Syndication Lead-to-MQL Conversion Rate
Percentage of content syndication leads that qualify as MQLs upon follow-up and scoring
What is Syndication Lead-to-MQL Conversion Rate?
Syndication lead-to-MQL conversion rate is the percentage of leads received from syndication partners that become marketing qualified leads. It measures the quality of syndicated leads.
The measure is important because syndicated leads are often only loosely interested, so a low rate shows that spend is buying contacts that will not progress.
How this KPI is measured
- Function
- Marketing
- Sub-function
- Content Syndication
- Industry
- All Industries
- Type
- Lagging
- Impact
- Quality
- Unit
- %
- Measurement frequency
- Monthly / Quarterly
- Formula
- (Syndication leads converting to MQL / Total syndication leads received) × 100
How to calculate it
Divide the number of syndication leads that become MQLs by the total number of syndication leads received, and multiply by 100.
For example, if 400 leads were received and 48 became MQLs, the rate is (48 / 400) x 100 = 12%.
Use a fixed follow-up window, such as 60 days, so recent leads that have not had time to qualify do not distort the result. Compare by partner.
Where it is used
Assessing partner quality
Identify which partners deliver leads that qualify.
Negotiating terms
Use the rate to push for higher quality or lower prices.
Improving nurturing
See whether nurture programmes lift the conversion of cold leads.
How to improve it
Tips and common mistakes
- Use the same time window every time you report the rate.
- Check lead quality with sales, not only the marketing definition.
- A rising rate with falling volume may just mean fewer leads, so watch both.
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