The Oldest Demand Generation Agencies Demand generation is not merely a buzzword. It’s a vital component of business growth and customer acquisition strategy. Essentially, it’s a multi-step marketing process, designed to build and nurture interest in a company’s products or services. It focuses on hyper-targeting more qualified leads: engaging the right audience, with the right […]
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 tech 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 software 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.