Marketing Qualified Lead (MQL)

A Marketing Qualified Lead (MQL) is a potential customer who has been identified through marketing activities and rated as particularly ready to buy.

Meaning in detail Contact us now

What are Marketing Qualified Leads (MQL)?

Compared to normal leads, MQLs have a higher interest in a company's products or services and are therefore more likely to make a purchase.

By identifying, qualifying and managing MQLs, companies can their conversion rate increase and increase your turnover. With the help of Reporting and business intelligence solutions Is regular monitoring and orientation of the company possible.

How do you organize MQLs?

Definition of MQL criteria: Companies must clearly define which criteria a potential customer must meet in order to be classified as an MQL.
Implementation of a lead management system: A lead management system helps companies track, qualify and pass on MQLs to sales.
Linking marketing and sales systems: Linking marketing and sales systems enables companies to get an overview of the entire lead lifecycle.
Regular measurement and analysis of MQL data: Companies should regularly measure and analyze their MQL data to assess the success of their marketing campaigns and optimize their marketing strategy.
Staff training: Employees in marketing and sales should be trained to use the lead management system and MQL criteria.

How do you identify MQL?

Companies can identify MQLs based on various criteria, including:

Download white papers or case studies: When a potential customer downloads a company's white paper or case study, it indicates that they are interested in the company's products or services.
Visiting specific pages on the website: When a potential customer visits certain pages on a company's website, such as the product pricing page or the contact page, it indicates that they have plans to buy.
Engagement on social media: When a potential customer likes, comments, or shares a company's social media posts, it indicates that they're interested in the brand.
Attending webinars or events: When a potential customer attends a company webinar or event, it indicates that they are interested in the company's products or services and want to learn more.

What is the qualification of MQLs?

Once MQLs have been identified, they must be further qualified to ensure that they are actually ready to buy. This can be done through various measures, such as:

Telephone calls with sales: Salespeople can make phone calls with MQLs to determine their needs and purchase intentions.
Emails: Companies can send emails to MQLs to provide them with additional information about their products or services and to explore their interest.
Lead scoring: Lead scoring is a system for evaluating leads based on their qualifications. MQLs with a high lead score are likely to be more likely to buy and should therefore be prioritized by the sales team.

How are MQLs nurturing done?

MQLs that prove to be ready to buy should be further supported by the sales team. This can be done through various measures, such as:

Sending personalized offers: Salespeople can send MQLs personalized offers based on their needs and interests.
Arranging demo appointments: Sales representatives can schedule demo appointments with MQLS to introduce them to the company's products or services.
Answering questions: Sales representatives should answer all MQLs questions and provide them with all necessary information.

How do you measure MQLs?

Measuring MQLs is important to assess the success of a company's marketing campaigns and to optimize the marketing strategy. There are various ways to measure MQLs, including:

Number of MQLs: The number of MQLs generated per month or quarter gives an indication of how effective the company's marketing activities are.
Conversion rate from MQLs to Sales Qualified Leads (SQLs): The conversion rate of MQLs to SQLs shows how effective the marketing team is in further qualifying MQLs and passing them on to sales.
Revenue generated by MQLs: The revenue generated by MQLs is an important indicator of the return on investment (ROI) of marketing activities.
To organize MQLs effectively, a lead management system is required. A lead management system helps companies track, qualify and pass on MQLs to sales. There are various lead management systems on the market, both cloud-based and on-premise solutions.

Note: Our team benefited from the support of AI technologies while creating and maintaining this glossary.