SaaS Marketing

What is MQL? 10 Steps to Defining a Marketing Qualified Lead

Toni Koraza
April 23, 2024
What is MQL? 10 Steps to Defining a Marketing Qualified Lead

Are you struggling to identify website visitors most likely to buy? Unsure who best to target your marketing efforts toward? 

We have your answer – Marketing Qualified Leads (MQLs).

In this guide, we'll break down what makes a lead sales-ready and provide 10 actionable steps to help you define your ideal MQL.

By the end, you'll be a pro at spotting leads primed to become happy customers.

a lady on the left side facing a big funnel at the center, a guy on the right side pointing inside the funnel with different icons

What We'll Cover:

What is a Marketing Qualified Lead (MQL)?

Imagine a website visitor who downloads an ebook you offer for free. This interest shows they might be a good fit for your product or service. You’ve found yourself a Marketing Qualified Lead (MQL). They are a potential customer (lead) who has shown interest in buying or using your product/service but hasn’t indicated they are ready to buy. 

MQLs differ from general leads because they've shown deeper engagement with your marketing efforts. They're not just browsing your website. They are seeking information or solutions that align with your offerings. This makes them more sales-ready than someone who filled out a contact form.

For example, an MQL for a marketing software company could be a marketing manager who has downloaded a case study on lead generation strategies. This targeted action suggests they're looking for solutions – they are more likely to be receptive to a sales conversation or an offer to use your product on a free trial.

inverted triangle with different textfield

Why MQLs Matter in Marketing

Forget unqualified leads – Marketing Qualified Leads (MQLs) are where the money is. 

Traditional lead generation gathers many leads, but not all are a good fit. The downside is that this process can result in a lot of wasted resources pursuing leads that were never going to convert in the first place. 

MQLs are a targeted group already interested in your offerings. These engaged contacts show genuine interest in your brand. Nurturing these high-potential leads lets you convert them to paying customers faster, which, of course, maximizes your return on investment.

In other words, MQLs are your future customers if you market to them correctly. 

a gut on the right side holding a big magnet with big arrows going up

Differentiating MQL from Other Leads

Not all leads were created equal.

An effective marketing strategy hinges on recognizing the difference between various leads. 

In this section, we’ll explore the key differences that help you determine the most promising leads for your sales team. 

MQL vs. Other Lead Types

Two fundamentals set MQLs apart from other leads:

  1. MQLs have actively engaged with your marketing efforts: This includes actions such as downloading content or attending webinars. Other leads might just have filled out a form.
  2. MQLs show signs of interest in buying: This could be requesting a demo or scheduling a call with sales. Other leads might be earlier in the buying journey.

So, when is a lead an MQL?

Look for actions that signal buying intent. Did they download a whitepaper on product comparisons? Did they visit a pricing page? These are good indicators to move a lead to MQL status.

An example of an MQL campaign could be offering free trials to website visitors who downloaded a case study. This targeted approach nurtures leads with buying intent, leading to higher conversion rates.


MQLs and Sales Qualified Leads (SQLs) are like teammates on a sports team, each playing a vital role. 

As we’ve discussed, MQLs are leads who have shown interest in your brand. Perhaps they downloaded content or attended a webinar.

SQLs, in contrast, are much closer to a buying decision. Imagine a sales funnel: MQLs are at the top, nurtured with informative content. As they show buying intent (requesting a demo, pricing quotes), they move down the funnel and become SQLs. These are leads ready for your sales team to connect with.

For example, an e-commerce company might nurture MQLs with product tutorials and reviews. Once an MQL adds items to their cart or starts a live chat, they signal intent to buy. At this point, they transition into an SQL, ready for a sales rep to close the deal.

a big blue-green funnel with different icons around and a textfield on each icon

10 Steps to Define Marketing Qualified Leads

Okay, now you understand what an MQL is. 

The next question is how to identify your most promising leads. 

In this section, we’ve broken down the 10 steps you'll need to master to define your Marketing Qualified Leads.

1. Understand Your Ideal Customer Profile (ICP)

Creating a clear Ideal Customer Profile (ICP) is essential for defining MQLs. Also known as a customer persona, it ensures you’re targeting the right audience, leading to higher conversion rates and better ROI.

To create a detailed ICP, begin by examining key demographics. These include; 

  • Age
  • Gender
  • Location
  • Income
  • Industry

Also, observe behaviors like;

  • Purchasing habits
  • Online activity
  • Pain points

Aligning your Ideal Customer Profile (ICP) with business goals is key. This ensures your marketing efforts target customers who are most likely to engage with your products/services, which optimizes resources and maximizes profitability.

a man on the left side sitting on his chair in front of his table and laptop - cloud on the upper right side with different icons

2. Collaborate with Sales Teams

In defining MQLs, teamwork is vital, with sales input playing a crucial role. To ensure effective collaboration, maintain open communication channels between marketing and sales. Share strategies, objectives, and feedback on a regular basis. By aligning MQL criteria with sales goals, both departments benefit.

Here's how:

  1. Emphasize Collaboration: Highlight the need for joint efforts in setting MQLs.
  2. Clear Communication: Ensure seamless communication between marketing and sales teams. Create accessible channels for sharing insights and feedback.
  3. Define Guidelines: Establish clear protocols for sales and marketing teams. Ensure smooth interaction and information exchange.
  4. Mutual Benefits: Showcase how aligning MQL criteria with sales objectives enhances performance. This alignment benefits both teams' outcomes.
4 people in a conference room

3. Identify Key Engagement Metrics

Understanding key engagement metrics is crucial for effective lead management. Here are the essential metrics:

  1. Page Visits: Measure website visits to gauge interest.
  2. Time on Site: Assess engagement depth based on visit duration.
  3. Content Interaction: Track downloads, clicks, and shares for content interest.
  4. Email Open Rate: Gauge email campaign effectiveness.
  5. Click-Through Rate (CTR): Measure interest via link clicks.
  6. Social Media Engagement: Track likes, comments, and shares.
  7. Event Attendance: Assess participation for active engagement.

