. Tracking and analyzing this metric can help you optimize your efforts to generate higher closing rates that drive revenue growth.

5. Conversion rates

Conversion rates are similar to the lead close rate in that they can measure the number of people who purchase due to a specific campaign. However, it can also include other desired actions or goals, such as signing up for a mailing list or attending an event.

Aside from measuring overall conversion rates, you can also get more specific and identify metrics from particular platforms or devices. This way, you can see which marketing platforms or devices are most effective at converting your target audience.

This metric is critical for businesses, as it directly shows the effectiveness of your marketing and sales processes in driving specific actions. Analyzing your conversion rates allows you to optimize marketing campaigns, website performance, and sales strategies to help achieve company goals.

6. Customer lifetime value

The customer lifetime value (CLV) represents the total revenue your company expects to generate from each customer throughout your relationship. This metric helps brands understand the long-term value of acquiring and retaining customers.

Calculating and understanding your CLV allows you to better allocate resources toward attracting, retaining, and serving high-value customers. It also lets your business formulate strategies to build and nurture long-term customer relationships.

7. Traffic-to-lead ratio

Many marketing and advertising campaigns often have the goal of leading customers to your website. The traffic-to-lead ratio measures your strategies’ effectiveness in converting website visitors to leads. It indicates the percentage of site visitors who take a desired action and become leads. 

This ratio is essential for businesses as it helps gauge the success of marketing initiatives in capturing and engaging potential leads and customers. 

A higher traffic-to-lead ratio indicates that your website and marketing campaigns convert site visitors into leads successfully.

Tips for Improving Marketing ROI

Increasing the value of your marketing ROI is a good priority, as it directly affects your company’s revenue and profitability.

Your marketing ROI can change anytime, depending on internal and external factors. Careful strategy and planning can help you improve your ROI. Here are some practices and tips to help you increase this value.

marketing goals in business plan

Image by Lukas on Pexels

Set ROI goals

The first step to any business strategy is setting goals. Set your objectives according to the SMART principle , meaning they must be specific, measurable, achievable, relevant, and time-bound.

Defining smart objectives is crucial whether you want to increase revenue, enhance customer engagement, or boost brand awareness. These goals serve as your guide and will inform any decisions you make down the line. 

Measure core metrics

There is a plethora of possible metrics you could measure in each marketing campaign. However, not all of them are helpful to your overall goals. Identify specific metrics you want to focus on, especially ones that relate directly to the goals you set at the beginning of your planning process.

These metrics serve as a supplement to your marketing objectives, allowing you to have a clearer idea of the progress and effectiveness of your campaigns.

Analytics tools and platforms allow for real-time monitoring and analysis, empowering your business to make data-driven decisions and optimize your campaigns for greater impact.

Focus on high-performing channels

If you and your team have implemented campaigns for a while, you might already have some favorite marketing platforms. 

Not all marketing channels are created equal. Identifying and prioritizing high-performing marketing and advertising channels helps you allocate resources where they become more likely to generate better returns.

Focusing your efforts and resources on these channels allows you to resonate better with your target audiences, enhancing efficiency and helping increase your ROI.

Experiment with multiple channels

One of the keys to improving marketing ROI is diversification. Instead of relying solely on traditional channels, it’s best to explore a variety of platforms and mediums to reach your target audience .

Each marketing channel offers unique advantages and opportunities. Try using multiple channels to identify which resonates most with your target audience and gain the highest marketing returns.

Optimize your approach

The business and marketing landscape is dynamic. For this reason, continuous analysis and optimization are crucial to improve your ROI and overall growth. 

Take the insights you get from analyzing your core metrics and use them to adjust and refine your strategies. Analyze your data, experiment with different techniques, and fine-tune your campaigns to keep up with changing trends and continuously improve your ROI.

If you run a managed service provider (MSP) business, you might want to focus on your actual operations over marketing. In these instances, you can work with an MSP marketing agency to help you out.

Make the Most of Your Marketing Initiatives

Marketing ROI is an important figure that allows businesses to ensure the effectiveness of their marketing and ad campaigns. It enables you to allocate resources appropriately and ensure profitability for your organization.

Identify the metrics relevant to your goals and use them to craft a proactive approach to improving your ROI. Agility, adaptability, and careful planning are crucial to help your business thrive in today’s competitive marketing landscape

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Aligning martech with your business strategy: Your blueprint for success

Y ou’ve explored the crucial link between your martech stack and strategic goals in “ The CMO’s guide to aligning martech and business strategy ,” understanding why syncing these elements boosts efficiency, customer value and growth.

Your martech decisions must align with and advance your company’s core business goals for the next one to two years. Any tool in your arsenal that doesn’t directly contribute to these goals might end up as costly “shelfware.”

It’s your job to sift through myriad tools and platforms, selecting those that promise tangible progress toward your near-term priorities. This blueprint provides actionable steps for martech alignment within your organization.

Developing your alignment roadmap

The following steps will help you create a plan to align your marketing technology with your main business goals.

