Marketing Qualified Leads are the best converting leads on the market.
MQLs are leads with intent – individuals and companies who are in-market (or considering buying) a technology product. Marketing Qualified Leads are further down the funnel than top-of-the-funnel leads, and are more "ready-to-buy" based on key indicators.
Activity + Engagement = Intent
Every MQL goes through a two-step engagement process:
Step 1 = Online engagement signaling intent, typically through a content download, although other online activity is taken into account.
Step 2 = Telequalification, where prospects are asked a series of additional questions over the phone to further qualify their interest and readiness to buy.
MQLs are known by many names – the most common is HQL (highly qualified or high-quality leads). These are tech buyers who are actively looking to buy a product like yours.
You need to reach these leads.
Types of MQL
There are three flavors of MQLs: Shared, exclusive, and MQL+. All of these leads products follow the 2-step process described above, but come in a slightly different package.
1. Shared MQLs
Shared MQLs (also widely known as shared HQLs) are available in specific product categories:
- Marketing Automation
- Web Conferencing
- Among others – inquire here if your topic is available
Leads are sold to up to four different vendors, and there is a specific quantity sold per month at an incredibly economic price point. All vendors have the same questions asked during the qualification step, and no filtering of the leads is allowed.
2. Exclusive MQLs
These MQLs are sold exclusively to one vendor. They are available in any product category, and the vendor purchasing the leads can influence the questions that are asked during the qualification step. Filtering is allowed and will impact the price.
The Exclusive MQL+ product is exactly the same as the Exclusive MQL product with one exception – with MQL+, the vendor is able to dictate a qualifying custom question requirement as part of the telequalification step. For instance, a specific timeframe to buy, or a willingness to participate in a product demo.
Interested in a no-obligation conversation about our approach to MQL?