A marketing qualified lead (MQL) is a lead who has been deemed more likely to become a customer compared to other leads. This qualification is based on what web pages a person has visited, what they've downloaded, and similar engagement with the business's content.
A company's lead intelligence is often informed by closed-loop analytics. Sit down with your sales managers to determine which demographics, activities, and behaviors make for an MQL at your company.
Based on the lead definitions you create, you can assign point values for various MQL qualifications in order to form the basis of your lead scoring system.
This will ensure your sales team is delivered high-quality leads so they can improve their productivity, while Sales and Marketing remain aligned in their goals.
Originally published Jun 28, 2018 8:00:00 AM, updated July 02 2018