Product Qualified Lead (PQL)

A product qualified lead (PQL) is a prospect who has used a product or service — i.e., by signing up for a free trial or being a long-time user of a freemium account — and has taken actions that signify a strong likelihood of becoming a paying customer in the future.

PQLs are ideal prospects for sales teams because they have already experienced the value of using a product or tool. Unlike marketing qualified leads, where buying intent is based on factors such as demographics, whitepaper downloads, and webpage visits, PQLs are tied to meaningful actions and value.

For a user to qualify as a PQL, they also need to match a business’s ideal customer profile and take actions that indicate buying intent, such as using the product or service regularly, inviting team members to it, and visiting the pricing page.