Why LinkedIn Sales Navigator is actually a bad idea

An objection we usually get when presenting ScreenTag to businesses is that ‘We use LinkedIn Sales Navigator to handle our leads’.

Let’s start with what LinkedIn really is: it’s a social media platform for business professionals, just like Facebook is a social media platform for everyone. And as with all social media platforms, you don’t own your connections or leads data. LinkedIn does. And LinkedIn decides what you are allowed to do with them, not you. For instance, you are allowed to cold message up to a certain number of people per month. If you exceed this number, you will either have to upgrade your account, or wait until next month.

Things get more complicated – and more expensive – if you decide to go with Sales Navigator for a whole team of Sales Development Reps (or SDRs). For example, certain features are available only if you pay for more than 10 seats – that cost your business $1,350 per month. All that, provided that those SDRs are already proficient with using Sales Navigator productively. And, even if they are, guess who ‘owns’ those leads, in case one of your team members decides to quit… They do! Imagine now a team member quitting your team, to join your competitor’s team. You have effectively paid for your competitor’s leads, just because you decided to use Sales Navigator for Teams!

Don’t get this wrong, though.

LinkedIn is a great sales lead sourcing tool – and there is a whole industry built-up on top of that. But keeping those leads inside LinkedIn, contacting them only through LinkedIn, or even worse invoicing those leads through LinkedIn, gives permission to LinkedIn to run your business any way they like – and makes them the most profit – by simply modifying their terms of use.

You may keep sourcing leads using LinkedIn, but once you get the connection with your potential lead, the optimal strategy would be to get them transferred to a system you can control – e.g. your e-mail marketing or CRM platform – using a tool like ScreenTag.

Leave a Reply

Please log in using one of these methods to post your comment:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s