Marketing Qualified Lead (MQL)(MQL)
Quick definition
A prospect who has shown interest in your marketing but is not yet ready for a sales conversation.
Detailed explanation
A Marketing Qualified Lead has taken certain actions that indicate interest in your product or service, such as downloading a whitepaper, participating in a webinar, or visiting your website multiple times. However, the lead has not explicitly indicated readiness for a sales conversation. MQLs are typically scored based on behavior (engagement) and profile (fit with your ICP). It is marketing's responsibility to further nurture MQLs until they become Sales Qualified.
Synonyms
Examples
A visitor downloads your "Ultimate Guide to B2B Sales" e-book and subscribes to your newsletter → MQL
A prospect visits your pricing page 3 times in a week and views multiple case studies → High-score MQL
When to use this?
Use MQL classification to differentiate between "cold" leads and leads showing engagement. This helps your marketing team focus on further nurturing interested prospects, while sales focuses on SQLs ready for conversation.
Match-day approach
Match-day helps you create a clear definition of when a lead becomes an MQL. We build lead scoring models in HubSpot that automatically score leads based on behavior and profile. MQLs that don't convert to SQL are automatically added to nurture campaigns.
Learn more
Wil je weten hoe je marketing qualified lead (mql) effectief inzet in jouw organisatie? Neem contact op met Match-day.
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