Marketing and sales are always looking for leads. Not all charges are the same. Marketing Qualified leads (MQLs) are the best for your bottom line.
What does it mean to be a Marketing Qualified Lead?
A marketing-qualified lead, in simple terms, is someone that the marketing department believes has the potential to become a customer based on lead intelligence and analytics.
You can think of it like this: If you are single and have many suitors knocking at your door, MQL leads will most likely be your significant other. This is based on your objectives, standards, and qualifications that you have honed over years of relationships and dating.
Each business sets its criteria to determine the quality of a lead. Sometimes they have downloaded a specific eBook or inquired online or over the telephone. It doesn’t matter what the reason is; the marketing department will usually decide based on a relevant score system.
Why are MQLs so important?
MQLs have a high value because they focus more on quality and less on quantity. It is better to have a few highly qualified MQLs with high purchasing power than hundreds of interested inquiries from your webinar inbox.
Marketing in the C-suite is a more concrete example. Because C-suite executives are more likely to be decision-makers, it’s better to have fewer than 100 leads. Quality is more important than quantity, as non-C-suite charges can be challenging to sell, even if you have many.
Quality is not only what we believe but also something that other people agree with. 70% of marketers believe that quality leads are essential for lead generation. A higher conversion rate means more efficient sales and marketing. Therefore, you need to do everything you can to increase the quality of your leads.