I’ve been covering Q2 enhancements to LinkedIn Sales Navigator this week. On Monday, I discussed their Sales Coach enhancements and on Wednesday their Alerting enhancements. There were also a set of communications enhancements to Sales Navigator (an area of strength vs. other Sales Intelligence offerings). Communication enhancements include conversation histories, improved filtering, more visible icebreakers, and InMail credit status.
searching speed has been improved and a guided search experience helps the user
expand or narrow the search term (see image on left).
save and bulk remove accounts and contacts from lists.
Lead to Account – As not all leads (people) are attached to accounts, the match
feature allows users to assign leads to any company for alerting purposes.
A live org chart integration is being introduced For Microsoft Dynamics which supports saved accounts. The functionality is being delivered through LinkedIn SNAP.
chart displays LinkedIn member profile photos and additional profile details which
provide additional insights into the account.
Q2, Lucidchart also became a SNAP partner. Lucidchart users can now view
lead recommendations, save leads to Sales Navigator, view contact profiles and
updates, request introductions, and send InMails from within Lucidchart.
“Sales teams work faster and smarter when they work visually. Bringing the power of the world’s largest professional online network into Lucidchart in a more seamless way underscores our ongoing commitment to enhance the sales experience.”
Lucidchart CEO Karl Sun
Note: This is the final chapter on the Q2 2019 LinkedIn Sales Navigator release. Part 1 | Part II
Last month, LinkedIn Sales Navigator rolled out a set of alert enhancements as part of its Q2 release. Alerts are intended to deliver “timely, relevant, and actionable insights” which allow reps to shift from researching to selling and building relationships. As with other recommendation engines, Navigator alerts call out the “Next Best Action” with an “instant snapshot of the things that matter most about your prospects along with recommended action step for each.”
LinkedIn, our goal is to arm you with timely, relevant, and actionable insights
so you spend less time sifting through information and more time focused on
what matters: building relationships and closing deals,” stated the firm in its
release notes. “Alerts on the homepage gives you all the functionality of
Newsfeed in a compressed, easy-to-use dashboard. Don’t worry about missing
anything — all of your favorite items from the old Newsfeed live on as alerts.
We’ve also added some new types of alerts as well!”
alerts are highlighted in blue at the top of the feed. Each alert
contains an action step (e.g. Message, See Article, See List). Alerts may
be filtered by type and individual alerts may be deleted or turned off.
new alert categories were released
An account has had a funding event
A colleague shared a custom list
Pending actions in Sales Navigator Coach
recommends that Navigator Alerts be reviewed once or twice a day.
“Every sales professional faces the challenge of how to best spend their time, maximize their productivity and close more deals,” said Camplejohn. “That’s why Sales Navigator is now centered around alerts — making it easier for salespeople to identify important changes and prioritize the best next steps to take.”
LinkedIn Sales Navigator has been rolling out its Q2 release to customers over the past few weeks. The new functionality includes a redesigned home page, improved keyword searching, custom list enhancements, and additional Sales Navigator Application Platform (SNAP) connectors.
The homepage emphasizes alerts and the new Sales Navigator Coach. The Coach is a training tool with a gamification feature – a progress meter which shows your level of product mastery, from Beginner to Expert. Reps are shown three recommended actions. They can either try a recommended action or watch a short training video.
All of the Coach features, with the exception of PointDrive, may be executed from a mobile device.
“This is just the beginning for Sales Navigator Coach, and we can’t wait to bring more personalized education to all our Sales Navigator customers. We’re also excited to bring Sales Navigator Coach to usage reporting later this year.”
Sales Solutions VP of Product Management Doug Camplejohn.
Several features on the homepage have been moved. The SSI (Social Selling Index) tool is available via a drop down and the newsfeed has been replaced with an alert feed.
Note: This is part one of my profile of the Q2 2019 release. Tomorrow I will be covering enhanced alert functionality.
Your ideal customer profile (ICP) defines who are your best customers and prospects. It is defined by firmographics, intent data, technographics, business signals, etc. ICPs are focused on Accounts.
