How to Drive More Product-Led Revenue with PQLs

Product-qualified leads (PQLs) and product-qualified accounts (PQAs) are crucial strategies for achieving growth goals in software companies. PQLs combine marketing activity, demographic, and firmographic data with product usage data to prioritize leads for the sales team. PQAs provide an overview of account actions and score them as potential customers. Self-serve SaaS companies can benefit from leveraging PQLs/PQAs by targeting specific users with personalized messaging when they're ready to convert, leading to higher conversion rates. To develop effective PQLs and PQAs, follow these steps: identify activation/product "north star," determine ICP at the user and account level, combine product activation with ICP, build playbooks across GTM teams, and iterate and learn on PQLs/PQAs. By implementing a product-led growth approach, companies can achieve higher conversion rates and more pipeline in 2023.