Is the marketing qualified lead dying?

There’s no doubt the value of the MQL is being increasingly questioned.

B2B Marketers love MQLs but how many of them are legitimate, particularly those generated by free eBooks, case studies, white papers, and mini-courses.

Maybe it’s time for a new, different, and better way to define leads.

Instead of leads defined by small actions like an eBook download, maybe a lead is a request for a conversation or a conversation.

A request could be defined as someone clicking on “Contact” or “Ask for a Demo”, or talking to someone at a conference and getting their contact information.


Mark Evans is the principal with ME Consulting. Learn about how I help B2B companies drive customer engagement and leads through brand positioning and storytelling, marketing plans, and tactical execution guidance. Book a free 30-minute consultation to discuss your challenges and needs.

Subscribe to my weekly newsletter, featuring curated content about marketing and sales.