Relationship Science (RelSci) recently announced Relationship Radar, their new relationship capital management service that marries sales intelligence with an enterprise’s network of employees, alumni, and professional relationships. I covered the feature functionality in yesterday’s blog.
The RelSci Radar release should be viewed as a V1, with a deep set of planned enhancements on the product roadmap:
Signature block scraping with automated contact updates
Integration of Radar into their iOS and Android apps
GSuite and Salesforce integrations
Broader incorporation of Radar into the RelSci platform and API
Radar is included as part of the RelSci enterprise subscription. There is no additional licensing fee beyond a $750 implementation charge that can vary slightly depending on the implementation scope.
“As part of our product roadmap, we plan to make Radar available with greater flexibility (including the option to opt-out of the front-end platform at a reduced rate), but for now Radar is only available as part of our enterprise offering,” wrote RelSci Data Product Manager Brian Hyman.
RelSci products are sold on a seat basis with volume discounts.
Pricing is based on the number of seats and configuration. RelSci did not disclose additional details.
Relationship Capital Management software was a hot category fifteen years ago but never gained much traction due to security concerns and the rise of LinkedIn as a public network. With security teams now more comfortable with cloud solutions, the category may be open to rediscovery. Introhive has been successful in the space, placing 128th on Deloitte’s 2020 Fast 500 technology list, with revenue growth of 938% between 2016 and 2019. Many of the top professional services firms have deployed Introhive, including PriceWaterhouseCoopers, with a 100,000 seat implementation across 90 countries.
“We founded Introhive with a mission to help organizations realize the full value of their relationships and better leverage the underutilized data across their business to increase revenues,” said CEO Jody Glidden. “We have evolved into a suite of artificial intelligence-based solutions that expedite growth for sales and marketing teams.”
LinkedIn is rolling out its third-quarter Sales Navigator release. The enhancements focus on “features that help you put your buyers first through intelligent action, simplified day-to-day activities, and consistent insight into keeping relationships warm.” The release theme is “listening to the buyer.”
LinkedIn is dipping its toes into intent data with Buyer Interest Alerts that signal when employees or corporate leaders from a saved account have visited the company’s LinkedIn Page or company website. Buyer Interest Alerts are available in conjunction with LinkedIn Marketing Solutions and delivered through the Sales Navigator Enterprise edition.
Marketers install a snippet of code to their website that drive the notifications. They can then track conversion rates, retarget visitors, and analyze visitor demographics. The code also powers Buyer Interest Alerts within Sales Navigator.
“With Buyer Interest Alerts, you have buying intent insights that help you to decide when to engage, allowing you to provide a timelier and more customized buyer experience,” blogged Lindsey Edwards, the Senior Director of Product Management at LinkedIn Sales Solutions. “As we strengthen our buyer intent models with the rich buyer insight that the LinkedIn network contains, we’ll continue to enhance our Interest Alerts to include more signals that will allow you to target the right buyer at the right time.”
Buyer Interest Alerts are anonymous. LinkedIn notifies the user if there is a visitor from the company but does not disclose details beyond account name, seniority level (i.e. Leadership or Employee), and geography. Users can then search for Linkedin Members that match these criteria. Anonymity ensures GDPR compliance.
While many vendors are now offering visitor intelligence, Sales Navigator is the only service that combines LinkedIn company profile views with visitor intelligence.
Account-Level Buyer Interest is not yet supported but is on the product roadmap.
LinkedIn, which has often suffered from spam alerts that overwhelm users, is employing predictive AI to surface the critical notifications for “building and maintaining the relationship with your buyer.” Users may filter alerts by Lead, Account, shared activity, and alert type with the “most urgent and timely” alerts displayed at the top of the list.
Sales Navigator is also improving its synchronization with Salesforce and MS Dynamics. Users can now bring their book of business into Sales Navigator through the automated syncing of Leads, Contacts, Accounts, and Opportunities. The syncing improves the delivery of people and company alerts and insights within Navigator. CRM synchronization is available as a feature of the Team and Enterprise Editions.
