Understand what LinkedIn Sales Navigator is and how to use it to prospect customers – WAU

If you work with business intelligence or prospecting, you may have heard of LinkedIn’s Sales Navigator tool. But what does it do, exactly, and how to use its features to get the best results? Find out everything in this article.

That LinkedIn is the most well-known corporate social network, we all already know. And for many marketing, commercial and human resources professionals, it has already become an indispensable work tool.

After all, in which other social network is it possible to filter the search for users by position, company and sector with such precision?

If you have tried to contact potential customers or partners for your business, you should have an idea of ​​the usefulness of the platform for networking.

In addition to the numerous free resources available to users, LinkedIn offers some premium business solutions for professionals who want to go further.

It’s one of them that we’re going to talk about today: Sales Navigator. The LinkedIn solution is extremely useful for those who want to look for opportunities to close deals.

In this post, we will help you understand the main questions about the tool:

Continue reading to learn more about this solution.

What is Sales Navigator?

Sales Navigator is a paid LinkedIn tool for enhance the search for business opportunities. It is a way to segment the companies and decision makers with the greatest potential, receive insights from their activities on social networks and interact on a large scale effectively.

Therefore, it is more used in the B2B business model for developing partnerships, prospecting and commercial intelligence. The use of this tool is part of a Social Selling strategy.

Therefore, it serves to create and maintain relationships with potential customers and, as a consequence, generate sales.

How does Sales Navigator work?

Sales Navigator is a smart way to search for new business, giving information about network users that fit your persona profile. That’s because the tool is based on the LinkedIn algorithm, which uses data posted by the companies themselves and by users on the platform.

People use this social network as a virtual business card to show their career, professional experience and find content and information to improve their professional life. Thereby, LinkedIn accumulates a giant volume of valuable data, which gives Sales Navigator intelligence.

With the platform, you can search for users and accounts with a lot of potential for your company and save lists to monitor leads. Thus, you will have a dashboard with several insights about your potential customers. Continue reading to understand all the features that the platform offers.

What are your main resources?

To give you an overview of the features of Sales Navigator and the benefit of each one of them in your business, we will list the main ones. See which features can help you the most!

Advanced Search

LinkedIn Sales Navigator has smart search functionality to help salespeople find new leads and start prospecting. For example, you can use the advanced search features to:

  • display leads that follow your company;
  • see who posted on LinkedIn in the past 30 days;
  • find out who was mentioned in the news;
  • check who changed jobs recently;
  • identify people with common connections.

These filters make it easy to find previously untapped connections and discover information that can help reps shorten the sales cycle.

Through advanced search, you will be able to search for leads by filters, such as company, experience level, position, sector, educational institution and region.

Recommendations from potential customers

Sales Navigator also helps sales professionals to discover new leads from the contacts you’ve already identified as opportunities. To see LinkedIn recommendations for a similar audience, first do a search.

When viewing the contacts’ tabs, you will find a drop-down menu on the side, in the option to save each contact as a lead. Within that menu, select “View similar”.

You’ll see a list of leads with similar positions or roles from other companies. This is a great way to extend your reach beyond the initial search criteria entered, and to discover connections that are still unexplored.


With a free LinkedIn account, you can only send direct messages to those who are already part of your network. But how LinkedIn Sales Navigator InMail, you can sign in to any user through a short text message. Therefore, these messages should not exceed 1900 characters.

It is a good way to prospect and communicate with your leads, since inboxes on LinkedIn tend to be much more empty than the email inbox.

Before sending a message, it is important to look at the entire profile of the contact and his recent activity. For example, if the person you are going to contact has published an article recently, you can take the time to comment on the text.

Real-time sales information

Through the Sales Navigator home page, you can receive an overview of sales and potential customers.

They can keep up to date on major changes or news that have occurred in the organization or the role of its leaders, such as when someone is promoted or when a company ad is published.

In addition, you can see what leads are sharing with their network when they celebrate birthdays, even if those people are not your social network connections. This panel can be accessed as soon as you save your accounts and leads and set your sales preferences.


Users with a Sales Navigator Team or Enterprise account can also access Teamlink, a feature that lets you see which potential customers share a first or second degree connection with you.

This is a great way to shorten your path to selling, making it easier to get closer and start a conversation.

If you don’t have any current connections, save your TeamLink survey. You will be notified if and when a coworker (or other acquaintance) connects to one of your leads. This saves time so you don’t have to redo searches to discover updates on your network.

TeamLink also appears on the account pages to help you see if there is any common connection with an employee within the company, so that you can be introduced.

How to use Sales Navigator?

First, fill out the free demo form to sign up for the platform. Before you start using Sales Navigator, you will need to configure it according to your preferences. Follow the customization steps, selecting which segments, locations and positions you want to target.

If your CRM have integration with the tool, you can synchronize it and import existing accounts and contacts. When you’re done setting preferences, you can start building lead lists.

In the navigation menu, it is possible to see the filter and smart search options, such as keywords, current company, position, among other parameters indispensable for refine advanced search and extract really relevant results.

The account saving feature will allow you to monitor leads, viewing updates and the content they share on your Sales Navigator home page.

This information will be important to start building meaningful conversations with prospects. In addition to saving leads, you can save your own research. In the future, when new profiles match your search criteria, you will receive email alerts.

How to optimize the use of Sales Navigator?

Want to know how to use Sales Navigator in the best possible way? See our three golden tips to maximize the use of the tool and achieve excellent results!

Improve your profile

A clear and up-to-date profile helps to cause a positive first impression on customers potential, and can increase their trust in you and your business. Therefore, update your profile with:

  • professional and high quality image;
  • clear job definition;
  • concise title with a value proposition;
  • easy-to-find contact information;
  • keyword-rich summary;
  • detailed experience.

In addition, understand the best SEO practices for LinkedIn, so that not only will you find prospects, but they will also be able to find you.

Organize leads with tags and notes

B2B sales can be long and complex, with several professionals involved in purchasing decisions. This is certainly a challenge for many salespeople. For this reason, Sales Navigator helps representatives to keep track of your prospects with tags and notes.

As you discover new ideas and make connections, you can tag your leads to better identify them and leave notes in your account to keep track of important details.

This functionality, which resembles a CRM, helps to avoid confusion and keep track of all the important players in an organization.

Saving notes and tags is very important for a salesperson to remember relevant details about their customers. They can be personal matters, like “João loves to watch tennis matches”. Small details can have a big impact on the sales approach, showing empathy and sensitivity.

What are the advantages of using it?

LinkedIn, by itself, is a powerful way to generate leads for the sellers pipeline. Using Sales Navigator, then, you should already imagine the size of the results.

The resources cited throughout this post show how Sales Navigator helps you find ideal prospects, understand your needs and interact in a personalized way to create relationships. As a result, the company is able to increase its sales efficiency.

According to data from LinkedIn itself, companies using Sales Navigator are able to increase the conversion rates of closing deals by 5%, and the average ticket by 35%.

This is because the commercial intelligence team starts to map in detail the contacts and information of each company, so that the Inside Sales team gets an accurate contact with decision makers.

To conclude, when someone has a very active LinkedIn account, they are more likely to have a business-focused mindset, which inherently assists salespeople in selecting key contacts. This tool is especially important for strategies such as Outbound Marketing and Account-Based Marketing.

Now that you know Sales Navigator, how about learning more about other resources to maximize results on the platform? See which are the best tools for LinkedIn.