论坛 › 台湾 › 市场部OKR案例集（最新市场营销）

qzmjef 发表于 2024-9-4 03:17:52

市场部OKR案例集（最新市场营销）

    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="//q9.itc.cn/images01/20240802/ad4a55c64f1f4411b00d34afd3a5ba3e.jpeg" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">因为</span>有<span style="color: black;">道理</span>的指标或关键绩效指标的众多或缺失，为市场营销制定OKR变得更加困难。营销人员应该<span style="color: black;">按照</span>更高层次的<span style="color: black;">机构</span><span style="color: black;">目的</span>来设定<span style="color: black;">目的</span>，并关注营销的基本绩效驱动<span style="color: black;">原因</span>，而不是仅仅<span style="color: black;">做为</span>绩效指标的衡量标准。</p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;"><strong style="color: blue;">营销的KPI是什么？</strong></h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">咱们</span><span style="color: black;">近期</span><span style="color: black;">科研</span>了为<span style="color: black;">营销</span>团队制定OKR的问题，营销团队所面临的挑战是完全<span style="color: black;">区别</span>的，事实上几乎与<span style="color: black;">营销</span>团队完全相反。<span style="color: black;">营销</span>团队和<span style="color: black;">营销</span><span style="color: black;">表率</span>是<span style="color: black;">按照</span><span style="color: black;">营销</span>配额的完成<span style="color: black;">状况</span>或数字来衡量和奖赏的。市场营销并不像<span style="color: black;">营销</span>那样有一个单一的成功衡量标准。相反，市场营销依赖于<span style="color: black;">各样</span>各样的指标，<span style="color: black;">况且</span>营销人员认识到，<span style="color: black;">无</span><span style="color: black;">知道</span>的、单一的营销业绩衡量标准。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">营销人员关心的衡量标准<span style="color: black;">包含</span>以下几点：</p>收入客户毛利、毛利率客户获取成本(CAC)终身价值(LTV)LTV/CACCAC<span style="color: black;">报答</span>率发起（机会%，收入%，客户%）影响 (机会百分比、收入百分比、客户百分比)符合营销<span style="color: black;">要求</span>的信息社会参与（赞、追随等网络流量（独特访客、重复<span style="color: black;">拜访</span>、<span style="color: black;">拜访</span>时间）转化率和转换率%市场份额%净促销员得分（NPS认知度<span style="color: black;">资讯</span>提及率<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">当然，<span style="color: black;">每一个</span>营销人员都很清楚，有些事情是<span style="color: black;">没法</span>衡量的，即使是<span style="color: black;">能够</span>衡量的事情，<span style="color: black;">亦</span>很难将可衡量的指标准确地归结为结果。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">众多的衡量标准，<span style="color: black;">或</span>说<span style="color: black;">无</span>衡量标准，是为市场营销设置良好OKR的<span style="color: black;">平常</span><span style="color: black;">阻碍</span>。</p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;"><strong style="color: blue;">为市场营销设定OKR</strong></h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">和<span style="color: black;">营销</span>部<span style="color: black;">同样</span>，为市场营销设定<span style="color: black;">目的</span>时，<span style="color: black;">不该</span>该<span style="color: black;">首要</span>关注定量指标，而应该关注定性<span style="color: black;">目的</span>。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">例如，<strong style="color: blue;">一个营销<span style="color: black;">目的</span>可能是使<span style="color: black;">咱们</span>的品牌<span style="color: black;">作为</span>市场上最值得<span style="color: black;">举荐</span>的品牌</strong>。让<span style="color: black;">咱们</span><span style="color: black;">瞧瞧</span><span style="color: black;">咱们</span><span style="color: black;">怎样</span>去衡量这个<span style="color: black;">目的</span>的实现：</p><strong style="color: blue;">关键结果#1 – 平均评论得分：</strong>几乎不管是什么类型的<span style="color: black;">制品</span>或服务，客户<span style="color: black;">此刻</span>都非常习惯于对<span style="color: black;">制品</span>和服务进行评级，并提交<span style="color: black;">一般</span>非常<span style="color: black;">仔细</span>的评论。<strong style="color: blue;">关键结果#2 – 1星和5星评论的百分比：</strong><span style="color: black;">咱们</span>的<span style="color: black;">目的</span>是尽可能多的品牌拥护者。<span style="color: black;">因此呢</span>，<span style="color: black;">咱们</span><span style="color: black;">期盼</span>跟踪五星评论的百分比，<span style="color: black;">做为</span><span style="color: black;">咱们</span>品牌倡导者表现的<span style="color: black;">表率</span>。在另一个方面，<span style="color: black;">咱们</span><span style="color: black;">期盼</span><span style="color: black;">尽可能</span>减少品牌诋毁者的数量，<span style="color: black;">因此呢</span><span style="color: black;">咱们</span><span style="color: black;">期盼</span>跟踪和<span style="color: black;">回复</span>一星评论，并<span style="color: black;">经过</span><span style="color: black;">即时</span>和适当的<span style="color: black;">回复</span>来<span style="color: black;">处理</span><span style="color: black;">她们</span>的关切，将尽可能多的人变成品牌拥护者。