To improve relationships, LinkedIn is now reporting on LinkedIn outreach activity across all Sales Navigator editions. Lead Lists (followed members) now track LinkedIn engagement with additional columns for actions by the Sales Navigator user and subsequent responses:
InMail and Messages sent, responses received, and attachments clicked
Connection requests sent from Sales Navigator and LinkedIn and accepted requests
Smart Links sent and opened
Lead and Account List sizes were increased from 250 to 1,000, expanding the scope of contacts and companies tracked. Users may also take bulk actions on up to 25 Lead or Account records at a time, making it easier to remove them from lists or move them from one list to another.
Sales Navigator is well-positioned to assist sales reps during the pandemic as its messaging tools are not location or time-specific. Sales professionals can reach out with InMails and Connection Requests, and prospective buyers can respond asynchronously. SDRs and AEs don’t need to obtain (or guess at emails) or place direct dials that go unanswered at empty offices. Furthermore, Smart Links, launched earlier this year, provides a tool for sharing documents and multi-media with view tracking.
“In what continues to be a unique and challenging moment in history, buyers and sellers, alike, are adjusting to a new normal. Just like you, they’re juggling the pressures of succeeding in their day-jobs, while also managing their personal lives — homeschooling, daycare, elder care, multiple people working from home, and/or reduced income. The hurdles might look different from buyer to buyer, but one thing is consistent — they need to feel confident that you understand their challenges and goals. In the end, you aren’t necessarily selling a product or service, you’re selling a trusted relationship, and the person at the center of that relationship is the buyer.”
Lindsey Edwards, Senior Director of Product Management at LinkedIn Sales Solutions
By the end of the year, the Deals functionality will be integrated directly into the Sales Navigator workflow. This enhancement will improve relationship status and pipeline visibility.
I had four tradeshows canceled this month and next. They were opportunities for me to meet with customers and prospects (and conduct research for my industry newsletters). At this point, I’m assuming that at least two more will fall by the wayside in H1. I’m sure many of you are in a similar boat. Your marketing calendar is in a shambles, your field and inside sales reps are cloistered at home, and you are uncertain about how to manage remote workers.
Here are some ideas about how to retain momentum and deploy technology to mitigate pipeline and operational risks:
If you haven’t deployed video widely across your workforce, due so ASAP. Vendors such as Zoom, WebEx, BlueJeans, Join.Me, and GoToMeeting provide reliable video conferencing solutions for multi-party meetings, demos, and document sharing. Video Meetings are a do not pass Go, donot collect $200 requirement. Every customer-facing, development, management, and planning employee should be able to join meetings from home or the office.
Setup scheduled video meetings for the next three months so they are blocked out on team calendars. This could be a 15-minute corporate call every few weeks, weekly team calls, and one-on-ones. Standing meetings should all be web-based. Office-based employees are going to feel disconnected socially, so build in some social fun at the team level (e.g. recognizing birthdays and work anniversaries, celebrating wins and releases, etc.)
I would also build training time into video meetings. It shouldn’t be all top-down. Give your staff the opportunity to cross-train peers. A sales rep could discuss her latest victory with lessons learned or provide insights into a target vertical. Marketing can review the latest product positioning and new collateral. Product Management can train on new products, review the product roadmap, and discuss the competitive landscape. The goal is to provide training, communications, coordination, and social interaction.
Record meetings and make them available to those who miss meetings with Slack or Team links. Expect that meetings will be missed due to illness, parenting requirements, and meeting conflicts.
As event marketing is off the table, marketers will need to be flexible in how they deploy their budgets. For those that planned on hosting events, they should at least proceed with their Keynote as a webinar. For H2, a roadshow in September or October can be planned, but mitigate risk in your contracting and through joint shows (shared cost and risk).
