LinkedIn's some 756 million members and nearly 60 million companies make for a massive pool of data that could provide sales organizations with invaluable guidance about potential opportunities and ideal accounts to target. And a few months ago, the social network rolled out a platform to make that happen.
This past February, LinkedIn rolled out LinkedIn Sales Insights — a new data analytics program for Sales Operations teams that taps into LinkedIn's real-time market and account data for better-informed, more pointed sales planning.
Here, we'll take a deeper look at what the platform is, how it works, what you can learn from it, its interface, and whether your sales organization stands to gain from investing in it.
What is LinkedIn Sales Insights?
LinkedIn Sales Insights is LinkedIn's new data analytics platform for Sales and Revenue Operations teams, leveraging data generated by a base of 756 million members and over 57 million companies on the social network.
The new application is a part of LinkedIn's Sales Solutions suite and is now the second product in addition to LinkedIn Sales Navigator, which is dedicated to helping sales professionals find and engage with prospects via LinkedIn business and engagement data.
LinkedIn Sales Insights is for Sales Operations and Sales Managers to plan sales and go-to-market strategies with better data so that sales teams can be even more effective.. Using the product, Sales Operations can size their total addressable market, find real whitespace, and easily prioritize accounts to set their sales teams up for success.
Sales Insights also pulls in connection and engagement data from Sales Navigator, so customers can even understand their sales teams’ relative relationship strength across accounts. All of this is powered by the dynamic data that makes LinkedIn the world’s largest professional network.
Sales Insights allows you to get a better sense of opportunity size with not only access to the data, but a way to filter down to the exact profiles of companies that you care about. You can define your target buyers and users right down to the department level or job title, or filter on industry, growth, overall headcount, and more.
As of right now, the only CRMs LinkedIn Sales Insights can only be synced with are Salesforce and Microsoft Dynamics 365.
What can you do with LinkedIn Sales Insights?
Ultimately, LinkedIn Sales Insights is a tool for data-backed customer segmentation, and its specific benefits reflect that, including the report building feature.
Create custom personas based on real-time data.
One of LinkedIn Sales Insights' main draws is how it lends itself to well-informed buyer persona creation. It contains a detailed persona feature for identifying ideal prospects and supports it with real-time data that reflects details as unique as changing social and economic circumstances, shifts in the nature of workspaces, and adjustments in prospects' individual roles.
Create better-informed, more dynamic books of business.
More detailed, thoughtful buyer personas often lead to better-constructed books of business with more legitimate opportunities.LinkedIn Sales Insights provides you with the baseline information to build equitable and successful books of business for your sales teams.
With Sales Navigator data baked into the product, as a customer of both products you can take things a step further by understanding how many people in your sales org have existing connections with key accounts.
Append and analyze data from CSVs.
LinkedIn Sales Insights lets you import custom lists of accounts through CSVs. You can also sync your CRM and import your accounts that way. Once you've compiled existing data you'd like to pore through, or synced up your CRM, you can transfer it onto LinkedIn Sales Insights for more pointed, thoughtful analysis.
And it’s easy to then take all of the account and market data within Sales Insights out of the platform to wherever you need, via a CSV download or pushed to your CRM.
LinkedIn Sales Insights Interface
The LinkedIn Sales Insights homepage features three main tabs: Reports, Sources, and Exports.
As you can assume, the Reports tab is where all the reports you create from your source data will live. This section allows you to better partition and analyze the customer data that the program enriches. That can mean applying filters like HQ location, industry, and number of employees — among others.
LinkedIn Sales Insight's Sources section is where any data from your CRM and previously uploaded accounts will live. This information is automatically shared with everyone in Sales Insights, allowing for a consistent stream of reports that cover a wider variety of angles.
The platform's Exports tab keeps a record of all your exports and tracks your download count. Like the sources, this information is automatically shared across your organization — letting you see both account exports and the specific employees who exported them. You can also access previously downloaded reports.
Could LinkedIn Sales Insights help your sales team?
The short answer? Probably.
The platform lets you tap into invaluable information that can help you better shape your sales process and give you a more thorough understanding of your customers. Very few — if any — comparable programs offer insight as extensive as LinkedIn Sales Insights.
Not every sales analytics program lets you readily pull data about prospects as specific as "Product Marketing Managers at Computer Software companies with fewer than 250 employees."
If you're interested in having access to that kind of pointed insight — drawn from a massive pool of reliable data — you should consider investing in LinkedIn Sales Insights.
Originally published May 3, 2021 7:30:00 AM, updated January 11 2022