Marketing qualified lead (MQL)

In today’s fast-paced business world, generating and qualifying leads is crucial for any successful marketing strategy. Companies are always looking for ways to identify potential customers who are interested in their products or services. One of the most common terms used in marketing today is Marketing Qualified Lead (MQL). This term refers to a prospective customer who has shown interest in a product or service and has been identified as a potential buyer based on certain criteria. In this glossary definition, we will delve into the meaning of MQL, its importance, and how it is used in the marketing world.

What is Marketing Qualified Lead (MQL)?

Marketing qualified lead (MQL) is a term used in marketing to describe a prospective customer who has been deemed qualified for sales engagement based on specific criteria set by the company. MQLs are usually identified through a combination of marketing activities and engagement with the company’s content, such as filling out a form, subscribing to a newsletter, or attending a webinar. These leads have shown interest in the company’s products or services, but they have not yet met the criteria to be considered a sales qualified lead (SQL).

Why is it important?

In today’s digital age, where customers have easy access to information and are bombarded with countless marketing messages, it is crucial for companies to have a way to identify and prioritize potential customers. This is where MQLs play a significant role. By identifying and nurturing MQLs, companies can save time and resources by focusing their efforts on the most promising leads. This not only increases the chances of conversion but also helps in building a stronger relationship with the customer.

Who uses it?

MQLs are used by marketing and sales teams to identify and qualify leads. Marketing teams use MQLs to determine the effectiveness of their campaigns and to measure the success of their lead generation efforts. On the other hand, sales teams use MQLs to prioritize their leads and focus on those who are more likely to convert into paying customers.

Use Cases and Applicability

MQLs can be used in various industries and for a wide range of products and services. For instance, a software company may generate MQLs by offering a free trial or a demo of their product. An insurance company may consider someone who has requested a quote or filled out a form on their website as an MQL. Similarly, a B2B company may classify someone who has downloaded a whitepaper as an MQL.

MQLs are also applicable in different stages of the sales funnel. They can be used to identify potential customers in the early stages of the buying cycle, as well as to engage with those who are close to making a purchase decision. MQLs are also beneficial in lead nurturing strategies, where companies can provide valuable information and content to their MQLs to move them further down the sales funnel.


MQLs are also known as Marketing Qualified Prospect (MQP), Marketing Qualified Contact (MQC), or simply Qualified Lead. However, it is essential to note that these terms may have slightly different meanings depending on the company and their specific criteria for qualification.


In conclusion, Marketing Qualified Lead (MQL) refers to a potential customer who has shown interest in a company’s product or service and has met certain criteria set by the company. MQLs play a crucial role in identifying and prioritizing leads for marketing and sales teams. They are used in various industries and at different stages of the sales funnel. By understanding and utilizing MQLs, companies can improve their lead generation strategies, increase conversion rates, and build stronger relationships with their customers.

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