The Benefits of LinkedIn Sales Navigator for B2B Sales and Lead Generation

April 18, 2023

When the cold call is dead and traditional B2B prospecting tactics are not enough, it’s time to derive the maximum from LinkedIn – one of the most effective social media platforms for generating leads.

40% of B2B marketers acknowledge that LinkedIn is the #1 channel for driving high-quality leads. In addition, they report two times higher conversion rates on LinkedIn. Among all LinkedIn’s products, 74% of B2B sellers prioritize the top three sales intelligence tools:, LinkedIn Premium, and LinkedIn Sales Navigator.

Indeed, Sales Navigator changes the whole leads-sales game for B2B companies on LinkedIn.

This article will enumerate some valuable LinkedIn Sales Navigator benefits and give you the most helpful tips.

So, let’s get the ball rolling with the definition.

What is LinkedIn Sales Navigator?

Sales Navigator is a social selling tool on LinkedIn. It has a relationship-based system that helps you conduct outreach on LinkedIn, nurture qualified leads, and establish a robust sales pipeline.

LinkedIn Sales Navigator is a paid subscription-based tool offering monthly and annual billing. Currently, there are three plans:

  • Core
  • Advanced
  • Advanced Plus
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Critical Advantages of Sales Navigator for B2B Businesses

LinkedIn Sales Navigator is highly beneficial for B2B organizations. Here’s why.

The most significant amount of B2B leads

LinkedIn generates the largest number of B2B leads on social platforms – 80% compared to roughly 13% of leads driven by Twitter and 7% by Facebook. Using LinkedIn Sales Navigator, you’ve got the richest source of B2B data: over 75 million organizations have LinkedIn accounts.

Extensive pool of methods to work with B2B leads

Depending on the Sales Navigator subscription plan, social marketers have access to different features and tools to get qualitative leads and convert them into clients:

  • Advanced Search
  • InMail
  • Custom Lists
  • Alerts
  • Smart Links
  • Team collaboration tools
  • CRM integrations and more

Better sales content exposure

One of the Sales Navigator’s features, Smart Links, allows packaging and sharing of sales content: product overview, sales presentation, demo video, PDF case study, pitch deck, brochure, etc.

Additionally, it enables tracking your prospects’ behavior with your content. Smart Links has great selling potential and can help expose your company’s content more efficiently and increase LinkedIn conversion rates.

Shortened sales cycles

Based on LinkedIn’s report, Hyland Software, for instance, reduced sales cycles by 30% to 60% with the help of Sales Navigator.

A faster sales cycle is a huge competitive advantage, as it improves cash flow and gives you the fuel you require for continuous and more rapid business growth.

Increased revenue

In 2017, LinkedIn analyzed companies from 14 different industries. All of them had been using Sales Navigator for over a year. During that time, each organization’s revenue was significantly impacted by Sales Navigator. The percentage of income prompted by social selling ranged from 51% in telecommunications to 67% in computer and network security.

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5 LinkedIn Sales Navigator Tips for Generating B2B Leads

Now, let’s look at the top five tactics you can use to leverage LinkedIn Sales Navigator, unlock more possibilities in B2B prospecting, and target the right buyers.

Target your B2B audience better with Advanced Search filters and Booleans

An Advanced Search option in LinkedIn Sales Navigator offers over 30 search filters for sales prospecting. It allows you to find accounts and leads, segmenting them by location, industry, job title, profile language, company headcount, etc.

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“An often underestimated practice in LinkedIn Sales Navigator is the Boolean search,” says Tory Gray, CEO & Founder of Gray Dot Company.

“Booleans like OR, AND, NOT, parentheses (), and quoted search “ ” can help you prospect more efficiently and close B2B deals faster. You can use them in the keyword search bar for accounts and leads in the title field.

After using Booleans, you should refine your search results with Advanced Search. Together, they give you a more polished list of leads,” Tory mentions.

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Save searches and segment leads into custom lists

After filtering your search results, you can make a saved search.

