Getting the Most from Paid Ads on LinkedIn

Lesson 4/6 - Sales Navigator


Getting the Most from Paid Ads on LinkedIn


Lesson Info

Sales Navigator

No one trusts sales people. Nobody does. Why do we not trust sales people? Because they don't listen? Because they don't care about buyer's needs? Because they have high pressure tactics? Because they're pestering and annoying, anybody? Is this starting to resonate with anybody? Am I getting some nods a little bit? It's because they don't know or use their own product. That's a good one, I love that one. They're manipulative, that's another one I love. They only care about making the sale. Gotta make that quota, gotta get you in. I need your MX, your American Express, your Visa or your Mastercard. I know. But the main reason is that they're full of ... So anyway, thoughtfulness is the way to break this cycle. We don't trust sales people because they are less thoughtful and we don't have a way of building-- Remember what I said thoughtfulness was? Thoughtfulness is when people are more concerned and more interested in the other person, not themselves. So the reason why sales people are ...

the worst, the worst, is because they care so much about themselves. It's a me-centric culture. It really is, it has been. 90 dials, I got that car, hit the gong ... Like it is that kind of, like, house music, Red Bull-- It's not good, alright? And I've been waiting to try and change it, and the only way you're gonna ever change it and usher it out is with thoughtfulness. And that's the reason why Sales Navigator was created. It's currently the board I sit on. The customer advisor board I sit on is for this product. And so there's a bunch of different ways that I feel like it's fantastic. One, you can find the right people. The platform lets you get really targeted in finding the right people. It keeps track of the key leads and company updates. So it's keeping track of all of your key leads. So if you're a Navigator, you can save a lead and it will track everything they do across the platform and keep it there for you. 'Cause what it's doing, is it's looking at those updates so that you have places that you can inject into the conversation thoughtfully. Interesting. Reach and engage with prospects. And then integrate with the email and CRM. These are all things I'm going to show you, by the way. So email integrations and CRM, so that's a really big part of it. And then being thoughtful. I'm just being redundant now. So let's check this out. So Work, Sales Navigator, that's how you get to it once you buy it. And then once you get into the Sales Navigator, it's going to also allow you to search in two different ways. So, general search at the top will give you you know, you can search companies, you can search for leads, you can search for accounts, recent job changes, all that great stuff with all those leads. Like if you type in "Apple," it will pull in all the employees of Apple. It's pretty insane, right? You don't have to go look for them anymore. It aggregates all that information right there. But also, you can do an advanced search here if you click on "Search," it'll give you this option. So, digital agency. Now remember, remember this targeting from our marketing side? Looks pretty darn familiar, doesn't it? Convergence! I'm just foreshadowing, I'm just foreshadowing. So keyword, "Digital agency," 1,245, when you type that in that have identified as a digital agency. Now watch this change. So now I put in Austin, Texas. 3,244 digital agencies, right? Getting pretty targeted as a sales person, that's really important. Then when you click on it and you find it in the Austin area it will bring up all of those leads. So everybody shows up here. Now pay attention to this part, 3.2 right there, so there's 3,200 people. Now, of those 3,200 people, 262 just changed jobs in the last 90 days. 86 of those leads with TeamLink Intro means I actually know a team member who can introduce me to those people. 24 mentioned in the news in the last 30 days. Why are these important? Why are these important? Remember, the key here is driving really great conversation. So these are important because they're giving me ways to understand how I can inject myself in thoughtfully into a conversation. So it's not letting you put it to chance anymore, it's going, "You know what? "People changed jobs in the last 90 days, "262 of those people, go talk to them about that." Go say, "Hey, congratulations on your job change. "I think that's great. Yay!" Or, go over here. 24 people were mentioned. And if you go down here to this next section, I'm gonna show you another one. Right here. 24 mentioned in the news in the last 30 days. 895 people posted on LinkedIn in the past 30 days. Why is that important? 895 people are active users. Meaning that if I'm worried that people aren't logging into LinkedIn and they're not gonna get my messages or my outreach, I can demystify that right now. These people have been active in the last month. I'm gonna go and talk to them first. Or, my favorite one, 11 leads that follow your company on LinkedIn. That's probably a pretty good lead. They already know us. They already follow us. I'm gonna reach out and be like, "Hey, I'm DigitalMarketer, but you know that." Right? OK cool. So here's where you find it. If you see those people, you also save them as a lead. When you save them as a lead, it will literally go into a list of leads, alright? And that Navigator Leads section starts here, so if you click on "Save leads," it brings up all of your leads. All the leads that you saved, and gives you the same information on all of them. And then it does something crazy. It follows them around the site and it shows up in your newsfeed everyday. So if they like an article, if they write an article, if they share anything, it shows up right there and it allows you to engage in the same content they're engaging in. This is powerful stuff, isn't it? It's pretty crazy. But it does it in a thoughtful way, it's not some scammy, like, salesperson way of doing things. It's actually going, "You know what? I'm reading what you're reading. "I'm engaging with what you're engaging in. "I'm inserting myself into