Advanced Prospecting with LinkedIn Sales Navigator and Leadfeeder

19 February 2019 by

At Leadfeeder, we define high-quality sales prospects with the following five criteria:

  • They fit your target demographic.
  • They’re a decision maker.
  • They’re aware of their need(s).
  • They know of you and your organization.
  • They’re willing to listen.

In theory, the goal of every successful prospecting strategy would be to only target prospects that you can confidently say meet all five of the above criteria.

But that’s not likely to happen in practice.

Sales teams have quotas to hit, and that typically means sales development reps (SDRs) will be prospecting to the best list possible, whether or not they fit all five criteria.

But our five criteria are still relevant to gauge the likely success rate of a prospecting campaign. The more of the criteria you can hit, the higher response rates you’ll get.

Over the past year, we’ve been quietly working on a feature in Leadfeeder that integrates with LinkedIn Sales Navigator to let SDRs and sales teams prospect better, faster, and with greater success.

That is, with our tool, you’re more likely to hit more of the targeting criteria above. We think the difference between prospecting with our tool is so powerful that we’ve coined the term blind prospecting to describe the current methods and targeted prospecting to describe how you can do it with our LinkedIn Sales Navigator add-on.

This is not a binary scale but a spectrum:

Take your sales team from blind prospecting to targeted prospecting with LinkedIn Sales Navigator's add-on.

In this article, we’ll explain why we built a LinkedIn Sales Navigator-based feature, and what our Leadfeeder integration does that no one else can do right now.

Note: Want to try LinkedIn Sales Navigator with Leadfeeder’s powerful ability to see which companies have visited your website and when? You can try Leadfeeder free for 14 days here.

Prospecting with LinkedIn Sales Navigator

Ever since launching onto the scene in 2014, LinkedIn Sales Navigator is, in our minds, one of the most powerful tools for salespeople.

That’s because its advanced search filters let you move from largely blind prospecting to more targeted prospecting.

LinkedIn Sales Navigator lets you move from largely blind prospecting to more targeted prospecting.

With LinkedIn’s search filters, you can search for prospects based on the demographics of your ideal customer that you’ve already identified. Using the Premium version of Sales Navigator, you can apply filters such as company size, years of experience, seniority level and much more.

A sample of what LinkedIn Sales Navigator search filter looks like.

Now, this is a great start to creating a targeted prospecting strategy. It moves you from left to right on the prospecting scale, but we wanted to challenge ourselves to go further.

For the savvy readers amongst us, you would have noticed that — for as powerful as LinkedIn Sales Navigator can be — you will only be able to locate prospects that pass, at best, three of the criteria needed for a high-quality prospect:

  1. They fit your target demographic.
  2. They’re a decision maker.
  3. (Maybe) On the off chance that they regularly post updates on their LinkedIn page you might be able to discern whether or not they have a need for what you’re offering.

A graphic depicting how LinkedIn Sales Navigator still lacks some critical components that Leadfeeder provides.

There are still two critical elements missing, that, if added, would really move us further to the right of the targeted prospecting spectrum.

  • How exposed to your company is the prospect?

This will affect your messaging to them dramatically. Has the company heard of you? Have they only heard a little or have they combed through your whole site? How many times have they heard of you or been to your site?

  • What products, features, or solutions are they interested in?

Our customers often sell tools that solve a variety of problems or have very different features, use cases, or applications. Knowing what resonates with people at prospective companies changes your entire messaging to them.

The BEST Way to Prospect with LinkedIn Sales Navigator

“Having LinkedIn Sales Navigator integrated within Leadfeeder reduces our workflow efforts and connects us with our prospects faster,” –Julie Huval, Head of Marketing at Beck Technology.

With Leadfeeder’s Sales Navigator integration, you can see which companies are visiting your website (inside Leadfeeder) and, in the same screen, see contacts from within that company from Sales Navigator. This immediately starts to add more targeting to your prospecting strategy.

