LinkedIn Sales Navigator Economic Impact Study: European Spotlight
Does a 312% ROI and 6-month payback sound too good to be true? It's not.
Read on to see what it means for Europe.
Is LinkedIn Sales Navigator worth the investment?
In 2023, LinkedIn commissioned Forrester Consulting to conduct a global Total Economic Impact™ study to determine the return on investment (ROI) of LinkedIn Sales Navigator. In this sub-set of the global TEI study, focused on the use of Sales Navigator in Europe, Sales Navigator was found to lead to a 20% increase in the number of closed/won opportunities in Year 1, and a 2x increase in outreach with quality leads.
Discover the main benefits identified by Forrester below, and read the full global study for the full details, including methodology and customer testimonials.
Select a topic to explore further:
- Revenue growth
- Sales productivity
- Research efficiency
- Data accuracy
- Buyer intent
Gain in net operating profit due to the increase in sales opportunities
By leveraging more accurate data, higher-quality leads, and improved messaging, the European organisations experienced an increase in qualified sales opportunities, leading to more closed/won deals and ultimately generating additional revenue.
Productivity gains and license cost elimination due to the consolidation of legacy sales tools
The representatives described how their businesses achieved cost savings by reducing the number of tools and subscriptions, resulting in lower licensing fees and maintenance costs associated with those tools. By streamlining their sales tech stack, sales teams were able to concentrate their time and energy on utilising and maximising the value of the remaining tools. This elimination of multiple systems reduced the need for switching between platforms, minimised distractions, and enhanced productivity.
“We eliminated one tool, which is about a £30,000 per year subscription, and another tool that was costing us around £10,000 to £15,000 per year. So, getting rid of those tools definitely helped us save costs and streamline our tech stack.”
Sales Manager, Software Firm
Efficiencies gained in sales research efforts
By leveraging accurate and detailed professional data, automated capabilities, and seamless CRM integration, the organisations’ sales teams more efficiently identified qualified leads ready to buy and engaged prospects with more effective messaging, resulting in increased opportunities and a positive impact on the bottom line.
“With the adoption of this technology, we managed to increase our output twofold. So, we doubled the amount of what we were doing with the same number of resources, just by leveraging Sales Navigator.”
Sales Manager, Software Organisation
Data accuracy and enrichment
Since Sales Navigator is built on the established LinkedIn professional platform, the organiszations’ sales team benefitted from access to real-time, first-party professional data, as it ensured data accuracy and empowered the sales teams to approach the available information with confidence.
“You now have prospect data that isn't governed by a central authority or owner of a centralized data set. Instead, it's controlled by the individual users themselves. This makes it the most accurate data set available. Without access to this data, you're essentially operating blindly, unsure of who to target, which accounts to focus on, and which individuals to engage with.”
Sales Manager, Software
Identification of high-value leads with intent to buy
Sales Navigator incorporates a feature that identifies and reports buyer intent, enabling the organizations’ sales teams to track a prospect’s journey, prioritiszing those most likely to engage based on intent signals such as responding to an InMail, visiting the organiszations’ LinkedIn pages, and interacting with its posts. This functionality empowered the sales teams to prioritise their efforts efficiently and concentrate on high-value prospects who are more likely to make a purchase.
"What I appreciate is the ability to easily filter by geography, specific types of decision-makers, and other criteria. Whether it's me or the team, we often use these filters to narrow down our search. For instance, if we're targeting a brand or a start-up, we can filter for decision-makers located in Europe. This allows us to focus on the relevant interlocutors who are most likely to be decision-makers within our target market."
Head of Business Development, Advertising Services
LinkedIn resources
- Watch the Deep Sales Summit
- Sales Navigator case studies
- Check out the LinkedIn Sales Blog
- Visionary Voices Hub
Get started with Sales Navigator
*LinkedIn commissioned Forrester to undertake this TEI study. Forrester does not endorse a company or its solution, and clients cannot purchase favorable opinions or results. Forrester maintains editorial control over any content created. For more information visit forrester.com/policies/tei.
**This information derives from LinkedIn proprietary data and is supplemental to Forrester's TEI Study findings.
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