How to Use LinkedIn Sales Navigator? [2021 Tutorial]

Written by Jean-Baptiste Jezequel
Co-Founder @Evaboot
B2B Growth Expert

Is LinkedIn Sales Navigator worth the money? 💰

The answer is "Yes"

LinkedIn Sales Navigator worth it if you know to get the most ouf of it! 💪


And if you don't know of to use it yet, make sure to read this tutorial

Because by the end of it you definitely will 🙏🏻


Actually, you will know how to use it better than 90% of people paying for it but only exploiting 10% of its value.

Here is what we going to cover:


1. Is LinkedIn Sales Navigator Worth it?

  • What is LinkedIn Sales Navigator?
  • How much does LinkedIn Sales Navigator Cost?
  • What are the benefits of LinkedIn Sales Navigator?
  • Is LinkedIn Sales Navigator worth the money?


2. How to Get the Most Out of LinkedIn Sales Navigator Features?

  • Keyword Filter
  • Title Filter
  • Boolean Search
  • Spotlights
  • Industry
  • Company Headcount
  • Seniority Level
  • Function
  • Group
  • Posted on LinkedIn Filter
  • View Similar


3. How to use LinkedIn Sales Navigator Generate Leads?

  • How to use Sales Navigator Saved Searches?
  • How to use Lead and Account Lists?
  • How to create Account List from CSV Upload?
  • Exclude Clients and Competitors from your searches
  • How to use the Alerts on Sales Navigator Homepage?
  • How to use Inmails?
  • How to Split 2.5K+ searches?
  • How to use Sales Navigator for Linkedin Ads?



1. Is LinkedIn Sales Navigator Worth it?


1.1. What is Sales Navigator?


LinkedIn Sales Navigator is one of the premium products sold by LinkedIn (with LinkedIn Premium and Recruiter)

It is a social selling platform that provides features that focus on helping you find prospects and build relationships.


linkedin sales navigator search results

The main added value is its advanced search engine for LinkedIn that is much more powerful and precise than the “standard” search engine, with more features to find your potential customers.


linkedin sales navigator homepage

Sales Navigator also provides actionable information and insights that you can use to have a deeper understanding of your leads.

With Sales Navigator, you can engage with your prospects at a more personal level by offering personalized content and messages bases on their LinkedIn activities.


1.2. How much does Sales Navigator cost?


LinkedIn prices Sales Navigator at $79.99 per month, or $64.99 per month when paying annually ($779.88/yr).

The price goes up to $134.99 per month for the Team account.


linkedin sales navigator pricing

1.3. What are the benefits of LinkedIn Sales Navigator?



LinkedIn Sales Navigator allows you to search for leads in their huge B2B database with advanced search filters.

Basically, it is the best B2B database in the world because :

  • 700 million people are on it
  • It never gets outdated
  • people produce high-quality data

The common problem with B2B databases is they get outdated pretty quickly. 30% of B2B databases get outdated each year on average

Linkedin has not this problem because people update their info themselves.


linkedin sales navigator spotlight changed jobs


However, you can limit the value of Linkedin Sales Navigator to Advanced Search.

There are many other features that provide great added value to your outreach strategy like:

  • Job change alerts
  • Notification about prospect activities
  • Unlimited search for 3rd-degree connection people
  • Many more...

That's what we are going to cover in the next part 😉


1.4. Is LinkedIn Sales Navigator worth the money?


The worth of LinkedIn Sales Navigator to your eyes will heavily depend on the level of precision you want to achieve in your prospecting.

If you don't need your leads to be really well targeted, maybe you won't perceive the value of Sales Navigator.

On the opposite, if you need to launch hyper-targeted outreach campaigns to generate dozens of opportunities every week, LinkedIn Sales Navigator definitely worth a try.


linkedin sales navigator benefits

So if we sum it up...

Linkedin Sales Navigator won't worth the money if...

  • You are not using LinkedIn to prospect
  • Your audience is broad, and you don't need so many filters to find your targets
  • You are broke

Linkedin Sales Navigator will worth the money if...

  • Create hyper-targeted lists of leads
  • Provide great icebreakers ideas to connect with your leads
  • Display until 2500 leads per search (against 1000 for standard search)


2. How to get the most out of LinkedIn Sales Navigator Features?


Sales Navigator Advanced Lead Search helps you build your prospect list and narrow your searches for new leads by:

  • company
  • job title
  • industry
  • region
  • size
  • keywords
  • and more...

You can search for Leads (people) or Accounts (companies).


linkedin sales navigator lead filter

There are many filters you can use but don't use all of them.