The Leadfeeder Dashboard showing its integration with LinkedIn - which allows you to see who views your LinkedIn page.

You can now see:

  • How exposed are they to your brand?
  • How many times have they visited your site?
  • What pages do they visit the most (i.e. what are they interested in)?

Leadfeeder also lets you get alerts when a prospect returns to you site, allowing you to add a time element to your prospecting so that you can send relevant follow up messages when you know they are engaged or thinking about your brand.

Contacting a prospect when they’re in that mindset greatly increases your chances of closing a deal. Leadfeeder will show you exactly when a prospect is in that crucial stage of the customer journey and let you get out in front of the competition.

Another sample of Leadfeeders Dashboard thanks to its integration with LinkedIn.

Now, your sales team can devote their time and energy into targeting leads and closing deals at companies they already know are warm.

We’ve already started using it here at Leadfeeder and the integration is quick and simple to utilize.

The Leadfeeder integration with LinkedIn allows you to message people from LinkedIn directly without leaving the Leadfeeder site to do so, as shown here.

You can immediately review the details of every company that visited your website, from what demographics they’re in to other relevant company data. You can also take advantage of key features of Sales Navigator such as being able to find any mutual connections, access to their extensive database, and the ability to tag and track prospects.

“The integration with LinkedIn Sales Navigator works like a charm. The best thing is that you can save the leads directly to your Sales Navigator without leaving the Leadfeeder interface.” –Kalle Teliranta, a Growth Facilitator at Myynninmaailma.

How to Take Advantage of Leadfeeder + LinkedIn Sales Navigator Today

Step 1 - Log into Leadfeeder

Simply log into your existing Leadfeeder account (or sign up for our free 14-day trial here) and you’ll immediately be taken to our dashboard.

Step 2 - Make sure you’ve connected Google Analytics

Connect your site’s Google Analytics account to Leadfeeder by clicking the “Add Website” tab on the top right. Once connected, you’ll quickly see data for the past 30 days transfer into Leadfeeder and start viewing which companies have visited your website, for how long, what pages someone from the company viewed, and how what acquisition channel they entered from (organic search, paid ads, social, referral from another site, etc.).

Make sure that you are connected to Google Analytics so that Leadfeeder can get to work.

Step 3 - Connect LinkedIn Sales Navigator

Just toggle the “Enable LinkedIn Sales Navigator” button in the lead view and you’ll immediately connect your Team or Enterprise account to Leadfeeder.

Toggle the “Enable LinkedIn Sales Navigator” button in the lead view from within Leadfeeder to get started.

If you don’t have Sales Navigator yet, LinkedIn actually lets you try it it for free!

Keep in mind: the trial is their Team or Enterprise Sales Navigator plan in order to access the Leadfeeder integration.

Step 4 - Start Prospecting!

Once you’ve activated the integration between the two, your Leadfeeder integration will start pulling in relevant data from LinkedIn.

Just switch over to the Sales Navigator tab, and you’ll be shown additional information for each contact at our target companies and be given the ability to monitor recent activities and send InMail without having to leave the Leadfeeder interface.

Even better, using the LinkedIn Sales Navigator view, you’ll also be shown any mutual connections between members of your team and a prospect, as well as recommendations for who to contact.

Conclusion

The key to any successful prospecting strategy is making sure that you’re hitting all five criteria of what makes a high-quality prospect—a goal that is surprisingly hard to achieve.

Ever since the introduction of LinkedIn Sales Navigator, it’s gotten a little easier. Salespeople are now better today at identifying high-quality prospects than they were ten years ago.

But, combining it with Leadfeeder can make it easier than ever to target those high-quality prospects. What it all really comes down to at the end of the day is this:

Are you sure they are a high-quality prospect?

Note: Want to try LinkedIn Sales Navigator with Leadfeeder’s powerful ability to see which prospects have visited your website and when? You can try it free for 14 days here.

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