An MQL is a lead that has already engaged with an organization in one way or another. These leads are viewed as ready to become customers if they are approached correctly.
This may be because they came across your social media ads, Google ads, blog, YouTube videos, or any other content or advertising. It may also be simply word-of-mouth or old-fashioned recommendations that lead them to your website.
This intent is relatively easy to track through your customer relationship management (CRM) software. Marketing teams use CRM to check how each potential lead is doing, what they're doing, and their location.
Based on this data, they can determine prospective customers' intent, where they are on the buyer's journey, and how likely they are to make a purchase. For example, a high bounce rate on product pages implies that the user is only browsing for ideas or getting a feel of the pricing.
If a user spends an unnecessarily high amount of time on one product page compared to others, it means they're interested. This would tell the marketing team that the user is a potential candidate for an MQL.
At this point, they start with the lead nurturing and follow-up
process. This generally involves nudging the customer towards the company and solidifying them as an MQL.
If the team is successful, the user will become ready to talk to a sales team, especially if they click the contact page or a CTA that directs them toward a representative.
This is the exact point where a marketing qualified lead officially transforms into a sales qualified lead.