LinkedIn

LinkedIn Sales Navigator’s Worth In B2B Social Selling

lemlist team
LAST UPDATED
June 7, 2024
READING TIME
7 min.

There are more than 67 million companies listed on LinkedIn

So, there’s a lot of potential within the platform for B2B social selling and professional networking. But is LinkedIn Sales Navigator the right tool for this?

In this guide, we’ll explain Sales Navigator, how it works, its ROI potential, and some tips and tricks.

So, is LinkedIn Sales Navigator worth it?

What is LinkedIn Sales Navigator?

Sales Navigator is one of LinkedIn’s paid tools designed for sales teams.

Among its key features, you can find… 👇

The origin and evolution of Sales Navigator

Sales Navigator was born for sales professionals to establish and grow relationships with prospects.

Over the years, it has evolved, offering features such as advanced searches, detailed metrics, and insights, and it has included InMail in the deal.

Its evolution reflects LinkedIn's commitment to empowering sales professionals with actionable insights and meaningful connections.

Free LinkedIn Account vs LinkedIn Premium

While LinkedIn Premium offers a series of very beneficial features, your free LinkedIn account also offers some solid features.

However, they may come up short depending on your need.

We will be looking at four basic features that appeal to everyone:

1. Profile Views

With LinkedIn’s free plan, you generally receive a notification such as this:

Generally, you will not be able to see who has viewed your profile, but you may be able to see where they work or at least in what industry.

However, LinkedIn Premium gives you a detailed report of who has viewed your profile.

Source:  LinkedIn

This is beneficial if you want to use those views as a stepping stone to reach out to them and expand your network through their previous engagement.

However, if you’re not planning on using that information, it may not be a deciding factor at all.

2. Searches

The amount of searches you do with your free LinkedIn account is limited.

You are only allowed 12-15 searches a month.

On the other hand, with a Premium Account, you can have unlimited searches.

This is beneficial when you’re building a database through LinkedIn searches.
It’s also worth the investment if you are a recruiter or a job seeker, as you can expand your search and find that perfect candidate.

However, if you don’t want to upgrade based on the search amount alone, you can still avoid it.

Go to “Manage my network” where can access some profiles until your searches are renewed. Or invest in an all-in-one tool, such as lemlist, with a built-in B2B lead database.

Check out this video to learn about this new feature! ⬇️

3. Search filters

LinkedIn’s basic search filters are pretty solid. However, they are limited to location, company, previous company, and not much else.

So, to get what you need, you’ll need to have a pretty clear idea of who you’re looking for.

On the other hand, LinkedIn Premium’s search filters are much more expansive, so you can just play around with the filters and get relevant search results.

4. Messages

The LinkedIn free account offers Direct Messages, a system that allows communication between connected members.

On the other hand, with InMail, LinkedIn Premium’s messaging system, you can message anyone outside of your network.

Concerning messages, we do have to admit that LinkedIn Premium kicked it out of the park.

Still not convinced? Read a bit more about the difference between direct messages and InMail.

How Does Sales Navigator Help Business Operations?

The allure of Sales Navigator lies in its premium features, which are tailored to supercharge a company's sales pipeline.

From advanced search filters to lead recommendations and InMail messages, these features aim to facilitate a more efficient and effective sales process.

Sales Navigator helps businesses keep track of their past and present connections.
Leads can be classified separately from the rest of your network so you don’t have to keep track yourself.

The decision to invest in Sales Navigator should be informed by a clear comprehension of how its features can be leveraged to enhance your company's sales strategy and the potential return on such an investment.

Sales Navigator’s ROI

When considering the adoption of any new tool, especially one as robust as Sales Navigator, it is crucial to assess its return on investment (ROI).

This assessment helps businesses understand whether the benefits derived from the tool justify the cost associated with it.

How can the Sales Navigator LinkedIn Premium Tool Improve Business Profitability and Efficiency?