Marketers will need to deploy or expand their use of other channels including webinars, press releases, analyst outreach, blogging, social, and video. Direct mail is problematic as prospects are likely to be working from home, but e-gifting is a viable option. Look at e-gifting vendors that are supported by your Sales Engagement platform (e.g. Sendoso, PFL, Alyce)
Here is an opportunity to test additional channels and provide your event marketing team with some cross-channel development.
Canceled shows are also a reason for re-engagement campaigns. You can restart the marketing nurture process with a message around “not being able to talk to you this season.” Keep the message short and serious. You don’t know if your prospect is worried about his or her job, family members, or personal health. Also, don’t appear to be taking advantage of the situation. Be empathetic, not opportunistic.
Also, make sure to reschedule meetings from those cancelled conferences. These are likely to be phone or video calls, but reps and executives should reconfirm calls now.
Once you have standardized meetings, make sure they are recorded and transcribed. This is particularly true for sales meetings. Conversation Intelligence vendors such as Gong, ExecVision, and Chorus record calls, transcribe them, and perform NLP/AI processing on the conversations. Conversation Intelligence allows sales reps to be more present during calls as they no longer need to focus on note-taking.
Transcriptions and analytics have multiple benefits:
Sales Reps can quickly review calls and return to key topics and issues (e.g. pricing, next steps).
Sales Managers can review calls related to accounts and opportunities at risk to provide coaching tips to reps.
Analytics identify both the strengths and weaknesses of reps versus their peers. They also flag missed actions (e.g. discussing next steps), customer concerns, and competitors. To assist with training and opportunity scoring, Conversation Intelligence vendors identify filler word frequency, monologue length, and conversational engagement.
Reps can forward snippets to peers for questions and help. If there is a question about a bug or support issue, the snippet can be forwarded to support personnel for an update. If a sales rep feels that they handled a question or issue poorly, a snippet can be forwarded to sales management or training for advice on how to better handle the issue next time. Snippets allow peers to hear the voice of the customer.
Snippets can be stored in a library for training purposes. These would include exemplars for objection handling, competitor parrying, value discussions, etc.
Product Managers can perform bulk analysis of sales calls to identify requested features, competitor discussions, and product issues. Vendors allow for keyword customization and analytics.
Sales Cadences, also called sequences, are at the core of Sales Engagement. Cadences set up a structured set of multi-channel outbound communications supported by email templates, dialers, social, and SMS text. Cadences improve sales efficiency by eliminating follow up tasks, recording activities to CRMs, and deploying A/B tested content (emails, attachments, cadences, call scripts). While most commonly used for SDR outreach, cadences can also be used for meeting reminders, setting up quarterly account reviews, and training follow up.
SEP vendors understand that authenticity is the key to sales success. Simply blasting mindless emails at prospects is futile. Cadences can be customized by target role, industry, company size, technographics, and stage in the buyer journey. Furthermore, reps are expected to personalize emails before sending them out (SalesLoft says 20% is the optimal level). Most of the vendors now support 1-1 embedded videos from Vidyard, Hippo Video, or Videolicious.
SEP Vendors also provide a deep set of analytics. Initially, these focused on communication efficacy (e.g. open and click-through rates, best time of day to call), but now analytics assess conversations, call out deal risks, prioritize accounts, and suggest next best actions.
SEPs are now commonly deployed amongst SDRs and Inside Sales, but may still be foreign to field sales reps; however, field sales reps will be operating more like inside sales reps for the next quarter, so deploying SEPs to field sales makes sense.
Beyond outbound communications, SEP vendors are beginning to support meeting management (setting up calls), conversational intelligence, and opportunity management. SalesLoft and Outreach are the farthest along in supporting these emerging feature sets. SalesLoft acquired and integrated NoteNinja (meeting management) and Costello (opportunity management) into its platform.