The search algorithm is far from perfect.

We did a study on +1000 searches.

On average 31% of your search results don't match with your filters.

Here is a sample of search results for "Head of Sales", see for yourself...


wrong sales navigator results example


The LinkedIn search relies on a machine learning algorithm.

It can give really random results.

That is many sales spend hours cleaning lists of prospects.

But still, this is the best B2B database in the world.

So we deal with it.


linkedin sales navigator filtering problem

Evaboot has been created exactly to solve that pain point.

Make Sales Navigator better.

Let's see how every filter work and how Evaboot corrects them


2.1. Keywords Filter


keyword filter sales navigator

➡️ How it works:

The keyword filter will search the entire profile of your prospect. So if you are typing "Marketing" in your search, you will get every people that have mentioned "Marketing" at least one time in their profile.

Here is an example of a lead that came out on a "Marketing" keyword search:


keyword search example sales navigator


Don't:

Use the keyword filter to look for job titles. Keep that for the title filter.

Here is an example.

I've compared the results of the same search using the keyword filter and the title filter.

You can see that the error rate is higher with keywords search


keyword vs title search sales navigator


Do:

use the keyword filter to look for niche keywords that will not appear on the job title but rather on job descriptions or company descriptions.


keyword search sales navigator

Ex: when you look at people doing "offline marketing", really few people will mention this term in their description rather there than in their job title.



keyword search sales navigator


So if you are looking for job titles, you should always use the "Title" filter, forget about the keywords.


💜 What Evaboot does:

We make sure the keywords you are looking at are describing the real current position of your prospects.


2.2. Title


title filter


➡️ How it works:

The title filter will look for your keyword in the current job titles of your prospects.

⚠️ Many people forget to correctly update their job position, so they have 3 current experiences at the same time. Unfortunately, LinkedIn will look for your keywords in all the current experiences of your prospects

Ex: here is a prospect in a search for the keyword CEO

title filter problem

Don't:

Use the title filter without having defined your "scrapable personae". Think precisely about all the job titles you want to target.


Do:

If you don't know exactly the titles you are looking for, you can use a boolean search. Ex: CRM AND (Head OR Chief OR Manager OR Director). This way you don't give exact job titles to LinkedIn and you can stay open to opportunities within the range you defined.


💜 What Evaboot does:

we make sure the title keyword is present on the real current experience of the prospect



2.3. Boolean Search

Boolean is a simple programmatic language with whom you can build relationships between your keywords :

  • NOT searches: Type the word NOT (capital letters) immediately before a search term to exclude it from your search results. This typically limits your search results. For example, "programmer NOT manager".
  • OR searches: Type the word OR (capital letters) to see results that include one or more items in a list. This typically broadens your search results. For example, "sales OR marketing OR advertising”.
  • AND searches: AND searches: Type the word AND (capital letters) to see results that include all items in a list. This typically limits your search results. For example, "accountant AND finance AND CPA".
  • Quoted searches: For an exact phrase, enclose the phrase in quotation marks. For example, type "product manager". You can also use quotation marks if you want to find someone with a multi-word title.


2.4. Spotlights


Spotlights provide additional info on your leads like:

  • Have they changed jobs recently?
  • Do they follow your company page?
  • Do they share experiences with you?
  • Have they posted recently on Linkedin?


sales navigator spotlights



Do:

  • Use "Changed Job" as an icebreaker
  • Use posted on "Linkedin in past 30 days" to focus your outreach on people that are active on the platform
  • Use "Share Experience" provides excellent icebreakers as well


2.4. Industry


industry filter

➡️ How it works:

The industry will look for the industry chosen by people in their LinkedIn Profile, not the industry of their company!


industry profile sales navigator

⚠️ Indeed, most people think they are looking in prospects' company Industries using this filter, but that is not the case! Some users consider this field as "Department" and enter "Sales" if they work in Sales even if they work in a Software company.

Ex: I've changed my industry from Computer Software to E-Learning and this is what happens.


industry filter error sales navigator

Don't:

Think you are targeting the company industry using this filter


Do:

There will be some garbage in your search for sure, but you can still use this filter with Evaboot if you want to as a good part of people will correctly fill their profile industry.


💜 What Evaboot does:

We extract the company industry on the prospects' company page and we check if it matches with the industry you selected on your lead search.


2.5. Company Headcount


company headcount filter

➡️ How it works:

Look for the company size entered by the company page creator on the company page.


company page sales navigator

⚠️ this field is not often updated by the company page creator and LinkedIn will not respect your choice in the search results. If you enter a 2-10 employee filter, you will get companies with 10-50, 50-200 employees.