To gauge the ROI of Sales Navigator, specific metrics such as lead conversion rates, deal closure times, and sales cycle lengths can be monitored.

Case studies and reviews from various companies provide real-world insights into how Sales Navigator has influenced these metrics.

By analyzing this data, businesses can determine the tangible impact Sales Navigator has on their sales processes and overall profitability.

Many users report increased efficiency in prospecting and a higher quality of leads, which often translates into improved profitability.

These firsthand accounts underscore the potential of Sales Navigator to transform a company's sales strategy and yield significant returns on the investment.

You can flip through G2 or Capterra and read the many reviews posted about Sales Navigator to help you make an informed decision.

Tips and Tricks for LinkedIn Sales Navigator

With the right strategies, businesses can tap into the advanced features of Sales Navigator to pinpoint ideal prospects and cultivate valuable connections.

Advanced Features for Focused Lead Generation

The power of Sales Navigator lies in its advanced search capabilities that allow for precise targeting of leads.

These features require understanding the specific filters and search criteria that align with your business goals.

By refining searches to include industry, company size, function, and even seniority level, Sales Navigator enables users to create a highly focused list of potential leads, making the outreach process more efficient and effective.

Use TeamLink to Align Your Sales Team and the Company's Networking Objectives on LinkedIn

TeamLink is a standout feature of Sales Navigator that extends the reach of your network by leveraging your team's collective connections.

This tool can help you reach prospects through your team's networks, facilitating warmer introductions and increasing the likelihood of successful engagement.

Aligning your sales team's efforts through TeamLink can significantly enhance your overall networking strategy on LinkedIn.

Source: LinkedIn

Follow these steps to find TeamLink referrals:

  1. Go to the Lead Search Tab in Sales Navigator.
  2. Select your accounts in “Account Lists”
  3. Under the spotlights filter, add “with TeamLink intro.” Don’t forget to apply the “removed viewed profiles” filter so you don’t get the same people constantly.
  4. Save your new list to a search. Remember to review it every continuously.
  5. Add the new leads to your CRM using CRM sync.
  6. Add the contacts to an Outreach sequence.

Draft Engaging Interactions with Potential Prospects on Your LinkedIn Profile

Engagement is at the heart of social selling, and Sales Navigator can help craft compelling messages that resonate with your prospects.

We’ll leave you this video so you can easily get 5 templates to start your cold messaging! ⬇️

By using insights gleaned from Sales Navigator's rich data on user activities and interests, personalized messages can be tailored to each prospect.

This personal touch can greatly increase response rates and foster meaningful relationships that lead to sales opportunities.

Sales Navigator’s Challenges

While LinkedIn Sales Navigator is designed to streamline the sales process, users may encounter certain challenges that can impact its overall effectiveness.

It is crucial to understand these potential obstacles and how they can be overcome to ensure the success of your social selling initiatives.

Analysis of Common Criticisms

One common criticism of Sales Navigator is its cost, especially for small businesses or individual users.

PlanPriceSales Navigator Core$99.99/monthSales Navigator Advanced$149.99/monthSales Navigator Advanced Pluscustom price

While the investment may seem substantial, the advanced features and targeted lead generation capabilities often justify the expense for those who use it effectively.

Additionally, some users find the platform complex and challenging to navigate. However, with proper training and regular use, the learning curve can be overcome, unlocking the tool's full potential.

Integrations and Customizations to Enhance Your Sales Navigator Account

To maximize the value of your Sales Navigator account, it's beneficial to utilize its integration capabilities with other software, such as CRM systems.

This can streamline workflows and maintain a centralized database of prospect interactions.

Customizing alerts and preferences within Sales Navigator can also keep you informed about potential opportunities and ensure you're always prepared to engage with prospects at the right time.

Source:  LinkedIn

You can also bookmark your alerts so you can save them and go back to them whenever you need.

Identifying Solutions

Efficiency is key when using any sales tool, and Sales Navigator is no exception.

It's important to adopt usage strategies that don't waste time and focus on high-value activities.