a conversation thoughtfully." And then you look at, like, recommended leads, which is pretty incredible, what they do, they actually recommend leads based on what you're saving to be similar profiles across the site. And they will give you, on a daily basis, these recommended leads that you should go save and engage with. Your recommended leads, and then down here it allows you to, right from this section of recommended leads, or your leads, it allows you to send InMail messages. So, typically, I have an Enterprise account. So Enterprise account, in all my teams, is about 30 different Navigator accounts and all of them have about 90 messages a month. So the little, like, hack there is, those are like gold. Like, "Hey, you better send that message "to somebody that is absolutely qualified and amazing, "otherwise connect with them and "send them that little message "that allows you to customize those 300 characters." That's what you get there. If they're a big hitter and they're somebody that, absolutely, you've been trying to connect with for a long time, you send them that InMail message over here. OK? That's a good rule of thumb, since you don't have unlimited. And here's like a good use of how I've used it. We've done different events as a company and usually I'll go find every single person I wanna connect with at the event and I'll send them a message personally, from me. I won't connect with them, I'll send them a message and say like, "Hey, this is what we're doin'. "I wanted to make sure you knew about it." And then down here, she wrote back. "Marcus, thanks for reaching out! "I'd love to hear more about this." Right? OK, here's another example of somebody that I wrote to. "Looking forward to meeting you," This is what I said, I was teaching a Sales Navigator class to a group of people, and I said, "Hey, I'm looking forward "to seeing you in my session. "Enjoyed looking through your profile "and getting a better idea of what you do. "I love that you went to Brophy." Which is a school that she went to. I love what you went to whatever, OK? But the fact that I looked through and found that is great. She wrote me back, "Brophy was a great experience, similar to Rey. "It was an all Jesuit school, "Subscriber, "I am a father of--" Look at all this stuff they're writing to me. Because I was thoughtful about one thing. I was thoughtful enough to just go look at their profile. I'm different than every other salesperson who's just like, "Hi, my name's Steve, this is my product. Buy it." That's a normal prospecting outreach email. It really is. This gives you an opportunity to insert yourself into a conversation and be able to use the information. There's just too much information out there to be thoughtless. There's way too much information out there to not be thoughtful, right? I'm telling you right now that every prospecting email I get from all these younger sales folks, I write back to them. I feel like I'm, like, in Good Will Hunting or something. 'Cause I always feel like I'm just like, "OK, let's go sit on a bench "and I wanna talk to you about your life "and you didn't know that my wife died, "but you probably don't smell the Sistine Chapel." I don't know what I'm gonna say. But I really do feel like I need to go back and say, "Hey, if you really want to get my attention, "you write it in these four ways. "And there's too much information out there. "If you Google me right now, I'm a big deal." No, I'm just kidding. If you Google me right now, there's too much information out there. There's too much information on LinkedIn, there's too much information on Facebook. There's just too much information to not be able to have some entry point that's somewhat thoughtful that made me realize that you did a little extra work. Right? And so this is what this product has been amazing for, InMail messages specifically. And then here's the other part. Inside of the Navigator feed, they try and prep you for all this. Look at this. They're talking about these people. Once they're saved in here and they show up in the feed, look what it's doing. Both belong to the same Account Management group, Sales Executive Management, and they share 22 connections in common. So that's what's happening when you're saving a lead. It shows up in your feed and it gives you all the data on why that person's showing up in your feed. And LinkedIn's so smart that they give you insights before you write on it or engage with it to know exactly how you're connected. If anybody's ever tried to sell anything in here-- Like, this pissed me off because like ten years ago, this did not exist and I just had a number, name, and a phone. Like, that's what I had when I was trying to do it. In fact, before that I was selling door-to-door vacuum cleaners, by the way. And if you ever wanna get creepy, do that job for a while. And in fact, the actual main goal of being a door-to-door salesman was to walk in-- You know that it was actually to get in your home. That's the whole goal. The goal is once you're in the threshold, it's called "threshold effect." So what I would do, is I would be like, "You know what? The light's better in here, "I just wanted to be able to "get over here to show you this," 'Cause once you're in, you're in. It's terrible, I don't do it anymore. I'm just sharing with you. I thought we were all friends here. Alright. But look at this, by the way. They said here, "Personalize your pitch "by mentioning this post." God, I love it. We worked so hard on this product. And I say "we" collectively because I'm just a freakin' person who loves it and bought it and I got this amazing opportunity to be on the person who gets to, like, suggest stuff for it. And all I kept saying to them was like, "Thoughtfulness. "Thoughtfulness and conversational selling. "Thoughtfulness." And this is what they came up with, it's freakin' amazing. So, Navigator tools. Social Selling Index, I'm gonna share this in the next part of this. Email integrations. Pointdrive, if you already haven't heard of these. TeamLink. So let's start with Social Selling Index. Everybody has an Index score. Anybody have like an Uber score in here? You know? Do you know your Uber score? Do you even