Introduction to LSN

LinkedIn Sales Navigator is a premium tool designed to help sales professionals, marketers, and recruiters find, engage, and build relationships with potential customers or leads. It offers advanced search filters, lead recommendations, and insights into your target audience, allowing for more personalized outreach and better relationship management.

Event name: LinkedIn Rising India Summit

​Event Objective:

The primary goal of the LinkedIn Rising India Summit is to showcase the impact of LinkedIn Sales Navigator (LSN) on business growth, networking, and lead generation, specifically for Indian startups and scaling companies. The event is designed to:

• Increase awareness of LSN’s capabilities among 400 prospects.
• Provide actionable insights to help startups leverage LSN for growth.
• Drive new customer acquisition (60% of attendees being new prospects).
• Strengthen relationships with existing customers (40% of attendees as LSN advocates).

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Target Audience:

The summit targets high-growth potential startups and scaling organizations with demonstrated buying power, operational sophistication, and readiness to adopt LSN. The focus will be on:

• 60% of the Audience – New Prospects: Startup founders, CEOs, and senior executives from high-growth startups and scale-ups that can benefit from LSN for scaling their customer base, hiring, and networking. These attendees will be key decision-makers in their organizations.
• 40% of the Audience – LSN Advocates: Current LinkedIn Sales Navigator customers who have successfully used the platform to scale their businesses. They will share their experiences and advocate for the platform, building trust and credibility.

Ideal attendee profile:

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Event location: Bangalore

Why? Most tech startups have their offices in BLR, so it will be easier for the org's leader/head to commute and take out time.

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Suitable Event Topic:
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Suitable Speakers

• Internal panel

1. LinkedIn India head
2. LinkedIn India Growth head
3. LinkedIn Sales Navigator growth/sales head
4. Microsoft India head

• An external panel of leaders from

1. Zoho
2. Razorpay
3. Whatfixx
4. Dukaan
5. Chargebee
6. Clevertap
7. Yellow.ai
8. BrowserStack
9. Hevo data

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Outreach Template​

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Event Format & Structure

1. Invite-Only VIP Event:

This is an exclusive, invite-only event for 400 startup leaders, founders, and CXOs. Invitations will be sent personally by LinkedIn Account Directors (ADs) to create a sense of exclusivity and importance. Each invitee should receive a customized message showcasing why they were selected and what they stand to gain from the event.

2. Icon for Attendees:

LinkedIn will create a special “Rising India Summit” icon for startups and founders attending the event, visible on their LinkedIn profiles. This will be a badge of recognition, signifying their presence at this high-profile summit. It will help attendees build social proof, attract talent, and strengthen their credibility.

3. Event Landing Page:

A dedicated landing page will be created for the summit, listing all the invited founders and CXOs. This page will act as an online directory, encouraging networking and building a sense of community among attendees.

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​3. Seating arrangement:

A round-table seating with three experimental setups to assess the impact of LSN advocates on new prospects:

Category A (No LSN Advocates) will have 8-9 new prospects and 1 AE/AD, focusing on structured product pitches

Category B (More LSN Advocates) will consist of 4-5 advocates, 2-3 prospects, and 1 AE/AD, fostering organic discussions around success stories

Category C (Balanced Mix) will include 2 advocates, 5-6 prospects, and 1 AE/AD to achieve a balance between peer insights and product explanations.

• Post-event engagement metrics or meeting booked or tools purchased by new prospects in each 3 categories will track the effectiveness of each setup.

​Event Structure​

​1. Opening Keynote – LinkedIn India Head

Topic: Unlocking Growth: The SaaS Business Model
Speaker: Head of LinkedIn India

This opening session will set the stage for the summit, focusing on how SaaS businesses are revolutionising India's startup landscape. The speaker will discuss:

• Key trends driving the SaaS market.
• Real-world examples of successful SaaS startups and their growth journeys.

