Fundamentals of LinkedIn for Business Development
•Download as PPTX, PDF•
4 likes•2,896 views
General overview of Sales Navigator tailored specifically for business development teams for professional services companies. Speaker is Kathryn Dobkin. Goes over Leadbuilder, Advanced Search, InMail tactics.
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (20)
Similar to Fundamentals of LinkedIn for Business Development
Similar to Fundamentals of LinkedIn for Business Development (20)
More from LinkedIn Sales Solutions
More from LinkedIn Sales Solutions (20)
Recently uploaded
Recently uploaded (19)
Fundamentals of LinkedIn for Business Development
- 1. LinkedIn Sales Navigator Overview Kathryn Dobkin Product Consultant, LinkedIn Sales Solutions
- 2. Type questions into the Q&A panel Housekeeping Download Resources from Library
- 3. Getting started with Sales Navigator Buying Landscape Today LinkedIn for Sales Success Sales Navigator: Focused, Informed, Trusted Q&A
- 4. The buyer’s process has changed 7 75of B2B buyers use social networks to research products % 90of decision-makers say they never respond to cold outreach % key influencers in B2B buying decisions Increasingly complex Increasingly social Increasingly cautious
- 5. How are your account teams adapting to this new normal? Looking for one all-powerful decision maker? Relying on the buyer to inform you on key updates? Cold-calling prospects like they’re just a name in a database? Are you still:
- 6. Focus on the right people and companies Stay informed on key updates at your target accounts Build trust with your prospects and customers Welcome to the New World of Business Development You need to:
- 7. 7 LinkedIn has a wealth of information on the target people and companies with whom you want to build relationships 400M+ Members worldwide 7M+ Global companies 159M Monthly unique visitors 2B+ Updates per Week
- 8. Today: your personal network All that LinkedIn has to offer YOU Just what you need for sales To tap into the power of LinkedIn for sales, you need to expand your access and tailor your experience
- 9. Sales Navigator makes it simple to establish and grow relationships with your targets Relevant news LinkedIn’s network data Your accounts, leads & preferences Sales Navigator
- 10. Focus on the right targets and client accounts • Lead Builder • Lead Recommendations • Saved Leads
- 11. 11 Focus on the right targets and client accounts Renewable AND energy Arizona Finance x x
- 12. Focus on the right targets and client accounts
- 13. Focus on the right targets and client accounts
- 14. Focus on the right targets and client accounts
- 15. Stay informed on key updates at your target accounts • Sales Updates • TeamLink • Introductions
- 16. Stay informed on key updates at your target accounts
- 17. Stay informed on key updates at your target accounts Desktop Email Mobile CRM
- 18. Stay informed on key updates at your target accounts
- 19. Build trust with your target prospects and clients • Introductions • InMail with Profile Insights
- 20. Build trust with your target prospects and clients
- 21. Build trust with your target prospects and clients
- 22. Our sales reps rave about how their prospects actually respond to them on LinkedIn, where an email would likely be ignored. 22 Social Media Marketing Manager, XO Communications
- 23. Focus on the right people and companies Stay informed on key updates at your target accounts Build trust with your prospects and customers Find the right people quickly and easily Receive recommendations on leads to contact Access more people at your accounts Stay up-to-date on the people you’re interested in Be informed of what’s happening at your accounts Research prospects wherever you work Engage with prospects and customers through your company Build your professional reputation Reach prospects outside of your network Sales Navigator is your partner throughout every stage of relationship development
- 24. ©2014 LinkedIn Corporation. All Rights Reserved.
Editor's Notes
- Product Consultant: working with clients every day to ensure they see success with Sales Navigator. How long I’ve been with LinkedIn, how I’ve seen Sales Navigator grow into the robust sales solution it is now.
- Presenter Notes: Let participants know where the green check and red x buttons are and how to access the Participants and Q&A panels when you are sharing your browser or desktop. You can start by asking participants to hit the green check if they can hear you and see the slides okay. Another exercise you could try is to have participants chat in their role and/or where they’re from. WebEx tools overview Interactivity exercises Sample Script: Please use the Q&A box on the right of your screen to send any questions you have. We have question managers on the line to help answer your questions and will have time for Q&A at the end.
- Going to take you through a few things today: first is a recap of how we see the buying landscape today. Then we’ll talk about how LinkedIn is already helping salespeople around the world. We’ll take that into a discussion on the extra benefits provided by Sales Navigator, and how it’s the very best solution for you all to stay focused on the right people, informed on the latest updates, and trusted to reach out with warm insights. This should take about 20 minutes, after which we’ll open it up to Q&A. We would love for you to open the Q&A panel and type in any and all questions you have in the Q&A panel so that we can get to them by the end of the session. Although we may not answer them during the session, rest assured we’ll be going through the questions by the end to answer as many as possible.
