What is a Qualified Lead?

A contact who opted in to receive communication from your company became educated about your product or service and is interested in learning more. Marketing and Sales often have two different versions of qualified leads (MQLs for Marketing and SQLs for Sales), so be sure to have conversations with your sales team to set expectations for the types of leads you plan to hand over.


Suppose a software company offers a project management tool for businesses. A qualified lead for this company might be a project manager at a mid-sized company who has recently expressed interest in improving team collaboration and productivity. This lead has actively engaged with the company’s content, attended a webinar on project management best practices, and requested a demo of the software to explore its features further. Based on these actions and the alignment with the company’s target customer profile, this individual is considered a qualified lead worthy of further sales engagement and follow-up to convert them into a paying customer potentially.

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