What is a Product Qualified Lead?
A Product Qualified Lead is a trial or freemium user who has taken specific in-product actions that correlate with paid conversion. The specific actions vary by product but typically involve activating a core feature, inviting a colleague, or reaching a usage threshold that the company has identified as predictive of conversion.
How to define PQL criteria
PQL criteria should be derived from analysis of historical conversion data. Look at the product actions that converted users took in their first 7-14 days and compare them to the actions of users who churned without converting. The difference is your PQL criteria.
Building PQL scoring in HubSpot
Connect your product analytics platform to HubSpot. Create a custom contact property for PQL score. Build workflows that update the score when qualifying events fire. Set a threshold score that triggers sales notification and automated routing.
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