A Marketing Qualified Lead (MQL) is a potential customer who has engaged with your brand – like downloading content, signing up for a webinar, or visiting pricing pages – and meets the criteria that qualify them for sales follow-up.
MQLs are identified using lead scoring models based on user behavior and demographic fit. Points are assigned for actions like email clicks, page views, or downloads to determine readiness for sales engagement.
MQL = A lead that meets predefined behavior + profile criteria (e.g., form fills, company size, engagement level)
MQL = A lead that meets predefined behavior + profile criteria (e.g., form fills, company size, engagement level)
If a website visitor downloads your buyer’s guide, attends a webinar, and works at a company in your target industry, they might be flagged as an MQL and passed to your sales team for follow-up.
OWOX BI helps you track and refine your MQL criteria by analyzing engagement data, lead quality, and conversion outcomes. Use insights to fine-tune scoring and improve MQL-to-SQL conversion rates.
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A good MQL is someone who matches your ideal customer profile and has taken meaningful actions – such as requesting a demo or revisiting key product pages – that show buying intent.
A bad MQL may show some engagement but doesn’t fit your target audience or hasn’t taken enough action to indicate true interest. Passing such leads too early can waste sales resources.
Build a lead scoring model that weighs behaviors and attributes based on past high-converting leads.
Collaborate with sales to refine MQL definitions and ensure both teams agree on what a qualified lead looks like.
Warm up leads with helpful content and email sequences before passing them to sales to increase conversion likelihood.
