{"id":68465,"date":"2021-11-24T08:19:00","date_gmt":"2021-11-24T08:19:00","guid":{"rendered":"https:\/\/morningtrain.dk\/what-are-leads\/"},"modified":"2026-04-21T06:35:55","modified_gmt":"2026-04-21T06:35:55","slug":"what-are-leads","status":"publish","type":"post","link":"https:\/\/morningtrain.dk\/en\/what-are-leads\/","title":{"rendered":"What are leads?"},"content":{"rendered":"\n

Leadgenerering<\/p>

24. november 2021<\/p>

What are leads?<\/h1><\/div>

A lead is a term for a person who has shown interest in a company and, in one way or another, has expressed that interest\u2014for example, by calling the company. <\/p><\/div>\n\n

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\n Indhold\n <\/p>\n \n Kort og godt\n <\/a>\n \n Hvad er leadgen.\n <\/a>\n \n MQL vs. SQL\n <\/a>\n \n Konverteringsevents\n <\/a>\n \n B2B vs. B2C\n <\/a>\n \n MQL strategier\n <\/a>\n \n Leadgen. v\u00e6rkt\u00f8jer\n <\/a>\n <\/div>\n

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What is lead generation?<\/h2>\n\n\n\n

The term \u201clead generation\u201d refers to activities that can increase the number of relevant people (leads) who contact a company.In lead-generating companies<\/a>, enquiries are often referred to as \u201cconversions\u201d, as a person has been converted from a \u201cwebsite visitor<\/strong>\u201d to a \u201cpotential customer\u201d<\/strong>. From there, the person can be converted again from a \u201clead<\/strong>\u201d to a \u201ccustomer<\/strong>\u201d. <\/p>\n\n\n\n

The many different terms within lead generation cover lead tracking<\/a>, lead qualification, lead scoring, as well as how far along the person is in the buyer journey and how the lead should be nurtured.<\/p>\n\n\n\n

What is the difference between MQL and SQL?<\/h2>\n\n\n\n

MQL is an abbreviation for Marketing Qualified Lead<\/em>, and SQL is an abbreviation for Sales Qualified Lead<\/em>. The difference between the two is how far the person who performed the given converting action is in their decision-making process.<\/strong>Depending on how far along the person or the lead is in their decision, the lead should be handled differently.<\/p>\n\n\n\n

An MQL is not far along in their decision-making process, and therefore you should \u201conly\u201d nurture them through various marketing initiatives\u2014hence the name marketing<\/strong> qualified leads. In other words, they are ready to be nurtured through marketing. <\/p>\n\n\n\n

For example, you can do this by sending them email content, white papers, guides, or exposing them to retargeting campaigns<\/a>.<\/p>\n\n\n\n

An SQL, on the other hand, is a qualified lead that is ready to be handled by someone in a sales role (SALES <\/strong>qualified lead \u2013 got it? \ud83d\ude09). With an SQL, you are dealing with a person who is further along in their decision-making process, and the person is ready to be helped towards a purchase decision by someone from sales.<\/p>\n\n\n\n

Read more about MQLs here<\/a>.<\/p>\n\n\n\n

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The conversion event makes all the difference<\/strong><\/h3>\n\n\n\n

Based on the definition above, we can conclude that the difference between an MQL and an SQL is most often which conversion event a person has completed. If a person has contacted you, it is an SQL. But if the person has downloaded an e-book, white paper, or signed up for your newsletter, it is an MQL. <\/p>\n\n\n\n

Examples of conversion events for MQL and SQL, respectively<\/p>\n\n\n\n

MQL:<\/strong><\/p>\n\n\n\n