This document describes the technical implementation and security of Sales Navigator CRM Sync for CRM and data source partners that utilize Sales and Marketing Systems Connect: A suite of APIs that enable imports of CRM Data into Sales Navigator, and writes back select Sales Navigator activity to the CRM.

HubSpot Integration image
  • HubSpot

CRM Sync is a capability that enables LinkedIn Sales Solutions to match our People and Companies to the Leads, Contacts, and Accounts within your CRM, (dependent on records provided by CRM vendor) enabling a variety of time-saving features:

  • Auto-Save – Auto-saving Accounts and Contacts associated with Open Opportunities for the Opportunity Owner, removing the manual step and ensuring those owners always get the latest Alerts on their most important Accounts and Contacts.
  • CRM Badges – Enables links to the CRM from the Sales Navigator interface, and visual cues for when contacts are in CRM, not in CRM, or have out-of-date information, allowing for immediate navigation between Sales Navigator and related CRM records.

  • Activity Writeback – Offers Sales Navigator admins the ability to enable Activity Writeback. With one click, Sales Navigator users can log InMails, messages, phone calls, notes, and Smart Links views back to CRM. And once enabled per user, it remembers the setting for the next InMail or note. (Can be deactivated by the user.)

  • Search Filters – Activates a new search filter that allows you to limit Lead Search results to just those contacts included in your CRM or those that are not in your CRM.

  • Contact Information – Displays contact information present in the CRM on Sales Navigator Lead pages, reducing user effort to access this information when working in Sales Navigator.

  • Update/Create Leads and Contacts –  Allow leads and contacts to be updated directly from Sales Navigator to CRM with just a few clicks, or created as a new contact if not currently in CRM.

  • ROI Reporting (Opt-In) – Allows your LinkedIn Account representative to generate customized ROI reports that reveals how usage of Sales Navigator has influenced or sourced opportunities found in the CRM.

  • Seat Assignment – Allows Sales Navigator administrators to assign seats based on users found in the CRM.

  • Creation of writeback data in CRM – CRM writeback functionality does not push, update, or create LinkedIn Company data into the CRM, it only pushes the activities users take.

  • Single CRM Record Match Limit – LinkedIn Profiles and Accounts can only be linked to a single CRM record, so if you have intentionally duplicated CRM Leads or Contacts, our model will only pick the single best scoring match and all functionality will apply to that one contact.

  • Once auto-saves are processed, we will NOT auto-unsave if ownership/other changes occur. That said, we will auto-save Contacts again as they are associated with new Open Opportunities for new owners.

  • Activity writeback is now enabled by default for all users. But individual users can decide if they want to enable writeback or would prefer to turn it off.


  • CRM Sync through SMSC-enabled partners is only available to Advanced Plus customers.

  • A Sales Navigator Administrator account:  

    • An admin account is required to enable the integration.

  • Partner Platform:

    • An admin account is required from the integrating partner platform

  • JavaScript enabled browser with ability to login/configure in a cookie clear environment (eg: Chrome Incognito, Firefox Private Browsing, etc.). 

  • You can connect to a CRM Sandbox environment to initially test CRM Sync with Sales Navigator and/or test new CRM features before releasing to all your users. To know more, visit this help center article.

Data flow

The CRM Sync (& Activity Writeback) is a bi-directional data flow that relies on secure, dedicated APIs (SMSC) between Sales Navigator (LinkedIn) and your CRM. Data is encrypted in transit between CRM Partners and LinkedIn, relying on TLS over dedicated APIs. Integrating CRM platforms utilizes LinkedIn’s Enterprise Authentication and Authorization flows to create a secure OAuth connection. More details can be found at our website here.

Data Import and Data Matching image

SMSC enabled CRM Partners send Opportunity, Contact, Account, Lead, and User data from the CRM to Sales Navigator. This data is processed to identify matching people and companies that exist in both LinkedIn and within your CRM. Matches are based on a scoring model that uses a variety of criteria including names, contact information, and geographic information.  

A listing of all objects and fields downloaded and used in matching is included in the Appendix section of this guide.


Imported data is stored securely within a Linkedin database. 

  • Matched Records – Matched CRM Accounts and Leads/Contacts will have the “CRM” badge/link displayed and those that are associated with an open Opportunity are auto-saved in Sales Navigator for the Opportunity Owner.

