SalesLoft added enhanced LinkedIn SNAP messaging tools to its sales engagement services. Sales reps can now send InMails, request connections, submit introduction requests, and conduct research from within SalesLoft and Salesforce. These steps can be built into SalesLoft cadences.
“According to our data science team’s research on derived cadences, more than half of all steps outside of email and phone in SalesLoft cadences are already LinkedIn actions,” blogged SalesLoft Product Marketing Manager Sunshine Levin. “The ability to incorporate LinkedIn Sales Navigator social selling steps from within SalesLoft is important to you, and we listened!”
At SalesLoft’s 2018 Rainmaker event, Doug Camplejohn, VP of Product Management Sales Solutions at LinkedIn, cited LinkedIn research concerning InMail efficacy. While emails have only a 3% response rate, InMails average a 15% response rate. Even more impressive, the best sales reps can achieve greater than a thirty percent response rate.
“LinkedIn-specific steps help salespeople stay focused, do less application switching, and deliver a better sales experience,” said Levin. “The TOPO 2017 Sales Development Touch Report states that more than 80% of sales professionals are leveraging the triple-touch approach of email, phone, and LinkedIn in their sales cadences. Furthermore, over 50% of touches outside of email and phone are through LinkedIn.”
Reps must have active Team or Enterprise Sales Navigator accounts in order to take advantage of this new feature set.
Also new to SalesLoft is a Zipwhip app which allows reps to insert text messaging steps into their cadences. Texts can also be sent and received from a business phone from within SalesLoft. Inbound and outbound messages are grouped into conversations and displayed as part of the contact’s activity feed.
I’ve never been fond of LinkedIn’s InMail service which is limited in its utility. However, InMail claims to have a 15% response rate which is 5x that of email. What’s more the top ten percent of InMail senders net a 30% response rate. According to Doug Camplejohn, Head of Products at LinkedIn, this disparity demonstrates that there are a set of best practices which improve rep response rates. LinkedIn is rolling out a 2.0 version of InMail which assists with sales rep personalization.
“The best InMailers don’t treat InMail as a SPAM cannon, they really think about it as a handwritten note,” said Camplejohn. “They take a little time to personalize things and we want to make it easy for all of you to be that good at InMail.”
The first step was making the InMail box smaller so that it doesn’t cover up the recipient’s profile. Thus, it is easier for reps to identify a personal hook to the recipient. InMail is also providing a set of icebreakers (e.g. recent posts and updates) and shared connections to assist with messaging. A critical new feature is the option to synch the email to CRM, providing an audit trail for InMail communications within SFDC.
InMail 2.0 also supports a signature block, attachments, and a new Inbox with threaded messages. There is also a pending tab for tracking InMails that lack responses.
InMail is included as part of the Sales Navigator service. Professional users receive twenty InMails per month while Team accounts are granted thirty InMails per sales rep per month.