Setting Up Salesforce LinkedIn Integration

LinkedIn has become an integral part of any sales and marketing strategy. With over 740 million members worldwide, tapping into the power of LinkedIn can give companies a significant boost in lead generation, brand awareness, and sales. Integrating LinkedIn with Salesforce creates a seamless experience for sales and marketing teams to leverage LinkedIn data directly within Salesforce.

As we look ahead to 2024 and beyond, LinkedIn integration will become even more vital for businesses. Salesforce is continuously enhancing its LinkedIn integration capabilities through new features and partnerships. Understanding the benefits, use cases, and best practices of Salesforce LinkedIn integration will be key for companies wanting to maximize its value.

This comprehensive guide covers everything you need to know about Salesforce LinkedIn integration now and what to expect in 2024 and beyond.

Overview of Salesforce LinkedIn Integration

Salesforce offers several ways to integrate LinkedIn data directly into Salesforce through various products and features:

  • LinkedIn Sales Navigator: This is LinkedIn’s premium sales tool. It integrates directly with Salesforce, allowing users access to LinkedIn data like profiles, leads, and account insights from within Salesforce.
  • Social Studio: Social Studio is Salesforce’s social media marketing platform. It can integrate profiles and publish content to LinkedIn company and showcase pages.
  • Einstein Relationship Intelligence: Leverages AI to automatically capture LinkedIn profiles and signals like job changes to provide insights on leads and contacts.
  • Account Insights: Brings LinkedIn data like news mentions, employee movements, and statistics into account records in Salesforce.
  • Lead Gen Forms: Enables creating LinkedIn Lead Gen forms that populate leads directly into Salesforce.
These integrations provide a powerful LinkedIn toolkit natively within Salesforce to tap into LinkedIn’s data and network effects. Tighter integration and new capabilities are expected through 2024 and beyond.

How To Integrate LinkedIn with Salesforce?

LinkedIn and Salesforce are potent platforms for managing professional networks, leads, and sales. Integrating them can streamline many business processes and enable more targeted outreach and engagement. Here are some ways to integrate LinkedIn with Salesforce:

How to Install LinkedIn Sales Navigator from the Salesforce AppExchange

It links your LinkedIn account to Salesforce and syncs LinkedIn Leads, Contacts, Company, and Account data.

  • In Salesforce, go to AppExchange and search for “LinkedIn Sales Navigator.” Click “Get It Now“.
  • Login with your LinkedIn credentials and allow access to sync data.
  • Configure which LinkedIn data objects (Lead, Contact, etc.) sync to Salesforce.
  • Map LinkedIn fields to Salesforce.
  • Set sync frequency – daily, weekly, or real-time.
  • Save configuration.

How to Connect LinkedIn Campaign Manager to Create, Manage, and Track Marketing Campaigns

  • In LinkedIn Campaign Manager, go to Integrations > Salesforce and click Connect.
  • Login to your Salesforce account and allow access.
  • Select which Salesforce objects to sync data with.
  • Set campaign sync direction and frequency.

How to Install Social Studio from AppExchange to Publish Content and Messages to LinkedIn

  • Get Social Studio from AppExchange and go through the installation process.
  • Link your LinkedIn company/profile page as a social account.
  • Create LinkedIn posts within Social Studio to publish directly to your LinkedIn feed.

How to Use Zapier to Automate Data Flows between LinkedIn and Salesforce

  • Create a Zapier account and connect LinkedIn and Salesforce as channels.
  • Build Zaps to create Salesforce records when certain LinkedIn triggers occur automatically.
  • For example, create a lead when someone fills out a LinkedIn form.

How to Add the LinkedIn Tab to Salesforce to Share Content and Messages from within Records

  • In the Salesforce setup, go to User Interface > Tabs.
  • Search “LinkedIn” and add the LinkedIn tab to desired profiles.
  • Users can now share posts on LinkedIn directly from lead, contact, and account pages.

Leverage LinkedIn and Salesforce APIs to Build Custom Integration Functionality as Needed

  • Review documentation for LinkedIn API and Salesforce API.
  • Use your preferred coding language to call APIs and pass data between the platforms.
  • Build custom apps and integrations tailored to your specific use cases.

Benefits of Salesforce LinkedIn Integration

Integrating LinkedIn with Salesforce provides compelling benefits that will only grow in the future:

360 Degree View of Leads and Contacts

LinkedIn integration surfaces key details like work history, skills, education, connections, and interests of leads and contacts directly within Salesforce. It provides a 360-degree view of leads and contacts to help sales and marketing teams better understand them and personalize outreach.

More Relevant, Timely Insights

Integration surfaces timely LinkedIn signals like new connections, job changes, and content sharing to trigger relevant tasks and activities in Salesforce. It keeps data current and teams notified of relationship developments.

Prioritize Leads Faster

LinkedIn data like company size, job role, and connections help sales teams segment and prioritize inbound leads faster in Salesforce for more effective follow-up.

Expand Your Network

Finding relevant contacts through shared connections accelerates relationship building. Sales reps can expand their network with fewer cold calls.

Generate More Leads

Lead Gen Forms make it easy to create customized forms on LinkedIn that feed leads directly into Salesforce for follow-up.

Boost Brand Awareness

Sharing company updates and content on LinkedIn company/showcase pages through Social Studio raises brand visibility.

More Personalized Outreach

Integration surfaces background info like work history, education, interests, and connections that help sales teams personalize their LinkedIn outreach.

