Strategic OKR Campaigns That Drive Engagement and Growth

Project Overview

We were tasked with designing and delivering a series of strategic OKR campaigns aimed at driving engagement and pipeline growth among senior business leaders. The challenge was twofold: speak directly to those already familiar with OKRs, while also educating a broader audience who may not yet realise the value of structured goal-setting in achieving business transformation.

Strategic Approach

We designed a three-phase campaign strategy, each stage informed by audience insight, performance data, and continuous optimisation.

Phase 1: Engaging the OKR-aware
Our first campaign targeted a warm audience – leaders already familiar with OKRs. This allowed us to speak their language, using terminology and frameworks they already understood. The messaging focused on reigniting belief in the power of OKRs and positioning our client as the expert partner to help them hit ambitious growth targets. We leaned into proof points, case studies, and strategic outcomes to build credibility and urgency.

Phase 2: Educating the unaware
The second campaign shifted focus to a cold audience. Here, we couldn’t assume any prior knowledge. Many leaders don’t realise that what they need are OKRs – they just know they’re stuck, misaligned, or not scaling fast enough. Our messaging broke down the fundamentals:

• What OKRs are
• Why they matter
• How they drive alignment, accountability, and measurable progress

We crafted content that was educational, designed to spark curiosity and open the door to a deeper conversation.

Phase 3: Optimising for performance
Armed with insights from the first two campaigns, we refined our approach. We analysed what worked – from subject lines to CTA phrasing – and used that data to inform a follow-up campaign targeting non-openers from campaigns 1 and 2. We also experimented with:

• Content length – testing short, punchy formats vs. longer, narrative-driven emails
• Personalisation – tailoring messages by industry and job title
• Segmentation – targeting specific verticals to increase relevance and click-through rates

Follow-Up: Turning Engagement into Conversations

With a clearer picture of which messages resonated and with whom, we moved into a focused follow-up phase designed to convert engagement into meaningful conversations.

Using our scoring model based on interaction data across all three phases, we identified the most engaged prospects. These were senior leaders who had shown the strongest interest but hadn’t yet converted.

We then launched a multi-touch, highly personalised follow-up sequence:

• Direct Mail: Each prospect received a tailored, tangible piece of direct mail designed to cut through the digital noise
• Personalised Email: These followed shortly after, reinforcing the message from the direct mail
• Targeted Phone Calls: Finally, our business development team reached out with the opportunity for a conversation

This structured and personal approach allowed us to bridge the gap between Marketing and Business Development, turning interest into pipeline and creating a model the client could replicate for future campaigns.

Results & Impact

The result was a high-performing, insight-led campaign series that not only increased engagement but also sharpened the client’s understanding of their audience. By meeting leaders where they were – whether curious or committed – we helped the client to build a stronger, more qualified pipeline and position themselves as the strategic growth partner of choice.

Ready to turn strategic ambition into measurable growth?
Let’s talk about how we can help you engage the right audience, with the right message, at the right time.