The Guide For Lead Qualification (Lead Scoring)

Although specific leads might prove to be your ideal client, not all leads are suited to your product or service. So, to determine which clients are the best, you need to understand what makes them qualify. A qualified lead is most likely to become a customer, and so requires more focus and resources than other leads.

What is lead qualification?

Lead qualification, also known as lead scoring, is the process of evaluating and collecting data about potential buyers, based on which a conclusion is made about their readiness to close a deal.

You can evaluate your potential customers based on several attributes, including the professional information they have provided you and how they interact with your website and brand online. Lead qualification enables the sales and marketing departments to select the most effective tools for attracting leads and accelerating the conversion rate of those leads into customers.

It is especially valuable to note two things about lead qualification. First, there are no standard criteria — they are unique to your business. Additionally, only individuals who have independently expressed interest in your business and have willingly provided information about themselves can be considered qualified leads.

Difference between a lead, pre-qualified leads & a qualified lead

Let's define once and for all:

A lead is someone who has expressed interest in your company by engaging with your product or service offer through a touchpoint. 

A pre-qualified lead is a prospective client who has interacted with a company and met certain criteria that suggest they're more likely to become a customer.

A qualified lead is someone you have vetted and determined is likely to be a good fit for what you are offering. Imagine you are choosing a book in a bookstore — you don't just look at the cover, you flip through a few pages to understand if it's interesting to read.

Common types of qualified leads

Businesses use marketing-qualified leads (MQLs), sales-qualified leads (SQLs), and product-qualified leads (PQLs) to organise leads based on their level of interest and readiness to purchase. Let’s dive in their meanings:

Marketing qualified lead (MQL)

The marketing-qualified lead (MQL) is a potential customer who meets the minimum criteria for ongoing marketing and sales activities. Such a lead has expressed an interest in your business and understands what it does.

Typically, the following information is known about MQLs:

• company name;

• email address;

• niche or industry in which the company operates;

• comments about needs/pain points related to your business.

Sales qualified lead (SQL)

A sales-qualified lead (SQL) is someone who needs your products or services and is almost ready to make a purchase. They need to have some more conversations with the sales manager or your team before they can make a decision.

To qualify a lead as marketing-qualified, you need to gather some initial data points, such as:

• users' interest in speaking to the sales team;

• requesting a demo/quote;

• company size;

• buying intent.

MQL vs SQL: Comparison table

Imagine a company promoting a new software-as-a-service (SaaS) product. They could begin by listing the product on relevant media platforms using MediaLister to generate interest from potential customers who fit their target profile. These initial sign-ups would become marketing qualified leads (MQLs), and when they request a demo, they would shift into sales qualified lead (SQL) territory.

Product qualified lead (PQL)

Similar to MQLs, product qualified leads (PQLs) have advanced in the sales process by using the free trial or demo they acquired. They have engaged with the product more than other qualified leads, who may only have received a company promotion or conducted introductory research into the company. This means they have already received meaningful value from a company's products, making them appealing prospects.

To qualify a lead as product-qualified, gather data such as:

• product sign-up or free trial activation;

• frequency of product usage;

• key feature adoption (e.g., testing of core functions);

• team or additional user invitations;

• feedback or support requests related to product use.

PQL vs MQL: Comparison table

Lead qualification models

It is imperative for both the marketing and sales departments to understand and utilise the concepts of marketing-qualified lead (MQL) and sales-qualified lead (SQL). Qualification enables sales managers to communicate with the right people at the right time, saving them time and ensuring they focus on sales. Virtually all lead qualification frameworks are based on the following parameters: 

• budget 

• lead's authority in the company 

• purchase necessity 

• plans 

• timing

• pain points

Qualification models are designed to simplify the qualification process and help you to structure your work in CRM. Once you have confirmed that a lead is relevant, use the qualification scheme to plan the interview effectively. There are several basic lead qualification models:

Model 1: BANT

Budget, authority, need, and timing. In this scenario, the main criterion is the potential client's budget. The first questions in the qualifying interview might therefore sound like this: 'Is the problem you want to solve a priority for allocating funds?'

Model 2: GPCTBA / C&I

Goals, plans, problems, timing, budget, authority, and the negative and positive consequences. The main qualification factor in this framework is the buyer's goal. The first questions are: 'What is your goal, or that of your department?' and 'What do you want to achieve by working with us?'

