Account-Based Marketing
What is Marketing Qualified Account (MQA)?
A Marketing Qualified Account (MQA) is a target account that has shown enough combined engagement across its contacts — and fits the ICP — to be handed to sales, the account-level equivalent of a Marketing Qualified Lead.
Who Is It For?
MQAs are defined by ABM and revenue teams together, since the handoff criteria need agreement from both marketing and sales.
How Is It Used?
It’s used to judge readiness at the account level, since B2B decisions involve several people and one contact’s activity rarely tells the full story.
- Score engagement across all known contacts at an account, not just one
- Combine engagement with ICP fit and intent signals
- Set a clear threshold that triggers handoff to sales
- Review conversion from MQA to opportunity to refine the criteria
Related Terms & Concepts
Frequently Asked Questions
How is an MQA different from an MQL?
An MQL is a single person who meets qualification criteria; an MQA looks at engagement across the whole account and its buying committee.
Do you need ABM to use MQAs?
It’s most useful in ABM programs with a defined target account list, where account-level engagement is the natural unit to measure.
