Marketing Qualified Lead (MQL) is a term used to describe a lead who is more likely to become a customer because of their engagement with a company's marketing efforts. MQLs are leads who have shown more interest and engagement in a company's products or services than leads who are "just looking" or not yet ready to buy.
To identify MQLs, a lead scoring system is typically used that assigns a score to each lead based on their engagement with the company's marketing efforts. The score is assigned based on various criteria, such as the lead's behaviour, demographics and engagement with the company's website, email campaigns and other marketing activities.
Once a lead has been identified as an MQL, it is usually passed on to the sales team for further qualification and follow-up. MQLs are considered more promising leads than other leads because they have already shown some engagement and interest in the company's products or services.
MQLs are important because they can help companies prioritise their sales efforts and focus on leads that are more likely to convert into customers. MQLs can also help improve the overall efficiency of the sales process by identifying leads that are more likely to be interested in buying and reducing the time spent on leads that are not ready to buy.