Marketing Qualified Account
A company account that meets criteria indicating sales readiness based on aggregate signals.
Definition
A Marketing Qualified Account (MQA) is a company account that meets defined criteria indicating sales readiness based on aggregate engagement signals across multiple contacts and touchpoints. Unlike individual MQLs, MQAs recognize that B2B buying decisions involve multiple stakeholders.
MQA scoring considers account-level signals like multiple engaged contacts, website behavior patterns, content consumption depth, and firmographic fit. This account-based approach better reflects enterprise buying dynamics.
Why It Matters
B2B purchases are made by buying committees, not individuals. MQA scoring captures the reality that enterprise deals require multiple engaged stakeholders, providing better signals for sales prioritization.
For B2B marketing teams, MQA frameworks improve lead quality and sales alignment.
Examples in Practice
An account reaches MQA status when five people from the company engage with content, even though no individual hit the MQL threshold.
Sales prioritizes MQAs showing recent activity from both technical and executive stakeholders over single-contact MQLs.
MQA criteria are refined based on analysis showing which account-level patterns actually predict opportunity creation.