Qualified Lead Definition

qualified lead definition

What is a Qualified Lead?

Qualified lead definition: qualified lead refers to a person in your sales funnel who has expressed an interest in buying a product or service from a brand.

Qualified leads come in two forms and are often referred to by the following acronyms:

  • Marketing Qualified Lead (MQL): a person who is not yet ready to buy, but customer insight shows they are likely to become a customer in the future
  • Sales Qualified Lead (SQL): a person who has started the buying cycle, and is considering your brand as an option

Each of these qualified leads requires a unique approach as they are at different stages in the sales funnel. For example, if we looked at this through a content marketing lense:

  • MQL: they need middle-of-the-funnel content to engage and inform
  • SQL: they need bottom-of-the-funnel content to convert them

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