<strong style="color: blue;">关键结果#3–净<span style="color: black;">举荐</span>得分（NPS）：</strong>NPS确定了品牌拥护者和品牌诋毁者。分数越高，从-100到100，越好。<strong style="color: blue;">关键结果#4 – NPS品牌拥护者：</strong>在计算NPS时，客户被问及<span style="color: black;">她们</span><span style="color: black;">举荐</span><span style="color: black;">制品</span>的可能性有多大，评分范围为0-10，回答为9或10的客户被认为是品牌拥护者。鉴于<span style="color: black;">咱们</span>的<span style="color: black;">目的</span>，<span style="color: black;">咱们</span><span style="color: black;">尤其</span>关心这个群体是有<span style="color: black;">道理</span>的。<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">因此呢</span>，<span style="color: black;">此刻</span><span style="color: black;">咱们</span>有了一个<span style="color: black;">目的</span>，并且<span style="color: black;">咱们</span><span style="color: black;">已然</span>确定了几个指标，或OKR术语中的关键结果，这些指标是与<span style="color: black;">目的</span><span style="color: black;">关联</span>的有<span style="color: black;">道理</span>的绩效指标。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">咱们</span>创建这些<span style="color: black;">目的</span>案例的目的是为了启发您，以<span style="color: black;">帮忙</span>您为人员团队创建最佳的OKR。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">要学会撰写OKR<span style="color: black;">能够</span>阅读：</p><span style="color: black;">怎样</span><span style="color: black;">有效</span>写好一个 OKR ？<span style="color: black;">怎样</span>用“结果”设置正确的KR？<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Tita 推出了一系列实用且全面的 OKR案例库，<span style="color: black;">能够</span><span style="color: black;">帮忙</span>您设置OKR 以及为您自己的<span style="color: black;">机构</span>、<span style="color: black;">分部</span>和团队设置 OKR。<span style="color: black;">咱们</span>将涵盖从<span style="color: black;">机构</span><span style="color: black;">目的</span>到人力资源，市场营销，<span style="color: black;">营销</span>，<span style="color: black;">制品</span>，工程，客户成功等所有方面，<span style="color: black;">咱们</span>今天聚焦在绩效管理<span style="color: black;">行业</span>，<span style="color: black;">更加多</span>OKR案例，<span style="color: black;">能够</span><span style="color: black;">拜访</span>OKR知识社区的千套OKR案例库。</p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;"><strong style="color: blue;">按职位和<span style="color: black;">行业</span>区分的市场部OKR案例</strong></h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">为你的营销<span style="color: black;">分部</span>精心设计的OKR案例，<span style="color: black;">经过</span><span style="color: black;">供给</span>世界级的员工体验来改变你的<span style="color: black;">机构</span>文化！</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">CMO / Head of Marketing</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">今天，首席营销官的角色是令人激动和<span style="color: black;">拥有</span>挑战性的，<span style="color: black;">由于</span>营销是<span style="color: black;">初期</span>完全拥抱数字的职能之一。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">创造和加强品牌，为<span style="color: black;">营销</span>创造线索，以卓越的价值<span style="color: black;">供给</span>良好的客户体验，利用数据洞察和分析，利用数字营销和传统营销<span style="color: black;">创立</span>营销能力。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">虽然CMO的角色随着数字营销的到来而扩大，但挑战<span style="color: black;">亦</span>随之<span style="color: black;">增多</span>。<span style="color: black;">营销</span>人员<span style="color: black;">期盼</span>有源源<span style="color: black;">持续</span>的高质量线索，而<span style="color: black;">媒介</span>的<span style="color: black;">选取</span><span style="color: black;">已然</span>爆炸性增长，需要在预算范围内接触到<span style="color: black;">目的</span>受众，客户<span style="color: black;">需求</span>以巨大的价值<span style="color: black;">供给</span>个性化的<span style="color: black;">制品</span>，加快上市时间，在社交<span style="color: black;">媒介</span>爆炸的<span style="color: black;">状况</span>下管理品牌声誉，为客户<span style="color: black;">供给</span>无数的<span style="color: black;">选取</span>。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">有了<span style="color: black;">知道</span>的营销OKRs，你就<span style="color: black;">能够</span>在营销的所有方面设定高标准，并实现<span style="color: black;">制品</span>的领先。