What is a Product Qualified Lead?

Ruben Buijs

Founder & Digital Consultant

Written on Aug 1, 2023

2 minutes

Lead generation

A Product Qualified Lead (PQL) refers to a potential customer who has demonstrated a certain level of interest and engagement with a product or service, making them more likely to convert into a paying customer. Unlike traditional leads, PQLs are not solely based on demographic or contact information but are instead determined by the user's actions and interactions with the product itself.


To better understand the concept of a Product Qualified Lead, here are a few examples:

  1. Free Trial User: Suppose a software company offers a free trial of their product. If a user signs up for the trial, actively uses the software, and explores its features, they can be categorized as a PQL.

  2. Engaged Website Visitor: Imagine an e-commerce business that offers a variety of products on their website. If a visitor spends a significant amount of time browsing different product pages, adding items to their cart, or even initiating the checkout process, they can be considered a PQL.

  3. Frequent Content Consumer: Let's say a digital marketing agency provides valuable resources such as blog articles, webinars, or whitepapers. If a visitor consistently consumes and engages with this content, they can be classified as a PQL.


Identifying and focusing on Product Qualified Leads is crucial for businesses as it allows them to prioritize their sales efforts effectively. By identifying users who have shown genuine interest and engagement with the product, companies can optimize their lead-generation process and allocate resources towards those who are more likely to convert. This not only reduces the time and effort spent on unqualified leads but also increases the chances of closing deals and driving revenue.

How to Use Product Qualified Leads

To make the most of Product Qualified Leads, businesses can follow these steps:

  1. Tracking User Behavior: Implement analytics tools or software that track user behavior within the product. This enables businesses to gather data on how users are interacting with the product, which features they are using, and how frequently they engage.

  2. Defining Activation Points: Identify specific actions or behaviors within the product that indicate a user's high level of engagement or intent to purchase. These activation points can vary depending on the nature of the product or service.

  3. Scoring and Segmentation: Assign a score to each activation point to quantify a user's level of engagement. This scoring system helps segment users into different tiers based on their level of interest and enables businesses to prioritize their sales efforts accordingly.

  4. Automated Workflows: Set up automated workflows or notifications to alert the sales team when a user reaches a certain threshold of engagement. This ensures timely follow-ups and personalized outreach to maximize conversion rates.

Useful Tips

Here are a few tips to effectively leverage Product Qualified Leads:

  • Continuous Monitoring: Regularly analyze and update the criteria used to identify PQLs. User behavior and preferences can change over time, so it's important to stay up-to-date and adjust the activation points accordingly.

  • Collaboration between Sales and Marketing: Foster collaboration between the sales and marketing teams to ensure alignment on PQL definitions, scoring, and nurturing strategies. This collaboration helps streamline the lead-generation process and improves conversion rates.

  • Personalization and Education: Customize the sales approach based on the user's level of engagement and understanding of the product. Focus on educating the PQLs about the unique value proposition and benefits of the product to increase their likelihood of conversion.


A Product Qualified Lead (PQL) is a lead that has demonstrated a strong interest and engagement with your product or service, indicating a higher likelihood of conversion.
While a Marketing Qualified Lead (MQL) is typically based on demographic and firmographic data, a Product Qualified Lead (PQL) is determined by the user's actual product usage and engagement.
By identifying and nurturing Product Qualified Leads, you can focus your resources on leads that are more likely to convert, leading to higher conversion rates and improved overall sales efficiency.
Product Qualified Leads can be identified through various indicators such as the frequency of product usage, specific features or actions taken within the product, or even certain milestones achieved.
Effective customer onboarding processes can help identify Product Qualified Leads by tracking user behavior, providing insights on their level of engagement and product adoption.
To nurture Product Qualified Leads effectively, you can provide targeted product education, personalized communication, and proactive support to help them maximize the value they get from your product.
Metrics such as conversion rates, time to conversion, customer lifetime value, and product usage metrics can be used to measure the effectiveness of Product Qualified Lead strategies.
Sales and marketing alignment is crucial in leveraging Product Qualified Leads as it ensures seamless handoffs, effective lead scoring, and coordinated efforts to drive conversions.
Yes, Product Qualified Leads have a higher likelihood of converting into paying customers due to their demonstrated interest and engagement with your product or service.
You can optimize your product to generate more Product Qualified Leads by analyzing user behavior, collecting feedback, and continuously improving the user experience and value proposition.

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 Product Qualified Leads
  4. Useful Tips
  5. Related Terms

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