Why the Funnel Needs an Upgrade
The traditional B2B funnel is showing its age.
For decades, sales and marketing teams have relied on the MQL (Marketing Qualified Lead) as their north star for pipeline building. But here’s the problem: by the time a lead becomes an MQL, they’ve already formed buying preferences — often with your competitors.
Today’s buyers self-educate. Research shows that 70% of the buyer’s journey happens before they engage with a sales team. If you’re only acting when they hit MQL stage, you’re reacting too late.
This is where the Intent Qualified Lead (IQL) comes in — a modern, intent-led metric that tells you who’s in-market before they ever raise their hand.
What Is an IQL?
An Intent Qualified Lead is a prospect (individual or account) showing clear buying signals based on behavioural, firmographic, and contextual data — before they’ve interacted directly with your brand.
Examples of IQL behaviours include:
- Researching topics relevant to your solution across third-party sites
- Comparing vendors in your category
- Downloading guides or attending webinars from industry sources (not just your own)
- Visiting your website’s high-intent pages, such as pricing or product features
With an IQL, you’re not guessing — you have evidence that the buyer is actively exploring a purchase in your space.
IQL vs MQL: What’s the Difference?
The big takeaway? IQLs give you a head start. They identify prospects weeks or months before they’re on your radar via traditional channels.
Why IQLs Matter for GTM Teams
- Earlier Engagement = Competitive Advantage
Contacting a buyer in the early research phase allows you to shape their thinking before the shortlist is made. - Higher Conversion Rates
Industry studies show that leads sourced from intent signals can convert up to 2.5x more frequently than cold leads. - Better Use of Resources
Sales teams waste less time chasing uninterested prospects, and marketing budgets are focused on the right audience.
How Zymplify Identifies IQLs
Zymplify captures over 50 billion buyer intent signals across 20+ sources, combining:
- 2nd & 3rdparty research intent (keywords, topics, vendor comparisons)
- Trigger events (funding, hiring, tech installs)
- 1st-party signals (website visits, form fills, CRM activity)
- Contact & Person level intelligence (decision-maker insights)
These signals are scored and visualised in the Research Quadrant™, helping you instantly see who’s ready for outreach.
From IQL to Revenue
Spotting an IQL is just the start. The power lies in activating them quickly:
- Add IQLs to targeted email sequences
- Retarget them with personalised ad campaigns
- Alert sales reps with complete intent profiles
- Monitor changes in engagement to move them towards MQL and SQL
With Zymplify, this is automated — meaning you can go from signal to sales conversation in minutes, not weeks.
Make IQL Your New Top-of-Funnel Metric
The days of waiting for a form fill are over. The most successful GTM teams are those who:
- Spot buying intent early
- Engage with personalised, timely messaging
- Measure success not just by lead volume, but by lead readiness
Intent Qualified Leads are the missing link between awareness and pipeline. If you’re not tracking them yet, you’re already behind your competitors.
If you’re ready to start intercepting IQLs before they hit your competitor’s radar, there’s an easy way to do it.
🚀 Try Zymplify’s GTM Agent for free and watch your pipeline get smarter, faster: https://d36.co/1bV1m
