Marketing Qualified Lead (MQL)

A marketing qualified lead (MQL) is a prospect who has shown an interest in a business and the product or service that it has to offer and is more likely than other leads to turn into a paying customer as a result.

MQLs are typically prospects who have intentionally engaged with a business, for example by submitting their contact information, adding items to their basket, downloading gated content, or repeatedly visiting the business’s website.

An MQL is different from a sales qualified lead (SQL), who is a prospective customer that has been deemed as ready for conversion into a customer by the sales team. MQLs become SQLs when the sales team agrees that they are ready for conversion. The MQL is then officially passed to them by the marketing team.

What is an MQL?

Marketing Qualified Lead (MQL) FAQs

What is a Marketing Qualified Lead? 

A marketing-qualified lead is a lead that has been identified by the marketing team as having a higher likelihood of becoming a customer, based on predefined criteria such as engagement level, interest, and demographic fit.

How does a lead become an MQL? 

A lead becomes an MQL by meeting specific criteria set by the marketing team, such as downloading a whitepaper, attending a webinar, filling out a contact form, or exhibiting behavior that indicates a strong interest in the product or service.

Why is identifying MQLs important for sales and marketing alignment? 

Identifying MQLs is important because it ensures that the sales team focuses their efforts on leads that are more likely to convert, improving efficiency and effectiveness. It also fosters alignment between sales and marketing by establishing clear criteria for lead quality and readiness for follow-up.