By Tom Sandford on October 07, 2019

Linkedin sales navigator: an essential tool for content marketing?

Linkedin’s sales navigator has, over the last 6 month, become an essential tool for most of our clients. It’s crept up on us, really.  What was something just for the sales teams and hardcore Linkedin types has become a key tool for most B2B content teams. Here’s a run through of how it can be used..


Content strategy


Building the plan: Target Market


Sales Navigator core function is the ability to build lists - lists of companies (accounts) and lists of people (leads). If you’re targeting, say, engineering firms with 50+ employees and a small marketing function, and you want to know how big your target market is, you could do far worse than run an advanced search on accounts that match.


Persona research


While we would always advise you build your persona’s on qualitative research, sales navigator can certainly help. Looking through your top clients profiles (again, create a list), you’ll see their activity - their posts and the posts they’ve liked and commented on (take note of the hashtags) - along with the groups they’ve joined, the celebs they follow and their ‘skills and endorsements. 

Sales Navigator users get more information on accounts than regular users on second and third level contacts. Useful if you’re going after a new market. 


Bonus tip: Crystal Knows


Not related to Sales Navigator, but relevant to persona research, is the chrome extension Crystal Knows. It uses DISC profiling to give you a personality profile of a linkedin account. Using a tool like this should add a rich layer to your persona research.



Content creation


Getting your content seen through organic channels is more competitive than ever, and PPC and social advertising is more expensive than ever.  We’re advising most clients to include the distribution of their content in the creation of said content. The tactic is this… Research the influencers or customers you want to see or share the content, and find a way to naturally reference them. Then, when it’s time to share, that sharing is easy. 


Content distribution




Timing is everything and the alerts you get from sales navigator provide users with updates on when leads have changed jobs, accounts have been mentioned in the press and when they’ve viewed your content. Use those alerts, along with Elevate (more on that shortly), to time the promotion of your content, either via the company page or, more likely, through the sales teams accounts.  


Linkedin Elevate


A tool launched in 2014, Elevate allows marketers to promote content through their employees. Over the summer, Linkedin have integrated this with sales navigator to make sharing content that much easier for your sales teams. No more excuses!




Launched in 2017, Pointdrive allows salespeople to build up a custom page, within Linkedin, for prospects. This is a tool we’re seeing more clients use as part of an ABM (Account Based Marketing) campaign. What’s useful for marketers to know is the rich content formats that are available - slides, videos, ebooks etc - and the ability to control the narrative. Especially useful for companies with a long sales process with technical specs to get across. 




Sales Navigator’s get 10 inmails a month. An inmail is a Linkedin message that is guaranteed to be seen by the intended recipient. I get a lot of them and most are garbage. Clients who get the most from these tend to promote an event - a webinar or in-person event - to loose connections. It’s a much easier way to build rapport. 

If you’re running the content show at a B2B company, and you’re not currently paying for Sales Navigator, it’s probably time to break out the credit card.  

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Published by Tom Sandford October 7, 2019