LinkedIn began rolling out its Q2 Sales Navigator release to users earlier this month. As with previous releases, admins receive the release first, with general users following a few weeks later. New features include expanded data validation, a new SNAP integration with conversation intelligence leader Gong, and the continued rollout of Sales Navigator’s new Search and Lead Page experiences.
Companies have responded to the pandemic and Great Reshuffle by increasing channel noise, hoping to break through the din, but this strategy is flawed. Top-performing reps who heavily exceed their quota are “spending less time selling in the traditional sense — smiling-and-dialing and sending out mass outreach,” explained LinkedIn VP of Global Sales Solutions Alyssa Merwin Henderson. They aren’t increasing the volume but carefully targeting their prospecting and messaging, conducting buyer research, and focusing on skill development.
“In today’s virtual world, where there’s more noise than ever, the recipe for winning is clear – fewer things done better,” concluded Henderson.
LinkedIn Head of Product and Solutions Marketing Nicole Desjardins highlighted three problems facing sales reps that LinkedIn is working to address:
- More virtual selling than ever, leading to more virtual noise than ever, with buyers being overwhelmed by irrelevant and generic outreach.
- Job switching continues to be higher than normal, making a mess of CRM data and putting deals at risk.
- A plethora of new sales tools have hit the market, many of which don’t integrate with each other, making it more confusing to choose the right tech stack.
Desjardins argued that the solution to these problems comes from real-time data fed into the CRM and “meaningful sales intelligence that helps you connect with and nurture the right buyers at the right time.”
The Great Reshuffle continues to create a “mess” of CRM data, resulting in inaccurate forecasts and irrelevant messaging. According to LinkedIn’s upcoming “State of Sales” report, 41% of sales reps said their biggest problem was inaccurate, out-of-date CRM data. To help address this issue, Sales Navigator now flags out-of-date contact and lead records and allows reps to update the CRM from Navigator to address this problem.
Data Validation displays an Update CRM badge on Sales Navigator member pages who have recently changed jobs, titles, or locations. After clicking on the badge, reps are shown the new title, account, location, contact owner, and most recent opportunity. Updates are made to matched Lead and Contact records, with the user controlling which fields are to be updated. Reps are also shown which open opportunities are linked to the executive, allowing them to quickly remove departed execs from live opportunities.
“Clearly, this will save you time. Instead of having to toggle back and forth between your CRM and Sales Navigator, you can do it all in our platform,” blogged Product Marketing Manager Austin Gray. “More importantly, because updating your CRM is now easier to do, you’ll have more accurate data within it. LinkedIn’s real-time first-party data means that you can have confidence that your CRM will have access to the most accurate and up-to-date information available.”
Data Validation is available for Sales Navigator Advanced Plus and supports record updates in Salesforce and MS Dynamics 365. The functionality was released to customers with fewer than 15 seats this week and will be rolled out to large customers on June 22.
The New Search and Lead Page Experiences were rolled out to accounts with fewer than fifty seats last quarter. The largest accounts will receive the updates this quarter.
The search feature has been streamlined to improve the time to “successful results.” In addition, the search includes a “larger collapsible, intuitive grouped view of filters” that improves search filter discovery. New and updated filters include TeamLink Connections of, Saved Leads, Saved Accounts, Previously Viewed, Current Company, Past Company, and Company Headquarter.
The search interface updates dynamically, providing results as each filter is added or removed.
The new Lead Page (contacts) is designed for rapid lead qualification with “the most important info front and center,” including the most recent touchpoint, current role, and description. Other features include a sticky action bar, conversation starters, and introduction paths.
The Conversation Starter section displays recent posts for comments and commonalities.
The Get Introduced section has been redesigned and expanded.
The TeamLink section is now organized by seniority level so that reps can find “their best path in.” In addition, the section supports a pre-populated InMail to save reps time writing messages.
Sales Navigator is also adding a new Lead Panel for researching contacts in a prospecting list without having to open multiple windows.
“Prospecting in Sales Navigator often means using our powerful search to find your target buyer,” wrote Desjardins.” Once you’ve found that list of potential buyers, we’re betting you then open a tab for each individual, which can mean a lot of open tabs and a lot of switching back and forth. The new Lead Panel streamlines this process and keeps you on the same page the entire time.”
The Lead Panel displays job title, job description, and conversation starters to assist with quick qualification and messaging.
The Lead Panel will be rolling out to accounts with fewer than fifty seats this quarter and enterprise accounts next quarter.
Tomorrow I will cover the Gong SNAP integration.