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Glossario Apparound

This section contains a collection of terms related to the digitization of sales processes, the latest innovations in technology and marketing, each accompanied by an explanation of the meaning or other observations.

MQL (Marketing Qualified Lead)

An MQL (Marketing Qualified Lead) is a type of qualified lead that has demonstrated interest in the products or services offered by the company. Creating an MQL isn't an easy feat, but with the right strategy, obtaining high-quality leads thatcontribute to achieving business success is possible.

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Definition and characteristics of an MQL


An MQL is a contact who has shown interest in a company's products or services through prior marketing activities. Qualifyingas an MQL happens after surpassing a series of thresholds defined by the company. These thresholds help distinguish an MQL from a generic lead by satisfying specific qualification criteria.

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Creating an MQL: how to do it

To create an MQL, the first step is to define qualification criteria that consider the company's needs and focus on evaluating the interest, budget, and potential economic value of acquired contacts. Based on these criteria, it becomes possible to create tailored content and offers to capture the interest of leads and funnel them through lead generation paths designed to highlight MQLs.

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Differences between MQL and SQL (Sales Qualified Lead)

The difference between an MQL and an SQL (Sales Qualified Lead) is closely related to the level of interest demonstrated by the lead and their position within the sales funnel.  

An MQL is a contact who has shown interest in the company's products or services but might not be ready to make a purchase. MQLs are still in the consideration and evaluation phase of products/services, making them of interest to the company. 

On the other hand, an SQL is a contact who has met the qualification criteria defined by the company and has exhibited strong interest in purchasing the company's products/services. SQLs are therefore ready to be contacted by the sales team to close the deal.

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Identifying an MQL

Cosa sono le MQLs

Identifying MQLs requires first pinpointing the target audience, which refers to the type of lead that matches the ideal customer profile. This process involves a careful analysis of business goals and market needs, paying particular attention to demographic, geographic, and behavioral characteristics of users interested in the product or service.

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Targeting MQLs

Various sources of information, such as browsing data, social data, e-commerce data, and CRM data, can be utilized to target MQLs. Specific analysis tools like Google Analytics, Webmaster Tools, and other behavior analysis tools on the web are available.

Browsing Data Analysis  

To analyze browsing data, specific tools like Google Analytics can be used. This provides detailed information about user behavior on website pages, identifying which content interests users the most, pages with the highest view counts, and other data related to the browsing experience.

Social Data Analysis  

Tools like Hootsuite and Mention can be used for social data analysis. These tools monitor the activity of followers and competitors on social media, identifying content generating interactions, trending topics, and new market trends.

E-commerce Data Analysis 

E-commerce data analysis can be conducted through platforms like Shopify and Magento. They provide insights into customer purchasing habits, best-selling products, and website conversion rates.

CRM Data Analysis  

CRM data analysis provides precise information about users interacting with the company, offering extensive visibility into people's behaviors related to the offered products and services.

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Tracking and evaluating MQL engagement

To track and evaluate MQL engagement, a set of metrics providing information about user interactions with the website and content can be used. The most commonly used metrics include:

  • Time on site: Measures the duration of a user's website navigation, providing insights into how much time they dedicate to reading offered content.

  • Page views: Measures the number of pages visited by users.

  • Conversion rate: Measures the percentage of users who completed a specific action on the website (e.g., product purchase, form submission).

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Identifying Lead Interest Signals

Lead interest signals are indicators that demonstrate a user's genuine interest in the company's products or services. Some common interest signals include:

  • Repeated visits to the website or specific pages.

  • Form submissions to request information or contact customer service.

  • Downloading specific content such as guides, infographics, or case studies.

  • Interacting with the company's social media

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Strategies to Convert MQLs into Acquired Customers: Lead Nurturing

Once MQLs are identified, thelead nurturing process begins. This involves providing useful and relevant information to prospects with the aim of persuading them to become acquired customers.

Successful lead nurturing starts with identifying prospect needs and offering them pertinent content. It's crucial to remember that lead nurturing isn't about direct sales but rather a process of providing information about the offered product or service. This builds prospect trust, increasing the likelihood of conversion.

For successful lead nurturing, having a structured marketing automation program is essential. This program can send personalized and timely emails, SMS, in-chat messages, or push notifications, guiding prospects through every stage of the purchase journey.

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A Marketing Qualified Lead (MQL) is a potential customer who has been deemed more likely to become an actual customer compared to other leads based on predetermined criteria established by the company, such as the lead's online behavior, interactions with the company's marketing, and demographics.

An MQL is identified through a series of interactions and behaviors that indicate significant interest in a company's products or services. Key indicators include lead source, interaction with marketing emails, downloading specific content, participation in webinars, time spent on the company's website, etc.

MQLs are important because they help companies identify which leads are more likely to become customers, allowing sales teams to focus their efforts on those contacts, saving time and resources, and increasing the likelihood of conversion. Additionally, MQLs can provide valuable insights that can be used to further refine marketing and sales strategies.