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Martechs

Service 03 · Qualified demand

Define what an accepted lead looks like. We generate qualified leads to exactly that depth, check each one against your rules, and deliver it with the context sales needs.

Book a callSee how it works

15 minutes. Bring your lead definition, or we'll help you write one.

  1. 01DefinedYour acceptance criteria
  2. 02GeneratedContent, email, tele
  3. 03QualifiedMQL, HQL, or BANT
  4. 04QA'dChecked against your rules
  5. 05DeliveredIn your CRM, with context

Qualification depth

Not every campaign needs the same level of qualification.

We build programs around the qualification criteria, questions, and acceptance rules your sales and marketing teams define. Your definitions decide what counts as an accepted lead. We build and run the program to hit them.

Context we capture
  • Priorities
  • Challenges
  • Current environment
  • Relevant initiatives
  • Solution interest
MQLLevel 1

ICP fit, verified contact, confirmed interest.

HQLLevel 2

Everything in MQL plus business context: priorities, challenges, current environment, relevant initiatives, solution interest.

BANTLevel 3

Budget, Authority, Need, and Timeline, captured live, when sales needs deeper qualification before acceptance.

Lead record · HQL

  1. Entry · Content campaign
  2. Verified · ICP fit
  3. Qualified · HQL
Business context
Priority
Pipeline visibility
Challenge
Manual reporting
Environment
HubSpot, Sheets
Initiative
RevOps hire in Q3
Solution interest
Confirmed
QA passed

Definitions

MQL, SQL, HQL, BANT: what each one means.

We deliver MQL, HQL, and BANT. SQL acceptance stays with your sales team, because it is their judgement call.

MQL
A marketing qualified lead fits the ICP, has verified contact details, and has shown interest in a topic, asset, or offer. Marketing hands it over. Sales has not spoken to it yet.
SQL
A sales qualified lead has been accepted by sales as worth working. The difference between MQL and SQL is who checked it and how. An MQL passed marketing's rules. An SQL passed sales' rules, usually after a conversation.
HQL
A highly qualified lead is an MQL with business context captured: priorities, challenges, current environment, relevant initiatives, and solution interest. It closes most of the gap between MQL and SQL before sales picks up the phone.
BANT
Budget, Authority, Need, and Timeline. Four questions answered live that tell sales whether there is money, a decision maker, a real problem, and a date. A BANT-qualified lead is the deepest level we deliver.

How it works

From campaign criteria to accepted demand.

  1. Define the standard

    Agree the targeting, qualification questions, required fields, and acceptance criteria with you.

    Campaign standard

    1. Entry · Your ICP
    2. Filter · Target titles
    3. Set depth · HQL
    Configuring acceptance
    Depth
    HQL
    Questions
    5
    Required fields
    8
    Accepted by
    Sales and marketing
    Standard agreed

  2. Generate demand

    Reach the target audience through the right mix of content, email, tele, or campaign motion.

    MartechsDemand2/4
    1. Content campaign
    2. Email
    3. Tele
    4. Campaign motion

  3. Verify

    Confirm the prospect and company meet the agreed campaign requirements.

    Verification
    • Prospect matches the profile
    • Company matches the profile
    • Contact verified

  4. Qualify

    Apply the MQL, HQL, or BANT depth you selected.

    Qualification
    • MQL
    • HQL
    • BANT
    • ICP fit
    • Verified contact
    • Confirmed interest
    • Business context

  5. QA

    Review every lead against your acceptance criteria before delivery.

    MartechsQA review2/3
    1. Criteria checked
    2. Fields complete
    3. Approved for delivery

  6. Deliver

    Pass the accepted lead and its qualification context into your workflow or CRM.

    Delivered lead
    • Contact and company
    • Campaign source
    • Qualification answers
    • Call notes

    Passed into your workflow or CRM.

Deliverables

Qualified demand built around your acceptance criteria.

  • Client-defined qualification.Targeting, questions, and acceptance rules built around your sales process.
  • MQL, HQL, or BANT delivery.You choose the level the campaign needs to deliver.
  • Qualification answers.The business context captured during qualification, on every lead.
  • Call and campaign context.Interaction notes, campaign source, and the content requested, included with the lead.
  • QA-reviewed lead records.Every lead checked against the agreed criteria before it reaches you.
Every delivered lead carries
  • Contact and company information
  • Campaign source and content requested
  • Qualification answers and call notes
  • Timestamp, account information, engagement signals, and your custom fields
Outcomes
  1. 1MQLs
  2. 2HQLs
  3. 3BANT-qualified demand
  4. 4Qualified lead delivery

Fit

This works best if you fit here.

Mid-market and enterprise teams that need more than contact data before marketing or sales accepts a lead.

You'll need

A sales and marketing team willing to agree on one definition of “accepted”, and someone who works the leads when they land.

FAQ

Questions

Three things buyers ask before they write a lead definition.

What is the difference between an MQL and an SQL?

Who qualified it. An MQL met marketing's criteria: fit, verified contact, shown interest. An SQL met sales' criteria, usually after sales has spoken to the person. HQL and BANT sit between the two and move the checking to us.

What does BANT stand for?

Budget, Authority, Need, Timeline. We ask all four live, by phone, and record the answers with the lead.

Can you qualify to our own definition instead of MQL, HQL, or BANT?

Yes. The three levels are starting points. Your questions and acceptance criteria decide what counts as an accepted lead, and we build the program to them.

Related services

Stop arguing about what a lead is. Define it, and we'll deliver it.

Book a call. We'll walk through your current acceptance criteria and show you what an MQL, HQL, or BANT program would deliver for your market.

Book a callSee which program fits

15 minutes. No pitch deck.