Sales insights on LinkedIn

Context

In response to the evolving needs of sellers in a new economic era, Sales Navigator released Account IQ — a gen-AI powered company research tool that helps sellers gain a deep understanding of their target accounts in a fraction of the time.

I spearheaded the integration of Account IQ insights into the LinkedIn consumer experience, bridging the gap between Sales Navigator's enterprise capabilities and LinkedIn's flagship consumer platform. The project spanned three milestones: validating the concept on Sales Navigator, integrating insights into the LinkedIn flagship, and visioning future extensions across the consumer experience.

The challenges

UI & Experience consistency — Sales Navigator and LinkedIn Flagship are two drastically different platforms. Seamlessly integrating a SaaS feature into the consumer experience requires careful design decisions to ensure consistency across both platforms.

Scenario complexity — Traditionally, the consumer experience focuses on job seekers and buyers. As enterprise integration expands, multiple lines of business explore integrations in parallel, creating a challenge in balancing user attention.

Communication of feature and branding — Clearly conveying the value and distinguishing between Sales Navigator offerings and other paid features such as Premium is essential to achieving growth goals.

The opportunity

As of early 2024, sellers generate 20% of all profile views on LinkedIn, yet only 1 in 5 customers fully utilize Sales Navigator's value as active sellers. Account research needs to become a habitual part of Sales Navigator workflows.

Our solution: meet sellers where they are and enhance the LinkedIn flagship platform for sellers — replacing their existing company-page experience with richer, AI-powered insights.

Design Principles

- Simple — Prioritize a clear and enticing design to effectively communicate the feature. - Valuable — Ensure sustained quality of account research rather than duplicating existing information. - Scalable — Design with scalability in mind to handle increasing use cases and ensure experience consistency across platforms.

A/B Test

I leveraged the existing Account IQ preview from Sales Navigator as the control group. After one month, Version A (the proposed design) achieved +8.17% feature WAU, while the control increased only 0.66%.

Reflection

Make Sales Navigator value more discoverable by integrating intuitive entry points across LinkedIn. Increase the value of Account IQ and other Sales Navigator tie-ins by providing users with richer, more actionable insights without leaving the consumer experience.