💜 What Evaboot does:

We double-check your search results to verify if every company is in the correct range you selected.


2.6. Seniority Level


seniority level filter



➡️ How it works:

LinkedIn tries to guess the seniority level with the job title and relation between people.

Ex: LinkedIn will use the information given by users when they add their managers or add managers for other people.


how seniority filter works

⚠️ This info is poorly informed, and the algorithm give unpredictable results.


Don't:

You should know all your personas a.k.a potential customers by the hearth.

Take the time to search all the possible job titles your Ideal Customer Profile can have instead of using this filter.


Do:

If your audience is broad or have too many different job title, you can combine the Title and Seniority filter like in this search

Here we entered some keywords in the Title field and choose the Seniority Level to target decision-makers.

This way he tells LinkedIn "I want any decision-maker related to purchasing"

This is a great way to find decision-makers when you don't want to list every job title on earth.


2.7. Function


function filter

➡️ How it works:

LinkedIn tries to guess your Function with your job titles

⚠️ Unpredictable algorithmic decisions

Same as Seniority Filter:


Don't:

Use this filter at all if possible


Do:

if you really know your personas, you know what job titles they have and you don't need this filter.


2.8. Company


company filter

➡️ How it works:

LinkedIn will find employees that have linked one of their current job title to the company

⚠️ As we saw earlier, people don't update their current job every time. You get a chance to get people that don't work in this company anymore with this filter.


Don't:

Add too many company names in this field. If you want ass more than 10 companies in this field, create an account list and filter your search with it (we are going how to do see in the next section)


Do:

Make sure you select the proposed company every time they appear. If nothing shows up here, the company does not exist on LinkedIn.



how company filter works

💜 What Evaboot does:

We double-check your search results to verify if your prospects really work at the company at the moment.


2.9 Relationship


relationship filter

➡️ How it works:

  • 1st Degree: people in your network
  • 2nd Degree: people with 1 mutual connection with your network
  • 3rd Degree: people with no connection in your network


Do:

If you are doing outreach with Sales Navigator, select 2nd and 3rd-degree connections.


2.10. Custom Lists


custom list filter


➡️ How it works

  • For Accounts Lists: LinkedIn will look for all the people in the companies in your Account List
  • For Leads Lists: LinkedIn will display all the people in your Lead List

how custom list filter works


⚠️ As we saw earlier, people don't update their current job every time. You get a chance to get people that don't work in the companies in your Account List.


Do:

Creating an Account List is a great way to reduce errors in your Sales Navigator search results (especially regarding the prospect's industry problem)


💜 What Evaboot does:

Evaboot will check if the leads displayed by Sales Navigator are really working in the companies you selected in your account list.

If you want to extract a lead list with Evaboot, choose a Lead List in the field and click and the button "Extract with Evaboot"


2.11. Past Lead and Account Activity


past lead and account activity filter


➡️ How it works

  • Remove Saved Leads from Search: remove all the leads presents in your Lead Lists
  • Remove view Leads from Search: remove all the leads profile page you already visited
  • Remove contacted Leads from Search: remove all the leads you already sent an Inmail to
  • Search with Saved Account: look for the leads that have a current experience in the companies in all your Account Lists


2.12. Groups

You can look up group members inside Linkedin Sales Navigator.


group filter


Again, this a great icebreaker to connect with people.


From there, you can write a personalized message like: "Hey, saw you're a member of { group name }..."


how group filter works

2.13. "Posted on LinkedIn" filter



You can use this filter to find content posted by Linkedin Users

Let’s say my targets are Head of Sales.

We can use the "Posted Content Keywords" to look for Head of Sales that recently posted OR commented something about Sales


posted content keyword

You have a perfect icebreaker to contact them: "Hi, just saw your recent comment about {post content keyword}..."



how posted content keyword works

2.14. View Similar


You found what you considered a perfect lead? Use the View similar button!


similar filter

LinkedIn will show you profiles that match the one you selected in term of education and professional experiences.


how similar filter works

2.15. "Connection Of" Filter


What is the best icebreaker of all time? A common friend!

With this filter, you can search your friend's networks for potential customers (You can only choose 1 person)


connected to filter

Here are 210 people you can contact with a great icebreaker!

"Hi, I spoke to {connection} last week and he told me about {company}. It ringed a bell for me because I {reason for outrearch}..."


sales navigator search engine


3. How to Generate Leads with Linkedin Sales Navigator?


⚠️ You need a Sales Navigator Team Account to have access to this feature!