Your question implies that the firm has a single decision maker. But that is generally only the case at small firms. Generally, B2B mid-sized and larger procurement decisions are made by a buying team which can consist of multiple individuals at different levels and functions / departments. For these, you should define a set of personas that cover economic decision makers, users, influencers, reviewers (e.g. technology gatekeepers).
Many of the ICP vendors support contact searching for ABM accounts. Once the ABM list is defined, they allow users to prospect for contacts by persona (job function/level/title) at ABM accounts.
These vendors include emails and direct dials for contacts along with company profiles, sales triggers, financials, technographics, family trees, filings, etc.
While LinkedIn Sales Navigator does not offer an ICP tool, it includes a Buyer’s Circle which allow sales reps to quickly identify potential contacts at accounts and drag and drop them into their role. They can then review all open opportunities, including buying committees, via a single-pane Deal report which combines LinkedIn intelligence with Salesforce or MS Dynamics.
While Sales Engagement vendors continue to expand their supported channels, email and phone remain the preferred B2B channels. Preliminary results from a VanillaSoft survey of 2,000 executives indicated that email is the preferred communication channel. SMS and Social Media were not listed as preferred channels with social media peaking at 24% during the need stage and falling to 15% during the evaluation stage
often read and hear about the rise and role of social selling at various points
in the sales engagement process,” said VanillaSoft CEO David Hood, “However, as
these initial findings show, more traditional channels – from email to phone to
simple word-of-mouth – are actually preferred by B2B buyers.”
contact grows in importance from 39% in the Need stage to 54% in the Evaluation
Media remains low, but it is a broad category and likely perceived as more of a
consumer channel. Even young professionals (25 to 34) had little interest
in social as a sales contact channel with only 18% looking favorably upon
social as a desirable sales communications channel. 41% of young
professionals favored the telephone.
Sales Navigator has had significant success as a third channel with messaging,
InMail, and PointDrive. Had LinkedIn been broken out as a distinct
category, it likely would have scored higher. SNAP connectors are now
available from Outreach, SalesLoft, InsideSales, and Yesware. VanillaSoft
is in the middle of its certification process. SalesLoft has indicated
that Sales Navigator is their top ecosystem partner.
omitted were video meetings (e.g. WebEx, JoinMe, BlueJeans, Zoom) which are
commonly used within organizations and work quite well for establishing trust
with prospects, demoing a product, and walking through documents.
“Understanding these types of reality-based findings will allow smart sales professionals to align their activities to their customers’ wants and desires,” said Hood.
SalesLoft looks for partners that help “activate the authentic seller in everyone,” boost their productivity, and help customers scale their business. Vendors should be adjacent to Sales Engagement, filling the gaps of functionality in the platform.
Partners pledge to serve joint customers first, invest in the success of integrations through co-marketing, and “support our developer community, thus enabling innovation,” said VP of Product Strategy Sean Kester.
Kester noted that the partner ecosystem provides a strategic market advantage as it “creates a moat in the ecosystem supplanting us as the dominant #1 player.” It also “significantly enhances customer LTV (lifetime value) due to the sticky nature of usage” and “drives customer acquisition through the roof, and CAC (customer acquisition cost) down due to leads driven from partners.”
The SalesLoft ecosystem has grown to 54 partners with a million “integration actions executed” over the past six months. Nearly 2,700 teams have one or two integrations with 800 having implemented three and 500 having four or more integrations.
The top partner integrations are LinkedIn Sales Navigator, Sendoso, Showpad, and Vidyard. VP of Product Strategy Sean Kester called Sales Navigator “by far the most popular integration we have.” The SNAP integration supports four cadence steps: Account and Lead (contact) research, introductions, connection request, and InMail (Salesforce is an investor in SalesLoft).
Sendoso provides a direct mail service. Integrated cadence steps allow sales reps to send direct mail, company swag, handwritten notes, eGifts, and Amazon items.
Showpad is integrated with the sales reps’ workflow. Within SalesLoft, users can easily add content to their email campaigns, and gauge their prospects’ level of interest. Showpad also provides context-specific content recommendations.
