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Top 10 things you need to know about integrating LinkedIn with Salesforce

LinkedIn Sales Navigator helps sales reps target the right buyers, understand key insights, and engage with customers with personalised outreach. And best of all, this can be integrated with Salesforce to add that extra level to your data.

The LinkedIn Sales Navigator can be surfaced on the account, contact, and lead objects in Salesforce either through a lightning component that you can add to a lightning page, or a visual force page onto a page layout.

Here are some of the things you need to be aware of when using the LinkedIn Sales Navigator:

  1. Licensing
  2. Is Sales Navigator right for you?
  3. Setting it up
  4. Adding to Page Layouts
  5. Adding to Lightning Record Pages
  6. Sync to salesforce
  7. Usage Reports
  8. Creating Lists
  9. Icebreakers/Introductions
  10. Related Leads

1. Licensing

Licenses for sales navigator is not a one-off purchase, it’s a subscription done per-user. This means you’ll pay monthly or annually for the number of users you have.

There are also different packages you can buy from the website, which have different features and prices. I won’t go into the details of these, but there are three packages, which are quite self-explanatory about who they’re aimed at:

  • Professional
  • Team
  • Enterprise

I suggest ringing LinkedIn up to find out what package is best for you and what the Sales Navigator can do for you specifically, which leads nicely into the next point.

2. Is Sales Navigator right for you?

There are a lot of possibilities when using the Sales Navigator by LinkedIn, but making sure it’s right for you will be key.

I suggest doing a gap analysis, looking at where you are now, then comparing against where you could be with the LinkedIn integration with your Salesforce Org. This will help you see if it’ll benefit your business, looking at all the downsides of it as a contrast.

3. Setting it up

There are a few settings in Salesforce and LinkedIn that you need and some others that you should consider setting up.

If you’re going to be using the Sales Navigator, you need to
install it from the AppExchange. It’s called ‘LinkedIn Sales Navigator for Salesforce’, and I suggest installing it for all users, as each user will need to sign into their Sales Navigator account anyway. Only users with this account will be able to view any LinkedIn data that doesn’t sit in Salesforce yet (as it’s still in Sales Navigator).

Field mapping

In Salesforce, there are field mappings that you can set-up. So if there’s any data sitting in LinkedIn that you want to pull across to Salesforce, you can select where the data in Sales Navigator will sit in Salesforce. These can be Standard and Custom fields.

Linking Accounts & SSO (Single Sign-On)

You’ll be prompted to sign in to LinkedIn when you’ve successfully installed the package from the AppExchange. This will include SSO (Single Sign-On), which means when a user signs into Sales Navigator once in their Salesforce, they will stay signed in.

4. Adding to Page Layouts

There are two ways to surface the LinkedIn Sales Navigator
so it’s visible on records, and one of those ways is by utilising Page Layouts. If you’re not quite Salesforce savvy yet, these are where you decide what fields, related lists and buttons you see on a record.

LinkedIn Sales Navigator uses a Visualforce Page which can be surfaced on certain object types. For example, on Account, you can add the AccountLinkedInSalesPage, which will bring up Account information in LinkedIn. But say we go to the Lead object – here, we can surface the AccountLinkedInSalesPage as Leads can belong to an Account, but we can also pull in the LeadLinkedInMemberPage which will show Lead information, for the individual who sits in LinkedIn.

You can choose where on the Page Layout to put this, and most clients I’ve worked with who use Page Layouts choose to put it at the bottom of the page, so you don’t have to scroll past a chunky Visualforce Page when trying to view some fields. If you do choose to put it at the top, I suggest using the Highlights Panel so you can view important fields quickly, without having to scroll through them all.

5. Adding to Lightning Pages

This is probably the better option of the two, as it looks a lot tidier and can be put into its own section (tab). When you download the package, it will automatically install two different types of Lightning Components, dependant on the Object you are changing the Lightning Page to. If you go to edit the Lead Object Page Layout and look at the Lightning Components, you’ll see:

  • Sales Navigator: Member Profile
  • Sales Navigator: Company Profile

These can be placed on the page layout to give information about the Lead and the Lead’s Account. The same goes for contacts. But for Accounts, there isn’t the Member Profile Lightning Component, only the Company Profile.

6. Sync to Salesforce

Once you’ve surfaced either the Member Profile or Company Profile, you can start to put LinkedIn data into Salesforce.

For example, say you just created a Lead from a Campaign you did yesterday, and now you want to get a bit more information about this person. All you have is their email and name. But you’re looking to find out what industry they’re in, their job title and their interests.

If you go on the record for this Lead and locate the LinkedIn Sales Navigator Member Profile that we added earlier, you should see a Lead that LinkedIn has matched from their database. You can click on this person to get more information. If it is them, you have the option to press a button labelled ‘Match’, where for any fields you have matched which aren’t filled in (in Salesforce), the Sales Navigator will populate them with data stored in LinkedIn.

7. Usage Reports

Usage reports help you to see how well everybody in your company is doing. Its measurements go off something called SSI (Social Selling Index), which measures how well your team is doing against the four elements of social selling on LinkedIn. These four elements are:

  • Establishing your professional brand
  • Finding the right people
  • Engaging with insights
  • Building relationships.

These are broken down into a pie chart where you can see how
well your company is doing each element.

Usage reports aren’t available to see in Salesforce – you need to go into the Sales Navigator to be able to see it. You can do this by doing to https://www.linkedin.com/sales, where there are more capabilities than what sits inside Salesforce.

8. Creating lists

Inside the Sales Navigator, there are lists for members and companies. This is good if you want to categorise Leads/Accounts. For example, if you had different sectors where leads come from, you could have an Automobile list, where you save all the Leads in the Automobile industry. This can also be done for accounts.

9. Icebreakers/Introductions

On a record, you can see Icebreakers and get an introduction
inside the LinkedIn Sales Navigator. This can be done from Salesforce by going to a record (for example a Lead) and going to the Member Profile of Sales Navigator, then pressing the More tab, and then ‘IceBreakers’. Here, you’ll see some of their interests to make that first message a little more personalised and engaging.

You also have the option to get an introduction. The system will look for any connections that you both share so you can message the shared connection and ask for an introduction to the Lead. This is a really great way to add trust to your message, as you’ll have been referred.

10. Related Leads

There is also an option to find related leads. In a record
on the Sales Navigator, you can press more and press the tab ‘Related Leads’. This will show leads that are related to the lead you are currently looking at, they might share interests, work for the same company, be in the same industry, I’m not too sure what this is based off, but it is a good way to find more potential leads.