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HOW TO GET VALUE OUT OF LINKEDIN SALES NAVIGATOR CarverTC.com

How to Get Value from LinkedIn Sales Navigator

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Page 1: How to Get Value from LinkedIn Sales Navigator

HOW TO GET VALUE OUT OF LINKEDIN SALES NAVIGATOR

CarverTC.com

Page 2: How to Get Value from LinkedIn Sales Navigator

Sales Navigator is LinkedIn’s sales tool and has a separate user experience designed for social selling.

Regular LinkedIn for social selling?

Many don’t know: Many people use:

What’s the difference? We’ll show you.You’ll see Sales Navigator’s:• Nice features• Killer capabilities• and WOW scenariosWe’ll also show you the process you need to make the most of it!

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Page 3: How to Get Value from LinkedIn Sales Navigator

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Page 4: How to Get Value from LinkedIn Sales Navigator

LinkedIn Premium Gives YouInMails: 10 per month for contacting prospects outside your network.

Profile Visibility: For people who view your profile.

Additional search filters.

Saved searches.

Relationship and Contacts tabs.

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Page 5: How to Get Value from LinkedIn Sales Navigator

LinkedIn Premium: Relationship Tab

Lets you• Assign tags to contacts.

• Make notes about how you met, and who introduced you.

• Even set reminders and track events!

• It’s not a CRM, but it’s nice!

LinkedIn is increasingly positioning LinkedIn as a Recruiting/Hiring tool and Sales Navigator as the Social Selling tool.

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Page 6: How to Get Value from LinkedIn Sales Navigator

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Page 7: How to Get Value from LinkedIn Sales Navigator

Home PageAt the center of the home page is the Sales Navigator news feed showing the latest articles and news stories for the people you’ve defined as leads, and the companies you’ve defined as accounts.

You don’t need to be connected to define someone as a lead.

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Page 8: How to Get Value from LinkedIn Sales Navigator

Leads Page

View information about people you’ve saved as leads, send InMails, connection requests, or view their profile.

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Page 9: How to Get Value from LinkedIn Sales Navigator

Accounts Page

Lists your accounts and provides suggestions for accounts you may wish to follow. In addition, you can view the account and get more insights from Sales Navigator

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Page 10: How to Get Value from LinkedIn Sales Navigator

Accounts Drill DownSee:• Lead recommendations – if you

have professional edition or higher

• Connection maps to show you if you’re connected to anyone who can introduce you to leads

• Updates related to the account and leads in the account that you can filter.

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Page 11: How to Get Value from LinkedIn Sales Navigator

Lead BuilderSearch for leads based on:• Keywords• Companies• Locations• Titles

Filter by:• Functional role• Company size• Seniority level• Industry

See results and adjust your filters to get the best number of leads

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Page 12: How to Get Value from LinkedIn Sales Navigator

Sales Navigator Features Summary

Unlimited prospecting of LinkedIn’s data:◦Identify any person or company in LinkedIn as a lead you wish to follow.◦Lead Recommendations and Lead Builder.

Tools to facilitate connections, and move cold prospect to warm leads:◦See updates and news for leads and accounts.◦Keep up with your leads, see what they’re interested in, and take advantage

of opportunities to connect.

Tools to turn cold prospects into warm leads:◦Relationship maps that show people you know that can introduce you to

leads.Click to see the full article

Page 13: How to Get Value from LinkedIn Sales Navigator

The Nice to Haves

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Page 14: How to Get Value from LinkedIn Sales Navigator

Nice to Have Features◦Account and Contact Import

and sync – But only for Salesforce.◦Ability to see who’s viewed

your profile – Nice, but you get that with LinkedIn Premium.◦Additional InMails - always

nice, and can significantly increase your out of network connection potential.

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Page 15: How to Get Value from LinkedIn Sales Navigator

Lead RecommendationsA Nice to Have that can be Killer

Most see lead recommendations as hit and miss.

They often aren’t qualified to the degree you would want.

Some are genuinely good leads - probably less than 10%.

Some say that’s good.

Others don’t want to be distracted by unqualified, or underqualified leads.

Mileage varies.

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Page 16: How to Get Value from LinkedIn Sales Navigator

Lead BuilderAnother Nice to Have that can be Killer

Lead Builder requires practice and skill to use.

Lead builder returns cold prospects, a social selling process is required to warm them up.

Lead builder works best with targeted searches that allow you to leverage existing connections to accelerate customer acquisition.

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Page 17: How to Get Value from LinkedIn Sales Navigator

Targeted Lead Builder Example

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Scenario: A marketing analytics company has small business clients in the in the maritime industry.

Lead Builder: Search using the keyword “analytics” in the local area, and filter by a function of marketing, and companies ranging in size from 11 to 10,000 in the maritime industry.

Accelerating acquisition: Use the company’s existing local clients in the industry to recommend or introduce the company to new prospects.

Page 18: How to Get Value from LinkedIn Sales Navigator

Killer Features – But you NEED a

Process!