Vidyard GoVideo helps sales reps “easily create polished and personal videos for your prospects using Vidyard GoVideo webcam and screen recorder,” said Kester. Sales reps can “boost response rates and humanize sales outreach by adding video to your sales emails in SalesLoft.
includes a freemium version and has supported 175,000 platform videos.
announced several partnerships that are in their development pipeline including
LeanData, Drift, Ramble Chat, and Seismic.
LeanData provides Lead-to-Account assignments with automated cadences by persona and customized conditions. Sales Operations defines the lead assignment and routing rules which are displayed as a flow diagram with Send to SalesLoft Cadence steps. Duplicate checking will prevent a second cadence from being kicked off.
Drift and Ramble Chat are joining Intercom as chat partners. “Ramble empowers sales engagement customers with a unique ability to extend chat directly through their platform,” said Kester. “Ramble creates an additional channel of communication for their customer interactions.”
Chat performs a reverse IP lookup that identifies the account and logs it to
Salesforce or SalesLoft, providing a form of first-party intent intelligence.
Both inbound (anonymous) and outbound (Cadence driven) chat are supported
with outbound chat connected to the originating sales rep.
“We are excited for our partnership with SalesLoft. Ramble’s unique architecture enables us to deploy chat within third-party applications, like SalesLoft, which changes how sales leaders utilize chat for pipeline contribution. We not only make chat ‘outbound’ and ‘inbound,’ but we give companies the ability to extend chat anywhere online as a means of instant connection and sales acceleration. Moving beyond ‘omnichannel’ and towards ‘omnipresence.’ The full breadth our chat technology can be deployed organically, directly from SalesLoft, which provides a more seamless client experience and new channels for Sales Engagement.”
Ramble CEO Justin McDonald
Seismic offers an enterprise-grade content management system which recommends the next-best action for content. The platform employs analytics to recommend which content is most likely to resonate with a prospect based on buying stage, vertical, etc.
DataGrail provides a GDPR and CCPA compliance tool which “enforces on-demand access and deletion of a requester’s personal data across all first and third-party/external business systems.” DataGrail also centralizes customer email preferences. Other features include the “detection of non-consented or high-risk contacts, including geographic fingerprinting and migration for consented to non-consented purposes” and alerts if a deleted contact is being recreated in a sales or marketing platform.
Current apps are displayed on SalesLoft’s App Directory which helps admins see how integrations work, understand their use cases, and co-market the integration. A developer’ portal is in development.
The following is a Quora post answering the question, “Does LinkedIn Sell Your Info?”
This is likely to fall into a semantics question. If data is employed in the aggregate and your personally identifiable information is not disclosed, then I would argue that your information is not sold. Likewise, if you are presented an ad because your LinkedIn profile conforms with a target audience definition, your data is also not being sold.
I can’t answer for LinkedIn Recruiter, but can answer in the Sales and Marketing context.
LinkedIn offers a sales product called Sales Navigator. Users can view company and contact information on Navigator just as they can on the free service. It even supports viewing this data within third-party SNAP products. However, Navigator and SNAP are view only. Sales reps cannot download your profile or sync it with any of their partner platforms. They also restrict display of your email and phone information to your direct connects as well as other content you flag as restricted.
LinkedIn Marketing sells advertising on LinkedIn and Bing based upon your profile attributes. Advertisers define their target audience across a broad set of firmographic, career, and location variables, but these segments are not provided directly to the marketer. Instead, they are used for advertising display. Thus, your data isn’t sold, just your eyeballs.
LinkedIn treats its member’s data with respect. Microsoft, its parent company, has called for a US version of GDPR, the European data privacy standard. CEO Satya Nadella stated that “privacy is a fundamental human right” on an April 2018 earnings call and said that the firm has implemented an “end-to-end privacy architecture” which is GDPR compliant.
As part of their Q1 2019 release, LinkedIn rolled out a set of new SNAP (Sales Navigator Application Platform) partners including Altify, Drift, G2 Crowd, and Mixmax.
