--- title: Creating Effective Marketing Goals & Objectives description: Learn how to create effective marketing goals and objectives that will help your business achieve its marketing plan. image: https://info.6connex.com/hubfs/6_Blog/2022/08-AUG_BLOG_16x9_How-to-Properly-Set-Marketing-Goals-%26-Objectives-Blank.jpg --- [![logo](https://info.6connex.com/hubfs/Imported%20images/logo.svg)](https://www.6connex.com/) - Products - Platform - [Pricing](https://www.6connex.com/pricing/) - Solutions - About Us - Resources [See 6C In Action](https://www.6connex.com/about-us/virtual-event-experience/) [Book A Demo](https://www.6connex.com/request-demo/) # How to Properly Set Marketing Goals & Objectives [Kortney Phillips](https://info.6connex.com/blog/author/kortney-phillips) Aug 12, 2022 9:15:00 AM [mailto:hello_marketing@6connex.com?subject=Check%20this%20out%20from%206Connex](mailto:hello_marketing@6connex.com?subject=Check%20this%20out%20from%206Connex) [Download Now!](https://info.6connex.com/blog/creating-effective-marketing-goals-objectives#join-team-ct-sec) ![marketing success metrics](https://info.6connex.com/hubfs/6_Blog/2022/08-AUG_BLOG_16x9_How-to-Properly-Set-Marketing-Goals-%26-Objectives-Blank.jpg) Marketing activities work better if you have a clear set of goals and KPI's that are attached to them. Well-defined goals and objectives make it easier for you to measure and account your ROI to determine what is working and what is not working. But first... ## What is a Marketing Goal? A marketing goal is a medium to long-term target that is one of the cornerstones of your marketing plan to hit your [marketing KPIs](https://info.6connex.com/blog/event-marketing-kpis-for-measuring-event-success). Marketing goals can be specific or more generalized. For example, you could set a marketing goal to grow your social media following, or you could set a marketing goal to grow your Instagram following by 10%. Marketing goals are sometimes confused with marketing objectives, though objectives are more specific and do not take as long to achieve. ## What is a Marketing Objective? [Marketing](https://info.6connex.com/blog/how-to-use-in-person-event-technology-for-your-business) objectives are short-term, specific targets that a business must hit to eventually achieve a marketing goal. For example, a business that sets a goal of increasing its Instagram following would create several marketing objectives to ensure they are moving in the right direction. Examples of marketing objectives could include gaining a certain number of followers per week or increasing the average engagement rate of the posts.  ## How Do They Differ? Marketing goals are: - Long-term - Big picture - Contain several marketing objectives In contrast, marketing objectives are: - Short-term - Specific - Components of marketing goals ## Use SMART to Create Marketing Goals Marketing professionals often use the marketing SMART goals framework to create objectives. SMART is an acronym that describes the facets of a good marketing objective. The acronym stands for: - **Specific**: Exact numbers (impressions, followers, website visitors, etc). - **Measurable**: Progress can be tracked by your marketing tech stack. - **Attainable**: Goals should be challenging, but possible for your marketing team to achieve. - **Realistic**: Your marketing team should be capable of achieving the goals. - **Timed**: Goals must be completed by a set deadline. If you are creating a marketing objective, ensure it meets all five of these criteria.    ## Creating Marketing Objectives for Events If events are a part of your marketing strategy, then you need to define marketing objectives for your event and then capture event metrics to prove your event’s success. For example, objectives might include “x” number of content downloads, or average length of engagement. Your objectives will likely change over time as you learn which objectives contribute the most towards achieving your goals, and change is okay. The key is to set the initial objectives and then shape the landscape as you learn.       One of the selling points for virtual event technology is the considerable amount of data you can collect on your event attendees’ behavior. You’ll know which PDFs were downloaded and how many times. You can capture which virtual activities were most enjoyed, and the average length of engagement. You can identify which user profiles attended which presentations. And this is just a small sampling. All this data means you can continually improve your events to ensure you’re achieving your marketing objectives.  ##### The following metrics are available in a state-of-the-art [event technology platform](https://www.6connex.com/product/eventory/): - **Registrations**: the number of people who registered for the event - **Session** **registrations**: the number of people who registered for a specific session - **Demographic** **information**: data such as location, age, and gender can help you better understand your audience - **Speaker** **engagement**: number of speaker profile views - **Speaker and session engagement via live polling**: measure attendee [engagement](https://www.6connex.com/platform/engagement-tools/) during specific sessions and identify popular speaker(s) - **Session feedback and ratings**: data such as attendee satisfaction, attendee session engagement, content relevance, speaker performance, etc. - **Qualified sales leads**: number of customer prospects generated by the event  - **Connections**: data such as the number of people who attended networking events, exchanged contact information at networking events, set up 1:1 in-event meetings, engaged in 1:1 chats, etc. - **Attendee [Surveys](https://info.6connex.com/blog/18-important-survey-questions-to-ask-your-event-attendees)**: data regarding attendee satisfaction - **Sponsorship Engagement**: attendee-sponsorship [engagement](https://info.6connex.com/blog/engaging-participants-in-your-online-event) such as visits, views, likes, actions, etc. ## 6Connex Offers Powerful Event Marketing Tools If you want to host virtual events or [hybrid events](https://www.6connex.com/platform/hybrid-events/), you need to be able to successfully market and measure your event. The 6Connex [virtual event platform](https://www.6connex.com/platform/) offers powerful reporting tools that can help you showcase how your event contributed to your marketing goals and objectives. If you’re interested in industry-leading [virtual event solutions](https://www.6connex.com/solutions/), [request a demo](https://www.6connex.com/request-demo/) today. ## Want to Hear More from Us? ## Related Posts [Event Technology & Trends](https://info.6connex.com/blog/topic/event-technology-trends) 14 min read | March 28, 2024 ## [Change Your Event Marketing Team’s Life with Automation in Event Processes](https://info.6connex.com/blog/change-your-event-marketing-teams-life-with-automation-in-event-processes) Talk to any event marketer in 2024, and they’ll likely describe their job as “multi-tasking.” From pre-event marketing and registration to the event venue and entertainment... [Read More](https://info.6connex.com/blog/change-your-event-marketing-teams-life-with-automation-in-event-processes) [Event Planning & Management](https://info.6connex.com/blog/topic/event-planning-management) 16 min read | March 23, 2023 ## [Event Planning 101: KPIs to Track the Success of an Event](https://info.6connex.com/blog/kpis-to-track-the-success-of-an-event) “If you can’t measure it, you can’t improve it.” Although Peter Drucker’s quote may have initially applied to his work more than 80 years ago with well-renowned manufacturing... [Read More](https://info.6connex.com/blog/kpis-to-track-the-success-of-an-event) [Event Technology & Trends](https://info.6connex.com/blog/topic/event-technology-trends) 7 min read | October 11, 2022 ## [Sponsorships: Why You Should Include Them in Your Event Plan](https://info.6connex.com/blog/marketing-and-sponsorship-go-hand-in-hand-when-hosting-your-event) Sponsorships: Why You Should Include Them in Your Event Plan [Read More](https://info.6connex.com/blog/marketing-and-sponsorship-go-hand-in-hand-when-hosting-your-event) [![Logo 6Connex](https://dev6co.wpengine.com/wp-content/uploads/elementor/thumbs/Logo-6Connex-qacan9qa2ax0f034m5ss2x9szb6pih0thc03ojbleu.png "Logo 6Connex")![Logo 6Connex](https://dev6co.wpengine.com/wp-content/uploads/elementor/thumbs/Logo-6Connex-qacan9qa2ax0f034m5ss2x9szb6pih0thc03ojbleu.png "Logo 6Connex")](https://www.6connex.com/) ## Innovate | Engage | Evolve 6Connex is the leading provider of in-person, hybrid, and virtual event technology for enterprises worldwide. 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