Marketing-Qualified Lead (MQL) is a lead that has engaged with your marketing enough — by fit and behaviour — to be judged more likely than average to become a customer.
A Marketing-Qualified Lead has taken actions that signal genuine interest — downloading a guide, attending a webinar, repeat visits to high-intent pages — and matches your target profile well enough that marketing considers them worth nurturing or passing to sales.
An MQL is interested; a sales-qualified lead has been further vetted and is ready for direct sales follow-up. Not every MQL becomes an SQL, and the conversion rate between them is a key health metric for any B2B funnel.
Through lead scoring: points for fit (how well the lead matches your ICP) and intent (what they have done). Above a threshold, a lead becomes an MQL. See the B2B lead-gen playbook.
A combination of fit (matching your ideal customer profile) and behaviour (actions like downloading content or visiting high-intent pages) that together suggest the lead is more likely than average to buy.
An MQL has shown marketing interest; an SQL has been further qualified and is ready for a salesperson. The MQL-to-SQL conversion rate is an important funnel metric.
Usually with lead scoring that assigns points for fit and for intent-signalling behaviour. Leads above an agreed threshold are treated as marketing-qualified.
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