SEP Vendors have taken two approaches to partnering. SalesLoft, Outreach, and Xant have partner App Directories while the other vendors integrate key vendors (e.g. Vidyard, LinkedIn Sales Navigator, Zoominfo) into their offerings without a formal partner ecosystem directory.
For B2B sales, there is no social platform more trusted than LinkedIn. Sales reps can leverage their networks by sharing marketing content (they should include some comments of their own) as well as writing their own content.
LinkedIn also offers an excellent Sales Intelligence product called Sales Navigator. It is available as both a desktop and mobile solution and provides additional communications channels:
InMail: An outbound email alternative, InMail allows you to message prospects for whom you lack emails and direct dial numbers.
Chat: A quick short-message way to keep in contact with members of the buying committee. It is also useful for quick reach out after establishing a LinkedIn connection with a prospect or to send a quick, congratulatory note. Chat messages are retained archivally, providing a conversational log. I have had success providing my Calendly link with initial chats, providing a mechanism for new connections to easily schedule a call (my Calendly includes my video meeting details so there is little friction).
Smart Links: Forward one or multiple attachments to a prospect via social, InMail, or email. Viewing and forwarding are tracked by LinkedIn, helping reps know which content was viewed and when. Forward tracking helps expand their understanding of the buying committee. Smart Links maintain corporate branding.
Sales Navigator provides several other high-value features:
SNAP connectors display LinkedIn content and Navigator functionality (e.g. icebreakers, mini-profiles, InMail) within Sales Engagement Platforms, CRMs, and other enterprise software.
TeamLinks allow you to leverage co-worker relationships for reaching out to prospects.
Build a List lets reps assemble Lead (contact) and Account lists within Sales Navigator. Lead and Account lists may also be synced from the CRM, allowing reps to track news and updates about key companies and contacts. While LinkedIn does not permit upload of account and contact data, they make exceptions for notes, tags, and messages entered by the rep in Sales Navigator. They also just added a thin record upload of contacts to CRM and the ability to flag execs that have left a company.
List Sharing — After building a list, users may share them with co-workers who have Sales Navigator licenses.
Sales Navigator can be a bit pricey, so running a test amongst your inside sales and field sales reps makes sense, particularly if you are concerned about H1 pipeline delays. Given the difficulty of reaching anybody by phone (made worse by prospects working at home) or email, adding additional sales communications channels is well worth testing out.
There are other LinkedIn services worth investigating or trialing. LinkedIn Marketing supports highly targeted B2B campaigns. Unlike other platforms, LinkedIn can target by company, job function, level, industry, geography, and education. LinkedIn provides campaign metrics and allows marketers to set daily budgets. Both CPM and CPC pricing are available. Pricing is based upon second-best auctions (you pay 1 cent above the second best bid price).
For larger companies, LinkedIn Elevate should also be considered, particularly with remote workers. Elevate provides a curated feed of content to company employees for social media distribution (e.g. LinkedIn, Twitter, and Facebook). Elevate amplifies corporate messaging and reduces the level of effort for sales reps and other employees to share content through social networks.
LinkedIn Learning is offering sixteen courses at no charge covering topics related to working from home, remote management, tools, and mindset.
“In the coming days, we will make 16 LinkedIn Learning courses available for free including tips on how to: stay productive, build relationships when you’re not face-to-face, use virtual meeting tools (Microsoft Teams, Skype, BlueJeans, Cisco Webex and Zoom), and balance family and work dynamics in a healthy way.”
Ryan Roslansky, LinkedIn SVP of Product
Sales Intelligence services help sales reps build prospecting lists, quality leads, refine account messaging, expand into new departments and locations, track accounts, and target additional buying committee members.
Many sales intelligence services also offer B2B DaaS services for updating CRMs and MAPs. Salesforce data hygiene is maintained through Lightning Data connectors, a sub-category on the AppExchange. Because data is synced with CRMs and MAPs, it is continuously updated, ensuring that firmographic data is accurate and that departed contacts are removed from sales and marketing activity (BTW — contacts decay at 30% per annum, so maintaining your enterprise software contact data is a valuable investment)
Sales Intelligence vendors also provide full workflow integrations into CRMs which allow reps to build lists; view and update accounts, contacts, and leads; and perform account qualification and account planning within CRM I-frames.
