Marketing Qualified Lead (MQL)

A lead that has been determined by marketing to be more likely to become a customer based on engagement and fit criteria.

Definition

A Marketing Qualified Lead (MQL) is a prospect who has demonstrated enough interest and meets sufficient fit criteria to be considered ready for sales follow-up. MQL criteria typically combine demographic fit (right company size, industry, job title) with behavioral engagement (content downloads, webinar attendance, website activity). MQLs represent the handoff point from marketing to sales.

Why It Matters

The MQL concept creates alignment between marketing and sales by defining what constitutes a 'ready' lead. Without this agreement, marketing may pass unqualified leads to sales, wasting their time, or hold back qualified leads, missing opportunities.

Examples

A Director+ at a company with 100+ employees who viewed 3+ pages
Someone who downloaded a buyer's guide and visited pricing
A return visitor who matches your target industry

How Bullseye Helps

Bullseye generates MQLs automatically by identifying visitors who match your ICP and show buying intent through their behavior. Instead of waiting for form fills, you get a stream of qualified leads based on actual engagement.

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