</p><strong style="color: blue;"><span style="color: black;">目的</span>1：打破<span style="color: black;">咱们</span>的收入<span style="color: black;">目的</span></strong>KR1：执行5个有针对性的客户获取活动KR2：在<span style="color: black;">第1</span>季度结束前产生5000万美元的<span style="color: black;">营销</span>漏斗KR3：在<span style="color: black;">第1</span>季度结束前，<span style="color: black;">得到</span>1000个合格的线索或客户KR4：在2月20日之前，为特定的垂直行业（如制造业或零售业）实现100次以上的新资料下载（例如，制造业或零售业）在2月20日前实现100次以上的新资料下载。<strong style="color: blue;"><span style="color: black;">目的</span>2：巩固品牌和<span style="color: black;">做为</span>市场领导者的地位领导地位</strong>KR1：在<span style="color: black;">第1</span>季度结束前，<span style="color: black;">创立</span>统一的通信日历，<span style="color: black;">包含</span>内容、社交、<span style="color: black;">资讯</span>和<span style="color: black;">起步</span>活动KR2：在<span style="color: black;">第1</span>季度结束前，聘请一个新的品牌推广<span style="color: black;">公司</span>KR3：在<span style="color: black;">第1</span>季度结束前，安排3次分析师简报会，并管理分析师的<span style="color: black;">需求</span>和提交KR4：在<span style="color: black;">第1</span>季度结束前，<span style="color: black;">得到</span>15个<span style="color: black;">媒介</span><span style="color: black;">报告</span>和10个演讲机会<strong style="color: blue;"><span style="color: black;">目的</span>3</strong>：<span style="color: black;">保证</span><span style="color: black;">机构</span>达到收入<span style="color: black;">目的</span>KR1：将新的 inbound <span style="color: black;">营销</span>额从每月 25万 <span style="color: black;">增多</span>到 50万KR2：吸引 500 个新的<span style="color: black;">营销</span>合格线索KR3：从新市场吸引 100 个新的<span style="color: black;">营销</span>合格线索<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">制品</span>市场 / Product Marketing</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">目的</span>1</strong>：清晰<span style="color: black;">咱们</span>发布新<span style="color: black;">制品</span>的信息</p><strong style="color: blue;"><span style="color: black;">重点</span>成果</strong>：进行10次现场用户测试会话以<span style="color: black;">认识</span>TA<span style="color: black;">科研</span>并实施20个新<span style="color: black;">途径</span>来分发<span style="color: black;">咱们</span>的内容在社交<span style="color: black;">媒介</span>上投放20种<span style="color: black;">区别</span>的<span style="color: black;">宣传</span>并<span style="color: black;">评定</span>效果准备新<span style="color: black;">制品</span>的演示文稿，并与5位用户进行测试<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">目的</span>2</strong>：<span style="color: black;">认识</span><span style="color: black;">咱们</span>的客户并创建CJM</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">关键成果</strong>：</p>与<span style="color: black;">目的</span>受众进行10次用户访谈创建CJM并将<span style="color: black;">制品</span>功能映射到客户旅程与5位新客户<span style="color: black;">一块</span>验证CJM<span style="color: black;">按照</span><span style="color: black;">科研</span>，网站转换率从6％<span style="color: black;">加强</span>到10％<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">Inbound 营销</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">目的</span>1</strong>：为网站带来新的Inbound线索</p><strong style="color: blue;"><span style="color: black;">重点</span>结果</strong>：网站的每月<span style="color: black;">拜访</span>量从12k<span style="color: black;">增多</span>到20k在Ahrefs上将DR得分从35<span style="color: black;">增多</span>到45将首页跳出率从62％降低到40％<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">目的</span>2</strong>：<span style="color: black;">加强</span>网站上的客户获取量</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">重点</span>结果</strong>：</p>将<span style="color: black;">举荐</span>引擎项CTR从23%<span style="color: black;">加强</span>到40%将端到端漏斗下降（流失）率从63%降低到50%将净<span style="color: black;">举荐</span>分数从8.1分<span style="color: black;">加强</span>到9.5分<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">目的</span>3</strong>：实现记录获取指标</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">重点</span>结果</strong>：</p>MAU从12k<span style="color: black;">增多</span>到20k将试用注册人数从700<span style="color: black;">增多</span>到1500将新的付费客户从90<span style="color: black;">增多</span>到150将CAC维持在 4万元以下<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">目的</span>4</strong>：降低网站的跳出率</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">重点</span>结果</strong>：</p>将主行动按钮上的CTR从3%<span style="color: black;">增多</span>到6%将<span style="color: black;">制品</span>演示视频的观看率从2%<span style="color: black;">加强</span>到5%在<span style="color: black;">目的</span>网页上进行10次A / B实验<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">内容营销</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">目的</span>1</strong>：<span style="color: black;">经过</span>每周<span style="color: black;">资讯</span>稿吸引新访客。