    • CRM Badge – Users will see a “CRM” badge within Sales Navigator for all matched records (CRM Accounts, Contacts, and Leads). Clicking this badge saves users time by taking them immediately to the corresponding CRM record in Salesforce. 

    • The “CRM Badge” badge is displayed for all Sales Navigator users, even if they do not have permission to view the matching object within the CRM (permissions limit access in CRM). 

  • Unmatched Records – CRM records not matched will show a CRM badge with a no symbol, and users can match the Lead profile from Sales Navigator to CRM by clicking the badge, then selecting “create record.” Matches made in this fashion will be stored and visible to all users on the Sales Navigator contract. 

  • Incorrect Matches – If incorrect matches are found, then users can manually re-match to the correct Sales Navigator Lead/Account from within the CRM, on an individual basis, using the Embedded Profile (Display Widgets) or Embedded Experiences: Find Key People integrations – this match will be stored for all users on the contract. Users may also re-match Accounts from Sales Navigator Account Lists, by clicking on “Rematch Account” and searching for the correct CRM Account.

Match rates for all data are reported in aggregate within the Sales Navigator administrator console.


Import Matching Strategy image

SMSC enabled CRM partners are required to send updates/changes/new information no later than 12 hours after creation. Partners can implement a real-time change stream if they plan to support that frequency. Each time new data is received by Sales Navigator, it is processed to add new badges, contact information, auto-save leads/accounts, and update search filters.

Once matched auto-saves are processed, Sales Navigator does NOT auto-unsave if ownership/other changes occur. However, Contacts will be auto-saved again as they are associated with new Open Opportunities for new owners.

Sales Navigator will display basic Opportunity fields within Account Lists, including Opportunity Name, Owner, Close Date, and Status.

If users click into the list for more detail, they can access a panel which displays the above fields for all Opportunities associated with the Account that are either Active or have been Closed in the past year.


Data Export image 1
Data Export image 2

Sales Navigator administrators can enable Activity Writeback, allowing users to log InMails, messages, phone calls, and notes back to CRM.

  • Users are able to writeback select Sales Navigator activities (Notes, InMails, Messages, Notes, Phone Calls) to the matched Account/Contact/Lead records in the CRM.   

  • Writeback primarily works to CRM Leads/Contacts, Accounts Writeback only supports Notes. 

  • Sales Navigator Admins can choose to enable and test Activity Writeback for their synced users. 


Data Writeback Strategy

  • InMails, Messages, Connection Requests, Notes, and Smart Link Views are displayed as “Activities” on the Contact Overview tab. Notes are also logged within the “Notes” section of the Contact Activity tab. 

  • Activities are written back by the individual Sales Navigator end users.

  • To complete an activity writeback, users are first asked to either locate or create a CRM record. 

Frequency of Export

  • Activity is written back to the CRM instantly. 


How is the imported CRM data used by LinkedIn?

The imported CRM data is used as a convenience to the end user to quickly sync their relevant Accounts and Contacts and power optimal use of our Sales Navigator tools with better alerts, search, and easy centralized access to contact information. In addition, the imported CRM data is used to ensure that actions taken within Sales Navigator are properly and immediately recorded to CRM, so that no information is lost and duplicative actions are not required by Sales Teams.

With your approval, LinkedIn may also use your imported CRM data to analyze and provide you with custom ROI reporting. These reports can help you understand the influence LinkedIn/Sales Navigator has on Opportunities in your pipeline, the value of those Opportunities, and how efficiently your sales professionals are able to close them.


What security protocols/measures does LinkedIn use to protect customer data and where is the data being stored?

LinkedIn employs strict access control and protection policies to protect customer data. The data is secured on production databases with limited audited access and is encrypted at rest. This ensures that your private data is used only for its intended purposes.

As for data storage, LinkedIn's data centers are located in the United States. Multiple data centers in geographically distributed locations protect against regional catastrophic events. LinkedIn's infrastructure and tooling enable rerouting of traffic between co-location sites.

Please note: The LinkedIn data processing agreement incorporates the most recent version of the EU Commission standard contractual clauses (SCCs) for legal cross-border transfers, in compliance with Art. 46, GDPR.  Section 3 of the DPA commits LinkedIn to process Customer Personal Data in compliance with applicable laws, regulations, and other legal requirements relating to privacy, data security, and protection of Personal Data.


What data and customizations are pushed back into my CRM?

