Marketing Qualified Leads

What is a Marketing Qualified Lead? 

A potential customer who has been evaluated by the marketing team and fits the criteria necessary to be sent to the sales team is referred to as a b2b marketing-qualified leads, abbreviated as MQL.

A marketing qualified lead (MQL) is a potential customer who has shown interest in a company's products or services due to the company's marketing activities. MQLs are typically leads that have taken positive action toward your brand, such as providing their contact information, enrolling in a program, adding products to an online shopping cart, downloading content, or returning to your website. 

A good lead is someone considering you and has expressed interest but has yet to initiate contact to make a purchase. They are more open to sales pitches than average leads, in any case. In your research, you probably would only give out your email address if you were interested in initiating a dialogue. An MQL could benefit from what you're selling and for whom you might have a solution to a problem. An MQL is a prospective client who has already shown interest and is ready for further communication. Marketing-qualified leads (MQLs) become sales-qualified leads (SQLs) and customers.

Why is Marketing Qualified Lead Important in SaaS? 

Quality, not a number, is always more valuable in business and advertising. While having many leads is nice, it's not worth investing time and energy in leads that aren't likely to become customers.

If that's the case, you can hit your company's bottom line because of a lower return on investment (ROI).

A b2b marketing-qualified lead has passed a series of checks and is now able to make a purchase. As a result, your marketing and sales efforts will be more effective, increasing your return on investment.

How to Qualify Marketing Leads? 

Customers interact with brands in a variety of ways.

You can do this with an ad, a sponsored post on social media, a content offer on your website, or a blog post.

Your marketing team will eventually identify an MQL through this level of interaction. The highest-quality leads are selected based on a set of criteria and then sent to the sales team.

When the sales team agrees that a lead is qualified and is likely to turn a marketing-qualified lead into a customer, the MQL upgrades to SQL.

By screening for high-quality leads, you can save your marketing and sales staff the trouble of pursuing prospects who are still on the fence about doing business with your brand.