Earlier this week, I heard an interesting discussion between two colleagues representing a special breed of digital sales enthusiasts. One of them stood on the point that sales are all about numbers: no matter what you write or say during your so-called ‘cold’ appeal to prospects, you’ve simply got to send trillions of messages, and your final catch will be proportional to the number of messages (calls) you made. The other colleague was convinced that sending impersonal messages or initiating any ‘cold’ communication with prospects is a waste of time. Both disputants mentioned using Linkedin and Sales Navigator for lead generation process, but as they were debating, I realized that they drew no difference between these two powerful sales tools. Let us take a quick look at the distinctive features of each resource.

When it comes to lead generation, LinkedIn and LinkedIn Sales Navigator serve different purposes, each with its unique features and advantages. Here’s a comparison of the two:

LinkedIn (Basic and Premium) –

• Allows users to build their professional network by connecting with other professionals.
• Provides limited search capabilities with basic filters like location, industry, and current company.
• Gives you limited profile views and search results per month.
• Allows to send messages only to direct connections (1st-degree connections).
• Premium Linkedin offers access to more detailed search filters and additional search results.
• Premium Linkedin lets you send a limited number of InMail messages to people who are not direct connections.
• Premium Linkedin also provides insights into who has viewed your profile and extended data on companies and professionals.

Speaking about LinkedIn Sales Navigator, it is a separate, paid product specifically designed for sales professionals. It offers a set of advanced tools for lead generation and customer relationship management. It offers to users-

• Extensive search capabilities with over 20 filters (including company size, seniority level, posted content, and more),
• A set of algorithm-driven lead recommendations tailored to the user’s sales preferences,
• Greater number of InMail messages than LinkedIn Premium,
• Updates on leads and accounts, like job changes and company news, which can help you engage at the right time,
• Integration with CRM systems like Salesforce and Microsoft Dynamics,
• Ability to save leads and accounts and get notifications about their activities, and
• Features to share insights and collaborate with your sales team.

Speaking about efficiency of using LinkedIn, it is suitable for general networking and building connections, but it has limited in-depth search and lead management capabilities. Also, Linkedin’s InMail and profile insights are helpful but not comprehensive for targeted sales efforts.

Unlike it, LinkedIn Sales Navigator was designed specifically for sales professionals aiming for effective lead generation. Its comprehensive search filters enable highly targeted prospecting, and its advanced features (lead recommendations, real-time insights, and CRM integration) significantly enhance the efficiency of lead management. THis system also has higher InMail quotas and ability to track leads/accounts, which make it a strong tool for proactive sales strategies.

So, which one is more efficient for lead generation?
It seems that LinkedIn Sales Navigator is generally more efficient due to its specialized tools and features that cater to sales professionals. The advanced search filters, lead recommendations, real-time updates, and CRM integration collectively offer a powerful platform for identifying, tracking, and engaging with potential leads.

In contrast, the basic LinkedIn and LinkedIn Premium are better suited for general networking and individual professional development, with more limited capabilities for focused lead generation and sales outreach.

#lead generation, #prospecting, #sales process, #sales operations, #sales outreach

Sources:

• LinkedIn Sales Navigator Features
• LinkedIn Premium Features
• Sales Navigator vs LinkedIn Premium
• Using LinkedIn for Lead Generation