If you are a frequent user of LinkedIn, you may be familiar with Sales Navigator. It is an integrated solution that aids sellers by helping them target the best buyers for them. Microsoft's business-oriented social network has today announced a significant update for the feature.
Sales Navigator is hugely important as a revenue generator for sellers as it provides vital insights and allows them to engage with customers.
Now, LinkedIn is integrating Sales Navigator with Campaign Manager. This means marketers will be able to target customer accounts more accurately. There will be two new ad groups in Campaign Manager called Sales Navigator Accounts and Sales Navigator Leads.
Sellers will still have the ability to control their creative output and how much the spend on campaigns. In addition, users will be able to market directly to customer leads or companies. The network explains that sellers often miss deals:
“Sales and marketing are both vital to closing deals, but many companies struggle to align these two functions. While we'd all like to believe that the Venn diagram of the leads that sales and marketing target perfectly overlaps, that's just not the case. In our surveys, we found that the overlap is less than 34% in large enterprises and 14% in small-to-medium businesses.”
LinkedIn has been open with the Sales Navigator tool. The company originally integrated with Salesforce and Dynamics CRM. Since then, the tool has been debuted on other CRM providers. Microsoft today announced Oracle Sales Cloud integration will also be added in the coming months.
Sales Navigation for Partners
Gmail has had Sales Navigator integration since last year. Microsoft is now bringing it to its own Outlook client during 2018. This makes sense considering Microsoft owns LinkedIn following last year's $26 billion acquisition.
To bring support to other solutions that are not email or CRM, LinkedIn has opened the Sales Navigator Application Platform (SNAP). This is a partner program that brings Sales Navigator intergrations to services. The following partners are already on board:
- Business Intelligence: InsightSquared, Microsoft Power BI, Tableau
- eSignature: Adobe Sign, GetAccept
- Marketing Automation: EngageBay, Act-On, Demandbase, Engagio, HubSpot, Marketo, Oracle Eloqua
- Sales Acceleration: InsideSales.com, Outreach, SalesLoft, Sendbloom, Tact.ai, Yesware
- Web Conferencing: BlueJeans
- Others: Microsoft PowerApps