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What Is Marketing’s Role in Your LinkedIn Sales Navigator Investment?

Jamie Shanks
Jamie Shanks
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Congratulations! Your team just made a massive investment in LinkedIn Sales Navigator. It’s now time drive a massive return for this tool. My first piece of advice: Call in your marketing team!

The Problem without Marketing’s Involvement

Within LinkedIn Sales Navigator is a secret weapon called “PointDrive.” This free tool within the platform is a rich-media sharing device that appears as one-page websites for your customers. Within each website page, any type of digital media (video, website link, .ppt, .pdf, etc.) can be leveraged. This is an incredible tool for sharing best practices, ideas, roadmaps, and more. The icing on the cake is that it provides the seller with analytics on the buyer’s content consumption story.

Here’s the problem:The day every sales rep gets LinkedIn Sales Navigator, their PointDrive account is a blank canvas. And just like advanced art class, you’re going to have very expensive art supplies available to people with no idea how to even fingerpaint! The PointDrives aren’t going to assemble themselves. You’ll then have two types of sales situations on your hand:

    A. Sales leaders who say “my reps aren’t spending any time building content.”Check… no one will use PointDrive.

    B. One to two people on the sales team will be wiz-bang digital champions, and they’re probably the same people who have their own WordPress blog sites (so PointDrive is very similar). Unfortunately, they don’t have the time or patience to create nor teach the team how to leverage this incredible asset.

The Solution When Marketing’s Involved

Value Driver #1 – create sales-centric categories for the PointDrive assets

Besides the obvious value in marketing creating PointDrive assets, you’ll eventually have a Frankenstein library of every seller’s “copies” of the PointDrive templates. Marketing can help organize the assets into categories.

The logic behind best practices is similar to developing a content library or employee advocacy platform. Organize the platform in the way the sellers think… in sales stages or the buyer’s journey.

Value Driver #2 – Carbon-copy templates for the team

Start with two simple templates:

    a. One-to-many template for lead generation. Used to capture attention and segment accounts based on buying intent.

  b. One-to-one focused on product, platform, problem-to-solution-based scenarios. The sales team can use the framework and make customized presentations for specific customers. This is typically used later in the sales funnel, and/or for enterprise accounts.

Once you’ve mastered these two basic sales plays, the marketing team can expand the library. For our global customers like Microsoft, these templates can be created for geographic regions, specific products, specific industries, etc.

Value Driver #3 – Turn ideas into customer “wow” presentations

If you leave the design up to sales:

When marketing gets involved:

What_Is_Marketing_s_Role_in_Your_LinkedIn_Sales_Navigator_Investment_5

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