Product Qualified Lead (PQL)

By /

A Product Qualified Lead (PQL) is a potential customer who has tried a product and found it valuable.

This usually happens through a free trial, a freemium model, or a limited product version.1

PQLs are more likely to become paying customers because they have already experienced the product’s benefits, unlike leads who have only shown interest through marketing or sales efforts.2

Visual Representation:

pql visual representation

Characteristics of a Product Qualified Lead

  • Product Usage: Actively uses the product by reaching milestones, using it repeatedly, or exploring important features.
  • Behavioral Indicators: Shows serious interest by coming back often, integrating the product into daily tasks, or using advanced options.
  • Profile Fit: Matches the ideal customer based on age, company type, or technology.3

Importance

PQLs are very important for businesses because they are leads who have proven their interest by using the product.

This usually means they convert to paying customers more often, the sales process is faster, and customer satisfaction is higher.4

Examples

  • A user who has completed a trial period and engaged with key features.
  • A freemium user who has consistently used the product and explored premium options.
  • A lead who has integrated the product into their daily workflow or business processes.

Related Terms

References:

1. Product-qualified leads (pqls): What they are and how to build them. Product-qualified leads (PQLs): What they are and how to build them. (2021, August 18). https://www.paddle.com/resources/product-qualified-leads

2. Bonfiglio, N., Alon, M., & Pono, M. (2017). Mastering Product Experience In SaaS. Recuperado de https://www. gainsight. com/product-experience. https://b2saas.com/uploads/topics/files/gainsight-px/1.pdf

3. Messenger, L. (2021, August 18). Product-qualified leads (pqls): What they are and how to build them. Product-qualified leads (PQLs): What they are and how to build them. https://www.paddle.com/resources/product-qualified-leads

4. “Get This Work” Book: The Unofficial Guide to Breaking into Tech Sales. (2022). (n.p.): Gatekeeper Press. https://www.google.com/books/edition/Get_This_Work_Book/i62XEAAAQBAJ

Scroll to Top