- I want to start by mentioning that the way in which we develop relationships with buyers has fundamentally shifted, thanks to the internet which has devalued the sales professional. It used to be that buyers were willing to engage reps much earlier in the evaluation process because reps were the sources of knowledge on products and services. That’s not the case today, with the internet providing unlimited access to information about your company, products and competitors, buyers are going online educating themselves, diagnosing the news and consequently engaging the a rep much later in the evaluation process to the point where they are coming into the sales conversation with a premeditated decision. This new behavior has led to 3 major buying changes. {use arrow here} The first is more stakeholders are involved in the buying process. After decision makers do their research online, rather than engage a rep, decision makers are bringing their research internally and discussing it with peers, and according to the a Gartner report, 7 people are now involved in the B2B buying process. {use arrow here} The second major change is buyers are leveraging social media to efficiently tap into their professional networks to build trust and confidence in complex company purchases, 75% of B2B buyers use social media to survey vendors. {use arrow here} Lastly, according to the Harvard Business Review, 90% of decision-makers say they never respond to cold outreach. Taking a step back, what these buying changes are pointing to is an evolution in the buying process. And if the buying process is evolving then the traditional sales process is becoming ineffective. Sales professionals need to rethink their strategy to address these changes, and that’s exactly what Sales Navigator is designed to accomplish by providing capabilities to help you focus on the right people and companies, stay informed on key updates across your accounts and build trust with prospects and customers.
- Is your team still looking for one decision maker and relying on them to hold a deal, only to lose them halfway through? How many times do you hear your reps telling you that their VP of marketing went dark and the deal is on hold indefinitely? Are your teams still getting on the phone and learning about key updates from the customer live, throwing them for a loop and sending them in unprepared? Are your reps still learning that their contact at the company just moved companies in the middle of the call? Are your sales teams still wasting time banging the phones with ice cold sales pitches like they’re just a name in a database you bought? What does that do to your company’s reputation?
- We need to start adjusting these practices to fit into this new buying world. It’s not a huge change, but there are three changes we need to make today: we need to start focusing on the right people and companies staying informed about key updates on them, and building trust with them so you can engage in a warm way. We like to call this FIT — focused, informed, and trusted, and we’ll be talking about it a lot today.
- Presenter Notes: Dynamic database World’s largest professional network Sample Script: At the core of LinkedIn is a dynamic database of Profiles and Companies that are constantly providing new information at record speeds. With the standalone premium LinkedIn Sales Navigator, built specifically for business development and revenue-generating professionals, you get access to go beyond the features Traditional LinkedIn.com provides. As the Worlds largest global professional network with 400M+ Global Profiles and 7M+ Global Companies you will be armed with insight to establish new relationships with Potential buyers that will turn into long lasting customers. And with this Dynamic database you will be using Patent Pending features that only Sales Navigator can provide to get you to the right people and right companies all in one platform. Within this Dynamic Member database there are: • 2 new every members joining every second – supplying a constant supply of contacts with the most up to date info •2B + member updates per week – keep track on what these people are talking about and what’s important to them • and Billions of professional relationships - so you can uncover hidden connections between your company and your target accounts.
- But to truly tap into the power of LinkedIn for sales, we had to come up with a more tailored experience. Today on LinkedIn, you have access to your connections and their networks. But that’s only a small piece of the huge network that LinkedIn has to offer. Sales Navigator is built on the same great network as LinkedIn, but instead of simply expanding your view into the bigger LinkedIn network, we want you to get focused in on the people and companies that you care about — just what you need for your sales profession. And that’s exactly what Sales Navigator does: it opens your view into the LinkedIn network and helps you focus on the leads, accounts, and insights that your team needs to sell.
- Presenter Notes: Sales Navigator value proposition Sample Script: LinkedIn Sales Navigator makes it simple to establish and grow relationships with prospects and customers by helping you tap into the power of LinkedIn, the world’s largest professional network of 300M + members. Designed for sales professionals, LinkedIn Sales Navigator combines LinkedIn’s network data, relevant news sources, and your saved accounts, leads, and preferences to produce customized recommendations and insights. With LinkedIn Sales Navigator, you can focus on the right people, and companies, stay up-to-date on what’s happening with your accounts, and build trust with your prospects and customers. The real benefit comes from the results. B2B buyers are 5X more likely to engage via warm introduction than cold outreach; Sales Navigator users net 11x more revenue growth than users of LinkedIn alone; and Sales Navigator users are 128% more likely to secure meetings secure meetings than their counterparts. So how do you get started? Start by saving leads and accounts.
- So let’s talk about the specifics here. First thing in FIT is focus, so how does Sales Navigator help you focus on the people and companies you care about? There are three things we’ll discuss today that are only available in Sales Navigator — not even in LinkedIn.com alone, and those three things are Lead Builder, our advanced search, Lead Recommendations, and Saved Leads.