Define how marketing supports the company’s goals

Clearly define how your marketing efforts can help move the company’s big rocks in the next year or two.

  • Which key goals will your marketing efforts affect?
  • Are you looking to increase sales leads, make customers more valuable over time or break into new areas?

Ensuring everyone knows who’s responsible for what makes it easier to stay focused.

Match the required martech functionalities to these goals

Do you need more robust personalization and experimentation capabilities, content creation tools for different regions or enhancements in mobile engagement? Mapping out these needs against your goals uncovers any existing gaps in your martech stack.

Audit of your current tools

Assess if your platforms deliver the necessary capabilities and whether data and insights can flow seamlessly across your stack. This evaluation lays the groundwork for your roadmap, integrating advanced analytics and AI to fine-tune marketing strategies and improve efficiency.

Analyze sector-specific shifts

Identify trends and customer behaviors specific to your sector to tailor this strategy to your industry’s unique challenges. For example, if you’re in the healthcare industry, focus on privacy and personalized patient engagement technologies.

In retail? Look into omnichannel customer experiences and inventory management integrations. This specificity ensures your martech roadmap directly addresses the nuances of your market, enhancing both relevance and effectiveness.

Martech alignment in action

A leading ecommerce company faced challenges with its fragmented martech stack, which wasn’t aligned with its goal to enhance customer experience and increase sales.

  • By developing a clear alignment roadmap, the company identified the need for a unified customer data platform (CDP) that integrated data across all touchpoints, enabling personalized marketing at scale. 
  • Implementing the CDP led to a 20% increase in customer lifetime value and a 15% uptick in sales within six months, showcasing the power of aligning martech functionalities with strategic business goals.

Addressing alignment gaps

Once you understand your business goals and where your current tools are lacking, you can start fixing these issues by either:

  • Getting new tools that offer what you’re missing.
  • Getting rid of unnecessary ones.
  • Making sure the ones you keep can be integrated to give you easy access to important information.

Your active collaboration with C-suite peers is pivotal in achieving and maintaining martech-business alignment. This partnership guarantees that martech investments are not just tech purchases but strategic moves that support broader business goals.

Consider conducting a competitive analysis to understand the martech stack of leaders in your industry. This exercise can reveal gaps in your stack and inspire solutions proven within your specific market context.

For instance, if your competitors successfully use AI for customer service, explore AI chatbots or automated customer support technologies. If it worked once, it can work again. Tailoring your tools to bridge gaps with an eye on industry best practices ensures you’re not just keeping pace but setting the standard.

Case study: Martech alignment in action

A multinational B2B software provider recognized a significant gap in its ability to track and nurture leads through its sales funnel due to outdated automation tools.

  • By auditing their current tools and addressing these alignment gaps, they adopted a new marketing automation platform better integrated with their CRM system.
  • This change facilitated improved lead scoring and nurturing campaigns, resulting in a 30% increase in lead conversion rates.
  • This case study illustrates the importance of selecting tools that fill functional gaps and align with broader business objectives, including compliance with data privacy standards.

Measuring and reporting alignment success

Martech alignment with business objectives isn’t a “set it and forget it” task. It demands ongoing attention and adaptation as strategic priorities and customer behaviors shift. Establish regular reviews of your strategies and be ready to tweak your tech stack and tactics in response to new challenges and opportunities. This proactive approach ensures your martech investments continue to deliver value.

Showing how your choice of martech has helped the business is key to getting more support and funds. Point out how certain tools have led to better sales, include what people using these tools think and calculate how much value they’ve brought to your customers and the company. These proofs strengthen your case and open the door to more investment in martech that fits well with what your business wants to achieve.

Benchmark your martech success against industry-specific KPIs to gauge your alignment’s effectiveness. If you’re in the financial services sector, this might mean focusing on secure transactions and customer trust indices. In ecommerce, cart abandonment rates and repeat purchase ratios could be more relevant.

Aligning your measurement strategies with industry benchmarks validates your approach and highlights areas for targeted improvement, driving strategic value and competitive advantage.

A retail chain embarked on a digital transformation journey to integrate online and offline customer data to offer a seamless shopping experience.

  • By measuring and reporting on the success of their aligned martech investments, they highlighted how the integration of their online ecommerce platform with in-store customer behavior analytics tools significantly improved cross-channel marketing campaigns.
  • This strategic alignment led to a 25% increase in cross-selling success rates and a 40% improvement in customer satisfaction scores. This highlights the importance of using measurable metrics to show how aligning martech can positively impact the business.

The journey is continuous

This journey toward martech alignment is a continuous cycle of collaboration, evaluation and adaptation. Embrace this blueprint as your roadmap to integrating technology into the fabric of your strategic business decisions. 

Take action now to synchronize your martech with business objectives. Keep track of and share your achievements, providing your marketing team and leaders with the knowledge and resources for continuous advancement.

The post Aligning martech with your business strategy: Your blueprint for success appeared first on MarTech .


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