Marketing qualified leads

Lead qualification is very important in your sales process so that you can know how many potential customers your marketing efforts are providing.


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    Templates using this KPI

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What is a marketing qualified lead?

A Marketing Qualified Lead (MQL) is a visitor who indicated interest in what your company has to offer based on marketing efforts or is qualified as more likely to become a customer than other leads by your marketing team. They usually performed an action qualifying them as such, like engaging with your sales rep, submitting contact information, subscribing to a webinar, adding items to a shopping cart, downloading a white paper, or visiting your pricing page for example.

MQL is not to be confused with these other similar acronyms in digital marketing:

SQL: Sales qualified leads

CRM: Customer Relationship Management

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How do you calculate your marketing qualified leads?

Your marketing qualified lead are an easy metric to measure. Your marketing team comes up with a lead scoring system that qualifies people based on different criteria automatically such as: Demographics, the pieces of content they consulted, how they interacted with the brand. These leads can then be sent to the sales team through the sales pipeline so that they can go through the sales funnel, up until they are sales-ready.

What is a good number of marketing qualified leads?

There are a lot of things to take into consideration. Of course, as many qualified lead as you can handle is great, but you have to make sure they were qualified properly, are in the right workflows, and that your sales management system and salesperson can handle them. If you have so many leads that your sales team cannot take care of each of them properly and follow-up with them, it could become a pain point.

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What is a bad number of marketing qualified leads?

If the customer journey makes it so you don’t have enough leads to justify the marketing costs, it’s probably a bad number of marketing qualified leads.

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MQL KPI examples & templates

Your MQL can be added to multiple different types of reports. Here are some of them:

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Executive report template Executive report template

A report with all the most important Google analytics metrics. Track all your web analytics, from single-page metrics, page load time, organic searches, landing page data, total number of sessions, and more.

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Marketing campaigns report template Marketing campaigns report template

From content marketing to social media and PPC, this report gives you a good view of all your online marketing strategy metrics and overall online performance. Track your Linkedin leads, inbound traffic, and search engine rankings, all in the same place.

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Email marketing template Email marketing template

Check your conversion rate, total sales, sales leads, costs and more, from your email marketing campaigns. You can also track this data alongside your business metrics and industry benchmark.

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Marketing qualified leads best practices

Here are some of the best practices you should keep in mind to improve your marketing leads and have more high quality leads.

MQL best practices

step 1 icon Have a clear buyer persona

It can sometimes be hard to know which actions make a lead a marketing qualified lead. By making sure you target the right buyer persona, you can clearly identify the qualifying factors.

step 2 icon Optimize your landing pages

Make sure your landing pages are optimized so that your lead won't cost you an arm and a leg. You can also optimize your ads and other marketing strategies to make sure you target the best possible audience at the lowest possible cost.

step 3 icon Use a lead management software

To make sure the leads go smoothly from MQL to SQL, you can use lead management tools like hubspot that contain different functionalities such as a centralized database, score leads, communication history, segments and more.

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Marketing qualified leads Synonyms

Although MQL is widely used, there are multiple synonyms that can be used for MQLs and other types of leads. Here are a few :


Potential customers, high-quality leads, target audience, sales qualified leads.

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