Account based marketing (ABM)vsMarkedskvalifisert lead

Account Based Marketing (ABM) focuses on targeting and engaging specific high-value accounts with personalized marketing efforts, aiming to move these accounts through the buying journey efficiently. A 'Markedskvalifisert lead' (Marketing Qualified Lead, MQL) represents a prospect who has met predefined engagement criteria indicating readiness for sales follow-up. In the context of ABM, the concept of MQL shifts from individual leads to account-level qualification. ABM strategies use detailed account insights and tailored content to nurture key stakeholders within target accounts, generating multiple signals of engagement across these individuals. These aggregated signals help identify when an account collectively reaches the threshold of being 'markedskvalifisert'—meaning the account as a whole is qualified for sales engagement rather than just a single lead. Thus, ABM operationalizes the MQL concept at the account level by integrating multiple lead behaviors and interactions into a unified qualification framework. This ensures that sales efforts focus on accounts demonstrating strong buying intent, improving conversion rates and alignment between marketing and sales. Practically, ABM platforms and CRM systems track engagement data across contacts within target accounts, applying scoring models that define when an account becomes markedskvalifisert. This approach refines lead qualification beyond traditional individual lead scoring, making MQL criteria more relevant and actionable in ABM-driven strategies.