LinkedIn is an essential tool for key account managers to build relationships, identify key decision makers, understand their accounts, prospect for new business, and position themselves as thought leaders. Here’s a deep dive into how key account managers can get the most out of LinkedIn.
Building Relationships
LinkedIn provides key account managers with a platform to connect and build relationships with current and prospective clients. By sending personalized LinkedIn connection requests, key account managers can expand their networks and open up new sales opportunities. Messaging contacts directly and commenting on their updates allows account managers to strengthen existing customer relationships as well.
Joining and participating in relevant LinkedIn Groups related to their industries and accounts also positions key account managers as subject matter experts and thought leaders. Groups are excellent venues for starting conversations and engaging with many contacts at once.
Identifying Key Decision Makers
LinkedIn’s advanced search filters and Premium account options enable key account managers to identify the decision makers and buying committee members for their accounts. By searching for titles and keywords within specific companies, account managers can often uncover the names and contact details for key players that may not be findable through other methods.
LinkedIn Premium allows the saving of search results and contacts as well as seeing the full list of employees at an organization. These features give account managers invaluable insight into the key relationships to develop at their accounts.
Understanding Accounts
Researching accounts and contacts on LinkedIn provides background information that prepares key account managers for sales calls and meetings. The work histories, education, skills, accomplishments, and recommendations of contacts reveal useful insights for personalizing pitches and presentations.
Company pages also contain overviews, statistics, news articles, and employee posts that help account managers understand organizational challenges, initiatives, and goals. This context enables account managers to tailor solutions and messaging to each account’s unique needs and issues.
Prospecting for New Business
LinkedIn opens up new prospecting opportunities through advanced searches, InMail, and employee insights. By searching for titles and keywords and filtering by industry, location, company size, etc., account managers can discover promising new accounts to pursue.
InMail allows account managers to directly contact prospects that they’re not connected to already. Though limited to a certain number per month with Premium accounts, InMails often receive higher response rates than cold emails.
The ability to identify an organization’s employees on LinkedIn also presents new prospects. Account managers can search within a target company for contacts who share connections, groups, interests, or backgrounds as a potential introduction point.
Positioning as a Thought Leader
Posting regular LinkedIn updates with insights, trends, and helpful resources enables key account managers to position themselves as thought leaders and subject matter experts. Sharing advice, perspectives, and content that addresses customer pain points and industry challenges boosts engagement and shows value.
Profiles with rich media and content stand out as more authoritative. Adding project examples, presentations, and portfolios provides social proof for account managers’ expertise. Publishing long-form posts as LinkedIn articles further demonstrate thought leadership.
Best Practices for Key Account Managers on LinkedIn
Here are some top tips for key account managers looking to maximize their LinkedIn presence and effectiveness:
Complete Profile
Filling out all profile sections fully with details about work history, education, skills, accomplishments, recommendations, etc. builds credibility.
Custom LinkedIn URL
A customized public profile URL makes a profile more memorable and searchable for contacts.
Professional Photo
A high-quality, dressed professional headshot creates a polished, trustworthy brand image.
Optimize Headline
The 120-character headline space should include important keywords, titles, expertise areas, and value propositions.
Showcase Skills
Including at least 5 key skills on the profile helps surface a profile in relevant searches.
List Important Certifications
Certifications related to their field add legitimacy and authority to their expertise.
Publish Articles
Posting long-form content, insights, perspectives establish thought leadership.
Recommend Connections
Writing recommendations for colleagues and contacts can prompt reciprocal endorsements.
Join Relevant Groups
Active participation in niche industry and role-related Groups expands reach and visibility.
Conclusion
Leveraging LinkedIn to its fullest potential is a powerful strategy for key account managers to build stronger customer relationships, identify decision makers, understand accounts, prospect, and elevate their personal brands. Implementing best practices like optimizing profiles, publishing content, and engaging strategically will lead to more LinkedIn success.
