The MQL/SQL transition is where most B2B marketing leaks. Leads marked MQL based on signal-count scoring (downloaded N assets, attended Y webinars) often turn out to be researchers, journalists, or competitors when sales reaches out. The lift comes from tightening the MQL definition, not from getting more MQLs.
PQL is the cleanest signal because the prospect used the product. A user who hit the activation event in a free trial is qualified by definition — they experienced the value, they just need a billing decision. PQL-led motions typically have higher win rates and shorter sales cycles than MQL-led.
The acquisition-page implication: pages that attract narrow, specific traffic produce higher-quality leads at every stage. A generic "request a demo" page attracts curious shoppers; a precise ICP-targeted page attracts evaluators. Same form, different conversion downstream.
How Lytms scores it
Lytms scores how precisely the landing page describes its ICP. A page with a vague headline ("the best tool for marketing teams") attracts vague traffic; a page with a precise headline ("scoring + drafts for B2B SaaS founders pre-PMF") attracts qualifiable prospects.
See also
See qualified lead on your own page.
One URL. About 2 minutes.