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B2B Lead Generation

Marketing Qualified Lead

MQL
Definition
A Marketing Qualified Lead (MQL) is a lead that has shown enough interest through marketing activities to be worth nurturing, but is not yet ready for a sales conversation.

What makes a lead an MQL?

A lead usually becomes an MQL when it matches your ICP and reaches a lead score threshold, for example by downloading content, attending a webinar or visiting pricing pages.

MQL vs. SQL

An MQL is interested. A Sales Qualified Lead (SQL) has been qualified by sales and has a real need, budget and timeline. Clear handover criteria between the two prevent leads from falling through the cracks.

How VAEKST can help

We create MQLs that sales actually wants to call. See how we approach B2B lead generation. Book a meeting to talk it through with one of our growth experts.

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B2B Lead Generation

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Related terms

Sales Qualified Lead

A Sales Qualified Lead (SQL) is a prospect that sales has confirmed has a relevant need, authority and timing, and is ready for an active sales process.

Lead Scoring

Lead scoring is a method of ranking leads with points based on how well they fit your ICP and how engaged they are, so sales can prioritise the most promising ones.

Ideal Customer Profile

An Ideal Customer Profile (ICP) describes the type of company that gets the most value from your solution and is most valuable to you, based on firmographics, needs and buying signals.
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