Marketing Qualified Leads (MQLs)
You can spot the difference between a random contact and a marketing qualified lead (MQL) from a mile away - at least, we can. Every founder and sales leader we work with wants more pipeline, but they don’t just want any name in a spreadsheet. They want leads that turn into money. [1]
That’s what we do here at Hyperke: we help SaaS and service companies fill their calendars with MQLs that actually close. The thing is, most folks get lost in the weeds or burn cash on leads that go nowhere. We figured out a better way.
Key Takeaways
MQLs are only valuable if they’re defined by real buying intent and matched to your ideal customer profile - not just any engaged contact.
The cost per MQL is a critical metric, but obsessing over volume instead of lead quality is a recipe for disappointment.
A bulletproof lead scoring and nurture process ensures MQLs become sales-ready, not just another number for your dashboard.
Defining a Marketing Qualified Lead: It’s More Than a Form Fill
Credits: John Arnott
We see a lot of confusion about what a marketing qualified lead really is. The slickest landing page can get someone to download a whitepaper, but that’s not enough. To us, an MQL is a prospect who’s shown intent, fits our client’s target profile, and has interacted with content or offers that signal genuine interest.
We’ve learned the hard way that checking off a few engagement boxes isn’t enough. Here’s what separates a true MQL from the rest:
They’ve taken meaningful actions (requested a demo, asked for a case study, answered a qualification question).
They fit the industry, company size, and role criteria we set with our clients at the start.
Their engagement shows a pattern, not just a one-off click.
In our campaigns, for example, we don’t celebrate a lead until they’ve scheduled a call with a real sales decision-maker and provided context about their needs. That’s when the label “MQL” actually means something.
Cost per MQL in B2B: You Get What You Pay For
B2B cost per MQL is a number that can either make or break your budget. We’ve seen companies brag about $10 MQLs, but when we peek under the hood, those leads never convert. Our experience? It’s better to spend $200 on a lead that turns into $20,000 in revenue than $20 on a name that ghosts your sales team.
To keep costs in check (while keeping quality high), we:
Focus on channels that attract high-intent prospects (think: targeted cold email, not generic display ads).
Measure not just the cost per MQL, but the conversion rate from MQL to SQL and closed deal.
Continually refine targeting based on what actually closes.
We track every dollar. If a channel or angle stops delivering, we cut it. That’s the discipline you need to avoid bloated costs and wasted time.
Effective MQL Scoring: Getting Past the Vanity Metrics
Scoring is the backbone of any reliable MQL process. We learned early on that scoring on clicks alone is how you end up with a bloated pipeline and zero wins. Here’s how we do it differently:
Combine firmographic data (industry, company size, seniority) with behavioral signals (multiple website visits, demo requests, specific content downloads).
Assign weights based on what’s historically closed deals for our clients.
Regularly review and adjust the scoring model as we collect more data.
For example, we once worked with a SaaS platform where the best leads came from mid-market IT directors who downloaded a technical integration guide and immediately booked a call. That became a high-scoring combo in our system. We don’t pretend the model is perfect - every few months we tweak things based on what’s closing.
MQL Generation Strategies That Actually Deliver in B2B
Most agencies pitch the same tired lead gen playbook. We found that the best MQL generation strategies are a mix of tried-and-true tactics and a few that most folks miss. [2]
Here’s what’s worked for us, again and again:
Cold Emailing: Personalized, relevance-first emails sent directly to decision-makers with a clear, specific call to action.
Targeted Webinars: Not generic “thought leadership” sessions, but practical events solving pain points for a narrow audience.
Gated Content: Whitepapers, industry checklists, or product comparison guides tailored to real buying journeys.
Warm Calling: Not spam. We call only after engagement or a clear fit, armed with context from earlier interactions.
LinkedIn Outreach: Targeted, non-automated messages (we tried all the automation tools, and nothing beats a real human).
We don’t waste time on flashy tactics that don’t convert. Instead, we double down on what’s proven to fill pipelines with MQLs that our clients actually want to talk to.
Tracking MQL Engagement Metrics: What Matters, What Doesn’t
It’s easy to get lost in the dashboards. We’ve seen teams track 30+ metrics but still have no idea why leads aren’t converting. We stick to a handful of engagement metrics that correlate with actual revenue:
Demo requests and booked calls (the gold standard for us).
Repeat visits to pricing or product pages.
Content downloads tied to high-intent topics (e.g., “ROI calculator,” “integration guide”).
Email reply rates - not just opens or clicks.
Conversion rates from MQL to SQL and ultimately to closed deal.
We use these numbers to refine both targeting and messaging. If a landing page gets a lot of downloads but no calls, we know it’s time to rewrite the follow-up or tweak the offer.
