LinkedIn is not just a platform to expand your professional network; it is the way to build valuable business relationships and ultimately achieve successful collaborations. The unfortunate reality is that people often don’t fully utilize LinkedIn’s potential and limit themselves to superficial connections that don’t delve deeper, thus missing out on business opportunities.
Maximize your LinkedIn connections.
Imagine: you add 100 people to your LinkedIn network and you find 1, 2 or maybe 3 interesting starting points for possible business interactions. But what happens to the other 97 people? They are often forgotten, and they forget you too. Actually a great shame, is this always a challenge for you too? The secret to LinkedIn success is not just making that one connection. But following a structured strategy to convert those connections into valuable business relationships. This means that you should not forget those 97 people, but keep involving them step by step. Until the time is right for a possible collaboration.
But how do you do that?
How do you ensure that you consistently and effectively keep in touch with all those potential customers in your network without becoming overwhelmed? The answer lies in administration and keeping track of your strategy in a CRM system, whether this is easy via an Excel file or an existing system, it doesn’t matter, as long as you do it! Record your interactions, plan follow-up actions to follow up on, and keep track of the progress of each potential lead. Of course, sharing knowledge and content is also part of keeping your relationships warm, but I’ll tell you more about that another time.
What is a CRM system?
A CRM system can therefore help you to also involve those other 97 people so that some nice collaborations can arise from this. But what exactly does a CRM system entail? A CRM system can be seen as a handy tool that companies can use to manage their relationships and interactions with customers and leads. All data is collected and centralized by the system, making it easier for you to maintain an overview. In addition, a CRM system offers the option of segmenting and following up on connections on LinkedIn. This means you don’t have to unnecessarily sift through a list of thousands of connections. The CRM system helps you to identify and follow up on potential customers. Popular CRM systems that you may already know include Salesforce, Pipedrive and Hubspot.
Benefits of a CRM system.
We have already mentioned a few advantages that you can experience when you use a CRM system. But to be sure, here is a list for you:
- Creating an overview: No more separate lists or missed opportunities: a CRM keeps track of all your connections and interactions in one place, including notes and follow-up actions.
- Strategic follow-up: Automated reminders and workflows allow you to respond to needs at the right time, increasing the likelihood of success.
- Effective segmentation: Filter your network based on criteria such as industry, location or interests, so you can send targeted campaigns or personalized messages.
- Improved collaboration: In your team environment, a CRM ensures that everyone has access to the same customer information, which can promote communication and consistency.
- Results insights: Built-in analytics tools allow you to see which strategies are working and where you need to make adjustments to achieve better results.
So, imagine adding 10 new people to your network every day. Without an organized system to manage these interactions, you risk getting lost in a sea of to-do lists and missed opportunities. A well-maintained CRM system allows you to work in a structured way. Set priorities and follow up at the right time for that one deal! That’s why I always say: your potential customer is already in your network. But it’s up to you to find them!
Connecting CRM system to LinkedIn
If you want to connect your CRM system to your LinkedIn, you can do this by means of an individual activation or a group activation:
Individual CRM activation in Sales Navigator
Do you only want to enable CRM synchronization for specific users? No problem! This can be useful if not everyone in the team needs access to the CRM connection. Follow these steps:
1. Go to Manage Places
- Move your mouse over Administrator at the top of the page.
- Click on Manage Places in the drop-down menu.
Here you will get an overview of all Sales Navigator users within your organization.
2. Choose the right person
- Search the list for the colleague who should have access to CRM synchronization.
- Click on Edit next to their name.
This opens the settings of this specific user.
3. Enable CRM synchronization
- Check Enable CRM synchronization.
From that moment on, all relevant data of this user will be automatically updated in the CRM. That means: always the latest customer information at your fingertips and no more double entry.
💡 Tip: Want to make sure everything works properly? Let the user log in to Sales Navigator and test whether the synchronization is active.
Group activation of CRM in Sales Navigator
Are you a Sales Navigator administrator? Then you can connect the entire team to your CRM in one go, so that everyone can automatically view the latest lead data. No more hassle with manual copy and paste! Here’s how to set it up:
1. Go to the settings
To create the connection, you first have to go to the correct settings in Sales Navigator:
- Move your mouse over Administrator at the top of the page.
- Click on Administrator settings in the drop-down menu.
2. Connect your CRM
Then you connect the CRM system:
- Scroll to CRM settings and click on Connect to CRM.
- Log in to your CRM, such as Salesforce.
If the connection is successful, Sales Navigator can immediately retrieve and sync data with your CRM.
3. Want to clean up old data? (optional)
Have you previously imported data into your CRM and want a fresh start? You can delete this old data:
- Go back to Admin Settings.
- Click Change under CRM Settings.
- Check Yes to clean up previously imported CRM data.
This ensures that no duplicate or outdated data remains in the system.
4. Confirm and you’re done!
- Click Continue and your CRM sync is enabled!
From now on, leads and contacts in Sales Navigator will automatically update to your CRM. This means less manual work and a streamlined workflow.
Examples of CRM and LinkedIn integrations
LinkedIn Sales Navigator + Salesforce
Sync leads and accounts directly from LinkedIn Sales Navigator to Salesforce. Get real-time updates and manage interactions within your CRM.
LinkedIn Sales Navigator + HubSpot
Automatically log LinkedIn conversations to HubSpot and add new contacts to your CRM when you connect on LinkedIn.
LinkedIn Lead Gen Forms + CRM
When someone fills out a LinkedIn ad form, the data is sent directly to your CRM (e.g. Pipedrive, Marketo, or Zoho CRM) for quick follow-up.
LinkedIn + Zapier + Any CRM
Use Zapier to connect LinkedIn to your CRM if there is no standard integration. Automate lead imports, start workflows, and sync messages.
Third-party tools (e.g. Lusha, Phantombuster, Dux-Soup)
Enrich your CRM with LinkedIn data and automatically pull in contact details. Please note LinkedIn’s terms of use.
Why a CRM integration with LinkedIn is essential
A CRM integration with LinkedIn is a game changer for everyone in sales and marketing. You work faster, more efficiently and with better data. No more manual copying, but a streamlined process that helps you close more deals.
- No more manual entry: Leads and contact details are automatically synchronized, so you don’t waste time on manual entry.
- Always up-to-date customer information: Changes in roles, companies and contact details are immediately updated in your CRM.
- Better lead follow-up: You receive automatic updates and reminders, so you can contact leads at the right time.
- Tighter collaboration between sales and marketing: Both teams work with the same up-to-date customer data, which ensures more efficient campaigns and follow-up.
- Insight into results and performance: You can easily analyze which LinkedIn leads convert and which sales strategies work best.
I always say: your potential customer is already in your network, but it is up to you to find them! If you need help with that, contact us!