What is a Lead?

A lead is anyone who shows interest in a product, service or content of your company and leaves their data to establish a link. In other words, someone who goes from being an anonymous visitor (on social networks, website, etc.) to a well-known contact. This starting point opens the door for brands to start a a more personalized and strategic relationship with your audience.

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Basic classification of Leads:

Leads can be categorized according to their level of interaction with the brand, which is known as their “temperature”:

This classification, although basic, makes it possible to prioritize efforts based on interest and proximity to a conversion.

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Types of leads and their role in the sales funnel

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At TreSPI, we have identified four main categories of leads:

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1.IQ1 (Interest Qualified Lead)


Funnel location: Top of the Funnel.


IQLs are those leads that are found in the initial stage of the conversion process, where their main interest is to consume useful information to help them understand a problem or explore possible solutions. Their behavior is exploratory and is motivated by learning, not because of an immediate intention to buy.

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Key features of IQL:

• Typical behavior: They consume content such as blogs, ebooks, infographics, and webinars.
• Initial interaction: They record basic data, such as your name or email, to access free resources.
• Objective: Resolve general questions or learn more about a topic.

What does it mean for an IQL to be “hot”?


Even if they are in this early stage, some IQLs can be considered “hot” if they show more active behavior than usual, like:

1. Downloading several resources in a short period of time.
2. Active participation in webinars or virtual events.
3. Frequent visits to key strategic content pages (such as success stories or technical guides).
4. Complete forms with detailed information, indicating genuine interest.

How to take advantage of them:


Hot IQLs are ideal for nourishing them with deeper and more personalized content, such as advanced guides, interactive workshops, or even demo proposals in later stages. They are not ready to buy, but they are ready to move up the funnel with adequate follow-up.

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2. MQL (Marketing Qualified Lead)


Location in the funnel: Middle of the Funnel.


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MQLs represent an improvement over IQL. They are leads that meet criteria defined by the marketing team and have demonstrated a higher level of interest and commitment to the brand.

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Key features of MQLs:

• Measurable engagement: They open emails regularly, click on specific links, or fill out forms with more contact details.
• Qualified Criteria: They can be evaluated by elements such as their demographic profile, digital behavior, or even the level of investment indicated in forms.
• Objective: They are evaluating more specific options and require a higher level of personalization in communication.

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Key Differentiation:


An MQL isn't necessarily ready to buy, but your behavior positions you as a prospect with enough interest to be prioritized. Its temperature depends on how it interacts with the tools and resources offered.

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How to take advantage of them:

• Nourish them with case studies, practical demonstrations or product comparison content
• Maintain close communication through personalized email marketing.
• Set metrics clear to identify when they become SQL.

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3. PQL (Product Qualified Lead)


Funnel location: Middle to Bottom of the Funnel.

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A PQL is a lead that you have already interacted directly with the product or service. This classification is common in software companies or subscription-based models.

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Key features of PQLs:

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• Typical behavior: They tried a demo, completed an onboarding process, or used a free version of the product.
• Direct intent: Your interaction with the product reflects a more specific need than MQLs.
• Objective: To evaluate if the product meets your specific need.
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How to identify a hot PQL:


A hot PQL not only tests the product, but also:

1. Request more features or premium features.
2. Share key data such as the size of your team or budget.
3. interact with the support team or request advanced technical information.

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How to take advantage of them:

• Provide follow-up immediate with personalized offers.
• Make sure that your initial experience is flawless.
• Facilitate access to a paid plan or premium with strategic discounts.

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4. SQL (Sales Qualified Lead)


Location in the funnel: Bottom of the Funnel.


‍SQL is a lead that has been through the previous marketing and sales filters, meeting specific criteria that make it a prospectus ready for commercial negotiation.

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Key features of SQL:

• Clear criteria: Defined using the BANT (Budget, Authority, Need, Timeline) method.
• Active contact: You have already had preliminary discussions with the sales team.
• Objective: Conclude on a business proposal or contract.

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How to take advantage of them:

• Customize offers based on your specific needs.
• Provide direct support with a sales representative.
• Use previous funnel data to anticipate your questions or concerns.

The SDR (Sales Development Representative) plays a crucial role as an intermediary between marketing and sales. This role filters marketing leads (MQL) to ensure that they meet the minimum requirements before being delivered to the sales team. This optimizes resources, avoids friction between teams and improves the final conversion.

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The path to maximizing your leads

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Lead management is not only about collecting data, but about understand their context, classify them correctly and ensure that each stage of the funnel, both sales and buying, are aligned with the company's objectives. By implementing clear filters and personalized engagement strategies, companies can maximize return on investment in your campaigns and build strong relationships with your potential customers.