MARKETINGGlossary

MQL (Marketing Qualified Lead)

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Not all leads are the same. A person who just downloaded a free book from your site is an MQL. She's interested in your expertise, but if a sales manager calls her right now and tries to sell her a $10,000 piece of software, she'll hang up. MQL is a marketer's lead, not a salesperson's.

How to distinguish an MQL from a regular visitor?

A site visitor becomes an MQL when he takes an active action (leaves contacts): • Subscribe to the email newsletter. • Downloads a whitepaper, study or guide. • Register for a free webinar. This ice is "warm", but it still needs to be "heated".

Lead Nurturing

A marketer's job is to turn MQLs into SQLs (sales-ready leads). For this, email chains, retargeting or series of useful videos are launched. The client gradually learns, trusts the brand and eventually asks for advice himself.

Automation of MQL processing

01Lead Scoring

CRM automatically calculates points: +5 points for opening the letter, +10 points for viewing the 'Prices' page. When a lead reaches 50 points, it becomes an SQL and is passed on to sales.

/ FAQ

Because these are "raw" leads. If marketing sends MQLs directly to sales, sales is wasting time on people who just wanted to read a free article. Therefore, it is important to separate MQL and SQL.

/ Related terms

SQL (Sales Qualified Lead)Lead GenerationB2B (Business to Business)Sales Funnel
MQL (Marketing Qualified Lead)
/ MQL (Marketing Qualified Lead)

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