LinkedIn Sales Navigator’s account map feature provides sales professionals with a visual overview of their target accounts. It maps out the relationships between accounts, contacts, and leads to help identify opportunities and streamline sales processes.
Overview of Account Maps
An account map displays accounts as circles/nodes on a relationship map. The size of the circle represents the size of the account based on metrics like employee count or revenue. Lines connect the accounts to show relationships between parent companies, subsidiaries, partners etc. Contacts and leads are shown as smaller circles connected to their respective accounts.
By visualizing these connections, account maps help sales teams to:
- Understand account hierarchies and corporate family trees.
- Identify cross-selling and up-selling opportunities within related accounts.
- Prioritize and sequence outreach to interconnected accounts.
- Reveal opportunities to engage multiple targets through a single point of contact.
Key Features and Functions
Some key features and functions of LinkedIn Sales Navigator’s account map include:
Customizable Views
Sales reps can customize their account map view to focus on different parameters like relationship strength, deal size, or contact seniority. This enables them to visualize accounts based on the factors most relevant to their sales strategy.
List View
Users can toggle between the interactive relationship map and a list view of the accounts. The list view provides additional details and filters to analyze accounts.
Account Insights
Detailed intelligence cards provide quick access to relevant information on accounts like key staffers, news, job changes, and recent activity. This helps sales teams identify opportunities and trends.
Saved Views
Frequently used customized map views can be saved for quick access later. This enables sales reps to switch between different relationship maps for different scenarios.
Dynamic Updating
As new data comes in, account maps visualize updates to job changes, news alerts, and other account activity signals. This keeps the relationship maps current.
List Building
Target account lists can be easily built from the nodes displayed on an account map. This streamlines list building for email campaigns, events, and other sales plays.
Benefits of Account Maps
Key benefits provided by LinkedIn Sales Navigator’s account maps include:
- Revealing connections – Maps uncover hidden relationships between accounts that may present opportunities.
- Prioritizing targets – The ability to visualize account data helps identify and prioritize the most promising targets.
- Sequencing outreach – Maps suggest sequences for coordinated targeting of multiple accounts and contacts.
- Informing strategy – Visual intelligence informs strategies like whether to use a land-and-expand vs point solution approach.
- Simplifying monitoring – Changes and updates are easy to spot visually on the relationship map.
- Enabling collaboration – Maps provide a shared understanding and can support collaboration across sales, marketing and account management.
Use Cases
Here are some examples of how sales teams can use LinkedIn Sales Navigator’s account maps for different scenarios:
New Territory Planning
When starting out in a new territory, reps can quickly map out the key accounts and relationships between them to inform territory planning and identify where to focus.
New Account Targeting
Enter a promising new account and visualize all the related accounts connected to it as potential targets.
Cross-selling/Up-selling
For an existing customer, explore their account map to reveal opportunities in subsidiaries, parent companies, or partners.
Reactivations
Account maps help sales reps identify the best contacts to reach out to at accounts where they have lost touch.
coordinated targeting
Visually coordinate outreach across multiple interconnected accounts for initiatives like event promotions.
Who Can Benefit from Account Maps?
Here are some of the sales roles and teams who can derive significant value from leveraging LinkedIn Sales Navigator’s account map feature:
- Account Executives – For managing and developing named accounts.
- Business Development Reps – To map new accounts and penetrate territories.
- Sales Development Reps – To sequence targeted outreach to accounts.
- Sales Managers – To gain visibility and inform territory strategies.
- Marketing Teams – To coordinate cross-account initiatives and campaigns.
- Customer Success Managers – To identify expansion in existing accounts.
Conclusion
In summary, LinkedIn Sales Navigator’s account maps provide a valuable visual aid to identify target accounts, prioritize outreach, spot cross-selling opportunities, monitor accounts, inform strategies, and collaborate across teams. The interactive maps enhance visibility into account relationships and hierarchy to help sales teams optimize targeting and drive greater results.