The data written back to the CRM is specified in the table in the Appendix section of this guide.

Am I able to permanently delete any data sent from my CRM to Sales Navigator?

Yes. You may purge all imported CRM data at any time by clicking Disconnect and Continue. Data will be deleted within 30 days of disconnect.


Disconnect CRM

How do I retrieve my data prior to deletion?

After contract termination, if required by the customer, data is returned to the customer before its deletion from the system. Some data is self-retrievable through the Admin Center via reporting and dashboard functionality. Otherwise, a data request can be requested through your Account Team or the Help center Data Access Request Form: The format data is delivered is generally going to be in Excel, and often through a .zip file.

Do I need to enable data writeback to my CRM in order to use the CRM Sync feature?

No. You can enable CRM sync to import CRM data (details above) into Sales Navigator, without turning on activity writeback. 

When you are ready to turn on activity writeback, as an admin you’re able to 1) test the feature by writing a “test” note on a Sales Navigator lead and see if the writeback to the CRM works as expected and 2) choose to enable the specific activities you’d like to be written to the CRM.


Export to CRM settings

How does authentication work for SMSC-enabled CRM partners?

Through a client credentials 2-legged OAuth flow and the LinkedIn Enterprise Authorization flow a secure system-to-system connection is established between the SMSC-enabled partner platform and the customer's LinkedIn Sales Navigator application instance. A system user is not required to utilize SMSC-enabled partner CRM sync integrations. All system-to-system communication between LinkedIn and SMSC Partners is over TLS 1.2.

Did LinkedIn perform any penetration testing?

Yes, LinkedIn has performed internal penetration testing on its Sales Solutions, including the CRM Sync feature. Customers can review/download the latest penetration testing report for LinkedIn Sales Solutions by registering for an account with LinkedIn's Trust Center at

What admin configuration tools are offered to manage the sync functionality?

LinkedIn offers the ability to control what users have auto-saving and writeback functionality, whether writeback is enabled at all, and then ability to clarify when deals enter your pipeline and what field revenue information is stored in. For more details, please see the Sync enablement guide here.

What types of data are collected & processed?

Customer Personal Data

  • Sales Navigator requires Employee Name and Email unless SSO is used, in which case name and email are not stored. Customers may also choose to send Sales Navigator CRM data, which may include employee Personal Data.

  • In addition, Sales Navigator customers will generate the following data within LinkedIn: searches, information inputted by customers’ staff (such as Notes, Tags and SmartLinks presentations) and messages sent to potential sales contacts through LinkedIn’s InMail services.  LinkedIn also collects usage data for Sales Navigator users. 

Member Data

  • When members join LinkedIn, they expressly agree to our terms, which include agreeing to receiving promotional and other messages from us and our partners. Section 2.3 of our Privacy Policy informs LinkedIn members that they may receive messages "about how to use the Services, network updates, reminders, job suggestions and promotional messages from us and our partners." In addition, following the member's initial consent to receive promotional messages (provided at the time of account creation), LinkedIn again confirms that the member consents to LinkedIn sending promotional messages to him/her. Specifically, the message we send to verify the member's email address asks them again to confirm their consent to receive promotional and other messages.

  • Members control which messages they receive by adjusting their communication preferences on the Privacy and Settings page or using the unsubscribe options in the footer of messages as applicable (e.g., Sales Navigator InMails). These settings allow a user to control which emails, InMails, and other communications the member receives from us and our partners, including the ability to opt-out of receiving InMail messages entirely.

Further information can be found here.  

Object Fields Usage
(standard task activity)
Subject, Body, actingCrmUser, recipientInCrm InMail messages written to non-connections
(standard task activity)
Subject, Body, actingCrmUser, recipientInCrm LinkedIn messages written to 1st degree connections
(standard object)
Subject, Body, actingCrmUser, recipientInCrm Notes captured against Accounts or Leads in Sales Navigator
(standard object)
Subject, Body, actingCrmUser, recipientInCrm Phone calls initiated via Sales Navigator Mobile App
Smart Links Presentation Viewed (standard activity type) Subject, Body, actingCrmUser, recipientInCrm Smart Links Presentation viewed. The subject line will contain the type of task.
Contact actingCrmuser, Country, First Name, last Name, Parent Account Id, Phone, Stage, title  
Lead actingCrmuser, Country, First Name, last Name, Parent Account Id, Phone, Stage, title  

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