This includes setting aside dedicated time for prospecting, using saved searches to monitor key accounts, and scheduling regular reviews of your Sales Navigator usage to refine your approach continually.

Key Takeaways

-> LinkedIn Sales Navigator improves the efficiency of your sales outreach with its advanced search capabilities, personalized algorithm, and InMail features. 

-> LinkedIn Sales allows you to identify high quality leads as you can filter the results by industry, company size, seniority level, and more.

-> TeamLink helps you reach out to more high-quality leads by leveraging your team’s collective connections.

-> To make the most out of Sales Navigator, you should use its integration capabilities with other software, such as CRM systems.

-> You can identify high-quality leads outside of LinkedIn with lemlist’s lead B2B database. Give it a try through its 14-day free trial - no card required.

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G2 Rating
Price
Best for
Standout feature
Con
4.9
star
star
star
star
star
$30/mo
$75/mo
$2,999/mo
Large, distributed sales teams
AI evaluation precision, gamified KPIs
Lack of tracking system
4.6
star
star
star
star
star-half
Not publicly available
Sales operations and finance teams
Powerful configurability
Limited training resources and complex to navigate
4.4
star
star
star
star
star-half
Not publicly available
Mid-market and enterprise businesses
Comprehensive incentive management
Potentially high cost and steep learning curve
4.7
star
star
star
star
star-half
$15/user/mo
$40/user/mo
Enterprise: custom price
Complex sales structures and businesses of all sizes
Complex sales structures and businesses of all sizes
Steep learning curve
4.6
star
star
star
star
star-half
Not publicly available
Collaborative teams
Connected planning
Complexity and steep learning curve
4.6
star
star
star
star
star-half
Not publicly available
Companies with complex sales structures
Complex incentive compensation management (ICM) with high efficiency and accuracy
Complexity for smaller teams and potentially high costs
4.7
star
star
star
star
star-half
Not publicly available
Companies who want to automate commission calculations and payouts
Simplicity and ease of use
Lack of features like redirection
4.7
star
star
star
star
star-half
$30/user/mo
$35/user/mo
Custom: upon request
Businesses that need a comprehensive and user-friendly sales compensation management software
Ease of use and adoption
Lack of ability to configure the product based on user needs
4.8
star
star
star
star
star-half
Not publicly available
Companies with modern sales culture and businesses who want real-time insights
A built-in dispute management and real-time visibility
Users say it works slowly, customer support is slow
4.9
star
star
star
star
star
$30/user/mo
$50/user/mo
Smaller sales teams
Powerful automation
Lesser user base and average user interface
4.7
star
star
star
star
star-half
Not publicly available
Companies with scalable needs
Automated Commission Calculations
Lack of filtering by date, no mobile app
ERP vs. CRM
ERP
CRM
Summary
Backbone of a business's internal operations.
Backbone of customer-centric interactions and operations.
Goal
To centralize and streamline core business processes in a company.
To increase customer experience, satisfaction and loyalty, and boost sales.
Focus
Internal operations and processes across departments (finance, accounting, inventory, supply chain, HR, and sales).
All interactions with leads and customers.
Manages
Internal business data like financial data, inventory levels, production details, supply chain, HR info.
All customer data like contact info, purchase history, communication history, customer preferences and more.
Users
Finance, accounting, operations, supply chain, and HR departments.
Customer-facing teams like sales, marketing, and customer service.
Benefits
Streamlines operations, improves data accuracy, enhances decision-making, boosts collaboration, increases productivity.
Improves customer relationships, increases sales, strengthens customer service, personalizes marketing campaigns, provides insights.
Price
$150 per user per year on average.
$10 to $30 per user per month on average.