Sales Intelligence vendors include
Zoominfo: Deep contacts, emails, org charts, and technographic content. They are the leader in technology sales intelligence and recently added visitor intelligence, trigger-based workflows, and webforms. Zoominfo (FKA DiscoverOrg) also supports Ideal Customer Profiling (ICP), email verification, and B2B DaaS.
D&B Hoovers: The deepest set of global company intelligence for strategic sales reps. Includes full family trees, public company financials and filings, analyst reports, industry market research, SWOTs, European private company financials, and sales triggers. Dun & Bradstreet also supports ICP, B2B DaaS, Visitor Intelligence, Programmatic Marketing, and Customer Data Platforms.
InsideView: A global database with greater depth in North America and Europe, InsideView offers strong sales triggers and integrated social media viewing. InsideView also supports B2B DaaS and ICP.
Sales Genie: The best solution for reps that sell to both companies and individuals (e.g. insurance agencies, mobile, office supplies, landscaping). Features include light sales force automation for firms that have yet to implement a CRM, new businesses, new homeowners, email templates, integrated dialer, and marketing services (SEO, site design, direct mail).
RelPro: A specialist vendor targeting financial services companies.
Artesian Solutions: A UK-based social selling vendor with deep sales triggers and mobile-based meeting prep. They also offer a US solution.
Cognism: A UK-based sales intelligence vendor with sales engagement functionality, B2B DaaS services, and ICP tools.
Vainu: A Nordic-based sales intelligence vendor that also covers the Netherlands (France, US, and the UK are in beta). They also support B2B DaaS and trigger-based workflows.
Research has shown that firms that continue to invest during recessions come out of the downturns much better prepared to grow market share and revenue than those that stop investing. Marketing is an investment in your pipeline and brand. B2B Data-as-a-Service is an investment in your data quality and ability to target prospects effectively. It also reduces sales and marketing waste in efforts directed at weak prospects and departed contacts. SalesTech and MarTech purchases are investments in your revenue generation capabilities.
This is also an opportunity for your sales and marketing teams to cross-train, develop new skills, and test out new tools and processes.
When we come out of the backside of what, hopefully, is a short-term recession, you want to be better prepared to meet latent demand for your products and services. While cutting back on investment and cash burn may be necessary for survival at some companies, don’t cut back on your ability to serve the market in 2021 unless you have to do so. Let others sacrifice the future of their revenue generation operations out of short-term concerns. Bank your savings in travel expenses and event marketing, but don’t cut back in other areas unless necessary.
We are entering a terra incognita for the next three to six months, so steady, empathetic leadership should be your objective. On 9/11, our CEO pulled us into the room and talked to us. I don’t remember his words, but I remember that he was calm and understood that we were all upset and anxious. Business was the least of his concerns that day. He wanted to show a steady hand at the tiller and sent us home to be with family.
Our raison d’être is not to work, and sometimes we are jolted back into that reality. Family, friends, and health are a higher priority. COVID 19 is not the new normal, but simply a bad storm that will pass.
LinkedIn Sales Navigator has been rolling out its Q1 release to users over the past few weeks. I already covered Contact Creation and Smart Links. Part III of this blog covers Saved Lead and Account Searches, Accounts Preparing to Grow alerts, UI and mobile enhancements, and an InsightSquared SNAP Connector.
now share a Saved Lead Search, allowing them to put together dynamic prospect
lists and share them across the account team. Reps simply select who
receives the shared search and include a note. The recipients can then view
the saved search with values pre-populated.
feature is Saved Account Searches, which allow reps to set up a search with
scheduled update alerts. Users control the update notification period.