The Drift partnership allows sales reps to “continue website conversations” after a prospect drops off of a Drift chat: “sometimes people leave your conversation abruptly – it happens. But as an SDR, that’s a potential meeting walking out the door. So what do you do? Well now you can send a connection request or follow up message with InMail right from within Drift.”
integration also displays contact and company intelligence including shared
connections while a sales rep is chatting with a prospect visiting her website
(see image on right).
the days of toggling back and forth between LinkedIn and your ongoing sales
conversation,” said Drift Product Marketer Daniel Murphy. “Say goodbye to
awkward lags in conversations. Prospects will never again have to wait for a
response while SDRs search LinkedIn Sales Navigator or Salesforce to determine
if they’re a good fit. Now they can research a prospect’s company, see
mutual connections, and grab other insights and conversation starters – all in
gathers intent data from 24 million technology searchers. Intent data is
collected from G2 profile and category views along with competitor comparisons.
Sales reps are notified when followed accounts are researching on G2
based on contact connections, sales preferences, search histories, and profile
“People don’t buy today as a result of cold calls and emails. The power is in the hands of the buyers doing more research than ever before. As sales teams, we need to focus on accepting the modern buyer journey and connecting to the right buyers at the right time. We’ve always been aligned with LinkedIn on this vision, and this integration helps us make it a reality.”
G2 Chief Revenue Officer Matt Gorniak
SNAP integration supports InMail and Connection requests and profile views from
org-chart software now displays insights and helps users identify key buyers
across an organization.
also noted that it will be available within the Salesforce Winter 2019 release.
Salesforce admins can install the application from the Lightning Setup
Console instead of the AppExchange.
One problem that
has long dogged sales intelligence vendors is ongoing training and product
exploration. To encourage exploration, Sales Navigator added a coaching
feature to extend product knowledge. Sales Navigator Coach is a new
dashboard that “suggests actions for customers to take and links to short
learning videos.” Actions are associated with core workflows. The
videos run thirty to forty seconds.
Finally, GDPR opt-outs are being added to PointDrive presentations. PointDrive recipients will be able to revoke viewer tracking permission, effectively anonymizing their viewing data from sales reps.
LinkedIn Sales Navigator began rolling out its Q1 release two weeks ago. New features include custom list sharing, Sales Navigator Coach, list building exclusion filters, new Sales Navigator Application Platform (SNAP) integrations, and an expanded set of technologies selects.
Sales Solutions VP of Product Management Doug Camplejohn was most excited about
custom list sharing, noting that that “selling is a team sport.”
can share lists with other users on their contracts, share comments, and sort
by “Last Updated” date so sales reps can stay apprised of updated leads and
accounts. Sales Navigator notifies users when lists are being shared with
them. However, lists reside only in LinkedIn and are not downloadable.
“Now we’re taking lists up a notch by adding the ability for you to share these custom lists between your team members and have comments shared as well. Sales Development Reps can collaborate with Account Executives on their team and share progress on breaking into new accounts. Relationship Managers and Customer Success Representatives can collaborate around the health of their named accounts throughout the customer lifecycle. And Marketing can easily share lists from events with the teams following up on new leads. The possibilities are endless.”
Doug Camplejohn, VP of Product Management, LinkedIn Sales Solutions
long described Sales Navigator as a system of engagement that worked with
systems of record (CRM) and communication (email, social). Much of the
initial focus was on lead messaging and SNAP connectors, but the firm is now
placing a greater focus on teamwork. Shared lead lists are “the first
step in a broader strategy to enable collaboration across your selling teams,”
wrote the firm.
Lead lists were released in Q4 and quickly employed by users. 250,000 custom lists were created within the first six weeks of availability. A quarter of active users created custom lists post-launch.
also save Leads and Accounts to custom Lists from partner applications via
their broad set of SNAP partners.
stated that “sharing increases visibility of and fosters collaboration for your
pipeline.” Custom lists help teams organize and plan for key leads and
accounts within lists: “Sharing allows them to collaborate with others as they
research, contact, and advance relationships with those Leads and Accounts.”
track team outreach to prospects, share leads with managers to discuss
strategy, segment by source, and customize follow-on activities.
Other screening enhancements include the expansion of technology selects to 30,000 technologies and the addition of seven categories of exclusion criteria for leads: company, geography, seniority level, title, function, industry and school. Account exclusions are provided for geography and industry. Camplejohn noted that exclusion filters were one of the top user requests.
