The definition
A Marketing Qualified Lead is a prospect who has shown demonstrable commercial interest and falls within the pre-agreed target audience criteria. Both conditions count: interest without audience fit is noise, audience fit without interest is just an address.
Interest is a behaviour, not a score. A concrete reply in which someone asks for information, a proposal or a conversation is interest. An opened email is not.
Why opens and clicks don't count
Opens are distorted by mail clients that preload images and by security scanners that click links. Anyone steering on those signals is optimising for measurement errors.
A written reply cannot be faked by a scanner. That is why it is the only signal we use to qualify.
Setting criteria in advance
Before the campaign starts, define which companies count, which roles are relevant and which replies qualify. That document prevents disputes afterwards and makes billing verifiable.
Direct verder
MQL-leads aanvragen
MQL's ontvangen in plaats van lijsten
We spreken samen de criteria af en leveren alleen leads die daaraan voldoen.
Vraag MQL-leads aanJe vult alleen naam, e-mail en telefoonnummer in. We bellen binnen één werkdag terug.