SaaS Glossary
Basic definitions of acronyms commonly used in product management,
sales organizations, and Software-as-a-Service industry. Read more in our blog.

Marketing Qualified Lead

In the world of SaaS (Software as a Service), understanding key terms and concepts is crucial for the success and growth of your business. One such term that often comes up in the context of marketing and sales is MQL or Marketing Qualified Lead. In this SaaS glossary post, we'll explain what an MQL is, why it's important for your SaaS business, and how to identify and nurture marketing qualified leads effectively.

What is an MQL (Marketing Qualified Lead)?

An MQL, or Marketing Qualified Lead, is a potential customer who has shown a certain level of interest or engagement with your SaaS product or services, making them more likely to convert into a paying customer compared to other leads. MQLs are identified and nurtured by the marketing team and are typically passed on to the sales team for further qualification and conversion.

Why are MQLs Important for SaaS Businesses?

MQLs play a crucial role in the sales and marketing funnel for SaaS businesses. Identifying and nurturing MQLs helps your marketing and sales teams focus their efforts on the leads with the highest potential to convert, thereby increasing the efficiency of your sales process and boosting your conversion rates.

Furthermore, by recognizing MQLs, you can better understand the effectiveness of your marketing campaigns and adjust your strategies to attract and engage more high-quality leads.

How to Identify MQLs

To identify MQLs, SaaS businesses must establish clear criteria and indicators of a marketing qualified lead. These criteria can include:

  1. Engagement with content: Leads who frequently interact with your blog posts, whitepapers, webinars, or other resources may be more likely to convert into customers.
  2. Lead scoring: Assigning points to leads based on their demographic information, behavior, and interactions with your brand can help identify the most qualified leads.
  3. Website activity: Tracking the actions and behavior of leads on your website, such as browsing specific pages or spending a significant amount of time on the site, can indicate their interest in your product or service.

Nurturing MQLs

Once you've identified your MQLs, it's essential to nurture them through targeted marketing campaigns that address their specific needs and interests. Some strategies for nurturing MQLs include:

  1. Personalized email campaigns: Create tailored email sequences that provide relevant content and offers to your MQLs based on their interests and behavior.
  2. Remarketing: Use remarketing campaigns to target MQLs who have visited your website but haven't converted yet, reminding them of your product or service.
  3. Content marketing: Offer valuable content, such as blog posts, whitepapers, and webinars, that address the pain points and challenges faced by your MQLs.


Understanding MQLs and their importance in the SaaS sales and marketing funnel is essential for businesses looking to grow and scale effectively. By identifying and nurturing marketing qualified leads, you can optimize your sales process, increase conversion rates, and drive revenue growth for your SaaS business. Keep this MQL definition in your SaaS glossary as a reference to help you succeed in your marketing and sales efforts.

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