Marketing Qualified Lead

A prospect who has engaged with marketing content in a way that suggests genuine interest and readiness to progress toward a sales conversation, typically defined by a combination of demographic fit and behavioural signals.

Not all leads are equal. Distinguishing marketing qualified leads from casual visitors allows founders to focus sales effort on prospects with the highest conversion probability, improving efficiency and revenue per outreach hour.

A founder defines an MQL as someone who matches her ideal client profile (a service-based business owner earning over £100,000) and has downloaded at least two resources and attended a webinar. These contacts receive personalised outreach; casual enquiries go into a general nurture sequence.