What is a product qualified lead (PQL)?

Definition of a product qualified lead (PQL)

A product qualified lead (PQL) is a potential customer who has demonstrated a strong likelihood of purchasing a product or service by actively engaging with it, typically through a free trial, freemium model, or limited-feature version. For marketers, PQLs are valuable because they have already experienced the product’s value and functionality, making them more likely to convert into paying customers. By focusing on PQLs, marketers can prioritize their efforts on nurturing leads with a higher probability of generating revenue, ultimately improving the efficiency and effectiveness of their marketing campaigns. Learn more about product led growth (PLG) and how it relates to PQLs.

https://www.youtube.com/watch?v=G5ITrWvZy2I

An example of a product qualified lead (PQL)

John Doe, Marketing Manager at ABC Corporation, signed up for a free trial of Growth Method’s premium plan, actively used the platform for 10 days, integrated it with their CRM, invited 5 team members, and attended a live webinar on advanced features.

How does a product qualified lead (PQL) work?

A product qualified lead (PQL) works by identifying potential customers who have demonstrated a strong interest in a product or service through their interactions and usage. For marketers, this means tracking and analysing user behavior within a product, such as feature usage, time spent, and frequency of engagement. By focusing on these key indicators, marketers can prioritize leads that are more likely to convert into paying customers, allowing them to allocate resources more effectively and improve overall sales efficiency. PQLs provide a more accurate representation of a lead’s potential value, as they are based on actual product experience rather than just demographic information or content consumption.

Expert opinions and perspectives

Here are how some of the world’s best marketing and growth professionals think about a product qualified lead (PQL).

“A product qualified lead is someone who has experienced value with your product and is therefore more likely to become a paying customer.” - Lincoln Murphy, Customer Success Consultant
“PQLs are the new MQLs. They represent a shift in focus from marketing-driven leads to product-driven leads, which ultimately leads to higher conversion rates and more successful customers.” - Sujan Patel, Co-founder of Web Profits
“Product qualified leads are the future of marketing and sales alignment. By focusing on users who have already demonstrated interest and engagement with your product, you can significantly increase your chances of closing deals and driving revenue.” - Neil Patel, Co-founder of Crazy Egg and KISSmetrics

Questions to ask yourself

As a modern growth marketing or agile marketing professional, ask yourself the following questions with regard to a product qualified lead (PQL):

Does the PQL demonstrate a clear understanding of the product’s value proposition and its relevance to their needs?
Has the PQL engaged with the product in a meaningful way, such as through a trial, demo, or extensive feature exploration?
What specific actions or behaviors indicate that the PQL is likely to convert into a paying customer or long-term user?
Are there any potential barriers or objections that the PQL might have, and how can I address them effectively in my marketing efforts?
How can I leverage the PQL’s product usage data to create personalized and targeted marketing campaigns that drive conversion and retention?

Additional reading

Here are some related articles and further reading around a product qualified lead (PQL) that you may find helpful.

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