What is a Marketing Qualified Lead?

Ruben Buijs

Founder & Digital Consultant

Written on Aug 1, 2023

2 minutes

Lead generation

A Marketing Qualified Lead (MQL) is a prospective customer who has shown a certain level of interest and engagement with a company's marketing efforts. MQLs are individuals or businesses that have demonstrated a likelihood of becoming a paying customer based on their engagement with marketing campaigns and their fit with the company's target audience.


Let's say you own a software company that sells a project management tool. An example of an MQL could be a person who has downloaded an eBook on project management best practices from your website and subsequently subscribed to your newsletter. Another example could be a company that has visited your website multiple times, engaged with your blog content, and requested a demo of your project management tool.


Identifying and nurturing Marketing Qualified Leads is crucial for a company's success in lead generation. MQLs represent potential customers who have already expressed interest in the company's products or services, making them more likely to convert into paying customers. By focusing on MQLs, businesses can allocate their marketing resources more effectively, targeting those individuals or companies who are most likely to convert and generate revenue.

How to Use Marketing Qualified Leads

To effectively utilize Marketing Qualified Leads, a company should follow a systematic approach:

  1. Lead Scoring: Implement a lead scoring system to assign a numerical value to each lead based on their behavior, demographics, and engagement with marketing materials. This scoring helps identify MQLs by setting a threshold for the level of interest and engagement required to qualify as an MQL.

  2. Lead Nurturing: Once identified, MQLs should be nurtured through personalized and targeted marketing campaigns. This can include sending them relevant content, such as case studies, product updates, or exclusive offers, to keep their interest and engagement levels high.

  3. Sales and Marketing Alignment: Collaboration between sales and marketing teams is essential in effectively utilizing MQLs. Marketing teams should provide valuable insights about MQLs to the sales team, enabling them to tailor their approach and communication to convert MQLs into paying customers.

Useful Tips

To make the most out of Marketing Qualified Leads, consider the following tips:

  • Quality over Quantity: Focus on the quality of MQLs rather than the sheer number. It's better to have a smaller number of highly engaged and interested MQLs than a large number of uninterested leads.

  • Continuous Evaluation: Regularly assess and update your lead scoring criteria to ensure it aligns with your evolving business goals and target audience.

  • Segmentation: Segment your MQLs based on their interests, behaviors, or demographics. This allows for more tailored marketing campaigns that resonate with specific groups of MQLs.

  • Lead Nurturing Automation: Utilize marketing automation tools to streamline and automate lead nurturing processes. This saves time and ensures consistent and timely communication with MQLs.


A Marketing Qualified Lead (MQL) is a prospective customer who has shown interest in your products or services and is more likely to become a paying customer.
While an MQL is a lead that marketing deems ready for further nurturing, an SQL is a lead that sales deems ready for direct contact and potential conversion into a customer.
The criteria for qualifying a lead as an MQL vary depending on your business and target audience. Typically, it involves a combination of demographic, firmographic, and behavioral factors.
Marketing teams can identify MQLs through lead scoring, which assigns points based on various factors like engagement level, website visits, email opens, downloads, and more.
MQLs represent leads that are in the middle of the sales funnel, indicating they have moved beyond the initial awareness stage and are considering making a purchase.
Not all MQLs will convert into paying customers. However, by nurturing and providing targeted marketing efforts, the chances of conversion can be increased.
MQLs can be nurtured through personalized content, targeted email campaigns, educational resources, webinars, free trials, and other methods to keep them engaged and interested.
Tracking MQLs allows marketing teams to measure the effectiveness of their lead generation efforts, optimize their strategies, and provide insights to the sales team for better conversion rates.
Yes, it is possible for an MQL to become an SQL. With further lead qualification and engagement, an MQL can move through the funnel and be considered by the sales team for direct contact and conversion.
MQLs can be integrated into CRM systems by using marketing automation tools or by manually transferring lead information from marketing platforms to the CRM.

Article by

Ruben Buijs

Ruben, the founder of Boei, leverages over a decade of consultancy experience at Ernst & Young to optimize lead generation. Boei specializes in converting website visitors into qualified leads. Outside of work, Ruben is passionate about crossfit and enjoys gaming occasionally.

Table of contents

  1. Examples
  2. Importance
  3. How to Use Marketing Qualified Leads
  4. Useful Tips
  5. Related Terms

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