</p><strong style="color: blue;"><span style="color: black;">重点</span>成果</strong>：制定接下来4个月的内容策略和主题订户数量从2,000<span style="color: black;">增多</span>到10,000将<span style="color: black;">资讯</span>稿的打开率从25%<span style="color: black;">加强</span>到35%<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">目的</span>2</strong>：重新<span style="color: black;">起步</span><span style="color: black;">机构</span>博客</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">重点</span>成果</strong>：</p>将<span style="color: black;">博客</span>关注者从2,400<span style="color: black;">增多</span>到5,000在行业领先的在线出版物上发布3篇自己的内容文章将博客订阅者从4,115<span style="color: black;">增多</span>到5,000<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">社交<span style="color: black;">媒介</span>营销（SMM）</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">目的</span>1</strong>：<span style="color: black;">增多</span>社交<span style="color: black;">媒介</span>受众数量</p><strong style="color: blue;"><span style="color: black;">重点</span>成果</strong>：将<span style="color: black;">微X</span> / 博客 / 腾讯视频上的订阅者数量从14k<span style="color: black;">增多</span>到25k将知乎上的每月观看次数从3k<span style="color: black;">增多</span>到5k将社交<span style="color: black;">媒介</span><span style="color: black;">源自</span>的每月潜在客户数量从750<span style="color: black;">增多</span>到1500<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">目的</span>2</strong>：<span style="color: black;">加强</span>社交<span style="color: black;">媒介</span>受众的参与度</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">重点</span>成果</strong>：</p>将每日点赞数量从20<span style="color: black;">增多</span>到50每日评论数量从140<span style="color: black;">增多</span>到300将链接点击率从3％<span style="color: black;">增多</span>到6％<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">搜索引擎优化（SEO）</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">目的</span>1</strong>：<span style="color: black;">加强</span>网站的 SEO 评级</p><strong style="color: blue;"><span style="color: black;">重点</span>结果</strong>：前5个<span style="color: black;">关联</span>关键字排名<span style="color: black;">第1</span>添加100个新的<span style="color: black;">举荐</span>链接在Ahrefs上将DR得分从42<span style="color: black;">增多</span>到60将<span style="color: black;">举荐</span>流量从7300人<span style="color: black;">增多</span>到10000人<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">目的</span>2</strong>：<span style="color: black;">增多</span>网站的参与度</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">重点</span>成果</strong>：</p>将跳出率从46％降低到30％将网站上的平均时间从2.4分钟<span style="color: black;">增多</span>到5.0分钟将<span style="color: black;">每一个</span>会话查看的页面数从3.5<span style="color: black;">增多</span>到5.0<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">公关/品牌营销 </strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">目的</span>1</strong>：打造行业领先品牌</p><strong style="color: blue;"><span style="color: black;">重点</span>成果</strong>：在9月1日之前雇用品牌代理推出5个新的<span style="color: black;">宣传</span>系列<span style="color: black;">经过</span>新的<span style="color: black;">宣传</span>系列吸引100万观众在10个会议上<span style="color: black;">得到</span>20个<span style="color: black;">媒介</span>展示位置和演讲/伙伴<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">目的</span>2</strong>：改善<span style="color: black;">制品</span>和品牌传播</p><strong style="color: blue;"><span style="color: black;">重点</span>成果</strong> :每两周<span style="color: black;">定时</span>发布6份<span style="color: black;">资讯</span>稿举办5场有50人参加的网络研讨会，介绍新<span style="color: black;">制品</span>功能社区团体成员由3500人<span style="color: black;">增多</span>到6000人为内部和<span style="color: black;">外边</span><span style="color: black;">运用</span>创建品牌手册，<span style="color: black;">供给</span>所有设计资产<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">目的</span>3</strong>：<span style="color: black;">经过</span>公关活动<span style="color: black;">加强</span>PR知名度</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">重点</span>成果</strong> :</p>在<span style="color: black;">相关</span>刊物上<span style="color: black;">发布</span>15篇<span style="color: black;">资讯</span>稿主办5次行业会议，每人100人在两个会议上发言赞助3个<span style="color: