What is MQL (Marketing Qualified Lead)?
A lead that has been deemed more likely to become a customer based on their engagement with marketing efforts, such as downloading content or attending webinars.
Quick Definition
MQL (Marketing Qualified Lead): A lead that has been deemed more likely to become a customer based on their engagement with marketing efforts, such as downloading content or attending webinars.
Understanding MQL (Marketing Qualified Lead)
A Marketing Qualified Lead (MQL) represents a potential customer who has demonstrated a higher level of engagement with your marketing efforts compared to other leads. MQLs have typically taken specific actions that indicate genuine interest in your product or service—such as downloading premium content, attending webinars, repeatedly visiting your pricing page, or requesting a demo.
The MQL stage sits between a raw lead and a Sales Qualified Lead (SQL) in the buyer's journey. While a regular lead might simply be someone who signed up for your newsletter, an MQL has shown behavioral signals that suggest they're actively researching solutions and may be ready for sales outreach.
The concept of MQLs emerged from the need to align sales and marketing teams around a common definition of lead quality. Without this alignment, marketing might pass hundreds of unqualified leads to sales, wasting everyone's time and creating friction between teams.
Key Points About MQL (Marketing Qualified Lead)
MQLs show higher engagement than regular leads through specific actions
They bridge the gap between initial lead capture and sales-ready prospects
MQL criteria should be defined collaboratively by sales and marketing
Lead scoring systems help automate MQL identification
MQL-to-SQL conversion rate is a critical metric for funnel health
How to Use MQL (Marketing Qualified Lead) in Your Business
Define Your MQL Criteria
Work with your sales team to identify which behaviors and characteristics indicate purchase intent. Common MQL signals include: downloading case studies, attending product demos, visiting the pricing page multiple times, or matching your ideal customer profile.
Implement Lead Scoring
Assign point values to different actions and attributes. For example: +10 points for downloading an ebook, +20 points for attending a webinar, +30 points for requesting a demo. Set a threshold (e.g., 50 points) where leads become MQLs.
Create Nurture Workflows
Build automated email sequences that guide leads toward MQL status. Provide increasingly valuable content that addresses their pain points and moves them closer to a buying decision.
Establish Handoff Procedures
Define clear processes for when and how MQLs are passed to sales. Include all relevant context: lead source, content consumed, pages visited, and any form responses.
Real-World Examples
SaaS Company Example
A B2B SaaS company defines an MQL as someone who: works at a company with 50+ employees (firmographic fit), has visited the pricing page at least twice, AND has downloaded a case study or attended a webinar. This combination of fit and engagement signals genuine interest.
E-commerce B2B Example
A wholesale supplier considers a lead an MQL when they: have a valid business license on file, have requested a product catalog, and have viewed at least 5 product pages. These actions indicate they're seriously evaluating becoming a customer.
Real Estate Tech Example
A proptech company marks leads as MQLs when they: are licensed real estate agents, have watched the platform demo video, and have returned to the site at least 3 times in 7 days. This shows sustained interest in the solution.
Best Practices
- Align sales and marketing on MQL definitions before implementing any lead scoring
- Review and adjust MQL criteria quarterly based on conversion data
- Don't over-qualify—MQLs should convert to SQLs at 15-30%, not 80%
- Include both behavioral signals (actions) and demographic fit in your scoring
- Create a feedback loop where sales reports on MQL quality to marketing
- Document your MQL criteria and share it across all customer-facing teams
- Use progressive profiling to gather more information without overwhelming forms
Common Mistakes to Avoid
- Setting MQL criteria without sales input, leading to misaligned expectations
- Only using demographic data without considering engagement behavior
- Creating too many MQL stages, which complicates the funnel unnecessarily
- Passing MQLs to sales without context about their journey and interests
- Not recycling MQLs that don't convert—they may become ready later
- Ignoring negative signals like unsubscribes or support complaints
Frequently Asked Questions
What's the difference between an MQL and an SQL?
An MQL (Marketing Qualified Lead) has shown engagement with marketing content and matches your target profile, but hasn't been vetted by sales. An SQL (Sales Qualified Lead) has been reviewed by the sales team and confirmed to have budget, authority, need, and timeline (BANT) to make a purchase decision. MQLs are marketing's responsibility; SQLs are sales' responsibility.
What is a good MQL to SQL conversion rate?
A healthy MQL-to-SQL conversion rate typically falls between 15-30%. If it's higher than 40%, your MQL criteria may be too strict, limiting pipeline volume. If it's below 10%, you're likely passing unqualified leads to sales. The exact target depends on your industry and sales process complexity.
How many MQL criteria should I have?
Most effective MQL definitions combine 3-5 criteria across two dimensions: demographic/firmographic fit (who they are) and behavioral engagement (what they've done). Too few criteria creates noise; too many makes the definition too restrictive.
Should I use a lead scoring tool or manually qualify MQLs?
For companies generating more than 50 leads per month, lead scoring automation is essential. Tools like HubSpot, Marketo, or dedicated platforms can score leads in real-time based on dozens of signals. Manual qualification doesn't scale and introduces inconsistency.
What happens to MQLs that sales rejects?
Rejected MQLs should be recycled back into marketing nurture campaigns, not discarded. They showed interest once and may become ready later. Create a 'not ready' segment and continue providing value. Many companies see 20-30% of recycled MQLs eventually convert.
How do MQLs fit into account-based marketing (ABM)?
In ABM, you're targeting specific accounts rather than individual leads. MQL criteria in ABM often focus on account-level engagement: multiple contacts from the same company engaging, or high-value accounts showing any engagement. The 'lead' becomes the account itself.
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