A Comprehensive Guide on Marketing Qualified Lead (MQL)

Marketing Qualified Leads – 5 Best Ways to Identify

Are you wondering what MQL means? Not sure about the difference between MQL and SQL? Are you looking for the best ways to identify Marketing Qualified Leads (MAQL)? You have arrived at the right place for information.

This article aims to help you understand what Marketing Qualified Leads means, the difference between MQL and SQL, and some best ways to identify Marketing Qualified Leads.

What Is Marketing Qualified Leads?

A Marketing Qualified Lead refers to a potential prospect who has been considered and reviewed by the marketing team as a qualified lead. Leads in Marketing Qualified Leads satisfy the criteria that have been set by the sales team to qualify as Marketing Qualified Leads.

The Difference Between Marketing Qualified Leads and Sales Qualified Leads

Both the sales and the marketing teams approach the topic differently. But the most important part is that both SQL and MQL work together to determine where each lead is in the buyer’s journey. 

It is also essential to remember that not all leads in the MQL are converted into SQLs. It is so because those leads were falsely identified as MQLs early in the buyer’s journey. 

Here are some of the elements you can use to analyze and avoid the elimination of prospects in the further processes:

  • Behavior of the lead
  • Lead demographics
  • Lead scoring

The 5 Best Ways to Identify a Marketing Qualified Leads

Here are the 5 best ways you can consider to identify a Marketing Qualified Lead (MQL).

The 5 Best Ways to Identify a Marketing Qualified Lead (MQL)
The 5 Best Ways to Identify a Marketing Qualified Leads
  • Have great information about the lead
  • Know their stage in the buyer’s journey
  • Lead has shown interest
  • Have information required to qualify the lead
  • Compare the profile

Let’s dive into the details.


When you consider a Marketing Qualified Lead, it is essential to verify if you have all the required information about the lead. A great lead begins with the information you know about them. You can get this data by using a form asking for their personal and contact details. This can help in the qualifying and nurturing process. 

Here are a few essential pieces of data you need to know about your potential lead: 

  • Name of the prospect 
  • Job title 
  • Email address
  • Phone number
  • Nature of job
  • Business goals
  • Industry


The stage where the MQL is placed in the buyer’s journey is something you must be aware of. When you know the current stage of every lead in the buyer’s journey, it can help you identify whether the lead requires further nurturing, or is prepared to progress to the next stage.

Here are a few questions you can ask yourself to understand the lead’s place in the buyer’s journey

  • Does the prospect know and understand their pain point or problem? If not, they are in the Awareness Stage.
  • Does the prospect know about the solutions you can offer to their problem or pain point? If not, they are in the Education Stage. 
  • Does the prospect see your service or product as the best solution to their problem or pain point? If not, they are in the Consideration Stage.
  • Does the lead know the purchasing process to purchase your service or product? If not, they are in the Decision Stage.


One of the best ways to identify Marketing Qualified Leads is to see if the lead is interested in your product or service. It is essential to know the amount of interest they have towards purchasing a solution from you. The best way to know if your lead is truly interested is by checking the actions they take.

Some of the best ways are as follows:

  • An enquiry over phone calls
  • Contacting your sales team
  • Repeat visits to your website
  • An enquiry via email
  • Checking your pricelist


It is important to have all the required information to qualify the lead to move further in the process. You must make sure that your lead is a good fit for your business. Before you nurture the leads and qualify them further, it is essential to check if the prospect can afford to purchase your service or product. 

Some of the basic qualification information you must consider are as follows:

  • Does the prospect have any problems or pain points to solve?
  • Do they have the decision making authority in their company?
  • Can the lead afford to purchase your service or product?


As a part of identifying Marketing Qualified Leads, it is essential to develop a buyer persona and ideal customer profile. When you define your ideal customer and buyer persona, you will come up with a lot of information that will help compare the buyer persona with the potential lead you are considering.

A  buyer persona and an ideal customer profile consists of a lot of data regarding the prospect that must be considered when you consider a prospect. It helps you identify if the prospect is worth the time and effort your sales team is taking. This helps the sales team avoid wasting time and effort on leads who have no chances of becoming your client at the end of the process.

Frequently Asked Questions (FAQs)

1. What is an MQL and SQL?

MQL and SQL play a vital role in lead qualification. MQL primarily refers to contacts who are sales ready, but are not prepared for personal or direct attention from sales. On the other hand, SQL refers to prospects who are ready for a direct sales follow-up.

2. What makes a lead a MQL?

A lead becomes a Marketing Qualified Lead when you show them what your business has to offer. Leads who are interested in your service or product based on the marketing efforts taken by your business are categorized as MQL as they are more likely to become your buyer or client compared to other leads.

3. What makes a good Marketing Qualified Lead?

A good MQL is determined based on a certain criterias, such as:

– Contents downloaded
– Interactions with social posts
– Web pages visited
– Clicked CTAs

4. What are the types of marketing leads?

The different types of marketing leads are as follows:

– Marketing Qualified Leads
– Information Qualified Leads
– Sales Qualified Leads
– Cold leads
– Hot leads
– Warm leads

5. What is a lead vs. MQL vs. SQL?

A lead refers to a contact who has shown interest in your service or product. A Marketing Qualified Lead refers to a prospect who is interested in your product or service based on marketing efforts taken by your business. SQL refers to contacts who are ready for a direct sales follows-up. Generally, leads are categorized as MQL or SQL, so that the sales teams are aware of where to direct their efforts.

Wrapping Up

If you have been looking to learn more about Marketing Qualified Lead, this article should have helped you gain a better understanding. MQL plays a vital role in generating quality leads who can actually help your business reach to the next level. Make sure to implement the various ways in which you can identify Marketing Qualified Leads.

If you have been looking for services that can help you boost your sales opportunities, and take your business to the next level, make sure to reach out to us to learn more about our services.

Related Reads

Leads vs Prospects: Ultimate 2023 Guide

Qualified Leads – 4 Best Tips to Discover

How to Generate Leads in Sales – 10 Effective Tips

Illustrations by Storyset

Samuel Darwin is the President at Demand.me, where he helps businesses do more through SEO and Link Building. As a digital marketing professional, Sam has worked with several Fortune 500 brands across the US, UK, and Australia to improve their online presence.

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