How to set your SMART goals for marketing


July 27, 2016

Inbound marketing smart goals are great - they help us prove how effective our digital marketing strategies are, keep us focused, and push us to be better. But there's a common question on our mind: How to really achieve them?

There's trendy advice today on the internet we can discuss to give a response to that question, and to start this blog post:

This is a great statement, but the issue with the "working hard vs. working smart” dichotomy is that all too often, we frame the choice as one in which we can only choose "hard" or "smart." Instead, when the question we should be asking is, why aren't we doing both?

One of the main reasons we should seek to work SMART is the structured and different approach to planning and giving more realistic targets to be more confident of achieving things, like increasing demand generation. So using SMART objectives and then measuring them through properly customized analytics reports is one awesome way to go.

Is there a golden rule in digital marketing for successful goal setting?

Maybe not, but let´s go SMART, which is actually an acronym, and here are the S.M.A.R.T criteria in the inbound world:


Define specific goals to your objectives. Set with accuracy what you want and how much you want.


Objectives should be measurable, so you can tell if you achieve it or how far or close you are from achieving it. That´s why specific goals are so important.


Set your goals and objectives according to your real abilities in the current market reality. No more, but not less. If you foresee that you´re not going to achieve your goals in the period you want, don´t worry, you can divide your goals into different milestones. The important thing is actually to achieve them.  


Setting real and attainable goals depends heavily on your honesty and your real sense of things. Try analyzing internal abilities and external market conditions with your partners or people who know how your market works to set a realistic road to success. Sometimes our own perspective isn´t enough to build realistic objectives.   


Once you´ve set your objectives and goals and the period of time that you´ll need to achieve them, you must be fully committed to this deadline. Otherwise, your business and your team may lose the pressing need, I mean, that driving force that leads us to success. 

Here is an example:

Vague goal: I want to increase sales by the end of the year.

SMART goal: I want to increase my website traffic from 2000 visits to 5500 visits, conversion rate to 28% instead of the current 11%, generating a 12% increase in customers after 12 months, generating $3,000,000 in revenue.

If we´re working with inbound marketing, then let´s be accurate. After you progress through your month and/or quarter, you can always head back to your Dashboard and check off the show goal line to review how well you're performing against all your Goals. 

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My name is Izzy and I am a co-founder of CRM Toolbox, an award-winning HubSpot Solutions Partner. I lead our team of consultants who provide professional guidance to help businesses implement the HubSpot CRM platform migrate, integrate their tech stack to HubSpot to create a seamless environment for sales reps to use. There is nothing I love more than solving the challenges that come up when someone wants to migrate an old system or integrate their tech stack with HubSpot - it's like a puzzle!

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