Illumina Finds a Strategic Growth Engine in Sales Navigator

LinkedIn Sales Navigator integrated seamlessly into Illumina’s overarching sales strategy, providing real-time customer and account insights.

With Sales Navigator, Illumina can focus on accounts with the most white space, then identify decision makers within those accounts. From there, the sales teams are expanding their network of contacts, discovering hidden allies, and anchoring themselves with the accounts regardless of who may change roles down the line.

Sales Navigator enables Illumina to build strong partnerships due to alerts and proactive outreach opportunities. 

Illumina believes in customer-centricity and strives to be the most trusted Genomics provider in the industry. Brissot shares how Sales Navigator’s insights have become an instrumental part of their growth strategy: “Sales Navigator helps us understand what's happening with these accounts and informs how we can better connect, approach, and engage with customers.”

Sales Navigator’s deep insights are helping Illumina meet their strategic objective of expanding into new markets. “LinkedIn Sales Navigator enables proactive outreach which is informed by those insights and alerts,” shares Brissot, “At the end of the day we are able to build a stronger business relationship between those customers and Illumina.”

Because of the insights from LinkedIn, Illumina has strengthened the quality of their outbound communication. “With Sales Navigator,” says Wigen, “we track updates like company interest, what they’re doing, and what they’re posting about to make sure that we are reaching out with information that is relevant and useful to the customer.”

The key to Illumina’s success, says Brissot, is in how they have framed Sales Navigator to their teams: “It’s not just another tool, it’s a strategic growth engine. We have modernized our sales force by equipping them with a digital platform that helps them connect and engage with customers where their customers are at.”

By allowing their sales team to champion the use of Sales Navigator, Illumina has seen rapid and effective adoption. Brissot offers this advice, “Demonstrate value fast – a few motivated team members will become champions. Position Sales Navigator as a sales development initiative and establish a clear path to ROI. Invest in sales enablement so your teams know best practices. Finally, highlight successes and encourage others to emulate what’s happening.”