All businesses generate leads. Some might do it in-house, while others could be out sourcing them. Leads are the lifeline of a business and a healthy business is one which has a robust pipeline of leads.

However, as any marketer or salesperson will tell you, not all leads are equal.

The potential for conversion defines the relevance and quality of a lead.

A marketing qualified lead or MQL refers to a person of business that has expressly displayed interest in an offering through an action taken online.

More often than not they are the middle of the funnel (MOFU) audience. They are interested but may not ready to buy – as yet. They are open to connect but need to be engaged and nurtured to eventually become a customer.