What is a Marketing Qualified Lead (MQL)?

An MQL is a lead who has shown enough interest or engagement to be considered more likely to convert into a customer compared to a generic lead.

Common MQL triggers include:

• Requested a demo
• Downloaded high-intent content (e.g., buyer’s guide)
• Visited pricing page multiple times
• Engaged with email campaigns
• Met firmographic criteria (e.g., job title, company size)

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Your MQL definition should be codified in your lead scoring model and agreed upon by both marketing and sales teams.

Why MQLs Matter in B2B SaaS

• Filters Noise from Volume – Not every lead deserves a sales touch
• Improves SDR Productivity – Sales reps focus only on high-potential leads
• Strengthens Marketing/Sales Alignment – Creates a shared definition of “qualified”
• Optimizes Funnel Conversion – MQLs convert at a higher rate to SQLs and customers
• Informs Lead Scoring and Nurture – Helps automate progression through the funnel

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How to Measure MQLs

1. Define MQL Criteria Clearly – Blend demographic (ICP fit) and behavioral (intent) signals
2. Implement a Lead Scoring Model – Assign points for actions and attributes, set a threshold
3. Use Marketing Automation & CRM – HubSpot, Marketo, or Pardot to identify and tag MQLs
4. Track MQL Volume and Quality Over Time – Pair with downstream conversion metrics
5. Segment by Source and Campaign – Identify what’s generating the best MQLs

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Best Practices to Improve MQL Quality

• Collaborate with Sales on MQL Criteria – It’s a revenue partnership, not a marketing solo act
• Update Scoring Regularly – Buyer behaviors evolve—so should your model
• Layer in Intent Data – Enrich with signals from Bombora, G2, or website behavior
• Nurture Lower-Scoring Leads Intelligently – Don’t rush everyone to sales
• Monitor MQL-to-SQL Conversion Rate – It’s your ultimate quality check

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