Looking at the growth rate of the SaaS industry, you’d think that people are more than willing to spend money on software solutions that promise to make their everyday lives (and professional endeavors) easier. Not quite, though. Despite projections forecasting the total SaaS spend to reach $171.9 billion in 2022, most buyers still prefer free solutions. […]
What is a Marketing Qualified Lead?
A marketing qualified lead (MQL) is a lead whose firmographic characteristics and history of engagement with a brand indicate that they are likely to become a customer in the future.
In B2B SaaS companies, sales and marketing teams work together to establish the criteria for designating a lead as an MQL. Once the criteria have been established, marketing teams are responsible for generating leads, nurturing those leads into MQLs via cross-channel engagement, and passing MQLs on to the sales department.
Many B2B SaaS marketing/sales teams use some form of lead scoring to determine when a lead should be designated as an MQL by the marketing department and handed off to the sales department.