Glossary
What is a demo-qualified lead (DQL)?
Definition
A demo-qualified lead (DQL) is a prospect who has completed or meaningfully engaged with an interactive product demo; signalling far higher intent than a content download or pageview.
The DQL sits between the MQL (downloaded something) and the PQL (used the actual product). Someone who clicked through your interactive demo has experienced your product in miniature; they know what it looks like, what it does, and whether it fits. That knowledge does the qualifying for you.
A DQL motion is simple to build: embed demos on high-traffic pages, add a lead-capture gate (before the demo, or before its final steps), and route completions to sales with the step-level engagement data attached; which features they lingered on, where they stopped.
Why it matters
Sales time is the scarcest resource in an early GTM. DQLs concentrate that time on people who already understand and want the product, which is why demo completions convert to pipeline at multiples of ebook-style MQLs.
Example
A visitor finishes a 7-step demo and submits their email to see pricing details. Sales receives the lead with 'completed demo, spent longest on the integrations step'; the first call starts on integrations.
Common questions
Where should the lead-capture gate go?
Testing consistently favours gating late: let visitors experience a few steps free, then gate the ending or the follow-up content. Early gates suppress starts; late gates capture proven intent.
What tools support DQL capture?
Any demo platform with lead-capture forms and per-step analytics. Mirage includes both on its standard plans; lead gate, view counts, and a per-step drop-off funnel.