LinkedIn has announce some great new AI tools to improve its Sales Navigator and Recruiter platforms. These features produce better search results and recommendations, making the platform faster and easier to use, as well as increasing engagement.
The newly launched account prioritisation feature in LinkedIn Sales Navigator, which is the platform’s paid subscription for salespeople or marketers, will spotlight key users based on their existing client or contact list. It notifies you about crucial changes, taking into account factors like seniority.
Let’s say you sell software and the main contact at one of your clients is promoted. For example, your contact might have moved from a country manager to a regional manager across multiple geographies. When they update their role on LinkedIn, it will be brought to your attention. Having this information means you could quickly reach out to them to see if there’s an opportunity to expand your software into additional geographies.
LinkedIn says this will address the challenge of staying updated with key contacts, but also gathering and interpreting the vast amount of data available.
The process is fairly simple: users upload their account lists or business books, and the Account Hub sifts through this data to prioritise it. The metrics it uses include growth potential, buyer intent, or recent activities like new hires.
The feature promises a twofold advantage: ensuring professionals don't overlook any opportunity and spotlighting potential hires that may have eluded them.
LinkedIn has also incorporated more signals into its buyer intent markers. This addition includes tracking website visits for companies and observing new connections among colleagues. This should help with the decision-making process, allowing salespeople to distinguish leads that are genuinely interested from those that are only in the consideration phase.
Another new feature is ‘Personas’, which is particularly useful feature that allows marketers to create templates of their ideal sales leads. Once these parameters are set, LinkedIn Sales Navigator will recommend the right prospects based on that persona. So instead of conducting endless LinkedIn searches, potential leads are proactively provided to you.
For example, marketers can define the function, seniority, geography, and even the exact job title of the sales leads they're seeking. This ensures that marketing efforts are laser-focused on the right audience.
Given that prospecting and networking are key to growth of B2B organisations, these features offer a great way to identify potential clients, forge meaningful relations, and close more deals.
LinkedIn's new features reflect the broader trend in social media marketing of using AI for greater targeting precision and increased efficiency. Whether you’re a recruiter, salesperson, business owner or marketer, it’s making your life easier, but also raising the expectations of what can be achieved.