“Search is a newer area for us in Sales Navigator. We’re finding more than ever that sales teams are looking at things collaboratively, so we introduced the idea that we need Sales Navigator to work across teams in order to allow that collaboration to happen.”
Account Preparing to Grow alert notifies sales reps when the number of postings
at a saved account has grown.
Navigator mobile app (Android and iOS) now supports all seven European
languages available in the desktop application. Another new app feature
lets the rep set custom alert filters for accounts, leads, and relationships.
always been an area of focus and growth for us,” said Edwards. “We are
seeing more use on mobile than ever before, and we want desktop and mobile
users to have an equal experience. People want the full breadth of
functionality on mobile.”
UI now supports a slide-in panel for viewing Account Funding News without
leaving Sales Navigator. The slide-in panel also supports CTAs, such as
include a usage reporting refresh and an opt-out for usage report tracking.
LinkedIn released a SNAP integration with BI vendor InsightSquared. The integration analyzes Sales Navigator usage and supports seven out-of-the-box workbook templates.
Edwards emphasized that the goal of Sales Navigator product updates is to promote simplicity by “simplifying the seller’s life and workflow. We focus on sellers as end-users, but we want buyers to have a great experience, as well.”
Sales Navigator is rolling out its Q1 release to clients. Contact Creation (discussed yesterday) is the lead feature, but Smart Links is equally important as it delivers another communications channel for the sales intelligence service.
Smart Links, their second-generation file-sharing service, replaces PointDrive. Smart Links is available in the Team and Enterprise applications for sharing one or multiple attachments via Sales Navigator, social media, InMail, or email. Smart Links maintain company branding and rep contact information while tracking attachment opens, views, and shares. It is displayed as a top-level Sales Navigator feature.
“Users will be provided with real-time insights on how recipients are engaging with content. These insights can be used to ascertain interest, personalize follow-ups, and identify other stakeholders in the buyer’s circle.”
LinkedIn Sales Navigator Product Director Lyndsey Edwards
recipient views the document, an alert is sent to the sales rep. Smart
Links also capture when attachments are forwarded, helping the rep expand her
knowledge of the Buyer’s Circle.
“It’s getting more and more complicated in business-to-business marketing to understand the buying circle,” said product chief Lyndsey Edwards.
Smart Links will be integrated directly into users’ inboxes.
had a limited number of monthly PointDrives they could share, sales reps now
have unlimited Smart Link access.
Smart Links have fewer steps, making it significantly easier to share attachments. PointDrive usage was lower than anticipated, probably due to the number of steps required to set up and personalize a PointDrive.
LinkedIn rolled out its Q1 2020 Sales Navigator release, the first quarterly release under their new product chief Lyndsey Edwards. Expanded features include contact creation, a redesigned PointDrive service (now called Smart Links), search enhancements, job posting growth alerts, and enhancements to the home page and mobile app.
Contact Creation is the biggest enhancement in the release. Like the Data Validation flag last quarter, Contact Creation is a limited data sync solution that is bounded by their member data privacy agreements. Contact Creation allows reps to create CRM contact records from within Sales Navigator. While other Sales Intelligence vendors provide full contact records including email, direct dial, job function, job level, and social links, Sales Navigator only supports the following fields (of which only four are pre-populated):
First Name (Pre-populated from Sales Navigator)
Last Name (Pre-populated from Sales Navigator)
Job Title (Pre-populated from Sales Navigator)
Country (Pre-populated from Sales Navigator)
noted that the average CRM instance has roughly half of its records out of
date. Reducing record creation and update workflows help address this
problem. LinkedIn can be particularly helpful in identifying executive
departures and title changes, hence last quarter’s data validation flag.