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Page 19: How to Get Value from LinkedIn Sales Navigator

Killer: Lead and Account Pages

Lead and account pages let you drill in, and see what your prospects are talking about.They help you see the evolution of thought or concern over time, and spot trends.Use these insights to start conversations with prospects, or create targeted content that is meaningful to your prospects.

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Page 20: How to Get Value from LinkedIn Sales Navigator

Killer: Post Notifications for LeadsBeing plugged into your prospects helps you stay in touch, stay informed, and move them through the buying journey. If a prospect is nearing the point where they will buy, timely information can be a salesperson’s best friend.Sales Navigator notifies you when your leads publish and post – you get notifications on the mobile app too!This helps make sure you never miss an update, and can be the first to jump on time sensitive opportunities.

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Page 21: How to Get Value from LinkedIn Sales Navigator

Connection MapsConnection maps show if any of your connections are connected to your leads. If someone knows a lead, you can ask for an introduction or recommendation.This awesome feature can turn a cold prospect into a warm lead in a few keystrokes.

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Page 22: How to Get Value from LinkedIn Sales Navigator

The Need for Process

Taking advantage of the data LinkedIn gives you access to requires a process that makes your prospects aware of you, allows you to engage at opportune times with posts, comments, and content, and helps build a relationship.

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Page 23: How to Get Value from LinkedIn Sales Navigator

A Simple Social Selling Process

There are many social selling processes, a simple approach is:• Follow and comment on LinkedIn and other social channels.• Join groups and “hang out” online on the same professional groups and forums.• Interact online when opportune.• Post content that is relevant to your prospects.• Connect when the time is right.

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Page 24: How to Get Value from LinkedIn Sales Navigator

Social Selling takes Time, but Pays Off

Over time, the relationships you build can convert prospects into customers. Social selling can be extremely effective and lucrative, but it takes time and dedication. It also usually requires at least some coordination and support from content marketing, sales engineering, and other sales support staff.

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Page 25: How to Get Value from LinkedIn Sales Navigator

WOW Scenarios!

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Page 26: How to Get Value from LinkedIn Sales Navigator

WOW Scenario: Post Opportunity

A lead in an industry that your company does business in shares a post asking for help in an area where your company provides services. You view the lead, and see the connection map which shows a current customer is connected to the lead. You ask your current customer to send the lead a recommendation in response to their post. That’s cold lead to warm prospect with one post, and follow up message!

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Page 27: How to Get Value from LinkedIn Sales Navigator

WOW Scenario: Lead Builder Relationship Expansion

An IT staffing company has just staffed a position at a new client. The account manager can try to increase penetration at that client by doing a targeted Lead Builder Search. By searching for leads from that company, with the function of Information Technology, at a seniority level of manager to VP, Sales Navigator will list contacts that may be interested in the company’s services. The existing client at the company can likely make introductions. The results may be a whole set of new people who might be willing to buy.

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Page 28: How to Get Value from LinkedIn Sales Navigator

Conclusion

Sales Navigator gives you access to LinkedIn’s data in unprecedented ways that can really shorten B2B sales cycles if you have connections to leverage, and a social selling process as described above. There are scenarios where Sales Navigator can provide sales opportunities almost out of nowhere, but consistent good results will require a good social selling process, time, and help from marketing and sales support staff.

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Page 29: How to Get Value from LinkedIn Sales Navigator

A Few Words on Team EditionTeam Edition is for sales teams. We didn’t cover it in depth, but we wanted to give you a quick rundown: • In organizations with sales teams focused on B2B sales, it can be a

popular choice. It costs more at $1,200 per year with annual billing but provides some additional features including:• Out of network unlocks to view the full profiles of a certain number of

LinkedIn users that are outside your network.• Teamlink connections, to see who on your sales team is already connected

to a prospect you’re interested in.• Usage reporting sales team managers to see how team members are using

Sales Navigator.

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Page 30: How to Get Value from LinkedIn Sales Navigator

Our Recommendation for trying Sales Navigator

• Start with the month to month billing options at the Professional level, which gives you lead recommendations at $80 per month for a small sales staff, and month to month Team Edition for larger sales staff.

• Get trained on how to make the most of the features such as Lead Builder, (CarverTC offers training on LinkedIn for Social selling), then use heck out of it, and make your own evaluation.

• Some teams have good results with their entire B2B team using it. Others opt to have only a few team members use it.

• If you don’t feel the lead recommendations and extra InMails are worth it, reduce your subscription to Basic which still gives you lead builder.

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Page 31: How to Get Value from LinkedIn Sales Navigator

has the Social Media Training Courses to Help!

See our service offerings:• See our BLOG for great articles and insights!• See our CONSULTING page for help with community

management, planning, and aspects of social media execution• See our CONTENT page for Content Marketing plans and content

development. • See our ANALYTICS page for analytics integration, measurement

and social media ROISee all our training offerings on the CarverTC Training page.

• Our 7, new half-day courses. • Our week-long comprehensive course that will prepare

participants for a certification test with our partner, the National Institute of Social Media.

Contact us today for a free consultation!

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