Key Performance Indicators Examples

Marketing Qualified Leads (MQL)

Marketing Qualified Leads (MQLs) are potential customers who have shown interest in a company’s products or services through their engagement with marketing campaigns or activities. They are considered “qualified” because they have demonstrated a higher level of engagement and interest than a typical lead, and are therefore more likely to convert into paying customers.

MQLs are typically identified by a set of criteria such as:

  • Filling out a form on a landing page
  • Downloading a white paper or other content
  • Attending a webinar or event
  • Scoring high on a lead scoring model
  • Engaging with email campaigns
  • Visiting a certain number of pages on a website

MQLs are usually passed on to the sales team for further follow-up and nurturing, as they are considered more likely to convert into customers than other leads.

It’s important to note that MQLs are different from Sales Qualified Leads (SQLs), which are leads that have been vetted by the sales team and are considered ready for a sales call or meeting. The MQLs are leads that have been engaged with marketing activities and have shown some level of interest, but not yet ready to be passed to sales team for closing. The process of converting MQLs into SQLs is known as lead nurturing

Measure what matters for your business with KPIs

Track business performance with real time key metrics against targets in one place without the need for multiple dashboards or reports