For Marketers and Business Development professionals, LinkedIn is an essential platform, especially in the Technology sector. When it comes to lead generation, LinkedIn Sales Navigator is a powerful tool when used properly. Let’s go through 3 fundamental steps with practical tips for you to master the social selling platform!

What is LinkedIn Sales Navigator?

Sales Navigator is a social selling platform by LinkedIn that provides an array of features that focuses on helping you find the right prospects to build trusted relationships. With LinkedIn Sales Navigator, you can reach the right kind of prospects by using the search and filter features.

Step 1: Targeting & Filtering with LinkedIn Sales Navigator:

  • Basic Features: Search, Filter, Save Lists
    • Use Filter to find more targeted leads: Narrow your search to a specific group of audience you are targeting with the filter options in LinkedIn Sales Navigator.
    • Use Sales Spotlights to narrow your search and identify active LinkedIn users.
    • Save searches to save time: When you find many potential and qualified leads in a search. Instead of trying to remember the filters you use, simply save the search and come back later.
    • Search for similar leads: When you discover a perfect match, don’t forget to “View Similar” to find more.
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  • Be creative with the lists
    • Segment/Create Lists by Company
    • Segment/Create Lists by Product Offering
    • Segment/Create Lists by sales process
      E.g: “Follow up in October” list
create lists in LinkedIn Sales Navigator

Step 2: Reaching Out To B2B Prospects With LinkedIn Sales Navigator:

Prepare before reaching out to your prospects:

LinkedIn Profile Guide for B2B Business Development Professionals
  • Make yourself look good! When you reach out to prospects, it’s very likely that they will check you out. Therefore, it’s a must to polish your personal LinkedIn profile:
    • Profile picture: Make sure your picture looks professional
    • Headline, Description, Experience, Interests, Contact Info: Fill in your profile to let your prospects know who you are, what you do, what you have achieved, how you have supported similar businesses, etc.
    • Connections: Would you want to reply to someone with 11 connections? Make sure you look well-connected. It’s even better if your leads see that you know influencers in their industry.
    • Activities: The Activities section shows whether you’re active on LinkedIn or not. Your audience will have a sense of how updated you are with the industry changes, your expertise and relationships you have with other brands/professionals.
  • Research before reaching out – An important step to customize your pitch.
    • Who is the prospect?
    • What can you relate to their business?
    • Do you have clients that are in the same industry as this prospect?
    • Do you have the same partners
    • What’s a unique thing about this prospect’s business
    • Did he/she have a recent achievement?
    • Etc.

Customize your pitch:

  • B2B or … P2P?! (People to People)

    Most people think B2B is just business, however, at the end of the day, it’s people doing business with people. And you’d not do business with someone you don’t like.

    When reaching out for the first time, don’t go straight forward to business. Instead, ask a friendly question to acquaint the prospect at a personal level. This way, they feel you reach out to help them instead of just wanting their business.
  • There’s no “1 pitch fits all”: Use the information you’ve researched to strategically mention in your pitch. The goal is to make your message relatable to their business.

    Use the Sales Spotlight in LinkedIn Sales Navigator to identify leads that have something in common with you or have just changed their job. These details can be a good opener.
    • Catchy line: It can be your favourite business quote or you can congratulate the person’s recent achievements/promotion or a business award, etc.
    • Name dropping: By knowing who their competitors/clients/partners are, you can mention any mutual names you can relate to. For example, mentioning similar businesses you support can create the FOMO effect or showcasing industry giants as your clients can create credibility.

Tips to Save Your LinkedIn Sales Navigator Credits:

As LinkedIn limits your credits/month (messages you send from LinkedIn Sales Navigator) per month, you are not able to reach as many people as you want from the Sales Navigator. How to get around this?

  1. The old-school way! Send an invitation to connect with them and start your conversation. With the P2P approach, you won’t need to write paragraphs for your introduction, just a personalized friendly message can do the job.
  2. The beyond-LinkedIn way! Think outside the box here, you want to reach out to a person, not just a LinkedIn account. You can contact them via email or cold call them. But how can you get their email address/ phone number? Here’re the tricks:
    • Find out the company’s email format:
      Google [Company Name] Email Format. You have their name on LinkedIn, you can put the pieces together.
      For example: Xeo Marketing’s email format is: [first-name].[last-name-initial]
      If you want to reach out to Niharika Arora, our Account Manager, her email address is

      Be mindful of the CASL Anti-spamming legislation in Canada, specific state laws in the United States and GDPR regulations in the EU. Infringement can lead to serious consequences that could hurt the reputation of your company!
    • Call their head office & ask for the person:
      There’s a good chance that you will get their phone number/ email address. If you’re lucky, the prospect provides that information on their LinkedIn profile so be sure to check.

Step 3: Following up

When following up, as the prospect has known about you, it’s recommended to go straight to business. Don’t forget to utilize email or cold-calling to follow up with your leads in addition to LinkedIn Sales Navigator.

  • Save and set alerts for leads/accounts you want to follow up:
    For leads that you are not able to close yet, save them in lists so that you can follow up in the future. Setting alerts is a very convenient option to get notified when a lead changes his/her job title or company.
how to add notes in LinkedIn Sales Navigator
How to add notes in LinkedIn Sales Navigator
  • Leave notes on leads:
    Sales Navigator gives you the option to add notes/tags to leads. It can be a small but important personal touch for your follow up messages.
How to Attract Qualified B2B Prospects for Your Technology Company

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