What is Marketing Qualified Account (MQA)?

Summary

Marketing Qualified Accounts (MQAs) are businesses or organisations that have been identified as having a higher likelihood of becoming a client based on specific criteria. Similar to Marketing Qualified Leads (MQLs), MQAs are determined based on engagement with marketing content and activities, however, rather than determining an opportunity at an individual level, MQAs focus on account-level opportunities.

MQAs are typically identified by a combination of factors, including company size, industry, and behavioural data such as website visits, email opens, and social media engagement.

What is the purpose of identifying Marketing Qualified Accounts?

The purpose of identifying Marketing Qualified Accounts is to prioritise high-quality accounts for sales teams to focus their efforts on, leading to more efficient use of resources. By focusing on these high-value accounts, businesses can optimise their sales efforts and improve their overall conversion rates.

How does MQA ranking work?

MQA identification involves a combination of data, including firmographic and behavioural criteria, to determine which accounts are most likely to be interested in the company's product or service. As current buying committees are composed of a multitude of members of different teams, identifying MQAs requires the analysis of multiple leads according to specific parameters.

What are the benefits of using MQAs instead of MQLs?

As the use of account-based marketing (ABM) strategies became widespread in marketing practices, qualification tactics also changed their focus to an account level. MQAs then consist of a group of individuals from the same company, representing a single account.

MQAs present several advantages over working with MQLs, such as more streamlined tracking processes, more flexibility, and greater ease to pivot strategies, if necessary.