Marketing Qualified Lead Definition

A lead shows interest in a company by sharing their contact information. In order for them to become a marketing qualified lead (MQL), they must meet specific criteria.

What makes a lead marketing qualified vs. unqualified varies. There is no precise definition. Generally, it is up to sales and marketing to decide.

Qualifying leads makes operations more efficient. Marketing saves money because expensive brochures aren't sent to everyone that asks. Sales teams save time because they don't have to follow up.

Marketing Qualified Lead Example

A business decides to refine their online lead qualification strategy. They want website leads to meet specific requirements before sending them marketing materials.

A basic way to do this would be to add a dropdown on their website forms asking visitors what industry they are in. The form could also ask several other questions to further qualify the lead.

The business has also implemented marketing automation on their website to qualify leads. Website visitors trigger a special offer if they visit more than five pages.

Why are Marketing Qualified Leads Important in Strategic Marketing?

Strategy

Not all leads are made the same, and separating MQLs from regular leads is an important strategy in the efficient allocation of marketing resources.

Closing Sales

A marketing qualified lead is a person who has been identified as being likely to be receptive to further marketing. Sales teams with MQLs are likely to have higher conversion rates.