black;">关联</span>行业的500名观众的活动<span style="color: black;">经过</span>公关活动吸引50万观众<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">PPC 营销</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">目的</span>1</strong>：<span style="color: black;">加强</span>有酬收购的有效性</p><strong style="color: blue;"><span style="color: black;">重点</span>成果</strong>：将潜在客户<span style="color: black;">花费</span>表格从7元 减少到 5元测试10个新的PPC<span style="color: black;">宣传</span>系列并<span style="color: black;">评定</span>影响将PPC<span style="color: black;">宣传</span>系列的CR从 3％<span style="color: black;">增多</span>到6％<h1 style="color: black; text-align: left; margin-bottom: 10px;"><strong style="color: blue;"><span style="color: black;">更加多</span>关于市场营销的OKR案例</strong></h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">此刻</span><span style="color: black;">咱们</span><span style="color: black;">已然</span><span style="color: black;">认识</span>了<span style="color: black;">怎样</span>为市场营销设定OKR，<span style="color: black;">咱们</span><span style="color: black;">能够</span><span style="color: black;">起始</span>思考<span style="color: black;">更加多</span>的<span style="color: black;">办法</span>来制定良好的<span style="color: black;">目的</span>，从而推动市场营销的表现。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在<span style="color: black;">营销</span>OKR案例中，<span style="color: black;">咱们</span>看了5个类别：活动，过程，和<span style="color: black;">办法</span>，能力和态度。<span style="color: black;">咱们</span><span style="color: black;">亦</span><span style="color: black;">能够</span>为营销做<span style="color: black;">一样</span>的工作，<span style="color: black;">此刻</span>重点关注活动、过程和<span style="color: black;">办法</span>这几个核心类别：</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">活动</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">目的</span>：<span style="color: black;">增多</span>营销产出</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">关键结果1：执行活动的数量</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">关键结果#2：接触到的所有受众的规模</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">关键结果#3：<span style="color: black;">回复</span>的数量</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">过程</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">目的</span>：简化创意流程</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">关键结果#1：创意审批时间</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">关键结果#2：流程自动化的百分比</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">关键结果#3：<span style="color: black;">公司</span>服务水平协议性能</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">工作<span style="color: black;">办法</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">目的</span>：<span style="color: black;">加强</span>社交<span style="color: black;">媒介</span>的能力</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">关键结果#1：团队培训<span style="color: black;">需求</span>文件</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">关键结果#2：社交<span style="color: black;">媒介</span>培训供应商短名单</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">关键结果#3：<span style="color: black;">得到</span>培训证书的团队百分比</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">你<span style="color: black;">亦</span><span style="color: black;">能够</span><span style="color: black;">研发</span>自己的<span style="color: black;">归类</span>，例如<span style="color: black;">根据</span>职能类别，如创意、通信等，或<span style="color: black;">根据</span>客户细分，如小型、大型、企业，或行业，如银行、电信等。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">咱们</span>做了这些OKR的例子来启发你，<span style="color: black;">更加多</span>关于CSM客户成功的OKR案例，<span style="color: black;">能够</span><span style="color: black;">拜访</span>OKR知识社区的千套OKR案例库。你<span style="color: black;">能够</span><span style="color: black;">运用</span>这些例子，并<span style="color: black;">这里</span><span style="color: black;">基本</span>上创建你自己的，制作你自己的OKR。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="//q9.itc.cn/images01/20240802/f1c1e5d8160341ea9210d3961188d950.jpeg" style="width: 50%; margin-bottom: 20px;"><a style="color: black;"><span style="color: black;">返回<span style="color: black;">外链论坛：www.fok120.com</span>，查</span></a>看<span style="color: black;">更加多</span></p>

    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">责任编辑：网友投稿</span></p>

情迷布拉格 发表于 2024-9-9 04:24:23

“BS”（鄙视的缩写）‌

查看完整版本: 市场部OKR案例集（最新市场营销）