MQL Handover to Sales: No Lead Left Behind
The gap between marketing and sales is where most MQLs go to die. We make the handover process almost foolproof for our clients, because if it’s not clear who owns the lead at every stage, you’re guaranteed to lose deals.
Here’s our method:
Every MQL is delivered with a full engagement history and key qualifying notes.
We meet weekly with sales teams to review lead quality and adjust scoring or handoff timing.
If there’s pushback (“this lead wasn’t ready”), we go back and fix the process instead of blaming the sales team.
We’ve found that transparent communication and shared definitions are the only way to make sure leads don’t slip through the cracks. Sales trusts us because we hold ourselves accountable for what we deliver.
Nurturing MQLs to SQLs: Slow and Steady Wins
Not every MQL is ready to buy right now. We’ve learned to play the long game. Our nurture sequences mix personalized emails, timely check-ins, and value-driven content (think: industry trends, ROI studies, case stories). Here’s what worked for us:
A sequence of three to five emails spaced over a month, each one building on the last.
Direct calendar links for easy scheduling (removes friction).
Content tailored to the lead’s role and stage - no generic blasts.
Occasional phone follow-ups with context (“Saw you downloaded our integration guide last week…”).
We try not to nag. Instead, we aim to be helpful and relevant, so when the timing’s right, we’re their first call.
MQL Criteria by Industry: One Size Never Fits All
We’ve worked across SaaS, recruiting, media, and more, and the criteria for an MQL never look exactly the same. Here are a few examples from our own campaigns:
SaaS: Lead requests a product demo, downloads a technical whitepaper, and fits the target job title (Director-level or higher, company size 50-500).
Recruiting: Prospect schedules a discovery call, attends a hiring trends webinar, and works at a company with 100+ employees.
Media: Contact downloads a rate card, replies to an outreach email with specific campaign goals, and is a marketing VP or higher.
Every new project starts with a session to define the ideal customer profile and what counts as a real MQL. We never rely on someone else’s template.
FAQ
How can a Marketing Qualified Lead be identified differently from other leads in a sales funnel?
A Marketing Qualified Lead (MQL) is identified based on specific criteria that show the lead is more likely to become a customer. This often includes actions like downloading content, repeatedly visiting key pages, or filling out detailed forms. Unlike casual visitors, MQLs have shown clear interest and engagement, making them more valuable for the sales team to pursue.
What role does lead scoring play in determining if a lead is marketing qualified?
Lead scoring assigns points to potential customers based on their behaviors and attributes. For example, visiting product pages or signing up for newsletters adds points. When a lead reaches a certain score, they become marketing qualified. This system helps prioritize leads, ensuring that marketing efforts focus on those ready to move forward in the buying process.
Why is it important to align marketing and sales teams when working with Marketing Qualified Leads?
Aligning marketing and sales teams ensures that the definition of a Marketing Qualified Lead is clear to both groups. Without agreement, marketing might pass leads too early or sales might ignore leads that are ready. Collaboration improves the handoff process, increases conversion rates, and makes the overall lead management more efficient.
Can the criteria for Marketing Qualified Leads change over time, and if so, why?
Yes, the criteria for Marketing Qualified Leads can change as market conditions, customer behavior, and product offerings evolve. A lead that was once considered qualified based on certain actions might need different qualifications later. Regularly reviewing and updating criteria helps keep lead quality high and sales efforts focused on the most promising prospects.
How does understanding the customer’s buying stage help in identifying Marketing Qualified Leads?
Understanding where a customer is in their buying journey helps marketers spot when a lead is ready to take the next step. Early-stage leads may just be gathering information, while Marketing Qualified Leads are typically in the consideration phase. Recognizing these stages allows marketing teams to tailor messages and offers that move leads closer to making a purchase.
Practical Advice for B2B Teams Serious About MQLs
If there’s one thing we’ve learned, it’s that quality always beats quantity in B2B. Here’s what we’d tell anyone looking to get serious about MQLs:
Set clear, mutual definitions with your sales team. If you’re not on the same page, nothing else matters.
Track cost per MQL, but obsess over what turns into closed deals, not just a full pipeline.
Use a scoring system that’s based on real buying behaviors, and be ready to change it as you learn.
Don’t hand off leads prematurely. Nurture them until they’re genuinely sales-ready.
Focus your efforts on channels and tactics that consistently deliver high-intent prospects, not just the latest fad.
If you’re tired of guessing which leads will close or burning budget on names that go nowhere, we should talk.
Book a call with us at Hyperke and let’s build a pipeline that actually pays off. We’ve done it for ourselves, and for every partner we work with. You can see the results in our clients’ calendars and bank accounts.
References
https://www.tableau.com/learn/articles/marketing-qualified-lead
https://www.data-axle.com/resources/blog/evolution-of-the-mql/