A guide to product qualified leads (PQLs)

In recent years, the focus in lead qualification has shifted from marketing qualified leads (MQLs), who show interest through actions like downloading reports or signing up for newsletters, to product qualified leads (PQLs), who demonstrate a clear interest by actively engaging with the product itself. PQLs have interacted with the product, experienced its value, and shown intent to buy, making them more likely to convert to paying customers. Businesses can identify PQLs through product usage data, customer behavior, and feedback, and effectively nurture these leads through personalized messaging, product demos, and targeted content. While common myths suggest that every active user is a PQL or that PQLs don't require much attention, the reality is that identifying and nurturing these leads is crucial for any business aiming for organic growth, not just tech or software companies. Understanding and leveraging the characteristics of PQLs allows businesses to refine their strategies, increase conversions, and achieve growth by addressing the needs and behaviors of truly engaged users.