Marketing
Qualified Leads
MQL
Global B2B 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, and
- 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, Advance2rise 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.