PRM Tool
Rating
Feature
Pro
Con
Mobile App
Integrations
Free Plan
Pricing
4.65
star
star
star
star
star-half
Org-wide alignment
User-friendly layout and database
Suboptimal as a personal CRM
square-check
Lack of tracking system
square-check
Team: $20/month
Business: $45/month
4.7
star
star
star
star
star-half
Social Media Integration
Easy contact data collection
No marketing/sales features
square-check
Lack of tracking system
square-xmark
7-day trial
$12/month
4.75
star
star
star
star
star-half
Block Functions
High customization capability
Not a dedicated CRM
square-check
Limited
square-check
Plus: €7.50/month
Business: €14/month
N/A
Open-source
Open-source flexibility
Requires extensive manual input
square-xmark
Limited
square-check
Self-hosted
$9/month or
$90/year
3.1
star
star
star
Simple iOS app
Ideal for non-tech-savvy users
iPhone only
square-check
iOS only
Limited
square-xmark
1-month trial
$1.49/month or
$14.99/month
3.6
star
star
star
star-half
Smart Contact Management
Feature-rich and flexible
Reported bugs
square-check
Rich
square-xmark
7-day trial
Premium: $13.99/month
Teams: $17.99/month
4.4
star
star
star
star
star-half
Customizable Interface
Customizable for teamwork
Pricey for personal use
square-check
Rich
square-xmark
Standard: $24/member
Premium: $39/member
4.7
star
star
star
star
star-half
Integrated Calling
Integrated Calling
Too sales-oriented & pricey
square-check
Rich
square-xmark
14-day trial
Startup: $59/user/month
Professional: $329/user/month
4.8
star
star
star
star
star
Business Card Scanning
Business Card Scanning
Mobile only
square-check
Limited
square-check
$9.99/month
4.45
star
star
star
star
star-half
160+ app integrations
Comprehensive integrations
No free app version
square-check
Rich
square-xmark
14-day trial
$29.90/month or
$24.90/month (billed annually)
Capterra Rating
Free Trial
Free Plan
Starting Price (excluding the free plan)
Maximum Price (for the most expensive plan)
Best for
4.5
star
star
star
star
star-half
square-check
14-day
square-check
€15/month/seat billed annually
€792/month/3 seats billed annually + €45/month for each extra seat
Versatility and free plan
4.2
star
star
star
star
square-check
30-day
square-xmark
But it offers reduced price to authorised nonprofit organisations
€25/user/month
€500/user/month billed annually (includes Einstein AI)
Best overall operational CRM
4.3
star
star
star
star
star-half
square-xmark
square-check
Limited to 3 users
Comprehensive incentive management
€52/user/month billed annually
Small-medium businesses and automation
4.5
star
star
star
star
star-half
square-check
14-day
square-xmark
€14/seat/month billed annually
€99/seat/month billed annually
Sales teams and ease of use
4.1
star
star
star
star
square-xmark
square-check
Limited 10 users
$9.99/user/month billed annually
$64.99/user/month billed annually
Free plan for very small teams up to 10
CRM goal
Increase the sales conversion rate for qualified leads from marketing automation campaigns by 10% in the next 6 months.
SMART Breakdown
1. Specific: It targets a specific area (conversion rate) for a defined segment (qualified leads from marketing automation).
2. Measurable: The desired increase (10%) is a clear metric, and the timeframe (6 months) allows for progress tracking.
3. Achievable: A 10% increase is possible based on historical data and potential improvements.
4. Relevant: Boosting sales from marketing efforts aligns with overall business objectives.
5. Time-bound: The 6-month timeframe creates urgency and a clear target date.
Actions
Step 1: Refine lead qualification criteria to ensure high-quality leads are nurtured through marketing automation.
Step 2: Personalize marketing automation campaigns based on lead demographics, interests, and behavior.
Step 3: Develop targeted landing pages with clear calls to action for qualified leads.
Step 4: Implement lead scoring to prioritize high-potential leads for sales follow-up.
Step 5: Track and analyze campaign performance to identify areas for optimization.
Outcomes
Increased sales and revenue
Improved marketing automation ROI
Marketing and sales alignment
Data-driven marketing optimization

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