Buyer intent in Sales Navigator provides sellers with key insights on accounts that are showing intent. This feature helps you reach out to the right people in the right accounts at the right time.
Please review these frequently asked questions to learn more about Buyer Intent in Sales Navigator:
No. Buyer Intent is available for Sales Navigator Advanced and Advanced Plus edition users only.
No. You don't need CRM Sync to be enabled for Buyer Intent.
Sales Navigator Buyer Intent data consists of 180+ distinct insight signals, which are combined into the aggregated Buyer Intent Score and many are highlighted individually in the Buyer Intent Activities section on the account dashboard, on account pages, and in the Account Hub page.
The 180+ Buyer Intent signals are categorized as the following:
LinkedIn.com activity: Buyer Intent activity completed on LinkedIn.com includes comments and reactions on posts, new connections to colleagues, profile views, and page activity such as following a company page. These examples are also public activities, such as comments and reactions, and private, such as profile views. This activity impacts the buyer intent aggregated score.
LinkedIn.com advertising activity: This intent activity is recorded whenever a buyer interacts with an ad, such as reacting, commenting, filling out a lead generation form, or clicking. In this case, sellers will be able to see the identities for buyers whenever they complete public facing activity, like commenting, reacting, or completing a lead generation form. Examples of private activities include clicking a link in an ad. This activity also impacts the buyer intent aggregated score.
LinkedIn.com messaging activity: Messaging intent activity is recorded whenever a buyer accepts or declines an InMail. Buyer activities will be displayed for individuals who have accepted Sales Navigator InMails from another teammate on the same Sales Navigator contract. This activity also impacts the buyer intent aggregated score.
Buyer Intent activity outside of LinkedIn.com: Several actions taken outside LinkedIn are also taken into account in the aggregated score and buyer intent activities. Companies who have added the Insights tag to their website gain additional data in their aggregated scores and alerts and receive insights on website visits.
You can find information on buyer intent in Sales Navigator in the following places:
Accounts on the Account dashboard are either saved accounts or accounts that have been uploaded into Sales Navigator via a .CSV file or from your CRM, if Sync is enabled.
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Highlighted leads are leads identified as actively showing intent through a combination of buyer intent related activities such as a lead following your company, or a lead viewing your individual profile (depending on individual profile viewing settings enabled for your profile).
Following are the filters available in Account Hub:
Use both the Account Hub filters (growth alerts, moderate and high buyer intent, etc) and sorting capabilities (opportunity date, category intent, and buyer intent) to effortlessly manipulate the table to quickly display accounts that you should be focusing your time on. Once you’ve identified your top accounts, be sure to star them so you can easily filter your list down with the Starred filter.
The Discover new accounts tab displays accounts identified as showing high levels of buyer intent that you have not yet saved.
The Buyer Activities section in the Interest tab in an Account page, is part of a release that is still in development. New data points and changes will be added in the subsequent months. The Beta label is an indication that this page will be improved in the future and that you should keep an eye on this page.
These are activities completed by users on Sales Navigator and Linkedin.com that show intent such as engaging with company or individual content on LinkedIn or interacting with ads.
To help build a foundation of intent, ensure that your company has an active company page on LinkedIn that has frequent activity and posts added on it that sellers are frequently posting and engaging with. Also ensure that you have an active ad account with LinkedIn. All of these activities help spread content that potential buyers can interact with to indicate intent.
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High - Implies that the account has a very active expression of buyer intent and that it is a good time to reach out on LinkedIn.
Moderate - Implies that the account has an active expression of intent, so they're likely to respond to an outreach on LinkedIn.
Neutral - Implies that an account has no active intent. There is currently no clear direction of intent from this account.
Negative - Implies that an account has an active expression of disinterest, so they're unlikely to respond to a LinkedIn outreach.
The Buyer activities section provides you with two filters - Decision makers and 7 days, that you can use to filter the list of contacts or group of contacts. If you select the Decision makers filter, you'll see decision maker activities over the last 30 days. If you select the 7 days filter, you'll see all Buyer intent-related activities that have occurred within the last 7 days. If you select both these filters, then you'll see all decision makers that have performed Buyer intent related activities in the last 7 days.
Product Category Intent is a form of Buyer Intent data that gives sellers a view on likely intent towards a specific product or product category, rather than a specific company. Individuals showing high Product Category Intent are probably actively interested in the specific product or product category selected. You can find Product Category Intent in lead Search today.
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Product Category Intent is calculated using an AI model that identifies intent in a specific product or product category using a range recent activities on LinkedIn.com. This model will get smarter over time and in upcoming releases.
Product Category Intent is a form of Buyer Intent. Product Category Intent gives you an idea of potential interest a specific product or category in general, regardless of whether or not it's related to your company, while Buyer Intent gives you an idea of potential interest specifically tied to your company.
Product Category Intent data comes from recent activities on LinkedIn.com as well as publicly facing product descriptions.