What is a Product Qualified Lead?

January 15, 2024
3 min

In the world of sales and marketing, a lead is a person who expresses interest in a product or service offered by a company. However, not all leads are created equal. Some may just be casually browsing, while others may be more serious about making a purchase. This is where the concept of a Product Qualified Lead (PQL) comes in.

Defining a Product Qualified Lead

A Product Qualified Lead is a lead that has shown a higher level of engagement with a company's product or service, indicating a stronger likelihood of becoming a paying customer. This type of lead has already interacted with the product, and has demonstrated a clear understanding of its value and relevance to their needs.

Unlike Marketing Qualified Leads (MQLs), which are generated through marketing efforts such as content marketing or advertising, PQLs are generated through product usage. They are often identified by tracking user behavior and engagement metrics, such as the number of times a user has logged in, the features they have used, and how often they have used them.

The Benefits of Product Qualified Leads

One of the biggest benefits of PQLs is that they are more likely to convert into paying customers than MQLs. This is because PQLs have already experienced the value of the product first-hand, and are therefore more likely to see the benefit of upgrading to a paid plan or purchasing additional features.

In addition, PQLs are often easier and more cost-effective to convert into customers than MQLs. This is because they have already demonstrated an interest in the product, and are therefore more receptive to targeted messaging and promotional offers.

How to Identify Product Qualified Leads

Identifying PQLs requires a deep understanding of user behavior and engagement metrics. Some of the most common metrics used to identify PQLs include:

  • Activation Metrics: These metrics measure how quickly a user is able to get value from the product after signing up. This may include things like the number of features used, the time spent on the platform, and the number of logins.
  • Engagement Metrics: These metrics measure how frequently and how deeply a user interacts with the product. This may include things like the number of sessions per week, the number of tasks completed, and the amount of time spent on the platform.
  • Product Usage Metrics: These metrics measure how a user is using the product, and can provide insight into their specific needs and pain points. This may include things like the types of features used, the frequency of use, and the specific actions taken within the product.

By analyzing these metrics, companies can identify users who are most likely to become PQLs, and tailor their messaging and offers accordingly.


Product Qualified Leads are a valuable tool for companies looking to maximize their sales and marketing efforts. By identifying users who have already demonstrated a high level of engagement with a product, companies can focus their efforts on those who are most likely to convert into paying customers. Understanding the metrics used to identify PQLs is key to implementing a successful PQL strategy.

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