Professional Suggestions: LinkedIn Outlines the Advantages of Gross sales Navigator, and How Salespeople Can Maximize Their Presence


LinkedIn utilization is hovering, with the platform seeing ‘file ranges of engagement’ for the final 5 quarters, and as financial exercise begins to ramp up as soon as once more, within the gradual restoration from the pandemic, these utilization charges are solely going to extend, as professionals search new alternatives, and types look to attach with new expertise to cater to demand.

However LinkedIn can be a strong platform for promoting too, with many key decision-makers extremely lively within the app. If you happen to’re a B2B enterprise, specifically, LinkedIn affords sturdy potential on this respect – however it might additionally pose challenges in approaching customers the suitable approach, and pitching your services to the suitable individuals within the app.

LinkedIn affords options like its Gross sales Navigator platform to help with this, nevertheless it does value cash, and it may be tough to know whether or not it’s definitely worth the funding for what you are promoting, and what kind of worth salespeople can glean from the platform on this respect.

So how ought to salespeople be utilizing LinkedIn, and must you be signing as much as a Gross sales Navigator subscription to optimize your method?

We lately put these inquiries to Mitali Pattnaik, the Director of Product Administration at LinkedIn, to get her insights to assist inform your on-platform methods.

Q: LinkedIn is seeing engagement numbers go up throughout the platform, however what are one of the best methods for salespeople to faucet into that exercise and attain goal patrons?

MP: With a wealth of data at their fingertips, patrons are researching merchandise and options nicely earlier than they think about buying, and oftentimes, they’re turning to salespeople they belief for steering on their buying selections, even when the product is outdoors of that salesperson’s portfolio. 

So, if you end up writing an impersonal e mail or gearing as much as name somebody with no background data, put down the telephone and rethink your method. To achieve at present’s patrons, it’s essential put their priorities entrance and middle; get to know them and their challenges; and earlier than you start promoting something, begin serving to them to resolve their issues.

That is the place LinkedIn is absolutely including large worth for salespeople at present. As the biggest B2B market, we’re serving to hundreds of thousands of patrons and sellers work together with each other in significant methods, not merely to promote a services or products, however to resolve actual enterprise issues.

And, we all know it’s working, as gross sales professionals are a number of the most extremely engaged individuals out of our 774+ million members, they usually’re typically turning to us for steering on find out how to proceed adapting to this digital promoting surroundings.  

Q: It looks as if gross sales professionals might obtain every part they should by simply having a free LinkedIn account – or possibly investing in Premium – why ought to they think about investing in Gross sales Navigator?

MP: LinkedIn is a good way for sellers to analysis key accounts and prospects, craft customized outreach, and develop and preserve relationships over time. However as gross sales organizations search to higher perceive their high accounts, and ship extra worth, Gross sales Navigator offers data-driven insights to assist them make knowledgeable selections.

Powered by probably the most up-to-date data on the world’s largest skilled graph – data that members and corporations are sharing and updating often – Gross sales Navigator offers clients with the flexibility to focus on the suitable decision-makers on the proper time. And simply at present we launched a brand new Gross sales Navigator characteristic, ‘Account Purchaser Curiosity’, which determines an account’s mixture curiosity within the promoting firm’s services or products, which can assist gross sales professionals prioritize the very best intent accounts and phone clients when their outreach is probably to be nicely acquired. 

LinkedIn Account Buyer Interest

As the way forward for work begins to unfold, LinkedIn and Gross sales Navigator will turn into more and more vital for gross sales organizations. We’re within the midst of ‘The Nice Reshuffle’, a second of unprecedented change the place employers and workers are rethinking how and why they work.

As this shift continues, correct knowledge can be important to gross sales organizations’ success, and we consider that sellers will more and more depend on our platform to keep up shut relationships with their accounts as patrons could also be on the go to new profession alternatives greater than ever earlier than. 

Q: What are some key ideas for salespeople seeking to leverage LinkedIn and/or Gross sales Navigator to have interaction with patrons?

MP: In 2020, we checked out how salespeople had been utilizing the platform with a purpose to establish the simplest methods to have interaction with patrons, and of all of the actions analyzed, we discovered {that a} main determinant of salesperson success is having a whole LinkedIn profile.

The knowledge indicated that having a whole LinkedIn profile might enhance a salesman’s probabilities of assembly or exceeding their gross sales targets by greater than 2X, and it might enhance InMail acceptance charges by as a lot as 87%.

LinkedIn State of Sales report

I additionally encourage all gross sales professionals to dedicate time to pay attention and perceive patrons’ challenges earlier than discussing an answer, and to leverage LinkedIn to be taught extra about their key accounts and traits in industries that they serve.

This upfront analysis can also be important for prospecting and making a primary connection on LinkedIn. With Gross sales Navigator, clients can see all of their organizations’ connections to allow them to perceive how they could be linked to a prospect and collaborate with their colleagues to facilitate an introduction. Moreover, key performance like CRM sync makes Gross sales Navigator a key a part of our clients’ gross sales know-how stack. 

Q: Private branding is one other key aspect for salespeople – what are some key ideas for the way salespeople can improve their private manufacturers on LinkedIn?

MP: A method salespeople can construct their manufacturers is to develop and share their very own thought management content material on trade traits.

Our International State of Gross sales knowledge underscores the significance of belief, with 89% of patrons describing their gross sales representatives as “trusted advisors.” To assist patrons clear up issues and derive worth from their options, sellers must more and more prioritize their function as a advisor, and have a pulse on their trade.

As a spot the place patrons and sellers join, our platform affords some ways for gross sales professionals to share their distinctive views and spark significant conversations.  

Q: What are some key shopping for traits that you just’re seeing by way of LinkedIn?

MP: Digital promoting, which can evolve into hybrid promoting as in-person engagements return, is right here to remain.

71% of patrons say that they wish to work remotely half or extra of the time sooner or later, and 55% of patrons have stated that working remotely has made the buying course of simpler. As a major shift from the methods sellers historically engaged with patrons, digital promoting requires a brand new set of expertise with adaptability as one of many high expertise. 

Moreover, relationships have by no means been extra vital in B2B gross sales, and at its core, our platform is about connecting with others and rising your community. Gross sales Navigator dives even deeper, constructing on the platform’s intensive ecosystem, to offer people-powered knowledge and insights that allow gross sales organizations to give attention to the accounts with probably the most alternative, in order that sellers can develop and develop relationships with patrons at scale.

You’ll be able to take a look at the most recent updates for LinkedIn Gross sales Navigator right here.


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