Product Qualified Lead (PQL)

A PQL is a potential customer who has actively tried out a company's product or service and has shown interest.

What are Product Qualified Leads (PQLs)?

PQLs are for companies that have their boost conversion rate and want to attract more paying customers, of great importance. By identifying, qualifying, and servicing PQLs, companies can ensure that they have their resources.

Compared to other lead types, such as Marketing Qualified Leads (MQLs) or Sales Qualified Leads (SQLs), PQLs are significantly more likely to convert to paying customers because they have already experienced the value of the product or service through practical application.

Properties of PQLs

High level of product usage: PQLs have used the company's product or service extensively and tried out many features and benefits in the process. For example, you've used a free trial, signed up for a premium version, or installed multiple add-ons.
Successful achievement of goals: PQLs have achieved their goals or made progress along the way with the company's product or service. For example, they were able to increase their productivity, optimize their processes or reduce costs.
Positive interactions with the product: PQLs have had positive experiences with the company's product or service and find it user-friendly, helpful, and valuable. For example, you've left positive reviews, shared feedback, or contacted customer support for more information.
Enthusiasm for the product: PQLs are enthusiastic about the company's product or service and often recommend it to others. They share their experiences on social media, in online communities, or in personal conversations.

Identifying PQLs

Companies can identify PQLs based on various data points and behaviors that indicate active and engaged use of the product or service.

Frequent use of the product: PQLs log into the product regularly and spend a lot of time using various features.
Achieving usage milestones: PQLs reach specific usage milestones that indicate active and valuable use of the product, such as creating a specific number of projects or sending a specific number of emails.
Completion of in-app purchases: PQLs make in-app purchases or upgrades to get additional features or premium content.
Positive reviews and feedback: PQLs leave positive reviews on the App Store or review platforms and share positive feedback with customer support.

Qualifying PQLs

Once PQLs have been identified, it's important to further qualify them to make sure they're actually ready to buy.

Telephone calls with sales: Salespeople can make phone calls with PQLs to determine their needs, budget, and purchase intentions.
Emails: Companies can send emails to PQLs to provide them with additional information about their products or services and to explore their willingness to buy.
Lead scoring: Lead scoring can also be used during the qualification of PQLs to further assess their willingness to buy. For example, additional points can be awarded for certain behaviors, such as completing in-app purchases or leaving positive reviews.

Maintaining PQLs

PQLs that prove to be ready to buy should be intensively supported by the sales team. The aim is to further strengthen PQL's willingness to buy and to lead it to complete a purchase.

Personalized offers: Salespeople should create PQL's personalized offers based on their needs, how they use the product, and their budget.
Case studies and customer testimonials: Salespeople can show PQL's case studies and customer testimonials to help them understand other customers' positive experiences with the company.
Live demos and product presentations: Salespeople can offer PQL's live demos or product presentations to show them the features and benefits of the product in detail.

Let's talk about leads, qualification, and tracking. Possible benefits include Reporting, Business intelligence, Customer Centricity or even Data Strategy.

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