Strategy & economics
Product-qualified lead (PQL)
Also known as: product-qualified lead · PQL
A user who has demonstrated product-usage patterns that predict willingness to convert to paid: the product-led-growth equivalent of a marketing-qualified lead, computed from behavioural signals rather than firmographic intent.
A product-qualified lead is a free-tier user whose behaviour in the product predicts they'll convert to paid. Typical signals: team size growth (added teammates), feature breadth (used N distinct features), usage cadence (active days per week above threshold), integration installs, export volume, API calls above a paid-tier limit. PQLs replace MQLs (marketing-qualified leads) in product-led growth companies because the behavioural signal is stronger than any downloaded-ebook engagement signal. Lifecycle programs for PQLs are distinct from standard promotional email. They're closer to activation flows, nudging the user to deeper product use so the PQL signal compounds before a sales hand-off or a self-serve upgrade prompt.