What is Marketing Qualified Account?
Marketing Qualified Account is a core concept in modern B2B revenue. Here is a clear, accurate definition, why it matters, and how Ardovo handles it.
Short answer
A marketing qualified account, or MQA, is an account showing enough collective engagement and fit to warrant sales attention, the account-based equivalent of an MQL. Rather than scoring a single lead, an MQA aggregates signals across all contacts at a company, matching how B2B buying decisions are made by committees rather than individuals.
Key takeaways
- The account-based equivalent of an MQL.
- Aggregates engagement across all contacts at a company.
- Reflects committee-based B2B buying.
- Triggers account-level sales engagement.
Why it matters
B2B deals are decided by groups, so scoring one lead misses the picture. An MQA rolls up engagement across the whole account, surfacing companies where collective interest signals real buying readiness.
How Ardovo handles it
Ardovo rolls up engagement across every contact at an account to surface MQAs, and Rook can trigger coordinated, account-level outreach when a company crosses the threshold, matching how the buying committee actually behaves.
Frequently asked questions
What is the difference between an MQA and an MQL?
An MQL scores an individual lead. An MQA aggregates engagement and fit across all contacts at an account. MQAs suit account-based strategies, reflecting that B2B purchases are made by committees, not single people.
When should you use MQAs instead of MQLs?
When running an account-based strategy for complex, multi-stakeholder deals. Account-level scoring surfaces companies with collective buying interest, which individual lead scoring can miss when engagement is spread across several people.