LinkedIn rolls out new relationship intelligence tools for B2B marketers and sellers

"For many marketing and sales teams, developing the right relationships is the key to unlocking better performance. But research from LinkedIn suggests that 86% of sellers have seen a deal get delayed or fall through entirely in the past year due to a decision-maker changing roles. So to help marketers and salespeople develop critical relationships, LinkedIn today announced it is launching a new suite of tools that leverages the platform's first-party data to help teams home in on the right contacts and leads."

""We know, for many of you, this is a time of uncertainty, and selling is hard. Our hope is these new features empower you to build deeper, lasting relationships - even if they don't immediately lead to deals," said Mitali Pattnaik, senior director of product at LinkedIn, in a blog post. The new set of tools comprises Relationship Explorer, a hub within LinkedIn's data-driven selling platform Sales Navigator."

"Using Sales Navigator's new Personas feature, sales teams can set specific parameters to help narrow down their target customers. These parameters include job title, seniority, job function and location. By plugging these details in from the get-go, sellers will ideally enjoy a more seamless path to discovering target buyers. A defined Persona will appear not only within Relationship Explorer but also in a salesperson's homepage view, in Search and on their Account Pages."

LinkedIn introduced Relationship Explorer within Sales Navigator to help marketing and sales teams identify and engage ideal contacts using first-party data. Research on the platform found 86% of sellers experienced deals delayed or lost in the past year because decision-makers changed roles. The Personas feature lets teams define audiences by job title, seniority, job function, and location, streamlining discovery of target buyers. A defined Persona surfaces in Relationship Explorer, homepage views, Search, and Account Pages. The tools aim to help sellers build deeper, lasting relationships and complement earlier LinkedIn enhancements to improve B2B marketing and selling.

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