However, Contact Creation only pre-populates four fields. Thus,
sales reps either need to have the other details available when creating the
contact record or upload a stump record, which is later populated by a
different vendor (e.g. Lightning Data partners on the AppExchange). While
other vendors allows lists of Account, Contact, or Lead records to be uploaded,
only a single contact record may be created at a time from Sales Navigator.
really leaning into our relationships with CRM vendors over the past couple of
quarters,” said Edwards. “It’s an age-old problem that isn’t getting
better. We think we can help in a pretty meaningful way. When
people change jobs, they update their LinkedIn profiles first.”
matching and duplicate checking are performed.
Contact Creation is available for Enterprise clients only. Admins must turn on CRM Sync for Salesforce. Microsoft Dynamics 365 for Sales contact creation is in beta.
Part II of my release coverage discusses Smart Links, their next-generation PointDrive service.
Relationship strength analytics company Nudge.ai folded this week. Nudge identified the corporate relationship strength with contacts and filtered the open web and social media to provide contact insights. Relationship strength analytics has long been an area of unfulfilled promise going back to early Relationship Capital Management vendors such as VisiblePath. LinkedIn is the only major firm that has successfully built such tools. They provide lead recommendations, referrals, and TeamLink networking with colleagues, but relationship strength is not a focus of their offerings, but more of a side feature in Sales Navigator.
available on the SalesLoft and Outreach partner ecosystems and the AppExchange.
Nudge did something classy when it folded. It thanked its customers, employees, and investors in its coda. They also turned their website into a thank you page which highlighted the strengths of each employee and provided a link to his or her LinkedIn profile. Because they were a startup, the bios are based upon knowledge of each employee and serve as a reference from management.
“While we can’t say we are “celebrating” failure today, we are thankful that the journey was possible. Although the failure itself is sad, it’s only because it is the end of a journey that was so challenging and rewarding. Every product innovation, customer win, market recognition, or challenge overcome was a step towards a goal we all were working towards. We didn’t reach that goal, but because of everyone around us, we did have a chance to try. And that – that chance to try – is worth celebrating.”
Sales Navigator added two more Saved Account Alerts: headcount growth and Senior Leadership Hires.
When sharing lists, owners may now designate them
view-only or editable.
“List collaborators with edit permissions will be able to add, remove, and comment on Leads or Accounts within a Shared List, and alerts will be sent to collaborators when Leads or Accounts have been added to or removed from a Custom List or when there are new comments on a Custom List.”
LinkedIn Sales Solutions VP of Product Management Doug Camplejohn
LinkedIn added SNAP integrations for Tableau and Power BI. They also extended SNAP integrations to Oracle Sales Cloud Lead and Account pages (Contacts were already supported).
Teams will benefit from improved TeamLink recommendations on “who to reach out to first for a warm introduction, using connection strength scores based on a members’ interactions.”
Finally, LinkedIn teased an improved PointDrive service that will be “deeply integrated” into Sales Navigator beginning in early 2020. PointDrive provides sales reps with a custom landing page for delivering multi-media content with descriptions and company branding. The multi-quarter release will streamline access to PointDrive functionality. However, PointDrive will no longer support shared content.
SalesLoft Leveraging Data Validation Flag
SalesLoft is one of the first vendors to take advantage of the Sales Navigator Data Validation process. SalesLoft uses the Data Validation flag to notify the SDR or sales rep. SalesLoft automation rules can then trigger workflows based on whether a prospect on the decision-making committee has left or whether an admin or champion at a customer has changed jobs. These insights help reps evaluate whether an opportunity may be in jeopardy, the likelihood of closing this quarter pushed out, or they need to move quickly to identify new buying committee members or champions.
“Customers leveraging LinkedIn Sales Navigator
Data Validation are now able to use real-time insights to influence critical
workflows when their prospects and customers change jobs,” said SalesLoft CMO
Sydney Sloan. “Ultimately, this saves time spent reviewing customer data
manually, and it will increase the quality of all opportunities as salespeople
progress through the buying cycle.”
LinkedIn Sales Solutions has begun rolling out its Q4 release to Sales Navigator subscribers. New features include a data validation flag for contacts, improved geographic filters, a funding events spotlight, two new alerts, additional SNAP partners, and extended administrative tools.
