Sales Navigator, the worst best lead generation tool ever

2017-06-28 12:06

by Alex Low | @Alexander_Low | LinkedIn

Buying Sales Navigator (SN) makes me a social seller and I will smash my sales targets. Wrong. Very, very wrong. SN is just an external CRM system which should augment your internal CRM system, even integrate with it if you have Salesforce.com and Dynamics 365 amongst other things. It is a cloud based technology platform which gives you access to all half-a-billion members on LinkedIn.

If you are an enterprise, you will benefit by being virtually connected to everyone in your organisation – the more licences or TeamLink tokens you have, the more powerful your internal referral network becomes. I have seen first-hand how immensely powerful this is having lead a UK social selling programme for a global commercial real estate business. (Every license has TeamLink, but at the smaller end of the scale, this is just the same as getting everyone to connect with each other and become less relevant).

You can save accounts and leads, just like a CRM system – this gives you incredible data and insight in to what your clients, prospects, competition, influencers are talking about. You can like and share their content, connected or not. Great, this brings you into their social sphere – provided the context of how you are engaging is relevant to the conversation. Spam liking is as bad as spam email, cold calling, crappy InMail’s and connection requests.

You have Lead Builder – I would argue this is what LinkedIn should have branded the platform in the first place – which is like opening Pandora’s box. The insight and data you get from this tool is incredible – if you know what to do with it.  You can manipulate the data in so many ways, which will be unique to you, your network and your organisation’s network on LinkedIn.

The single most powerful filter in all of this is, especially at the enterprise level is “Past NOT Current” – this is your alumni / referral network on steroids. You then use the “Keyword Search” to manipulate the results and this is lead generation for the 21st Century on what is arguably, still the largest B2B networking platform in the world, if you then know what to do with it.

Every meeting I have been in, either when I was leading this internally in my previous role or since consulting on Social Selling, I walk through the concepts, share data and stats around social and digital and how it is transforming the buyers sales journey. At this stage, for the most part, the response is, “I get it, but my buyers aren’t on social”.  This is when I open Pandora’s box (and some of these organisations already use SN). It is like opening their eyes to a whole new world they did not know even existed. Followed by, “can we try this and look at this account”, or “I had no idea they worked there now”.

I then close the box and challenge them – you can drive a car, right? Answer is usually yes. I then say, just because you can drive a car, does not mean you can drive an FI/Indy/Nascar car.  You must change your entire mindset and approach to driving, underpinned by the basics. –This is the same with Sales Navigator and Social Selling. With one race track, LinkedIn. You also need to understand the different nuances of different race tracks/social channels in order to get the best out of them as part your overall lead generation process.

Sales Navigator – the best lead generation tool?

If you want to open Pandora’s Box – get in touch.

About the author:  2016 LinkedIn World Top 30 Sales Strategies, allegedly the leading expert on Sales Navigator across EMEA. Director of Social Selling at Digital Leadership Associates.

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AVANTAGEHeadquarters
Organically grow the holistic world view of disruptive innovation via empowerment.
OUR LOCATIONSWhere to find us
https://dlaignite.com/wp-content/uploads/2019/04/img-footer-map.png
GET IN TOUCHAvantage Social links
Taking seamless key performance indicators offline to maximise the long tail.

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