How Nuix leveraged Sales Navigator’s CRM Integrations to enhance engagement and boost efficiency

For Nuix, a leading provider of investigative analytics and intelligence software, transitioning to a customer acquisition phase required a robust solution to integrate data from multiple sources and provide its sales team with a 360-degree view of accounts.

By consolidating three data sources into a single view and enabling the integration of LinkedIn Sales Navigator into their customer relationship management (CRM) system, Nuix was able to transform their sales processes and set their sales team up for efficiency with customer acquisition and success with Sales Navigator.

1.5x win rate for new business deals when using Sales Navigator

2.6x deal size for new business deals when using Sales Navigator

As a digital forensics expert, Nuix serves customers worldwide across various industries. As the company began to focus more on acquiring new customers, having information in the right place at the right time became crucial.

However, Nuix’s customer data was stored in many different platforms, and account managers had to perform repetitive searches across various tools and services. This made it challenging to view a comprehensive list of prospects, their activities and social interactions, as well as the latest account information.

“We faced the challenge of fragmented data,” explains Henry Surapong, Global Marketing Operations and Automation Lead at Nuix.

“Our goal was to focus on a metric that gave us useful insights and was directly relevant to our customers.”

Additionally, Nuix needed to be able to validate each prospect to ensure they were a real lead – but having to go back and forth between systems was extremely time consuming and detrimental to sales productivity.

“Many companies are facing the same issue – it’s not easy to have leads coming in and have the information in the right place at the right time.”

To address the situation, Nuix consolidated their data sources into a single view by connecting Sales Navigator to Salesforce with CRM Sync. They used LinkedIn CRM Embedded Experiences to access key Sales Navigator data and functionality directly within their CRM.

"Whenever a new customer shows interest in our product, we validate their information through LinkedIn. Once a lead is confirmed and qualified, we use Sales Navigator to forward the lead to our account team,” explains Surapong.

With CRM Embedded Experiences, the Nuix sales team is able to access key insights and data. They can also search for new leads matching their customized personas within Sales Navigator. “With CRM Embedded Experiences, everything is streamlined on a single page. Our account managers don’t need to leave Salesforce to get insights on leads or accounts,” says Surapong.

When the lead comes into their system, the sales teams are able to see all of a lead’s previous interactions because they have set-up CRM sync for Salesforce. “Through one click to LinkedIn, we can verify the incoming lead to match a LinkedIn contact.”

Sales Navigator has yielded numerous benefits for the Nuix team.

First, Account IQ’s real-time analytics allowed the team to make more informed decisions and improve engagements. Ultimately, Sales Navigator improved engagements by 51% - including prospects opening emails, going to their landing page, downloads and form submissions.

The company also enabled two features: Account IQ – which creates an AI-generated summary of customers' accounts – and Relationship Maps.

“Account IQ is very powerful, because it gives us information that is up-to-date like a company’s revenue and employee growth,” Henry says.

Surapong explains, “We will also map the person through Relationship Maps. Everything is streamlined from lead to account. We don’t need to leave Salesforce to have all of the Sales Navigator information in one place. This is an ecosystem of information”

And finally, the efficiency gains were significant. Automating data gathering and analysis reduced manual effort and freed up account managers to focus more on strategic activities.

“We faced the challenge of fragmented data. Our goal was to focus on a metric that gave us useful insights and was directly relevant to our customers. LinkedIn Embedded Experiences provided valuable insights, allowing for more informed decision-making and enhancing our engagement outcomes.”

Henry Surapong

Global Marketing Operations and Automation Lead
Nuix
“In the past, we’ve had to search among different platforms. Now, everything is quite streamlined. Account IQ allows us to see information about the account quickly and in one place.”

Henry Surapong

Global Marketing Operations and Automation Lead
Nuix

ABOUT NUIX

Nuix (ASX:NXL) is a leading provider of investigative analytics and intelligence software, that empowers customers to be a force for good by finding truth in the digital world.

Nuix helps customers collect, process and review massive amounts of structured and unstructured data, making it searchable and usable at scale and speed, and with forensic accuracy.

Nuix has over two decades of knowledge and experience built into its solutions from working with government and commercial customers worldwide.

Users rely on Nuix’s software to assist with challenges as diverse as criminal investigations, data privacy, eDiscovery, regulatory compliance and insider threats.

Developed and supported by a talented team spread across seven offices worldwide, Nuix’s solutions are powered by its patented data processing engine and enhanced with AI.

Nuix’s AI capabilities super-charge software to identify patterns and correlations that no human could find, so that Nuix users get to the most relevant or risky data faster, saving on time, cost, reputation damage and even lives.