For any business to create revenue, it needs to generate leads. In fact, according to HubSpot, most marketers believe that generating leads is their top priority. Ideally, these leads will eventually become customers that purchase from the brand. However, while many companies may consider all leads as potential customers, the reality is that not all leads are created equal.
Leads are typically categorized as marketing qualified lead (MQL) or sales qualified lead (SQL). But at what point does a lead fall into either of these categories? Shouldn’t brands be marketing to all of their leads and then trying to close the sale? To find out the answer, we spoke to marketing experts to better understand marketing qualified leads and how to approach them.
