If your contact records number is in the thousands that’s a hugely significant time-saving not-to-mention ensuring your decisions are being executed using clean data.Īnother thing you can/should be using the sync for is account or territory planning whether you’re doing it in SFDC/Dynamics and writing those across to SN, or the other way round. LinkedIn is as up-to-date a database as you’re going to find, and the bi-directional sync can begin to automatically prompt you when contact records are defunct or need updating. If your organization is running either Salesforce or Dynamics enterprise, as well as an enterprise license of SN then you should be aware of the bi-directional synchronization (a fancy way of saying the two systems share information both ways).įor starters, if you struggle to keep your CRM up-to-date then this can take a lot of the heavy lifting out of your hands. Okay, so what features should I be aware of? SFDC and Dynamics bi-directional sync for account/territory planning, smart links for aggregated insights. Alongside agreeing on accounts to target and why, Marketing and Sales can work together to set up the content strategy, ensuring Smart Links is populated with content across the buying cycle and by persona.Īs content gets consumed, Sales can play insights back to Marketing, and together they can make informed decisions on the next steps to help nurture customers through a buying journey. It will require both Marketing and Sales to have their houses in order and properly aligning to deliver on the strategy. As you begin to build a native audience for your company and your sales reps on LinkedIn, you can use tools such as Smart Links to deliver value throughout the buying cycle, building the relationships and reputation that ultimately lead to revenue. Used correctly, you can create a multi-pronged social strategy, providing highly targeted air cover through paid social, and 1:1, ‘boots on the ground’, engagement through social selling to accelerate qualified pipe. In my five years of using it, LinkedIn has transformed SN from simply a hunter/gatherer tool to a very robust piece of martech that should be central to your stack and your strategic planning framework. If you answered ‘yes’ to any of the above then you have skin in the game and SN can make your life easier. I work in Marketing, so why should I care about Sales Navigator?ĭo you do account segmentation? Territory planning? ABM? Demand-gen? Is ‘sales enablement’ a KPI? Do you work in an Ops role? Are you responsible for the cleansing and unification of your organization’s CRM data? Are measurement and analytics part of your KPIs? It has become a crucial piece of the strategic planning process for me, for us, and for the work we do with our clients. ![]() As my role has evolved my understanding of SN’s potential has become more acute and my approach to using it (and that of the wider Transmission agency) has adapted accordingly. When I began, I was using SN as most people do- solely as a hunting tool. For the last five years I’ve spent every day of my working life in Sales Navigator (SN) for outbound lead-gen, for building the relationships and credibility with Transmission prospects that have seen me become a trusted adviser and, latterly for helping our clients maximize the effectiveness of their sales teams by teaching them how to squeeze every ounce of value out of the platform.Īs my role within Transmission has evolved, so too has my usage of SN.
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