5 Marketing Objective Examples and How to Set Your Own

Posted by Alex Chapman

Marketing objectives are business goals related to selling products and services that are SMART.

Some good marketing objectives examples are the following:

( The more specific and custom to your industry/business typically the more effective your goals will be)

  1. Increase leads
  2. Increase organic website traffic

    marketing objectives examples

  3. Improve web traffic conversion
  4. Write and eBook
  5. Differentiate brand from competitors

A further break down of each to make them Smart

  • Increase leads

Increase leads from 150 per month to 190 per month.  We will plan on increasing the by 10 per month until our goal is reached (4 months).  So by the end of month 1 we will have 160 leads and by end of the 4th month 190 leads generated per month. Generating great content for our potential customers so that we have more market presence will be our primary source of these new leads.

  • Increase organic website traffic

Increase organic web traffic from 6.5k visits per month to 8k per month within 4 months.  We will create targeted content and social promote the content every 2 business days.  Each team member (8) will write an 1000-1500 word article per month to be submitted to marketing editor for review.

  • Improve web traffic conversion

We have 10k monthly web traffic visits per month and currently have 3% convert into marketing qualified leads (MQL).  We will improve our content over the next 5 months to be more targeted without losing current web traffic to convert 5% into leads.  

  • Write and eBook

My team will write an eBook about quick and effective exercise techniques for busy people. I will start by writing the outline, each team member (4) will write 1-3 pages on a chosen chapter per week for a total of 16 chapters by the end of the month. After that, it will be handed off to the editing and design teams to finish the process. The eBook will be live within 2 months.

  • Differentiate brand from competitors

We will create a unique identity in a crowded market for our product 1 month from now. We will measure this by asking current customers what makes us different today.  We will promote our differentiated new brand for 6 months and ask new customers what makes us different.   

 Get The SMART Marketing Goals Template


Notice improve revenue is not a marketing goal because ultimately that is up to your sales team.  We as marketers can improve the quality of our leads, get more leads, and make it easier for the sales team but increasing revenue is up to the sales team.  

While the specific purpose of your marketing goals might change, all marketing objectives have identical principles i.e. they are specific, easy to measure, can be achieved, are not too ambitious, and designed for a specific period (S.M.A.R.T.).

To accomplish these goals you will need to define your customer lifecycle stages.  A whopping 68% of B2B organizations have not identified their funnel yet, according to MarketingSherpa. Once you've defined leads, MQLs, you'll can easily track conversions between the different stages.  

The deeper you dive into your marketing objectives you will find the more context you have and the more specific your goals are the more likely you are to reaching them.  For comprehensive look at B2B marketing. You will want to define what your best customer looks like (a buyer persona) and use this description as a starting point to work backwards from. Once you know what your very best customers are looking for don't stray from what they need.  You will find others looking for the same thing.

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