A new data validation flag warns users that 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 both displayed to the rep and available as a trigger for contact
clean-ups and removal from marketing campaigns.
LinkedIn added three new reports which leverage the
Opportunities at Risk: Proactively identifying when a buyer has left an open opportunity
Past Customers at New Companies: Identifying contacts at current customers (potential champions) who have joined new companies
Out-of-Date Contacts: All potential contacts that need to be updated
LinkedIn is hemmed in by commitments to its members’
data privacy. Thus, it cannot append or sync full contact information
like other vendors. The data validation flag simply alerts sales and
marketing that a contact is no longer at a firm. It does not upload
information on the member’s new company to the CRM.
The Data Validation flag is available to Enterprise
Edition licensors with CRM sync enabled in Salesforce and MS Dynamics 365.
LinkedIn redesigned its usage reporting with
time-series charts for messaging effectiveness. Expanded analytics
include InMail messages sent, InMail acceptance rates, messages sent, and total
unique connections. The report also includes the top five reps for each
Other new administrative tools include
Chart filtering by custom date ranges, groups, and users.
Data Updates – Saved Leads and Accounts
LinkedIn has integrated Bing location data, making
prospecting more precise. The service covers 2.4 million more cities and
over 2,000 new states/provinces.
Users may also filter by a new funding events spotlight. The new filter “brings these updates to the top of your search results within the Spotlight tab, giving you a helpful cue that it’s the right time to check-in,” blogged Doug Camplejohn, VP of Product Management, LinkedIn Sales Solutions.
In a blog titled, “Maintaining the Trust of our Members,” LinkedIn recommitted itself to a members-first approach. The Microsoft subsidiary frames its decision-making with the question, “Is this the right thing to do for our members?”
Along with a members-first policy, LinkedIn employs four principles to frame decisions:
Members maintain clarity, consistency, and control over their data. This goal is manifested in a broad set of privacy settings, observing the stated wishes of each member, and protecting their data. Microsoft employs a global GDPR standard and does not transfer member data to other companies. For example, LinkedIn Sales Navigator limits data access to member-data view-only access, which displays profiles within CRMs and other partner applications but does not transfer data to those platforms.
LinkedIn will remain a safe, trusted, and professional platform. The firm removes content which violates their Professional Community Policies and removes fake profiles, jobs, and companies.
LinkedIn is committed to removing unfair bias from its platform so that individuals with equal talent have equal access to opportunity. “To achieve this goal, we are committed to building a product with no unfair bias that provides opportunity to all of our members. There is a lot of work still to do, but we are focused on working across our company, with our members and customers, and across the industry to close the network gap.”
As a global platform, they are committed to respecting the laws that apply to them and “contributing to the dialogue” about legal frameworks.
LinkedIn Advertising is subject to an initial review. LinkedIn vets ads to ensure they are non-discriminatory:
“Even if legal in the applicable jurisdiction, LinkedIn does not allow ads that advocate, promote, or contain discriminatory hiring practices or denial of education, housing, or economic opportunity based on age, gender, religion, ethnicity, race, or sexual preference. Ads that promote the denial or restriction of fair and equal access to education, housing, or credit or career opportunities are prohibited.”
Blake Lawit, LinkedIn General Counsel
The statement of principles comes at a time when other social media firms are struggling to develop rules and policies around political advertising. LinkedIn does not carry political advertising and also restricts adult content, illegal, health, gaming, weapons, multi-level marketing, alcohol, tobacco, and financial (payday loans, cryptocurrency) products.
LinkedIn continues to grow its customer base with 660 million members across 200 countries and 30 million companies. The top countries are the United States (165M members), India (62M), China (48M), Brazil (40M), and the UK (27M).
LinkedIn maintains offices in nine US cities and 24 international locations. The platform supports 24 languages.