Marketing Qualified Leads are individuals who have shown clear interest in your offering by taking specific actions such as downloading content, attending a webinar, or requesting a demo. These leads meet predefined engagement criteria set by the marketing team and are considered ready for sales follow-up or further nurturing.
Step 1: Define what qualifies a lead as “marketing qualified” for your business. This typically includes actions like multiple website visits, form submissions, content downloads, or demo requests.
Step 2: Assign values to different behaviors using a lead scoring system. For example, downloading a whitepaper might be worth 10 points, while requesting a demo might be worth 25.
Step 3: Set a scoring threshold that a lead must meet or exceed to be considered an MQL. This threshold should reflect a level of intent that warrants sales engagement.
Step 4: Track user behavior through your CRM or marketing automation platform to monitor which leads cross the threshold.
Step 5: Count the number of leads that qualify as MQLs during a given period.
There is no universal formula for calculating MQLs. Most companies use a lead scoring model where a lead becomes an MQL once it meets or exceeds a specific score based on engagement activity.
MQLs = Leads that meet the predefined engagement score or behavioral criteria
There is no single benchmark for MQLs, as the percentage can vary by industry, sales cycle length, and traffic quality. However, it is common for MQLs to represent around 50 to 60 percent of all captured leads. The key is not the volume but how well the MQL criteria align with sales readiness.
A points-based system used to measure a lead’s level of interest and engagement based on their actions.
Calculates the average marketing spend required to generate one MQL.
Measures how many leads, including MQLs, eventually convert into paying customers.
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It depends on your business, but common examples include multiple visits, downloading gated content, signing up for a webinar, or requesting a demo.
MQLs indicate interest and intent. Passing only qualified leads to sales reduces wasted time and increases the chances of conversion.
Refine your lead scoring, improve targeting, and align marketing content with the buyer journey to attract more relevant prospects.