LinkedIn Sales Navigator Integration with Salesforce [+PDF ARTICLE]
This article was originally published at Twistellar.com
Salespeople secure deals that are 42% larger when leveraging Sales Navigator to connect with decision makers. LinkedIn Sales Navigator integration with Salesforce creates an even more powerful tool that shortens the path to the client through automated search, account management, and messaging.
LinkedIn Sales Navigator offers the following benefits:
- Precise targeting of ideal buyer personas
- Insightful understanding of buyer value through their social profile data
- Effective engagement of buyers with tailored outreach
- Time-saving for sales reps through personalized and accurately documented sales outreach within Salesforce
Several clients recently approached Twistellar to help integrate LinkedIn Sales Navigator with Salesforce CRM. Based on our experience, there are a few approaches to this — and each integration method has pros and cons.
Let’s examine the peculiarities encountered to determine whether the outcomes live up to expectations.
Benefits and Capabilities of Syncing Sales Navigator with Salesforce CRM
So what exactly are the possible opportunities of this integration?
- Manage your Sales Navigator search settings in the appliance with the contacts from Salesforce to find the best-fit audience for further interactions.
- Accounts and Contacts related to Open Opportunities are synchronized with the Opportunity Owner. It means that the owner receives timely notifications on the contacts leaving their company or changing a position. Thus, they are always aware of the latest changes and can accordingly adapt their sales strategy.
- Stay abreast of company’s news
- Approach the right audience
- Keep track of the latest activities of your contacts to personalize outreach
- Access the necessary contact information quicker as the data from Salesforce is shown on Sales Navigator Lead pages.
- Redirect your sent InMails, notes, and messages from the Sales Navigator to Salesforce.
- Create customized ROI reports that present how Sales Navigator usage has influenced Opportunities in Salesforce.
- Direct records from Salesforce to Sales Navigator
- Pull necessary contact info from Salesforce
- Main activities are directed to Salesforce (InMails, notes & phone calls)
- The data is customizable to each seller
- Combine data from both systems to ensure better search results
- Changes to your opportunity are synced with Salesforce
Four Things to Consider Before Integrating LinkedIn Sales Navigator with Salesforce CRM
Before you jump at this chance of a better sales perspective, make sure to meet the following prerequisites:
- The Core Sales Navigator plan doesn’t allow syncing, so you have to choose between Advanced or Advanced Plus. From the Salesforce side, you need to have one of the following versions: Enterprise, Performance, Unlimited, or Developer edition
- API access enabled in your Salesforce org
- A Sales Navigator Team Member Administrator + Team Member license
- JavaScript enabled browser with the ability to log in/configure in a cookie-clear environment. These can be Chrome Incognito, Firefox Private Browsing, and others
Three Ways to Integrate LinkedIn Sales Navigator with Salesforce
With the Winter ’24 release, there are now three ways of Salesforce-LinkedIn Integration:
- Native LinkedIn Sales Navigator Integration
- LinkedIn Sales Navigator for Salesforce App
- Third-party solutions
Solution 1: Native Integration
This option involves pulling data and insights from LinkedIn directly into Salesforce.It allows users to access valuable LinkedIn insights such as potential leads, company news updates, and detailed contact information within the Salesforce platform.
Native Integration is specifically tailored for Salesforce Lightning users. Native Integration provides access to out-of-the-box embedded profiles, including LinkedIn quick actions, without needing third-party apps.
Additionally, Native Integration facilitates integration with Sales Engagement (formerly High Velocity Sales), enabling the incorporation of LinkedIn InMail and connection request steps into cadences. The LinkedIn Sales Navigator integrates with Sales Engagement to eliminate the need to handle connection requests separately.
After configuring the sales cadence, users can initiate a connection request to the identified prospect, followed by a personalized InMail message, directly from the Work Queue or the corresponding Salesforce record.
It’s worth noting that Native Integration supports Person accounts and Embedded Profiles in Salesforce Lightning but does not support Data Validation and Salesforce Classic.
However, you can opt for the AppExchange package if you don’t need this functionality.
Solution 2: AppExchange LinkedIn Sales Navigator Integration
While Native Integration provides certain advantages, the AppExchange Package is recommended for users requiring Data Validation and utilizing Salesforce Classic.
There are a few features that your sales reps gain access to with LinkedIn Sales Navigator for Salesforce:
- Automatic logging of InMail Messages and notes in Salesforce, ensuring thorough communication tracking
- Seamless import of Salesforce Contact and Account Records from Open Opportunities in Salesforce into Sales Navigator, facilitating personalized outreach during active deal cycles
- A widget within Salesforce that provides easy access to LinkedIn information directly from Lead and Contact Records
However, for users who prioritize the streamlined experience provided by Native Integration, it’s possible to utilize it alongside the AppExchange Package, leveraging the strengths of both solutions.
The January ’24 release introduced a few significant changes to the package functionality. Here’s a brief overview:
Find Key People Feature: CRM Embedded Experience
As part of the new Find Key People feature, users can identify and connect with key individuals relevant to their sales objectives to streamline the prospecting process. As described in the help docs, this feature makes prospecting activities more efficient by allowing more control over identifying leads close to the target buyer’s profile.
This feature is accessible to users of Sales Navigator Advanced and Advanced Plus, with certain actions exclusively available to Advanced Plus users. Presently, it is compatible only with Salesforce.
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