Alternatively, you can save particular leads, click “Select all,” and then save them to one list.

Make a new lead list if you haven’t done it before.

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Chris Cozzolino, Co-Founder and CEO of Uptown Creation, explains how to keep LinkedIn Sales Navigator leads organized in this video. He recommends creating four Lead lists:

  • Connection Request Sent
  • Message 1 Sent
  • Responded
  • Follow-Up

Of course, you can name and organize your lead lists however it feels most convenient.

Benefit from InMail messaging

InMail is a feature that lets you contact any B2B prospect or lead with a direct message without sending a connection request first.

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In LinkedIn Sales Navigator, you get 50 free InMail message credits every month, irrespective of the Sales Navigator edition. You can also purchase some additional InMail credits if needed.

Note: the open rate for InMails is 166% higher than regular emails. Besides, personalized InMails can bring you a 15% greater result than those sent in copy-pasted heaps.

Follow some pieces of advice on InMail personalization and other actionable tips on using InMail shared by Logan Mallory, VP of Motivosity:

“Targeting your B2B prospects with InMail, you should personalize your messages as much as possible so that each recipient can feel a personal touch throughout the text.

You should start with personalized subject lines, of course. But don’t forget to optimize them with attention-grabbers to achieve higher open rates. You’ve got 80 characters to do magic with your subject line, so don’t squander them.”

Check some examples of creative subject lines for InMail sends below.

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Logan Mallory also believes it’s beneficial to use the Rule of Three regarding the InMail body. When three items are grouped, named, or listed together, they are more memorable, impactful, and motivational. For example: reduce, reuse, recycle. You can stick to a three-part structure in your message and group your ideas into three big categories.

Monitor your overall progress with Social Selling Index (SSI)

Social selling leaders typically generate 45% more sales opportunities than those who have a low SSI.

SSI is a performance indicator and helpful metric to measure your efforts on LinkedIn by focusing on the four components:

  • Professional branding
  • Engaging with insights
  • Networking with the targeted audience
  • Building profound relationships

Each component is worth 25 points. Your total score may range from zero to 100.

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Calculating your SSI score, LinkedIn relies on the following data in Sales Navigator: a) saved leads and accounts; b) profile views; c) people searches; and d) Account and Lead Lists.

Align marketing and sales

When sales and marketing on LinkedIn are properly coordinated, the customer retention rate grows by 36% and the revenue – by 208%.

Besides, LinkedIn members are 25% more likely to reply to a Sales Navigator InMail message from a sales representative when they see marketing content from that brand.

“Building brand awareness and improving engagement of your B2B audience on LinkedIn is as simple as posting short videos,” according to Max Wühr, co-founder & CGO at FINN.

“Video marketing on LinkedIn helps you communicate your brand’s message in the most effective visual way because videos perform better than images and texts. You can make your mark with B2B videos on LinkedIn and keep your prospects updated on what’s happening in your company,” he notes.

Regularly, FINN shares video updates about their business on LinkedIn. Their most recent announcement, for instance, was a video of the first car delivery for a B2B customer in the United States.

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You can effectively use Sales Navigator and tap into the power of LinkedIn marketing with MarinOne to merge sales and advertising and maximize the ROI in every promotional campaign.

Grow Your Sales and Leads With  LinkedIn Sales Navigator

If you’re searching for the best methods to increase B2B leads and sales, LinkedIn Sales Navigator is a true goldmine for that. You won’t find a more powerful channel to connect with the right people on LinkedIn.

You have just seen the major benefits of Sales Navigator and the best ways of using it. Now it’s time to begin your path to B2B lead generation success on LinkedIn.

On this road, MarinOne can help you focus on your best-performing campaigns and help you understand the impact LinkedIn advertising has on your business goals through intelligent analytics. Check out MarinOne in three minutes with a product tour, or start a 30-day free trial right away.

Rachel Melegrito is a guest contributor to MarinOne.

Rachel Melegrito

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