PQLs are prospective consumers who have tried a product and made actions that strongly suggest they will become paying customers.
PQLs keep salespeople totally focused on bringing prospects onto the product rather than asking them to fill out lead forms and do particular qualifying actions.
It's a "try before you buy" strategy
that allows prospects to become convinced of a product before speaking with a salesperson.
Such a person thus presents a sales opportunity to your reps and is more likely to convert to a paying client.
There are two other factors that indicate the PQL status:
- The lead matches your Ideal Customer Profile (ICP).
In other words, PQL covers more than just users your product. They also align with your target audience's demographic traits.
Some of these may be as easy as being in your desired place. However, a person's ability to match your ICP can also depend on a person's firm size, number of employees, technology, and many other things.
- The lead makes purchases with the intention of doing so.
Each business will naturally take different steps in this regard. It can be logging into the app frequently or carrying out particular tasks. Creating a team, inviting coworkers to use it, examining the pricing page, or using the product in accordance with predetermined usage patterns are further examples.
A PQL, in other words, integrates all three criteria into a single metric:
- The lead understood the value of your product.
- The lead fits the ideal customer profile of your business.
- The lead has demonstrated buying intent by doing certain steps.