03 · Qualified Demand

MQL. HQL. BANT.

Choose how deeply your demand needs to be qualified.

Define what an accepted lead looks like, then qualify demand to the depth your team actually needs.

Not every campaign needs the same level of qualification.

We build programs around the qualification criteria, questions and acceptance rules defined by your sales and marketing teams.

Build this demand motion See how it works

Qualification program builder

rules configured

Choose the depth your sales team needs.

MQL

Interest

ICP Fit + Verified Contact + Confirmed Interest

Designed to identify ICP prospects who have demonstrated an agreed level of interest or engagement.

HQL

Business Context

ICP Fit + Interest + Business Context

Priorities
Challenges
Current environment
Relevant initiatives
Solution interest

HQL programs add deeper business context before the lead is passed to sales.

BANT

Buying Readiness

Budget + Authority + Need + Timeline

For enterprise campaigns where sales requires deeper qualification before accepting the lead.

Your definitions determine what constitutes an accepted lead. We build and execute the program around those requirements.

Operational workflow

From campaign criteria to accepted demand.

01
Define the Standard
Agree the targeting, qualification questions, required fields and acceptance criteria with the client.
02
Generate Demand
Reach the target audience through the appropriate content, email, tele or campaign motion.
03
Verify
Confirm the prospect and company meet the agreed campaign requirements.
04
Qualify
Apply the selected MQL, HQL or BANT qualification depth.
05
QA
Review the lead against the client's acceptance criteria before delivery.
06
Deliver
Pass the accepted lead and qualification context into the client's workflow or CRM.

Context we can qualify

Priorities
Challenges
Current environment
Relevant initiatives
Solution interest

Primary outcomes

MQLs
HQLs
BANT-qualified demand
Qualified lead delivery

Best suited for

Mid-market and enterprise teams that need more than contact data before marketing or sales accepts a lead.

What you get

Qualified demand built around your acceptance criteria.

Client-Defined Qualification

Targeting, questions and acceptance rules built around the client's sales process.

MQL / HQL / BANT Delivery

Choose the level of qualification the campaign needs to deliver.

Qualification Answers

The business context captured during the qualification process.

Call & Campaign Context

Relevant interaction notes and source information included with the lead.

QA-Reviewed Lead Records

Leads reviewed against the agreed acceptance criteria before delivery.

Build your demand program

Build the right demand engine for your ACV.

Whether you need signal-based outbound, content syndication, qualified demand, programmatic ABM or a coordinated enterprise program, we build the motion around your market, your ICP and your sales economics.

Build My Demand Program