Track Performance

You can track LinkedIn initiatives and analyze performance from within Salesforce using reports and dashboards.

Integrating Salesforce and LinkedIn transforms lead generation, sales prospecting, account management, and brand awareness. As Salesforce and LinkedIn add more capabilities, the benefits will compound for companies leveraging the integration.

Key LinkedIn Integration Use Cases

LinkedIn integration lends itself well to key business use cases that provide primary value. These will remain important in 2024 and beyond.

Lead Generation

LinkedIn Lead Gen Forms enable the creation of customized forms that feed leads directly into Salesforce for follow-up by sales. Forms can be tailored by industry, buyer persona, and product. It provides a significant lead generation channel beyond website forms.

Sales Prospecting

LinkedIn integration surfaces complete profiles for outbound prospecting and shares standard connections to improve sales rep productivity. Finding the right contacts and accounts to prospect gets much more straightforward.

Account Based Marketing (ABM)

LinkedIn integration provides account insights and signals to identify high-value target accounts and contacts. These Account-Based Marketing insights help orchestrate highly personalized multi-channel outreach.

Recruiting

HR teams can efficiently source active and passive candidates, leveraging the LinkedIn data and Recruiter system. Hiring managers get direct visibility into candidate profiles in Salesforce.

Customer Marketing

Seeing customers’ LinkedIn profiles and news provides insights to delight and retain them better. Marketing teams can create more relevant customer campaigns and events.

Brand Awareness

Company and showcase pages allow organizations to build their brand by sharing content and updates with their LinkedIn followers. Activity can be tracked in Salesforce.

These are just some of the high-impact use cases for LinkedIn integration today. As functionality expands, more innovative use cases will emerge.

Key Capabilities to Expect in 2024 and Beyond

LinkedIn and Salesforce have hinted at several areas where tighter integration is forthcoming:

Enhanced LinkedIn Data and Signals

New LinkedIn data objects and signals around interests, skills, content engagement, and job changes will surface in Salesforce profiles. That will provide richer insights to act on.

Deeper Einstein Integration

Einstein Relationship Intelligence will leverage AI to automatically surface relevant LinkedIn signals for leads and contacts in Salesforce.

Advanced Analytics and Reporting

More out-of-the-box LinkedIn-focused dashboards, reports, and analytics in Salesforce will enable tracking performance across objectives.

Targeted Ad Retargeting

Syncing LinkedIn audiences with Salesforce for ad retargeting and lookalike modeling will allow more personalized ads.

Lead Prioritization Models

AI-driven models to score inbound LinkedIn leads based on profile, firmographics, and engagement data for faster follow-up.

LinkedIn Chat Integration

Messaging capabilities between Salesforce and LinkedIn could facilitate communications and outreach right from Salesforce.

LinkedIn Events Integration

Marketers can create, manage, track LinkedIn virtual events, and generate leads without leaving Salesforce.

Integration with New LinkedIn Products

As LinkedIn releases new products for sales and marketing, tighter Salesforce integration is likely.

These enhanced capabilities will enable marketers and sellers to accomplish more with LinkedIn without switching between systems. The LinkedIn data and actions will be available natively in Salesforce.

Best Practices for Maximizing Value

To maximize the return from Salesforce LinkedIn integration in 2024 and beyond, companies should focus on three best practices:

1. Build a LinkedIn Strategy

Define your objectives and KPIs for LinkedIn across lead generation, recruiting, brand building, and other goals. Outline the target audiences, content plan, and programs to run on LinkedIn. This strategy should align with your overall sales and marketing strategy.

2. Promote Adoption Across Teams

Educate your sales, marketing, recruiting, and customer teams on leveraging LinkedIn integration. Provide training and resources to drive adoption. Highlight use cases and share success stories.

3. Analyze and Refine

Leverage LinkedIn Analytics and Salesforce reports to measure effectiveness. Examine which content, campaigns, and profiles generate traction. Refine your strategy and programs based on insights.

With a thoughtful strategy, broad adoption, and continuous optimization, your company will maximize LinkedIn integration value in 2024 and beyond. Companies that lag in adoption will miss out on the benefits.

Key Takeaways

Here are some key takeaways on Salesforce LinkedIn integration:

  • Tighter LinkedIn integration provides 360 insights on leads and contacts directly in Salesforce.
  • Key use cases today include lead generation, prospecting, ABM, recruiting, and branding.
  • Enhanced data, AI, analytics, and messaging are expected by 2024.
  • To maximize value, develop an integrated strategy, drive adoption, and refine based on data.
  • Companies not levering LinkedIn integration will miss out on significant benefits.
By getting ahead of LinkedIn integration, companies can build a solid foundation to capitalize on emerging capabilities by 2024. LinkedIn data will become integral to sales, marketing, recruiting, and customer success workflows. Companies that don’t evolve risk getting left behind by competitors leveraging LinkedIn’s network effects and tight Salesforce alignment.

The future looks very bright for Salesforce and LinkedIn integration. Companies that take the time now to optimize integration will reap significant rewards over the coming years as new capabilities emerge. It will remain a key growth driver through 2024 and beyond.

Amelie Lamb

Amelie Lamb

Amelie Lamb is an experienced technical content writer at SoftwareStack.co who specializes in distilling complex software topics into clear, concise explanations. She has a talent for taking dense technical jargon and making it engaging and understandable for readers through her informative, lively writing style.

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