LinkedIn (Photo: ShutterStock)
For many marketing and sales teams, developing relationships is key to better performance, but a 2022 LinkedIn study indicates that 86% of salespeople have seen a deal stall or fall through completely in the past year due to a change in role among decision makers.
To help marketers and salespeople develop better and more relevant relationships, Linkedin Sales Navigator, LinkedIn's paid advertising platform, announced this week that it is launching a new toolset that leverages first-party data on the platform to help teams connect with the right contacts in the organization.
The changes are added to a series of recent changes announced by the platform with the aim of improving marketing and sales efficiency in the B2B worlds and getting more out of the LinkedIn advertising investment.
So without further ado, these are the updates worth getting to know.
Defining ideal audiences
Using the new Personas feature, sales teams can define specific parameters such as job title, seniority, role and location to narrow down their target audience.
By defining these parameters from the outset, marketers will enjoy a smoother path to discovering target buyers and relevant role holders within the organizations they are targeting.
The defined personas will appear not only in Relationship Explorer but also on the user's home page view, search, and their account pages.
In addition, the tool provides live insights into changes in the size and demographics of the personas you've defined.
Opening a back door to the heart of the organization
The new Relationship Explorer Center is designed to help sellers find the top decision makers in a given organization, presented based on first-party data from the platform's 900 million users, with the goal of serving them hot leads.
In addition, they will be shown profiles of "hidden allies and supporters" in the specific organization to help make the initial connection with the organization.
The sellers will see eight
For example, let's say you want to contact a certain organization with a business proposal.
You will be able to see who holds the relevant position in the organization that you should talk to, but if she doesn't know you, chances are you won't be able to catch her attention.
On the other hand, if you have another acquaintance who works in the same organization, a good word from him can make all the difference.
Similarly, identifying past customers and partners through the search filters will help salespeople "leverage more data points to make more informed prospecting and outreach decisions," based on system data, customer relationship management (CRM), and reference to specific leads connected to company executives on LinkedIn.
By presenting these contexts, LinkedIn essentially opens for marketers and salespeople a back door to the heart of the organization.
In addition, the tool allows for multi-threading, meaning it can also locate the next best contact for a seller to reach out to once they have already exhausted the first offers.
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New insights into user intent
Relationship Explorer aims to provide advertisers with deeper insights into user intent.
With the new product categories, sales teams can more easily find the buyers most likely to be looking for a product like theirs, and know which product category is most likely to attract the potential buyer.
This capability is now also available in LinkedIn's search filters.
Additionally, LinkedIn plans to enable new capabilities in the Buyer Activity section of salesperson account pages.
The platform will highlight behaviors of anonymous users, who will be identified by a general descriptor such as "senior manager in the marketing department", including recent engagement in LinkedIn ads, visits to the company's LinkedIn pages, correspondence with colleagues and more.
These tools build on LinkedIn's Buyer Intent features within Sales Navigator, the first of which launched in September 2022.
Customized CRM
LinkedIn is also improving its automated CRM feature in two key ways.
New user settings options will allow sellers to define specific parameters, narrow or broad, that will define not only the audience they are targeting but also the content they will see in the feed.
Edits of this type will not actually remove the user, but will allow sellers to clear the display of content that is not relevant and bring to the fore what is most relevant to them at the moment.
In conclusion
In the never-ending feed that flows to us from every possible platform, LinkedIn has always known how to maintain a business focus, and now that the attention span is only getting shorter, the changes it presents are a breath of fresh air for all those marketers who were busy understanding what the user wants instead of promoting the goals they themselves want to achieve .
The new features in LinkedIn reflect more than anything else this perceptual change, which is based on the company's market research and meets the needs of users, marketers and customers alike, in a much more accurate way.
Marketing and digital
MarTech
Tags
LinkedIn
Internet advertisement
leads
business
