Tom BurtonCo-Founder, COO and CTO of LeadSmart Technologies

Are MQLs dead? #MarketingStrategy

Name: Are MQLs dead? #MarketingStrategy
Uploaded: 2025-03-12T16:19:06+00:00
Duration: 49 s
Channel: Tom Burton
Description: Short YouTube clip (Tom Burton) asking whether Marketing Qualified Leads (MQLs) remain a useful metric in tech. Burton defines MQLs (website actions like…

12 Mar 2025 · 1 min

Watch on YouTube

0:49

Short YouTube clip (Tom Burton) asking whether Marketing Qualified Leads (MQLs) remain a useful metric in tech. Burton defines MQLs (website actions like whitepaper downloads, webinar attendance) and frames the core question: should marketing be measured by MQL volume or by true sales opportunities and revenue. He invites a colleague (Brendan) to respond, noting increased distributor emphasis on marketing.

Chapters

So what is an MQL in the tech world? It is a lead that somebody, you know, think about somebody coming to your website and downloading a white paper or downloading an article or maybe even attending a webinar. So, anyway, this is something that has been certainly in the tech world, being discussed a lot over the last year or so, is how do you measure your marketing investment, and is it based on the volume of these MQLs, or is it based around the true opportunities and the true revenue generation that is being created from it? And it's and I'm interested, Brendan, in your take, because I'm seeing more and more, especially on distribution side, more and more distributors putting an emphasis on marketing than maybe I have in the past.