Model 3: CHAMP

Authority, budget, priority, and difficulties. This model focuses on the client's problems and difficulties. Once you have received an answer to the question 'What steps have you taken to resolve the issue/problem in the past, and how can we help you resolve it?', you can move on to questions about authority and budget.

Model 4: ANUM

Empowerment, need, timing, and budget. The priority is customer empowerment, as it enables the sales team to communicate more effectively with decision-makers. One of the first questions to ask will be: “Who will decide to work with us?”

How to qualify a lead: criteria & methods

Please note that no one strategy works for everyone; the approach will depend on the type and size of the business. Here are some possible ways to qualify leads for a brand:

1. Use the right tone of voice

The manner in which you interact with leads has a direct impact on their progression through the sales funnel.

• Adopt a helpful and genuine tone. 

• Be transparent about pricing, features, and policies to build trust. 

• Keep communication casual and clear, and avoid using jargon that might confuse. 

Above all, focus on solving the customer’s problems and demonstrating the value that your product brings. This shift in focus from “selling” to “helping” makes leads feel more comfortable and increases the likelihood of conversion.

2. Use the framework to ask the relevant questions

Asking structured questions improves lead qualification. The BANT framework focuses on four areas: 

1. Budget: Does the lead have the necessary funds, and do your solutions fit their budget? 

2. Authority: Can they make or influence the purchasing decision?

3. Need: What challenges or issues are they facing, and how can your product solve them?

4. Timing: Is the solution required immediately or at a later date?

Using the BANT method helps you to identify and qualify leads effectively and move them through the sales funnel.

3. Investigate the competition

Research your competitors and understand their customers. Compare features, services, and sales strategies. Some companies test competitor products to highlight differences. Demonstrating transparency and honesty positions your brand more favourably.

4. Learn when to stop following leads

Not every lead is worth pursuing. Disqualifying those that don't fit your ideal customer profile saves time and resources. Leads may be disqualified if they do not match your target market, lack the necessary decision-making power, or if their values conflict with your brand. Others may be disqualified if they cannot define their purchasing process.

5. Choose the best channels to engage leads

Having clear criteria is only half the job; you also need the right channels to reach and test leads effectively. Tools like MediaLister help marketers to identify relevant media opportunities and target audiences more strategically, thereby streamlining the process of generating Marketing Qualified Leads (MQLs) from the outset. Leveraging such platforms enables you to engage with prospects on the channels where they are most active and receptive.

FAQ

What are qualified leads?

A qualified lead is a prospect who meets specific criteria indicating interest, suitability, and readiness, and is therefore more likely to become a customer.

How can intent data be used to identify sales-qualified leads?

Use intent data to track prospects’ online behaviour and level of engagement. Identify those showing strong buying signals and prioritise them as sales-qualified leads (SQLs) for targeted outreach.

How to generate qualified leads?

Generate qualified leads by identifying your ideal customer profile, creating targeted content and campaigns, engaging with prospects via the most appropriate channels, and using data to track their interest and readiness to purchase.

What are marketing qualified leads?

A Marketing Qualified Lead (MQL) is a prospect who has expressed interest in your product or service by engaging with your marketing activities, such as downloading content, subscribing to newsletters, or repeatedly visiting your website, but who is not yet ready to purchase.

What AI prospecting tools generate qualified leads?

The top AI prospecting tools for generating qualified leads are:

• Seamless.AI: real-time, verified B2B contacts.

• Apollo: a platform offering prospecting, outreach, and analytics.

• Clay: data sourcing and lead enrichment.

• Saleshandy: AI-powered cold outreach.

• Spara automates calls, chats, and emails for lead qualification.

How to generate B2B marketing qualified leads?

Generate B2B marketing qualified leads (MQLs) by defining your ideal customer, creating targeted content, reaching prospects via multiple channels, capturing engagement via forms or landing pages, and scoring leads for sales readiness.

What are sales qualified leads?

A Sales Qualified Lead (SQL) is a prospect who has been vetted by the sales team and has shown a clear intention to purchase, meaning they are ready for direct sales engagement.

What AI SDR solutions generate the most qualified leads?

The top AI SDR tools for generating qualified leads:

• Apollo.io: prospecting, outreach, and analytics.

• Saleshandy: AI-assisted cold email automation.

• Persona – automates prospecting, scoring, and multi-channel outreach.