Each metric offers unique insights into lead behavior, aiding tailored marketing. To identify successful MQLs, look for leads that show high page visits and spend a lot of time on your site. It also includes frequent content interactions and active engagement across various channels.

a lady on the right side pointing to the small chart and a guy on the center using a stethoscope

4. Establish a Lead Scoring System

To craft an effective lead scoring system for MQL definition:

  1. Define Engagement Activities: Identify key actions indicating interest. It may include website visits or webinar attendance.
  2. Assign Numerical Values: Give scores to each activity based on importance. For example, a webinar attendance may score higher than an email click.
  3. Calculate Total Score: Add scores for each lead to gauge engagement level.
  4. Set Thresholds: Determine thresholds to distinguish MQLs from other leads based on total score.

Lead scoring improves MQL accuracy by measuring engagement. This means you can concentrate on leads who are more interested. For example, a lead who attends many webinars and downloads whitepapers is more likely to be an MQL than one who doesn't engage much.

a guy on the left side pointing his finger to the dart board and a big screen on the right side

5. Define Explicit and Implicit Criteria

Defining MQLs involves two key ingredients: explicit and implicit criteria. 

  • Explicit Criteria: Clear-cut information you gather directly from leads. This can be job title, company size, and industry. Think of it as filtering leads based on basic demographics.
  • Implicit Criteria: Dives deeper, revealing a lead's true interest level. Look for website behavior (pages visited, time spent), content downloads (whitepapers, guides), and email engagement (clicks, opens).

Don't rely only on one type. Explicit criteria shrink the pool, while implicit criteria show a lead's actual interest.

a man on the right side holding a magnifying glass on the big screen with chart/report

6. Regularly Review and Adjust Criteria

Maintaining the quality of MQL criteria is vital. Regular reviews ensure they match evolving business needs. By doing this, we acknowledge the dynamic nature of lead qualification.

To start a review:

  • Begin by assessing current criteria against business objectives
  • Next, gather feedback from sales and marketing teams
  • Then, analyze lead performance data

This structured approach ensures adjustments align with business goals and enhances lead quality. It ensures better alignment between marketing efforts and sales outcomes. 

Thus, periodic reviews are essential for maximizing the effectiveness of MQL criteria.

a man standing on the left side pointing his finger to the big screen at the center and a lady sitting beside the screen pointing her finger on the big screen

7. Implement Lead Nurturing Strategies

Lead nurturing plays a crucial role in optimizing the potential of MQLs. It ensures continuous engagement and guides leads through the sales funnel.

To nurture leads, use various communication channels, including email, social media, and personalized messaging. Tailor content to cater to the specific needs and interests of each lead segment.

Personalized content enhances engagement and fosters trust, impacting lead progression. Personalized content helps increase sales by providing helpful information throughout the buyer's journey. This tailored approach boosts conversion rates and leads to higher revenue.

a big magnet on the left side and a guy at the back pointing on the right side with gear icon and different faces

8. Establish Clear Lead Scoring Criteria

Choose engagement metrics that align with your business goals. It’s important to focus on actions that show buying intent; this could be downloading product guides or attending demos.

Assign higher scores to actions showing stronger interest. For example, a webinar registration might be worth 10 points, while a simple website visit gets 2 points.

Another critical point is to talk to your sales team! By understanding what actions signal a lead is ready for their outreach, you can ensure your scoring system identifies leads most likely to convert into sales.

a chart with funnel size shape

9. Implement Automation for Efficiency

For automation tools for lead scoring, platforms like HubSpot or Marketo Engage offer robust features that can streamline lead evaluation, saving time and resources.

Workflow integration is key. Tools like CRM software should integrate with existing systems to avoid disruptions, ensuring smooth operations and preventing data silos.

Automating lead scoring helps marketing teams. They can focus on strategic tasks rather than manual evaluations. This saves time, boosts productivity and helps run better-targeted campaigns.

To simplify things, focus on automation tools that integrate well; this boosts efficiency and helps marketing teams work smarter, not harder.

a lady pointing to the right side with a big monitor at the center and a robot hand on the right side

10. Regularly Refine Criteria Through Analysis

MQL criteria aren't set in stone. Here's how to keep them sharp:

  • Review Your Data: Schedule regular check-ins (monthly or quarterly). This is to analyze your lead scoring data.
  • Work with Sales: Talk to your sales team! See which MQLs convert and which don't. Their insights are valuable.
  • Adapt and Improve: Based on your analysis, refine your MQL criteria. Maybe a webinar isn't as strong an indicator as you thought. Adjust scoring or add new criteria to ensure you're targeting the hottest leads.

By continuously analyzing data and collaborating with sales, you can fine-tune your MQL definition. This ensures you attract the right leads, maximize conversions, and keep your marketing efforts on target.

a man on the left side holding a tablet and a big laptop at the center , a ady standing on the left side pointing to the graphchart

Maximize MQL Success with MADX

If you want to enjoy a higher conversion rate, it’s time to concentrate on MQLs. 

To maximize your MQL success, you must collaborate with your sales teams, apply lead scoring, and regularly refine criteria. 

Ready to unlock the potential of Marketing Qualified Leads (MQLs)? Contact MADX today to take the next step in elevating your marketing efforts and achieving your business goals!

You can also explore the various services offered by MADX if you need personalized guidance.

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