Unlocking Sales Success with Buyer Intent on Sales Navigator

Over the past 6 years, I have experienced the transformative power of LinkedIn in driving brand awareness and generating high-quality sales leads. One of the most potent tools in our arsenal is the Buyer Intent feature available on Sales Navigator Advanced.

In this article, I unpack why this feature is a game-changer for companies and individuals aiming to supercharge their B2B sales efforts.

Understanding Buyer Intent

Buyer Intent in Sales Navigator provides sellers with key insights on accounts that are showing intent. But what exactly does this mean? It’s about identifying those accounts that are actively considering a purchase. These are the companies whose decision-makers are researching, engaging, and signaling their interest. By tapping into this intent, we can strategically position ourselves to engage with the right people at the right time.

The Advantages of Buyer Intent

1. Precision Targeting

Buyer Intent allows us to laser-focus our efforts. While knowing which accounts are showing intent is valuable, the real magic lies in identifying who within an account is displaying intent. Sales Navigator now provides this critical differentiation. Imagine having a compass that points directly to the decision-makers who are primed for action. This information saves us precious time and effort that would otherwise be spent sourcing it manually.

2. Holistic Buyer Journey Insights

Sales Navigator offers a 360-degree view of the buyer’s journey. From initial engagement with your company page to accepting an InMail, we can track intent data throughout the entire process. This comprehensive perspective ensures that we don’t miss crucial touchpoints. Whether it’s a warm introduction or a subtle interaction, we’re aware of it all.

3. Activity-Based Insights

Not only does Buyer Intent reveal which accounts and individuals are showing intent, but it also provides a list of specific activities that express this intent. These activities act as breadcrumbs leading us to the heart of the opportunity. Whether it’s frequent visits to your website, interactions with your content, or engagement with your company updates and other team members, we’re privy to the clues that matter.

4. Product Category Intent

Beyond company-specific intent, Sales Navigator introduces Product Category Intent. This feature gives us a view of likely intent toward a specific product or product category. Imagine knowing that a contact is actively interested in a particular solution you offer. It’s like having a crystal ball for personalised outreach.

Practical Implementation

So, how do we leverage Buyer Intent effectively?

1. Account Hub: Start with the Account Hub dashboard. Here, you’ll find your saved accounts showing intent and discover new ones actively signalling interest.
2. Account Pages: Dive deeper into individual accounts. Learn which contacts within an account are displaying intent and explore their specific activities.
3. Highlights Section: As soon as you sign in, the Highlights for you section on the homepage highlights top accounts with intent. Click through to the Account Hub for more details.
4. Search Filters: Use the Buyer Intent Search filter to identify accounts already showing intent while searching for new opportunities.
5. Stay Alert: Set up alerts for accounts showing intent. Be notified when employees or leadership engage with your LinkedIn company page or website.

Closing Thoughts

Buyer Intent on Sales Navigator Advanced isn’t just a feature; it’s a strategic advantage. By aligning our efforts with a buyer's intent, we position ourselves for success. Gone are the days of cold outreach and ice breakers to get a sales conversation... if you are using Buyer Intent!

Remember, it’s not about chasing every lead—it’s about chasing the right ones. And with Buyer Intent, we’re on the right track.

Want to learn more about Buyer Intent and see it in a live environment? Get in touch and let's set up a demo.

BOOK A BUYER INTENT DEMO

Disclaimer: I am not endorsed or paid by LinkedIn to promote Sales Navigator - it's just an amazing tool that all salespeople should be using!