This is how a perfect Sales Qualified Lead looks like

Optimize your marketing processes in your B2B business with professional strategies from lead management. This way you can observe how random prospects turn into Sales Qualified Leads.

Sales Qualified Lead

What is a Sales Qualified Lead?

Within the lead funnel, the sales qualified lead is at the bottom of the funnel. It is therefore the most fundamental product of lead generation within the marketing process for new customer acquisition in the B2B segment.

In this process, the Sales Qualified Lead has gone through a multi-step process within the marketing team and is now a potential customer who is ready to have actual sales conversations with your sales team.

The prospect has shown interest in your company's topics and products several times during his time with the marketing team.

A Sales Qualified Lead must meet these criteria

For a structured process to capture and rank B2B leads, it is helpful to agree on certain specifications as a set of measures. Therefore, criteria should be established that a prospect or lead must meet in order to become a Sales Qualified Lead in the lead funnel.

Here are some criteria that indicate a clear interest in your company's products:

  • Returning visitor to website

  • Interest in informative content (blog)

  • Interest in further information (gated content)

  • Response to social media posts

  • Interaction with company newsletters

  • Interest in product-specific content

  • Achievement of specific lead scoring

  • Direct contact request

During this phase, marketing team members used various criteria to register the lead's interest in each case. The activities of the potential customer were stored in the company database and scored by the marketing staff.

When it is apparent that the lead has reached the maturity level of a Sales Qualified Lead, the contact is transferred to Sales.

Whitepaper: The perfect SQL

Download the guide

The perfect SQL

Criteria for an optimal Sales Qualified Lead for B2B companies compactly summarized in a Whitepaper.

You must provide your first name.
You must provide your last name.
You must provide a valid email address.
You must agree before submitting.

Thank you for your interest. You can download the Whitepaper directly here on this page. Additionally you will receive the document by email.

Returning visitor to website

The lead's returning visit to your website, can be interpreted as an important indicator. The interest in your content already shows that the lead is interested in the existing product world. If the lead is interested in special product pages and the associated price lists or requests a demo version, the interest is certainly great.

If you now recognize that your products and services fit into the spectrum of the potential customer, the prerequisite for a Sales Qualified Lead can already arise here.

Interest in informative content (blog)

A good idea as part of your marketing process is to publish regular posts around the subject matter of your offerings on a company blog.

Here, prospective customers and leads have the opportunity to inform themselves extensively about a specific topic. Always provide your blog posts with further links and teasers at the appropriate places so that the user is actively guided through the company blog.

Interest in further information (gated content)

Providing gated content on your website is great for generating leads in the B2B segment. Since this content is valuable information, you should not just provide it for free.

Before your potential customer can download it, it is necessary to request company and contact details in a digital contact form. This is your marketing team's reward for giving the lead the information they want for free.

Responding to social media posts

By sharing interesting articles and information about your business on social media channels, you reach a wide range of potential leads.

A lead who responds to one of the posts is very likely to be interested in your company's products and services. Take advantage of this reaction and provide the lead with further information.

Interacting with company newsletters

By subscribing to your company's newsletter, you have taken the first step toward a successful potential customer by obtaining the lead's email address.

Now it's the marketing staff's job to gather more information about the customer by providing additional information and asking about the lead's wants and needs.

The information obtained is used for scoring on the way to becoming a Sales Qualified Lead.

Interest in product-specific content

By showing interest in product-specific content, your lead is signaling that they have extensively researched your company's products and services. Now it's critical to find out if your product line is suitable to meet the lead's wants and needs.

If this is the case, a referral should be made directly to the sales team. Accordingly, the sales qualified lead is ready to directly deal with the sales team.

Achieve specific lead scoring

For every action taken by the client or marketing team, it is critical to record and score the event in the company's proprietary database. Within a well-structured scoring model, each entry results in an upgrade or downgrade of the level achieved.

For example, unsubscribing from the newsletter or a fruitless conversation can lead to a poor score for the contact. Once the lead has reached the required maturity to become a Sales Qualified Lead in the scoring, the handover to Sales should take place.

Direct contact request

When submitting a digitally filled out contact request form to your company, the lead has expressed his interest in further sales talks in writing.

Now all the so far collected date related to the lead's interest is transferred to the sales department together with the contact request. There may already be concrete enquiries about the company's products, which provide an important starting point for the first sales conversation.

Do you need better leads?

We assist B2B companies with setting up an efficient lead management, to relieve marketing and sales. Contact us now for a non-binding consultation.

You must provide your first name.
You must provide your last name.
You must provide a valid email address.
You must agree before submitting.

Thank you for your request. We will contact you as soon as possible.


For prospects to become Sales Qualified Leads within the lead funnel, they go through a structured process. Here, predefined criteria help determining the potential customer's interest in the company's products.

It is up to you whether a Sales Qualified Lead actually has to meet all the criteria. The important thing is that the collected information about the lead is stored in the company database, to enable an efficient transfer to the sales department.