know they gave you a score? Anybody like, "What? I have a score? "Am I taking a test?" Are you freaked out? Yeah, they give you a score. Go locate what your Uber rating is right now. So does LinkedIn. They do this in a really cool way. Social Selling Index score is showing you all these things. You're one out of 26 people, you're top 1% in your industry, you're the top 1% in your network, and 86 is your score out of 100. Right? I'm a big deal, guys. I am. Establish your professional brand, find the right people, engage with insights, and build relationships. That's what drives your score up. The more you drive your score up, the more InMail messages you get. So 90 is what you get when you pay for it. As you send better InMail messages and you are doing more things on LinkedIn that align with what they want, they will reward you with more InMail messages. And then they give you this for your whole team. There's the stack rank of our team right there. I'm always gonna be on top. Richard Lindner, our President, is also an unbelievable user of LinkedIn. And then it shows you the average down here. So I was 86, I think. Is that what it said? Average is 57 for your team, 26 in your industry, and 51 in your network. Guys, I'm in here everyday. I'm in there every second of everyday, OK? And then Navigator Reporting gives you some robust reporting. There's email integration which is incredible. Over here on the right hand side, you can see that if I have somebody who emailed me, whether I'm connected to them or not, it brings it up, lets me save them as a lead, connect with them. It shows all the actual icebreaker people that I can connect with. People that can connect me with it. I never have to leave my Gmail account. Never! Here's the other trick to that. Take a huge email list that you have, throw it into the two section of your email, and then hover over all the emails and it'll bring up everybody's LinkedIn page. Yeah, yeah. Yep guys, they pay me to do this. CRM Integration. So at HubSpot, one of the things that I love there, we use HubSpot for our sales teams. They also have a sales force integration as well. They're working on more and more CRMs. But now, as you're scrolling through a contact record, this Sales Navigator piece shows up. Shows up and then it tells you all the other people that are icebreakers and getting in touch, just like it did in your email. And then it shows all the other people that are related to it, that are inside your book of business. Anybody that has a contact within your CRM now has a LinkedIn-- Their LinkedIn profile can be connected here and you can save them as a lead right from here and they show up in the feed and they let you send InMails, et cetera. Cool? This is cool stuff, right? They did a good job. Pointdrive is really great because all of our emails look like this. Anybody ever have a meeting where they're following up and they send an email like this? "Here's all this crap that's attached to it. "Good luck, I'll talk to you never again." Right? So what Pointdrive did was they came out with this software where it allows you to build out these webpages where you can put those decks and those presentations in there. And when you put those in there and you share with anybody, like you share that link with somebody, if they have a LinkedIn account, it will show you who. And if they share with anybody else's email that has a LinkedIn account, it will show you all of their LinkedIn accounts. So now what you're doing when you're going through, is you see the total viewers of that piece of content right there. You can view them in Sales Navigator, you can view activity, and you can also save them as a lead and connect with them right there. So now, you know every decision-maker within an organization. Decision-maker mapping. Yeah, everybody just got that one. That was like right here, way down deep. TeamLink, this one's really cool. If you're sitting around looking and trying to figure out exactly how, the first thing you wanna look at is this. So down here at the bottom, Sales Navigator Seats, you only get so many. So you're paying for those. Like, you have 30 or whatever package you have. Enterprise starts at 30 and goes up. But you also have these other available seats at TeamLink. 1,000! You're like, "What?" 1,000 means I can invite anybody that now I have personal TeamLink access to their website-- or to their network. So if I send it Ryan and he doesn't occupy a seat, but he's the CEO, Ryan knows some people, OK? And so now when I'm lookin' around, I'm like, "Man, I really wanna connect with Jeff Weiner." What it does is, he's the CEO of LinkedIn, it shows me all of my mutual connections because of TeamLink and shows me ways that I can connect with him. Very powerful stuff to be able to reach out to his personal contacts who are my contacts and go, "Hey, can you introduce me to Jeff? "Really want to meet him." That's only happening because I'm extending all these TeamLink invitations all over the place, which is good. And then it also aggregates his company. These are all people at LinkedIn. So I'm lookin' at his profile, these are all similar people like Jeff and the people that worked at LinkedIn and it's grabbing them all into one place.

Class Description

As the biggest social site for businesses and professionals, LinkedIn offers tons of opportunities for users who don’t want to spend a dime on their marketing efforts. But those looking to take their LinkedIn game to the next level should consider utilizing some of the platform’s paid solutions.

Marcus Murphy, executive sales leader at and a member of the LinkedIn customer advisory board, will outline both the paid and organic options for generating leads, increasing traffic and building brand awareness, and then help you decide which ones are right for you.

In this class, you’ll learn how to:

  • Master LinkedIn’s marketing tools, including the Sales Navigator.
  • Perform outreach that is personalized, targeted and engaging.
  • Identify high-quality leads.
  • Stay in touch with key accounts.
  • Build trust between you and your connections.
  • Create and launch an ad campaign.
  • Integrate sales and marketing on LinkedIn.