An Intent Qualified Lead (IQL) is a prospect that matches your Ideal Customer Profile (ICP) and is showing active buying intent. Unlike cold leads, IQLs are surfaced based on real-world signals that indicate a company or person is researching, comparing, or preparing to buy.
How IQLs are defined:
An IQL is created when three things align:
- Company intent signals → the company is showing research activity across topics, competitors, or keywords that matter to you.
- Contact fit → the person matches your Target Persona (job role, seniority, function, etc.).
Why IQLs matter:
- Higher quality than cold leads → IQLs are based on real buying signals, not guesswork.
- Right timing → you reach buyers while they’re actively researching, not months before or after.
- Better conversion rates → sales teams can prioritise warmer leads that are more likely to engage.
- Efficient use of credits → every reveal goes toward contacts with proven buying intent.
IQLs vs. other leads:
- Cold leads → may match your ICP but have no intent signals.
- Marketing Qualified Leads (MQLs) → usually defined by engagement with your own campaigns (e.g. downloads, form fills).
- Intent Qualified Leads (IQLs) → identified by external behaviour and signals, making them a stronger indicator of readiness to buy.
Best practices for working IQLs:
- Prioritise IQL outreach first → they represent your most immediate opportunities.
- Multi-thread accounts → use Contact Search to reveal additional stakeholders at the same in-market company.
- Sync with your CRM → make sure IQLs flow into Salesforce, HubSpot, or Dynamics for seamless follow-up.
- Track performance → monitor win rates from IQLs vs. other lead types to prove ROI.
FAQs:
Do IQLs cost credits?
Yes — just like Contact Search, credits are used when revealing an IQL’s details.
Are all intent signals equal?
No — a company in the Active or In-Depth research phase is stronger than one in the Initial phase.
Can IQLs be added to lists or integrations?
Yes. IQLs can be exported, added to lists, or pushed directly into your CRM or ad audiences.
Next steps:
👉 When to Use an IQL vs. Contact Search
👉 Revealed Contacts Explained