​2. Panel Discussion – Driving B2B Growth & Success Factors

Topic: Strategies for SaaS Startups: Approaching Sales and Solving Growth Challenges
Speakers: LinkedIn India's growth leader in conversation with leaders from

• Shiprocket
• BrowserStack
• Razorpay
• Clevertap

This panel will explore the essential strategies for scaling B2B sales in SaaS businesses, focusing on the unique challenges faced by sales and growth teams. Key discussion points include:

• Understanding customer pain points and product-market fit.
• Tailoring sales approach to SaaS.
• Best practices for sales and customer acquisition in a competitive landscape.

3. Music Break – Live Acoustic Session

Enjoy a relaxing 15-minute acoustic performance by an up-and-coming local band, setting the tone for the next sessions. Grab a coffee, network, and enjoy the ambience before diving back into the content.

4. Scaling Internationally – Success Stories Powered by LinkedIn Sales Navigator

Topic: Breaking Boundaries: How LinkedIn Sales Navigator Helped SaaS Startups Go Global
Speakers: LinkedIn Sales Navigator success stories:

• Hevo data
• Chargebee
• Dukaan

In this session, founders/sales/growth leaders of top Indian SaaS startups will share their journey of scaling outside India with the help of LinkedIn Sales Navigator. Key insights include:

• Building global sales pipelines.
• Leveraging LinkedIn's network to break into international markets.
• Challenges and solutions when expanding beyond India.

5. Fireside Chat – Leading Through Change: Insights from Top Startup Leaders

Topic: Building Agile Teams and Leveraging AI for SaaS Growth
Speakers:

• Founder of Zoho
• Founder of Glance
• Mukesh Bansal
• Microsoft India head
• LinkedIn India head

This interactive fireside chat will bring together top leaders from India’s startup ecosystem to discuss the future of work in SaaS. The focus will be on building agile teams that can adapt quickly to changing business environments, and how AI and automation can help accelerate growth. Topics include:

• Strategies for creating a culture of agility and innovation.
• Practical ways to integrate AI and automation into everyday operations.
• Personal stories of leadership through change and crisis.

6. Magic Act

As a fun and engaging wrap-up to the event, enjoy a 15-minute magic performance by a renowned illusionist. This unique experience will leave the audience with a sense of wonder and excitement, providing the perfect conclusion to an inspiring day of learning and networking.

7. Networking and Cocktail Reception

Join us for a closing cocktail hour where you can connect with industry leaders, potential clients, and peers from the startup ecosystem. Continue discussions from the day, foster new relationships, and enjoy light snacks and beverages in a relaxed setting.

​Pre- and Post-Event Strategy

Pre-Event Engagement:

Before the event, invitees will receive:

• Personalized video invites.
• A preview of the event agenda, featuring key speakers.
• A short “Sales Navigator Best Practices” guide to pique interest.

Additionally, attendees will be encouraged to engage with LinkedIn’s event page by sharing their goals and questions. This will foster a sense of community even before the event.

Post-Event Follow-Up:

After the summit, all attendees will receive:

• A personalized thank-you note with a summary of key takeaways.
• Access to a recording of the event sessions.
• A LinkedIn Sales Navigator ROI Calculator tool to help measure potential impact on their business.

LinkedIn AE/ADs will schedule follow-up meetings with prospects to dive deeper into how LSN can be integrated into their current sales process.

​Marketing & PR Strategy

Positioning and Messaging Strategy

Messaging Pillars:

The marketing and PR messaging should revolve around the value LSN brings to the specific pain points experienced by multi-year professionals in leadership roles. Messaging pillars will include:

• Strategic Growth: How LinkedIn Sales Navigator empowers leaders to tap into networks that drive long-term growth through targeted engagement and data-driven decisions.
• Efficiency & Precision: Highlight the platform’s ability to streamline prospecting, maximize team productivity, and convert high-quality leads faster.
• Future-Proofing Business: Emphasize LinkedIn’s role in building resilient networks that ensure sustainable success, even in changing market conditions.
• Exclusive Access to Insights: Frame the event as a premier opportunity to learn from top industry leaders and apply advanced techniques to scale efficiently.