Part II covers SNAP partners, SFDC Lightning Setup Console integration, and the new Sales Navigator Coach
LinkedIn rolled out its Q4 Sales Navigator release in November, but I failed to blog about it. (Q1 will be covered next week in this blog.) The release contains several nascent initiatives including custom lists and the collection of “Reports To” data to assist with organizational mapping. Other feature sets include three new alerts, an improved accounts center, PointDrive activity logging, and additional SNAP connectors.
beginning to collect data around who reports to whom. As sales reps or
others learn about reporting relationships, they can add them to executive
profiles. The data is then shared across the LinkedIn contract with
co-workers but not more broadly. Following after last quarter’s support
of buying committees, it is evident that LinkedIn is looking to infuse
additional project and reporting relationships within Sales Navigator.
laying the foundation for full-blown org charts by adding a new “Reports To” field
on the Lead Page,” blogged Head of Products for LinkedIn Sales Solutions Doug
Camplejohn. “Once you learn who someone’s manager is, you can add that
info to their page by searching for a name or browsing our recommendations. Any
additions you or your colleagues make will only appear to those in your
company’s Sales Navigator contract. So, the next time you or a team member
looks that lead up, you’ll see who they report to, who added that connection,
and a reporting history.”
number of custom lists of accounts or leads may be built within the LinkedIn
desktop or mobile app. Users may post notes on saved leads or accounts and
filter the lists by people who have changed jobs in the last 90 days, people
who have posted on LinkedIn in the past 30 days, companies who have had senior
leadership changes in the past 3 months, etc.
LinkedIn does not yet support custom list uploading. Custom Sharing is part of the Q1 release.
LinkedIn added three new alerts:
Someone at a saved account viewed your profile
A saved account has just raised funding
A saved lead has engaged with LinkedIn posts from your company
accompany six current alerts:
A saved lead started a position at a new company
A saved lead has a new position within the same company
A saved lead viewed your profile
A potential lead recently joined a saved account
A saved lead has accepted your connection request
A saved lead was mentioned in the news
now included in the main menu bar of both the desktop and mobile editions. Camplejohn
noted that LinkedIn has improved the “signal-to-noise ratio” of its alerts.
our Alerts as a trusted sales advisor tapping you on the shoulder with
information about your saved leads and accounts when it’s most important and
relevant to you,” said Camplejohn.
simplified its admin experience and “made it much easier to do tasks from
assigning users to managing groups.” LinkedIn also unified its
administration module across Sales Navigator, LinkedIn Learning, and LinkedIn
Searching was added to the Sales Navigator mobile app, bringing it to list
building parity with the desktop application. Earlier this year, LinkedIn
enhanced its company and lead profiles, also bringing them to parity with the
“LinkedIn’s recent updates to its Sales Navigator management tool makes it a more robust platform for sales teams. More importantly, the moves to bring more of its desktop features to the mobile app are evidence that LinkedIn finally understands how crucial a mobile experience is when designing a sales tool focused on lead management.”
Amy Gesenhues, MarTech Today
Sales Navigator’s multi-media sharing application, will begin writing activity
history back to Microsoft Dynamics. Salesforce PointDrive sync will come
in 2019. PointDrive presents documents and video to end users as a
landing page and tracks views and shares.
you send that pricing proposal to a prospect in PointDrive and members of the
buying committee engage with it, you’ll be able to see that activity in both
Sales Navigator and your CRM,” blogged Camplejohn.
to expand its SNAP
partnerships, adding Zoom as their first
web conferencing partner. Users can now hover over an attendee name and
view Sales Navigator intelligence including their profile photo, title, and
launched v2 SNAP integrations which provide broader access to Sales Navigator
Salesforce Winter Lightning release, admins will be able to configure Sales
Navigator and add support for Person accounts without having to go to the
This year, Sales Navigator focused on improved functionality and display for accounts, leads, and list building in their mobile and desktop applications; SNAP integrations; GDPR compliance and security; CRM opportunity management and buyers circles; alerting; employment analytics; and PointDrive CRM integration. Details on earlier releases are available in my blog: Q1, Q2, Q3.