Linked Sales Navigator Repackaged SKUs

LinkedIn will be repackaging its Sales Navigator SKUs in late January.  The service has already begun notifying customers of the change.  Unlike product releases which they roll out over multiple weeks, the new packaging will be implemented across all customers simultaneously.

Sales Navigator retains its original SKUs from its early days, so repackaging was in order.  Before making any changes, LinkedIn interviewed or surveyed over 2,000 customers, discussed customer requirements with sales reps, and analyzed product usage.

LinkedIn Head of Product and Solutions Marketing Nicole Desjardins discussed a number of her team’s learnings with GZ Consulting:

  • Users want to increase their productivity with an integrated sales stack that avoids data silos and app switching.  “Our customers believe that in order to effectively meet this need, it is critical to seamlessly integrate sales workflows both within and beyond Sales Navigator (e.g., sales stack, CRM).”
  • CRM integrations are a priority for customers.  To prioritize customer value delivery, the future Sales Navigator lineup has CRM integrations as the only top differentiator.  This will “massively clarify” lineup positioning and deliver more value to customers.

    Currently, Sales Navigator only offers full integrations and data synchronization with Salesforce and MS Dynamics 365.
  • Customers are looking to increasingly leverage the data stored in their CRM and expect applications to bisynchronously share data.
  • Buyer intent is “hot in the market” as customers are looking to leverage intelligent signals in a real-time manner.  Sales reps want to “know when to act.”

The new Sales Navigator SKUs are based on a pair of packaging design principles: Customers can use all of the features in the licensed package, and it should be clear which package best meets the needs of each customer.

According to Desjardins, the new packaging enables positioning that is “clear and easy to understand” and aligns to value. In addition, the new packaging will help customers and sales reps  “easily identify the offering that best suits their needs.”

“What I’ve been preaching is that SN is not just one product – it’s an integrated approach to the daily sales process.”

LinkedIn Customer

The legacy SKUs followed a Good / Better / Best packaging structure, but the new SKUs support a Good / Best / Best with CRM packaging with the top tier similar to the mid-tier but containing all of the CRM connector and data sharing functionality. The new packages consist of a “foundational use case, the best of Sales Navigator for non-CRM integrated customers, and the best of Sales Navigator for CRM.”

“Customers will be able to use all of the features they have purchased: CRM features will be the only differentiators for the top tier.  Additionally, we have planned investments to further expand and deepen our CRM capabilities.”

The Core offering is designed for quota-carrying sales reps and supports targeting, lead and account tracking, and communications.  Features include

  • 50 InMails per month (this allotment is the same across all three SKUs).
  • Advanced Search
  • Account and Lead (contact) List Building
  • Guided in-product best practices
  • Account Map, a tool for mapping out the buying committee
  • Up to 10,000 Saved Leads and Accounts

The Core edition is designed for quota-carrying individuals with limited tech stacks.  Core helps sales reps “target the right buyers, understand who they are, and reach out in an informed way,” said Desjardins.

The Advanced tier supports sales teams with administrative and reporting functions, including usage reports.  Product differentiators include

  • CSV Account uploads for tracking key customers and prospects
  • Smart Links (customer-specific landing pages with attachments and multi-media links).  Smart Links may be shared by email, InMail, chat, etc.  Smart Links Analytics tracks who has viewed and downloaded which content. Sales Navigator also tracks Smart Link forwards, providing deeper insights into the Buying Team.  Sales reps are alerted when content has been viewed or forwarded.
  • Team collaboration tools such as shared lists, shared searches, TeamLink (leveraging co-workers’ networks), and collaboration alerts based upon shared features.
  • Buyer engagement alerts and buyer intent.  “Buyer interest is a predictive score based on LinkedIn data from employees at this company,” states the firm.  “This score is an indication of an account’s interest in buying from your company.  It considers key factors like employee interaction, InMail acceptance, ads engagement, company page engagement, and more.”
  • SNAP integrations such as embedded profiles, BI integrations, and a CRM widget.  SNAP integrations are available for CRMs (Salesforce, MSD 365, HubSpot, SAP, Oracle, SugarCRM, and Pega), SEPs (Outreach, Salesloft, Groove, XANT/InsideSales, YesWare, MixMax), and ABX Platforms (Demandbase).

    SNAP integrations do not share data, but they support profile viewing and limited Sales Navigator functionality.  For example, the HubSpot connector provides sales reps with profile viewing, InMails, Icebreakers, Introduction Requests, Related Leads for companies and contacts, and Connections.

The Advanced edition helps teams “forge deeper relationships through real-time sales intelligence and seamless collaboration,” said Desjardins.  “Advanced is the best Sales Navigator for businesses if you’re not integrating with CRM.”

The Advanced Plus edition adds full CRM functionality, including

  • Auto-saving Sales Navigator Leads and Accounts from CRM
  • CRM information in Lists such as Opportunities and past customers who have moved to new companies
  • CRM-powered Lead Recommendations
  • The ability to include or exclude matched CRM leads in Sales Navigator searches
  • CRM Activity writeback (e.g., InMail, Notes, Messages, Smart Links)
  • Create CRM Leads and Contacts directly from Sales Navigator.  These are limited information records (e.g., Company Name, Contact First and Last Names, and Title) as LinkedIn does not share member data.  Contact and Lead Creation also upload fields entered by reps such as email, phone number, and opportunity role.
  • The Data Validation flag warns users when a contact is no longer at a company listed in the CRM.  If the company differs between LinkedIn and the CRM, a “Not at Company Flag” is written to the CRM.  The flag is displayed to the rep and available as a trigger for contact clean-ups and removal from marketing campaigns.

With the Advanced Plus edition, users will be able to “surface actionable intelligence on your books of business, improve productivity by automating key processes, and leverage data to update stale information and make better decisions,” said Desjardins.

At renewal, customers will be offered one of five customer service packages that are “set by the size and scope of your program.”

“We know that onboarding is a critical stage for customer success, so we’re investing in hands-on, human-led onboarding for new customers and existing customers when they grow by a significant amount to accelerate their time-to-value,” stated a LinkedIn FAQ on the new service plans.  “Our customers have different needs and expectations for training, so we’ve invested in world-class resources: on-demand training for all customers at every stage of the customer journey in seven languages. Training is created and led by specialists who are experts in best practices and our product.”

Programs with a minimum of 50 licenses will have a Customer Success Manager that supports periodic Program Health Checks, a tailored Customer Success Plan, Strategic Value Reviews, and ongoing Success Coaching.

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