Lead-to-MQL Conversion Rate | GTM Metrics

GTM Metric

Track marketing qualified lead generation efficiency

Measure how effectively your marketing campaigns convert raw leads into marketing qualified leads. Optimize lead nurturing and scoring to improve conversion rates and sales pipeline quality.

Lead-to-MQL Conversion Rate Dashboard

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Overall Conversion

15.2%

+26.7%

Content Marketing

22%

+22.2%

Paid Advertising

11%

+10%

Email Campaigns

18%

+20%

Trend Analysis

Current

Connected to HubSpot

Updated 2m ago

Why Lead-to-MQL Conversion Rate Matters

Essential insights for optimizing your go-to-market strategy

Key Insight #1

Content marketing typically produces 2x higher MQL conversion rates

Key Insight #2

Lead scoring improvements can increase conversion rates by 30-50%

Key Insight #3

Nurturing campaigns are essential for converting cold leads to MQLs

How to Calculate

Formula

Marketing Qualified Leads ÷ Total Leads × 100

Benchmarks

Industry Average:10-15%

Good Performance:15-25%

Excellent Performance:> 25%

Trend Analysis

Implementation Guide

How to track this metric effectively with Airbook's integrated platform

1. Connect Your Data

Connect your CRM, marketing tools, and analytics platforms with Airbook's 150+ connectors. Data syncs automatically and gets transformed into analysis-ready tables.

2. Build Your Analysis

Use our collaborative workspace to calculate this metric with SQL or no-code tools. Create segments, time periods, and cohort analyses across all your data sources.

3. Track & Act

Build auto-refreshing dashboards, set up threshold alerts, and track trends over time. Share insights across teams and trigger actions based on your metrics.