MQL (Marketing Qualified Lead)

Lead who has shown clear interest but is not yet ready for sales — needs nurturing or qualifying bot before human.

MQL (Marketing Qualified Lead) is the lead that has shown clear interest but is not yet ready for sales. Next stop: turn around SQL after qualification. MQL is the stage where the "warm" lead needs nurturing or bot qualification before the human enters.

What makes a lead an MQL

Requested in-depth content (e-book, webinar, demo).
Requested a quote or quotation.
Started a conversation on WhatsApp after the announcement.
Subscribed to email list.
Visited price page several times (with tracking).

Not MQL: person who only “liked” on Instagram, or clicked on the ad without interacting afterwards.

How to move MQL to SQL

The qualifier bot is the central tool. Configure 3-5 questions that separate warm MQL from SQL hot:

"For what purpose are you seeking this?"
"What's your deadline?"
"What is the budget range?"
"Who else participates in the decision?"
"Have you seen any alternatives?"

Aligned responses → automatic tag "SQL" → notifies seller. Misaligned responses → "cold MQL" tag → go into nurturing.

The typical flow of an MQL

Day	Action
0	Lead arrives via Click-to-WhatsApp. Bot qualifies.
0	Seller receives qualified MQL. Call within 1 hour.
2	Follow-up if there was no response on day 0.
7	If still warm, nurturing sequence (value content).
30	Automated reactivation if no evolution.

See: SQL, lead, lead scoring.