In today’s business world, it’s essential to have a clear understanding of what goes into effective marketing and lead generation.

The idea of a “marketing qualified lead” is one such concept that many business professionals are familiar with, but may not fully understand.

So what exactly is a marketing qualified lead?

A marketing qualified lead is a prospect that has been determined by the marketing team to fit the description of the organisation’s ideal customer profile.

This is usually determined through a combination of digital behaviour engagement (website, social media and email marketing) and known CRM data fields (contact and company properties).

In this blog post, we’ll be breaking down in more detail what exactly a marketing qualified lead is and how it can help your business succeed.

Marketing qualified leads are important as this is the first customer lifecycle stage which begins to segment those who have a high likelihood of becoming customers.

What is a Marketing Qualified Lead?

A marketing qualified lead (MQL) is an individual or organisation that has been identified as having both interest and potential in your company’s products or services.

It typically means that the person has engaged with your brand in some way, such as filling out a form on your website or signing up for your email list.

They are pre-qualified leads who have indicated interest in you, but not yet ready to buy from you.

How Do I Identify a Marketing Qualified Lead?

The best way to identify an MQL is to keep track of the data collected from people who engage with your brand or website.

This includes tracking clicks on ads, behaviors on your site (such as which pages they visit), and engagement with emails and social media posts.

Once you have collected enough data about someone’s behavior, you can then determine whether they are an MQL based on their level of engagement with your products or services.

It’s also important to note that while MQLs can come from any source (including organic search results or social media campaigns), they all have one thing in common: they demonstrate intent by engaging with your content in some way.

So even if someone does not immediately purchase from you after visiting your site, there may still be potential for them to become a customer if nurtured correctly.

What are the Benefits of Identifying Marketing Qualified Leads?

Marketing qualified leads offer several advantages over other types of leads because they provide sales teams with more insight into the prospects’ interests and needs.

For example, by understanding what kind of content resonates most with an MQL—whether it be blog articles, whitepapers or case studies—you can create more targeted campaigns and tailor their messaging accordingly.

This ensures that customers receive content that speaks directly to them and increases the chances of conversion significantly.

Additionally, targeting these individuals helps save time since sales teams don’t need to spend as much time prospecting new leads; instead they can focus on nurturing existing relationships through personalised outreach and follow-up calls/emails.


Marketing qualified leads are essential for any successful business looking to generate more revenue through digital channels.

By understanding who qualifies as an MQL and why they should be targeted specifically, your organisation can build better relationships with potential customers while also saving time when it comes to prospecting new leads.

With the right strategy in place, you organisation can maximise it’s reach and increase conversions substantially using this type of lead generation approach.