If you’re a B2B advertiser or have a client who is, chances are you have at least given LinkedIn a shot for reaching your audience. LinkedIn has continued to roll out new features that are more and more useful and competitive in the B2B social sphere. When it comes to B2B and account based marketing, I think there’s a feature that many companies can’t afford to miss: the sales intelligence tool, LinkedIn Sales Navigator.
If you haven’t heard of this tool, you’re not alone.
What is LinkedIn Sales Navigator?
LinkedIn says “Sales Navigator features a powerful set of search capabilities, improved visibility into extended networks, and personalized algorithms to help you reach the right decision maker.” It’s described as the best version of LinkedIn for sales professionals. It allows sales teams to engage with contacts and accounts within the LinkedIn platform.
Who’s It For?
This tool is available for a monthly fee to everyone on Linkedin. There are individual, team and enterprise subscriptions available, depending on your needs and the size of your team. The exact features of these 3 subscriptions differ a bit (as do the prices). Here is a complete breakdown of what is included in each level of this tool.
At the team and enterprise levels, Sales Navigator allows sales folks to:
- Search for new accounts and contacts.
- Save searches for accounts and contacts for future use.
- Build lead and account lists.
- Group and tag accounts and leads.
- Integrate with other third-party sales tools and your CRM for the most up-to-date information and workflow.
- See updates from accounts, contacts, and companies in a newsfeed-style list that makes it easy to stay up on happenings.
I’d recommend watching this short video (it’s a little older being from 2015, but still useful).
But Why Should You, the PPC Pro, Care?
With some of my B2B clients, we’ve been doing account based marketing for a while. As LinkedIn has evolved with their introduction of Matched Audiences, advertisers have had less and less involvement in building lists of targeted accounts.
Back in October, LinkedIn announced their plan to integrate Sales Navigator with LinkedIn Campaign Manager so that sales and marketing can better target the exact accounts that sales teams are pursuing.
With the ability to target Sales Navigator lists, it will be so much easier to run nurture campaigns and know that my efforts are really syncing up with the sales team’s goals as well.
Sales Navigator Audiences
Once you have access to LinkedIn Sales Navigator and your LinkedIn Campaign Manager, you’ll see two new lists in your Matched Audiences interface: one for Sales Navigator contacts and one for Sales Navigator accounts. Similar to other lists that you upload in LinkedIn, you’ll be able to see the size and match rate.
Since the Sales Navigator account and the Campaign Manager are linked, these audiences will constantly update when accounts and contacts are added.
What is LinkedIn Sales Navigator Application Platform?
If you or a client use LinkedIn Sales Navigator AND utilize additional tools such as Hubspot, Salesloft, Marketo Toutapp and more, then the Linkedin Sales Navigator Application Platform (SNAP) may be a good match for you.
The Application Platform allows you to bring together LinkedIn Sales Navigator and your sales tools for a more complete selling experience. Right now, there are several tools that fall into the business intelligence, CRM, eSignature, marketing automation, sales acceleration and web conferencing categories (and there’s more on the way). Here is the complete list of current and upcoming SNAP partners.
Additional Useful Integrations
There are two other integrations that I found that are additional add-ons for Sales Navigator (While they are not directly related to PPC, these are additional uses that clients would appreciate).
Sales Navigator for Gmail
This Chrome extension allows both free LinkedIn members and LinkedIn Sales Navigator members to easily see profile data directly in Gmail. This includes things like shared connections, experiences, and interests, all of which can be good talking points and icebreakers when reaching out to a lead.
For the paid Sales Navigator folks this extension will allow you to save contacts as Leads in your Sales Navigator account. It will also allow you to see if prospects are connected to any of your colleagues.
For FAQs and more information from LinkedIn on this tool, check this out.
Sales Navigator for Salesforce
According to Salesforce, this addition is designed to create “a seamless experience between Sales Navigator and Salesforce, saving your reps valuable time and ensuring the most relevant sales activities are properly captured in CRM.”
Here’s what syncs up:
- Lead records
- InMails, messages and notes
- Import CRM contact and account records from Open Opportunities into Sales Navigator for regular sales updates.
This requires the Sales Navigator Team addition subscription and must be installed by an administrator. Pricing details were not immediately available for this addition.
For installation prerequisites, how to install the app and more, here is a learning course about the Sales Navigator and Salesforce integration.
Overall, I think this is a great tool that has a lot of potential for sales and marketing teams to conjoin their efforts. With 2018 right around the corner, I hope that this overview will help you to plan ways to utilize Sales Navigator in the coming year.
Have you tried out Sales Navigator? We’d love to hear your experiences in the comments!