The complete guide to creating leads through search tool Sales Navigator

The complete guide to creating leads through Sales Navigator

Welcome to your most important step towards gaining new leads and customers, Sales Navigator. Whether you are looking to increase sales, reach new audiences, manage your customers better, or gain insights into the market, you are in the right place.

This guide will provide you with all the tools you need for success and a full and quick review of SN management and operation to achieve optimal results.

A few words about the guide and what you can find: the guide was written by Barak Finkelshtein, founder of the KaizIn agency specializing in LinkedIn. The inspiration for the guide comes from the LinkedIn SN management tool from the digital guide that LinkedIn released. You can see it at this link.

The guide is structured hierarchically, in which we progress from basic to more complex topics. Therefore, if you know about a specific topic, please jump ahead.

The guide is built interactively with tasks, exercises, links to video clips, and other resources to help you become more professional; feel free to use them as needed.

What are we discussing in the guide?

  • Part One: What is a Sales Navigator and what do we use it for?
  • Part Two: Activating the Account.
  • Third Part: Adjustments and Definitions.
  • Fourth Part: Getting around on the Platform.
  • Fifth Part: Tips for Using Sales Navigator
  • Summary.

Part One – What is a Sales Navigator?

SN is an incredibly strong platform with many capabilities designed to help you quickly and accurately increase your lead lists. In addition, the SN platform provides a wealth of resources, analysis, targeting options, and insights to connect with your target audience.

Before we begin, let’s take a moment to go over the glossary of terms we will be using in this guide.

Glossary of Terms:

  • Lead: A person you already do business with or are interested in doing business with.
  • Account: A company you already do business with or are interested in doing business with.
  • In Mail: a private message that allows you to connect with people on LinkedIn. You receive 50 credits per month; for each message you send and receive a response, you get the credit back. Each month the credits reset, and you receive 50 new credits for sending messages.
  • Team link: A feature that enables you to see the connections and network of your team to find the best way to reach out to someone you want to connect with.
  • Smart Link: A feature that allows you to manage intelligent links, such as adding links to your outgoing messages and getting accurate statistics on who viewed the link, how much time, which pages they view the most, and more.
  • CRM Sync: A feature that allows you to import sales activity from your CRM instantly and export leads lists from your Sales Navigator to your CRM.
    * This filter is open only for SN premium packages.
  • 1st degree connection: A direct connection between you and another person on LinkedIn. You sent them a connection request which they accepted or they sent you a request which you accepted.
  • 2nd-degree connection: A person on LinkedIn with whom you have at least one mutual connection (a shared connection with someone who is your first-degree connection to each other).
  • 3rd degree connection: A LinkedIn connection who has at least one 2nd-degree connection to you.

Part Two – Account Activation

When you start with Sales Navigator, you will receive a LinkedIn mail to activate your license. If you have not received this mail, you should check your spam box.

If your work email is not linked to your LinkedIn profile, you will be asked to add your work email address to your profile. For more information on how to do this, click here.

After activating your account through email, the SN will open in a separate window. Click “Start” to continue.

In the next step, you will be asked to save relevant lists. These lists comprise potential customers (leads) and business pages (accounts). Keeping these lists composed of leads and accounts will help SN display important notifications on your home page. However, this part is not critical as you can create lists of leads and accounts after learning how to do it better. On the other hand, if you don’t create a preference, you won’t be able to proceed to the next page.

After that, continue to the search results.

According to the preferences you chose of customers, prospects, and companies you have saved, SN will identify other decision-makers and present them to you as potential contacts for creating leads. This way, you can start to build lists and build your new customer list. As you become familiar with using the SN system and saving relevant searches, the platform will automatically generate similar searches for you in the future.


save and define two initial lists with which you would like to work. The first list of leads (people with whom you would like to do business), a second list of accounts (companies that interest you).

If you need help, you can watch the following video I prepared for you.

How to save a new list.

Third Part – Adaptations and Definitions

First of all, it is essential to note that the SN’s settings are different than those of LinkedIn. Therefore, even if your privacy settings on LinkedIn are open to everyone (everyone can view your profile), you still need to adjust the settings on the SN for your potential customers to see you as you wish.

Go to the top part of the screen and press ‘Settings’.

After that, choose the first option so that the relevant people you look at can see who you are.

When you finish this, proceed to set up email alerts. First, adjust the preferences on which notifications you wish to receive via email to suit your needs.


Adjust the settings in the SN profile to suit your needs.

If you need help, you can watch the next video I prepared for you.

How to customize your SN profile settings to your needs?

