LinkedIn just published the 2022 edition of its ‘State of Sales’ report, which looks at emerging trends among buyers and sellers and how the most successful outreach managers optimize their performance. LinkedIn will publish eight different regional variations of the report over the next week, incorporating responses of over 15k buyers and sellers around the world.
What’s The State?
The US and UK reports are available now, which you can access here. We’ll primarily be going over US data for this piece and what insight it has about the latest shifts. To start, the report looks at how sales managers are using tech platforms, like sales intelligence and CRM platforms, to optimize their outreach.
80% of sellers who reached 150% of quota or more use sales tech at least once a week.
Based on this figure, sales managers that make use of the tech tools available drive significantly better results, which underlines the need to both seek out and learn the best options for your business. The data also shows that sales managers who work more closely with their marketing departments also see improved performance.
The report also looks at remote work trends and how sellers are evolving, with overall responses showing a strong preference for at least part-time, out-of-office operations.
46% of buyers respond that they would like to work remotely more than 50% of the time.
36% of buyers also share that working remotely has made little or no change to their ability to make purchasing decisions.
It might seem strange to sales managers, especially with most of them having long-held face-to-face engagement as a critical element. That might still be true, but sales managers are finding that they’re increasingly able to do the majority of their work remotely, with advanced connection tools now facilitating more opportunities to showcase offers digitally.
This points to the next element – how LinkedIn can help.
A study last year found that LinkedIn mails sent to buyers get an 86% uplift if the seller had viewed the buyer’s profile before sending a message.
InMail acceptance is increased by 13% if sellers follow their target company’s LinkedIn page.
Buyers who’ve recently posted a job change on LinkedIn are 65% more likely to accept InMail.
The results show that LinkedIn plays a key role in maximizing sales opportunities, which, given its report, isn’t too surprising. Still, a more in-depth analysis of how LinkedIn can help underlines the platform’s value as a business connection tool, which could help optimize your selling workflow.
The Wrap
As always, LinkedIn provides us with another set of interesting notes and statistics; the addition of regional reports could prove invaluable insight for many buyers and sellers around the world. These are but surface values. You can further explore and learn about the report here, while regional reports will be made available throughout the week through this link (requires email signup).
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