Combine with firmographic?

Yes \u2014 overlay company size, industry on top of PQL.

Best with freemium or free trial \u2014 need product usage data.

Improve PQL conversion?

Faster sales response (under 5 min). Personalized outreach (mention specific feature used).

Product Qualified Lead (PQL) Score

PQL score: activation × depth × breadth × intent. Above 80 = sales-ready. PQL converts 8x higher than MQL (OpenView research).

Activation Score (0-100)

Usage Depth (0-100)

Feature Breadth (0-100)

Intent Signal (0-100)

PQL Score

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Verdict

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Activation (30% weight)	—
Depth (30% weight)	—
Breadth (20% weight)	—
Intent (20% weight)	—
PQL composite score	—
Verdict	—

Product Qualified Lead (PQL) scoring identifies free trial / freemium users who are sales-ready based on product usage signals. Far more predictive than traditional Marketing Qualified Lead (MQL) demographic scoring — PQLs convert 8x higher per OpenView research.

PQL Components

Activation: completed onboarding milestones (30% weight). Depth: time spent, sessions, frequency (30%). Breadth: number of features used (20%). Intent: search behavior, billing page visits, team invites (20%). Composite score 0-100.

Trigger Sales Outreach

PQL score ≥80: hand to sales for personalized reach-out. PQL ≥60: automated nurture sequence + soft prompts. PQL <40: continue product-led, don't waste sales time. Most companies route based on tier and PQL.

PQL vs MQL

MQL: marketing demographics (job title, company size, downloaded ebook). PQL: actual product usage. Conversion: MQL ~1-3%. PQL: 10-25%. Why: PQLs have already tasted value. Switch to PQL-led GTM for product-led companies.

Last updated May 2026. Sources: OpenView PQL Research.