Go to Account List > Create an Account List > Upload and Account from CSV


create account list from CSV sales navigator


Read the guidelines:

  • 1000 companies maximum
  • You need at least the name of the company to do this
  • The more you add details (ID, Website etc...) the more you improve the chances of LinkedIn to match your CSV with the right companies.


requirement csv upload linkedin sales navigator


Upload your CSV file


csv upload linkedin


Map the field


map field upload account list



Name you list and wait for the matching algorithm to do it's magic


upload CSV to create account list sales navigator


Check the results!


CSV import results sales navigator


Congrats! 🎉 You just saved hours of boring work


3.1. How to use Linkedin Sales Navigator Saved Searches?



So the first time you do this search, you extract the results and send your first campaign.

Great.

But what happens after that?

This list will not be the same forever, some people will change jobs, and new people will meet your search criteria every day

You need to do some follow-up on this search.


new leads saved searches sales navigator


The "Save Search" feature allows you to get notified when new people match your search results.

It is a great way to identify new opportunities but gets in contact with people as soon as they get into position.


sales navigator saved searches results


If you click on the "New" field, you will get access to the list of leads that recently matched your search filters.


➡️ How to save a search on Sales Navigator?

Search for leads and click on save search here


how to save a search on sales navigator


Click on the button Saved Search

Define a name and the alert frequency


set up alert frequency saved search

➡️ What is the alert frequency?

This is the frequency at which new leads will appear on your Saved Search Dashboards.



It is mostly defined by the frequency of your outbound campaigns.

You want to contact new prospects every week ➡️ Choose Weekly

You want to contact new prospects every month ➡️ Choose Monthly


➡️ How to generate leads with Saved Searches?

Let's say you want to fill your campaign with new leads every Monday.

You just need to connect to LinkedIn Sales Navigator > Go to Saved Searches > Click on New Results



You now have access to the newly added leads

When you are on this type of searches, you can see "delta-saved-search" on the URL


delta saved searches


You can now extract this search with Evaboot and add these people to your campaign! 🎉


3.2. How to use Sales Navigator Lead and Account lists?


When you are using the Sales Navigator Search, you can add leads or companies to lists.

This allows handpicking some profiles in your searches to save them in the shortlist you want to contact.

You can add them one by one:


add lead to list linkedin sales navigator

Or select groups of leads to import in your lists:


bulk add lead sales navigator list

➡️ Use Lead list for targeted outreach campaigns

Once you handpicked a good list of qualified prospects you can :

  • contact them one by one on LinkedIn
  • Export the list in a spreadsheet to launch an outreach campaign.


➡️ Use Accounts List to find decision-makers

Something smart to do with Account lists is to use them to filter your lead searches.

As I said earlier, 31% of your search results on average do not respect your filters on regulars searches.

With this technique, you can reduce this number.

How to proceed?

account list linkedin sales navigator


Start by making an Account search and select companies you want to contact in an Account list.


add company to an account list dales navigator


Go to Lead results and filter your search with your account list.

You now have a list of every employee working in the companies you selected.


how to filter a lead search with an account list sales navigator


Add the type of personae you want to target in these companies


how to use the title fitler linkedin sales navigator


Now you get a list of the CEO of your targeted Account list!

You can either:

  • Save them in a Lead List
  • Export the search in a spreadsheet with Evaboot

3.4. How to create Account List from CSV Upload?

3.5. How to Exclude Client and Competitors from your searches?

When you are doing prospecting, you really don't to harm your relationships with your competitors or your customers.

So how to be sure they won't receive a commercial message from you?

That is precisely what we are going to see in this tutorial

2 simple steps:

  • Create your Blacklists
  • Exclude your Blacklists from your LinkedIn Sales Navigator Searches

1. Create clients and competitors blacklist


Look for your clients in the Account Search Engine


how to add accounts in a account list sales navigator


Add them to a list


create a backlist of client sales navigator


It will appear under Account Lists Tab


account list tab sales navigator


You can repeat the same process for your competitors!


2. Exclude your Blacklists from your LinkedIn Sales Navigator Searches


Once you have built your 2 blacklists


linkedin-sales-navigator-blacklists.png


You can go on custom list to exclude them from your searches


build a blacklist on linkedin sales navigator


Click on this icon to exclude the list (the list will turn red)


how to exclude account lists on sales navigator


The people working in these companies won't appear in your searches anymore!

