Product Qualified Leads (PQLs)
TL;DR
Product Qualified Leads (PQLs) are users who have experienced meaningful value inside your product and show strong potential to convert. In PLG-driven B2B SaaS, PQLs are the new gold standard for sales readiness—rooted in actual usage, not just intent signals.
What is a Product Qualified Lead (PQL)?
A PQL is a user (or account) who has hit predefined usage milestones in your free plan or trial, indicating they’re ready for sales engagement.
Common PQL triggers:
- Invited multiple team members
- Used a core feature multiple times
- Reached a usage threshold (e.g., 75% of trial limits)
- Integrated with key tools (e.g., Slack, Salesforce)
- Returned consistently over X days
- Unlike MQLs or SQLs, PQLs are behavior-qualified—they’ve experienced product value firsthand.
Why PQLs Matter in B2B SaaS
- Aligns Sales with Product-Led Growth – Focuses reps on users already experiencing value
- Higher Conversion Rates – PQLs often convert 2–5× better than traditional leads
- Improves User Onboarding – PQLs help you understand what value moments drive conversion
- Enables Usage-Based Scoring – Move beyond click-based intent to real product behavior
- Drives Bottom-Up Sales – Especially in PLG motions where users drive enterprise expansion
How to Measure PQLs
- Define What "Qualified" Means in Your Product – Identify 1–3 core product actions that signal value
- Instrument Your Product for Usage Tracking – Use tools like Amplitude, Mixpanel, or Segment
- Score Product Behavior – Combine usage frequency, breadth (features used), and depth (intent shown)
- Monitor PQL Volume Weekly – Track at the user and account level
- Analyze PQL-to-Customer Conversion – It’s the ultimate metric of PQL effectiveness
Best Practices to Increase PQLs
- Optimize Onboarding for Time-to-Value – Reduce friction in reaching core aha moments
- Highlight Sticky Features Early – Nudge users toward behaviors linked to high conversion
- Use In-App Messaging and Guides – Promote deeper engagement during the trial
- Collaborate with Sales on PQL Signals – Ensure reps have context to act on product usage
- Iterate PQL Definition Over Time – Don’t “set and forget”—adjust as your product evolves
Final Thought
PQLs shift the lead conversation from “who filled a form” to “who actually found value.” In a SaaS world tilting toward PLG, the smartest marketers and sellers now let the product qualify leads for them.
FAQs
Can you have both MQLs and PQLs?
Yes—and you should. MQLs signal intent via marketing channels; PQLs signal intent via product behavior. A hybrid model works well in B2B SaaS.
What’s the difference between a PQL and a trial user?
Not all trial users are PQLs. PQLs are engaged, qualified users showing clear value signals, not just signups.
Who should follow up with PQLs—sales or product?
Typically sales (SDRs or AEs), but product teams often guide the experience to reach PQL status.
Can PQLs be tracked at the account level?
Absolutely. Especially for B2B tools with team-based usage, account-level PQLs are more actionable than individual users.
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Get fast, accurate intelligence across sales, marketing, and CX, without scaling headcount.