- Now let’s talk about search. From the options that appear, you can search based on keywords including keyword modifier using Boolean search logic. To get the most out of the advanced search capabilities, you can use keyword modifiers; combine keywords with modifiers: AND, OR, NOT; group keywords together with parentheses or quotation marks. For example: A keyword search for Renewable AND Energy would result in members with both Renewable and Energy in their profiles. [click]You can also search by region, [click] title, [click] seniority level, [click] company size, function or industry. And you can also use the ‘current company’ field to type in a list of your top accounts and search across all of them at once. [Click] You can even perform a search for people to whom you are connected via TeamLink. More search options are available too. [Click] Click the magnifying glass to look through your 1st degree, second degree, third degree, and group connections. [Click] Click into the search bar to search for people and companies by name.
- After you’ve entered the parameters for your Lead Builder search, click “Search” and you’ll be presented with a list of results. You can easily save leads from this screen by selecting “Save as Lead”. [Click] From the results page, you can also access the Similar button to expose more members who are in similar roles at similar companies to these results. [Click] Use TeamLink connections to find your warmest path to a prospect or decision maker. [Click] You can also save your searches and access your save searches from the search results page.
- Once your reps have narrowed their search down to the most relevant prospects their looking at, they’ll be able to leverage those leads to find even more. Lead Recommendations draws from data on the lead you’re looking at or from the sales preferences and leads you’ve already set up in Sales Navigator, to suggest more leads that you should be pursuing at your target accounts. Remember that your team needs to focus on those seven people at each account to make sure they’re no longer relying on one connection to make a deal.
- And as your reps start to find the right prospects, they can start saving them within Sales Navigator. Saving them takes one click and doesn’t notify the prospect, nor does it require them to make a connection like on LinkedIn.com. As they save those leads, they can easily look them up by accessing their leads list, then they can leverage advanced filters to narrow them down to just the ones they need to reach out to.
- And that brings us to the second benefit of Sales Navigator: staying informed on key updates with our leads and accounts. We’ll do that with Sales Updates that we’ll get about the leads and accounts we’ve saved, by leveraging the hidden connection paths revealed with TeamLink, and asking our connections and team members for information through Introductions.
- Presenter Notes: Homepage Sample Script: This is the Sales Navigator homepage. It’s a living stream of insights about my customers, prospects, industry leaders, and competitors, but it lacks content from the traditional LinkedIn that’s not related to my sales activities. Your homepage will be filled with insights about the people and companies that you saved as leads and accounts and suggestions about how to reach out. Save leads and accounts to receive updates about job changes, shared content, and mentions in the news. The real benefit of this is you don’t need to be connected to people on traditional LinkedIn to receive these insights about them. Lead with these insights to reach out or to stay in touch with context that helps build trust. No other platform gives you the customization specific to your needs and provides real time updates throughout the day on who and what is important to you. Directly from the home page you can improve your efficiency with more control over your feed and workflow improvements including: [Click] Filtering your updates with the filters listed on the left. [click] [Click] Sorting by Recent Activity and Recent Searches to quickly jump to individual and company profiles you’ve recently viewed, [Click] And Getting more context and direction in your updates stream. [Click] You can also see your SSI directly on your homepage.
- And you can keep up on those updates from Sales Navigator anywhere – from your desktop, to updates within your email, to your CRM with Salesforce and MS Dynamics, and even using the Sales Navigator app for iPhone and Android.
- Furthermore, when you’re trying to get insights about folks, you want to know who knows who. That’s where TeamLink comes in. When your reps are looking at a profile on Sales Navigator, TeamLink will show the hidden connection paths within your company that your reps wouldn’t have otherwise known about. TeamLink will reveal the strongest possible connection path between you and that prospect, leveraging your network, your teammates on Sales Navigator combined with their previous work experience, education experience, and more. Furthermore, your reps can reach out to that TeamLink path with an introduction to ask them about the prospect. What do they care about? How much power to they wield at that company? But not only that, you can also ask that TeamLink connection for an introduction directly.
- And that takes us to how we can start to leverage trusted outreach to modify the cold call into something that actually works. We can keep leveraging those introductions revealed with TeamLink, then we can use LinkedIn’s messaging system, InMail, to reach out in a warm way.
- So here we’re taking a look at Noah’s profile and TeamLink has let us know that Sarah could be a good introduction to Noah. We know in the sales world that strong, trusted interaction comes from recommendations. So we can leverage the introduction feature of Sales Navigator to ask Sarah for an introduction to Noah.
- And as we get those sales insights about our prospects and are fed news about them automatically by Sales Navigator, we can leverage all of that to reach out with InMail. InMail is simply a LinkedIn to LinkedIn message, but it’s not another way to reach out cold. Instead, your reps can be using those Sales Insights to warm up the conversation, they can use their Introductions to get a warm recommendation, or they can keep an eye on the news within Sales Navigator to reach out at the most appropriate time for all parties involved.
- So, we’ve gone through just a handful of the features that will help your teams stay focused, like finding the right people quickly, getting recommendations on the next leads to target, and accessing more of the network they actually care about. Then they can stay informed on the accounts and leads they save with up to date insights on job changes, news articles, and more related to those accounts. Then we can leverage all of those warm insights to engage prospects warmly, build your professional reputation without cold calling.