Product Qualified Lead / Marketing Terms Product Qualified Lead A product qualified lead (PQL) is a prospect who has experienced meaningful value from a product, usually through a free trial or freemium model, and has shown signs of strong buying intent. Unlike traditional leads who are qualified through marketing engagement or demographic fit, PQLs are identified based on how they interact with the product itself. Their behaviour signals a higher likelihood to convert to a paying customer. Common indicators of a PQL include actions such as reaching feature usage milestones, inviting team members, integrating with other tools or spending significant time within the platform. For example, a user of a project management tool who creates multiple projects and invites collaborators may be flagged as a PQL. These leads are often passed from product or marketing teams to sales with context about their in-product activity, allowing for more personalised and timely follow-ups. PQLs are especially valuable for B2B SaaS companies because they reflect actual user engagement rather than just interest. They help sales teams prioritise outreach and support a product-led growth (PLG) strategy where the product itself drives acquisition and conversion. For nonprofits using digital tools to onboard donors or volunteers, PQL-style signals might include completing an interest form, creating a fundraising page or engaging with program content. Identifying and nurturing PQLs requires data visibility, cross-functional alignment and a clear understanding of which behaviours correlate with long-term value.