A marketing qualified account is an account showing enough collective buying signal across its people to be worth sales attention, the account-level equivalent of a marketing qualified lead. It fits account-based motions, where the unit that matters is the company, not the individual contact.

In B2B, buying is done by a committee, not a person, so scoring individual leads can miss the real signal. A marketing qualified account looks at whether multiple people from one company are engaging, which is a far stronger buying signal than one enthusiastic contact. If you sell to committees, the account is the right unit to qualify, not the lead.

Example:

Three people from one target company engaging with your content in a month is a stronger buying signal than one person from three different companies.

How is an MQA different from an MQL?

An MQL qualifies an individual contact. An MQA qualifies a whole account based on collective engagement across its people, fitting committee-based buying.

When should you use MQAs?

In account-based motions and committee-driven purchases, where the company is the real buying unit and individual lead signals are incomplete.