Metric Guide

Marketing Qualified Lead


The marketing qualified lead definition is simple: A marketing qualified lead is a potential customer who has shown enough interest in your product or service that you have deemed them a good fit for further sales communication. MQLs have typically taken some kind of action that indicates that they are interested in learning more about your offering, such as downloading content, filling out a survey, or attending one of your webinars. MQLs should meet certain criteria before being considered as such; these criteria may include completing certain forms or taking part in certain activities like visiting multiple pages on your website or watching specific videos. Once you’ve identified an MQL, you can then nurture them through targeted emails and other content tailored to their interests and needs. This process will help you build trust with them and eventually close the sale.


Teams need to align on exactly which actions indicate an MQL. The action should indicate that the person is likely to convert into a customer down the line—and exclude anyone who isn’t—so that resources can be allocated accordingly. Example qualifying events would be “Viewed Pricing Page”, “Downloaded Guide” or “Watched Demo Video”


Having clear definitions for marketing qualified leads is essential for modern businesses looking for ways to optimize their lead generation efforts and measure success accurately. By defining an MQL clearly, marketers can track conversions more accurately and allocate resources where they're most likely to drive results. With this knowledge in hand, companies can make better-informed decisions when it comes to their digital marketing strategies and increase their chances of success in the long run.

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