You can safely contact these people without worrying to contact a client or a competitor ;)


3.6. How to use Sales Navigator Alerts?

Once a lead or an account is added to a list, you get notifications about their activities in your Sales Navigator feed.


homepage linkedin sales navigator


This a great to write personalized icebreakers for your prospects!

When a prospect writes a post you can:

  • like the post
  • leave a comment
  • send a message

When you want to get a response, timing is key.


3.5. How to use Sales Navigator InMails?


Sales Navigator InMail allows you to contact anyone on LinkedIn without being connected.

If your prospects:

  • haven't accepted your connection request
  • didn't answer your first emails

You can use Inmails as a last resort to get an answer


3.7. How to Split 2.5K+ Searches


Sometimes you make a search on Sales Navigator on you get more you 2.5K results.

The thing is you can only export until 2500 prospects from a Sales Navigator search.

The reason is simple 🙏

Sales Navigator only displays 100 pages of 25 results each on the front end.

It's not possible for a scraper to get the LinkedIn Profile URL if the people are not displayed in the search 🤔

So you have to split your search if you don't want to lose these leads.

Here is the solution to do it right


split search sales navigator


Splitting with Company Headcount: you lose people ❌

Why?

Because you won't lose people in your search doing this operation

Let me explain ⬇️

split sales navigator searches with company size


Here I have selected all the company sizes available...

But I loose 1K people doing this operation

Why?

Because not everybody link their profile to their company page!

So if you are using this filter you exclude all these people


Splitting with industry: too complicated ❌


You can split your search with industry, but the process is messy

To reconstitute your search, you will likely have to select between 50-100 industries

The process is painful and not efficient


too many industry sales navigator


Splitting with Seniority Level: the easy way ☑️

The easy way to extract a 2.5K+ search is to split it using Seniority Level. As every profile has a seniority level (whether they linked their profile to a company page or not), you won't lose anyone.


seniority level split sales navigator


Here I split my 6K export with 3 searches

You can see that the 3rd search still contains more than 2.5K people

Don't worry

You can use Function to split it!


Split Seniority Level with Functions if necessary ☑️


If you still got more than 2.5K people in a Seniority Category, you can use Function to split it like this

  • Choose a Seniority Level
  • Choose some function to split in 2 or 3 parts


split slaes navigator searches with function



That's it for this complete guide guys!

Hope you enjoyed it ;)

If you want to pull out data from Sales Navigator someday...

Think about Evaboot to do it.


3.8. How to use Sales Navigator for LinkedIn Ads?


When you are choosing your audience, click on List upload > Contact List or Company List


Capture d’écran 2021-06-24 à 11.11.44.png


Then "Upload a list"


Capture d’écran 2021-06-24 à 11.13.37.png


LinkedIn recommend uploading at least 10,000 contacts, but you upload starting at 300.

To match your list to LinkedIn members, They require at least one of the following:

  • email address
  • first and last name

Including additional fields such as company, job title, or country increases the accuracy of the match.

You lucky because you already extracted all this information with Evaboot (whether you upload a Contact or a Company list) 😉


Capture d’écran 2021-06-24 à 11.33.19.png


You can now continue the setting of your Ad campaign!

Upload your Sales Navigator audience to Google Ads


To upload list of emails of your Google Ads Account, you to respect certain rules

  • The account must have been in general compliance with our rules.
  • Payment history must be satisfactory.
  • Google Ads account must be at least 90 days active.
  • Total spend since account creation must be greater than50,000 $. For advertisers whose accounts are not managed in USD, the spend amount is converted to USD based on the average monthly exchange rate for that currency.

If this is your case, go to Audience Manager > Click on +


add-sales-navigator-audience-google-ads.png


Click on customer list to add your list of emails


Capture d’écran 2021-06-24 à 11.51.17.png


➡️ If you want more details on the process, you can check this article.


Upload your Sales Navigator audience to Facebook Ads



If you want to upload a list of customer to Facebook you can go to Audiences > Create Audiences > Customer List


Capture d’écran 2021-06-24 à 11.59.03.png


➡️ If you want more details on the process, you can check this article.


PRO TIP: Use Ads for Multichannel Prospecting


The goal of multi-channel prospecting is to make your prospects think about often so they end up thinking: "I see these guys everywhere. I should take a meeting with them"

Multiplying touchpoints using emails, LinkedIn, Twitter is a great way to send your follow-up messages whitout seeming too pushy.

You can totally add ads to your multichannel campaigns with that same goal in mind


Capture d’écran 2021-06-24 à 17.05.59.png


A prospect will be much more likely to take a meeting with you if they are exposed to your brand several times per week


Extract Leads from
LinkedIn Sales Navigator

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