Skip to content
business documents on office table with smart phone and laptop computer and graph financial with social network diagram and two colleagues discussing data in the background

MARKETING QUALIFIED LEADS (MQL)

Global B2B/B2G Pipeline Generation

What Is A Marketing Qualified Lead?

A Marketing Qualified Lead is a lead that marekting has accepted as engaging in conversion behavior during the buyer's journey. It meets the service level agreement (SLA) between marketing and sales – a lead that meets:

  • The ICP Persona requirements, and

  • Has shown some level of interest in learning more about your company and offerings, andGL Funnel-PURPLE_R3

  • Has answered some basic qualifying questions, and 

  • Scheduled an appointment with one of your sales executives

SQLs are ideal for augmenting your sales executive's activity, scaling new sales executives or initiatives, and maintaining sales activity at a level necessary to maintain and grow pipeline.

 

Marketing Qualified Lead Conversion Rates

After more than a decade of providing SQLs to clients, Green Leads has studied tens of thousands of SQLs and discovered that the conversion rate from appointments to be the following:

  • 37% convert to an Active status - they are the right fit, show a propensity to purchase, and have immediate ongoing sales activity (second meeting, quote, introduction to wider team, etc.)

  • 34% convert to Nurturing status - they are the right fit, show a long term/possible propensity to purchase, but have no immediate sales activity.

  • 29% convert to Closed status - although they were the right fit, they or the sales executive determined there is no opportunity to pursue.

bg-office-group-of-people-talking-498623425

SCHEDULE A MEETING WITH ONE OF OUR EXPERTS