Fourth Part – Presence on the Platform

a. Search Window – Here, you can do a free search by keywords.
b. Accounts – In SN The word Accounts represents companies (see Glossary above).
c. “Leads” – in SN represent people/customers (see Glossary of Terms above).
d. Alerts – control the alerts you receive for updates from leads and accounts you’ve saved.
e. Insights into Growth – an option to view LinkedIn insights on the company’s growth data.
f. Building lists of Leads and Accounts – an option to build lists of Leads and Accounts for your own.
g. Search settings – Option to filter the search by leads or accounts.
h. Smart Links – Allows you to send intelligent links in messages and receive information on who viewed the link, when they viewed it, when they clicked on it, and more.
i. How long did he watch it, which slides from the presentation were most engaging, etc.
j. Messages – Viewing Messages sent through the SN, remember these messages are not
K. The messages on LinkedIn and, therefore, the conversations you made through the SN will appear here.
l. Personal Settings – Your SN’s Personal Settings Window.

Leads window

a. Filtering by Accounts – Allows filtering by type of company.
b. Role Filtering – search by role type and position in the company.
c. Spotlights – A beautiful filter that allows you to filter by particular emphases, such as: whether the lead was mentioned in the news, whether they changed jobs recently, whether they wrote a post on LinkedIn recently, etc. We will later talk about why this is important and how it can help us.
d. Keyword Search in Content – Allows searching by content published by LinkedIn members.
e. Personal Attributes – Allows you to search by personal attributes of leads at very high resolutions and, thus, pinpoint the types of leads you are looking for. For example, how closely connected are you, whether you are part of the same group, whether it is someone you know (allows you to find customers of your collages), where he is from, and more.
f. Workflow Process – Allows for searching within imported lists such as the CRM or lead lists.


Prepare lists of leads and save them in your SN profile according to the filters presented below.

Video Explanation – Saving leads while using filters

Company Window

a. Company Characteristics – Option to filter companies by characteristics, demographics, manpower, cycle, etc.
b. Spotlights – Search options by special company attributes.
c. Workflow Process – Import companies from the CRM (Open to Premieum only) and lists stored in SN.


Prepare lists of leads and save them in your SN profile based on the filters below.


Fifth Part – Tips for Using Sales Navigator

After we perform a search for our customer base (under the “Leads” window), we should save the search and save the URL of the search in the “Favorites” window of the Chrome browser. There are two reasons why saving the URL of the search is worthwhile: first, as an additional backup of the search we are performing in case our leads list is deleted for any reason or we have not renewed our SN subscription and the list is not saved. Second, third-party programs, such as fully automated messaging programs, use the URL of the search without the need to save the leads list in a CSV file.

From here on, our interaction with the leads is very similar to our interaction on LinkedIn. We can send them a connection request with a personalized message, an invitation without a message, or a direct message through the In Mail service (see Glossary of Terms at the beginning of the booklet).

The idea in SN is to break down the search categories and actually create the right connections, for example:
We can define lead search as people who have worked in particular companies in the past that we know have used our services, for example, someone who worked at Oracle which is using our services. If we assume that this employee was used to working with our product and has moved to another company, there is a good chance they will also want to use our product in their new company. All that is left for us now is to congratulate them on their new job, and now we have a contact in the new company who wants to prove themselves and bring a “fresh breeze” to the new workplace.

Here is another example we can do through SN that will help us increase our sales.

I have a list of customers who know me (unrelated to LinkedIn or SN). In this case, I will keep them under a new list called “leads.” For this list, I will call it “Past customers/contacts” with those same customers who already know me.

Afterward, we will set up an alert for when any of these leads change jobs. When someone from this list changes jobs, I will receive an alert and personally congratulate them with a message and also check if they wanted to create success in the new company and introduce my product there.
I can do the same with the Spotlights feature very efficiently. First, I have to define the alert features I want to receive, and all I have to do now is to contact the same “lead” with a personal message and talk to him about the last post he wrote or anything else.

Additional and original tip, I can check my connections with any contact. In this case, I can check my colleague or competitor and see his contacts, and from there, figure out who his customers are and approach them.

As can be understood, SN is excellent, and the only boundaries to using this platform are those set by you; if you learn to make the right connections for searching and building your message sequence correctly, you can significantly increase your business or organization.


My goal with this booklet was to bring you all the relevant information on using the SN search engine and its underlying options. I consider it a sign that if you have made it this far, you are interested in learning and deepening your LinkedIn and Sales Navigator platform skills, and this is precisely the place for you to do so.

As you can understand, the SN is the ultimate tool for creating leads, expanding and building your network of contacts, and performing intelligent sales processes alongside receiving alerts about potential sales opportunities. With good work, you can build a winning sales system that will lead you to success and significantly promote your organization over time.

In this booklet, we reviewed the primary uses of Sales Navigator’s platform, but of course, you can take it further. For example, think that if you interface the software with a CRM system and link it with a third-party application for sending messages and create a sequence (automatic sequences of messages) that formulates a “trigger” when the customer performs an action you specified, you have created an automatic machine that creates leads and receives requests and from here the sky is the limit.

Now all that is left for you to do is to deepen your knowledge of the SN platform and start to secure yourself with the use of this amazing platform. So for any questions, I am here for you; hopefully, we can succeed in increasing and expanding your organization together.

Thank you for taking the time to read this booklet.

Much appreciation for your work.
Barak Finkelshtein

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