A qualified lead is a potential customer who meets specific criteria that indicate they are likely to become a successful customer. Qualified leads must have the need, means, and authority to buy the product or service being offered. They should also be in the right stage of the buyer’s journey. Qualified leads can be identified by analyzing the individual’s contact information, purchase history, and demographic data.

Qualified leads differ from marketing qualified leads (MQLs) in that MQLs are contacts who have expressed interest in a company’s product but haven't yet been determined to be qualified. This could include people who have downloaded content or subscribed to email newsletters. While qualified leads meet criteria for eligibility for purchase, MQLs may not meet those criteria but still show enough interest to warrant further consideration as potential customers.