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​Key Messages:

Tailor the event messaging to meet the expectations of experienced business professionals:

• “Unlock exponential growth with LinkedIn Sales Navigator – the platform trusted by global business leaders.”
• “Join 400 of India’s top startup founders and executives to discover how to future-proof your business with precision networking.”
• “Exclusive insights from industry pioneers who have built resilient businesses using data, cloud, and strategic networking.”

LinkedIn marketing:

Leverage LinkedIn’s platform to drive awareness through a thought leadership campaign. Extensive Usage of LinkedIn Articles to post high-value content from senior executives of LinkedIn, advocates of LSN, and event speakers. This will establish LinkedIn as a thought leader and resonate with seasoned professionals by providing deep insights rather than promotional content.

Content Themes:

• Articles by LinkedIn Sales Navigator experts on “Navigating High-Stakes Sales in the Post-Pandemic Era.”
• CEO interviews: “How Startup Leaders Are Leveraging LinkedIn Sales Navigator for Precision Prospecting.”
• Success stories featuring existing LSN customers who are well-known in the industry.

These posts should include hard-hitting data points to establish credibility:

• Statistics showing the direct ROI from LSN (e.g., increase in deal closure rates, reduction in prospecting time).
• Benchmark case studies from industries like SaaS, fintech, and enterprise software.

Multi-Touch Email Campaign:

1. Confirmation Week:

• Email 1: Welcome & Event Overview
  When: 1-2 days after confirmation
  Content: A warm welcome email thanking them for confirming their attendance. It will provide a high-level overview of the event, including keynote speakers, roundtable discussions, and the value they'll gain by attending. Include logistical details like date, venue, and time.

2. Two Weeks Before Event:

• Email 2: Meet the Speakers & LSN Advocates
  When: 14 days before the event
  Content: Introduce the keynote speakers, Azure head, Zoho and RazorpayX founders, and notable LSN advocates. Share short bios, their accomplishments, and a brief preview of what they'll be discussing. Tease actionable takeaways to build excitement.

3. 10 Days Before Event:

• Email 3: Exclusive LSN Tips for Scaling
  When: 10 days before the event
  Content: Provide insider tips and best practices from LSN experts that attendees can immediately apply to improve their sales strategies. Focus on insights that will be discussed at the event, such as leveraging data for targeted prospecting and relationship-building.

4. 7 Days Before Event:

• Email 4: Personalized Networking Opportunities
  When: 7 days before the event
  Content: Highlight the exclusive, invite-only nature of the event and outline the roundtable setup. Mention with whom he/she will share the table and how attendees will have personalized opportunities to connect with industry peers, AEs, and ADs.

5. 3 Days Before Event:

• Email 5: Event Reminder & Agenda
  When: 3 days before the event
  Content: Send a reminder email with the full event agenda and a detailed breakdown of the sessions. Provide any last-minute logistical information (parking, dress code, etc.) and a digital event pass for easy check-in.

6. Day Before Event:

• Email 6: Final Reminder & Exclusive Offers
  When: 1 day before the event
  Content: Send a final reminder with exciting reasons why they shouldn’t miss the event. Tease exclusive post-event offers (e.g., early access to LinkedIn content, and discounts on LSN packages) to heighten anticipation.

7. Day After Event:

• Email 7: Thank You & Post-Event Resources
  When: 1 day after the event
  Content: Thank them for attending the summit and provide a link to download presentations, session recaps, and key takeaways. Encourage them to continue the conversation by joining the LinkedIn group set up for event attendees.

8. 5 Days After Event:

• Email 8: Free LSN for a Month – Book a Call with AE/AD
  When: 5 days after the event
  Content: Offer an exclusive 1-month free trial of LinkedIn Sales Navigator if they book a call with their designated AE/AD. Reiterate the key benefits of LSN and how it can help their startup scale. Include a direct link to schedule the call, emphasizing the personalized demo and consultation that awaits them.

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Exclusive Pre-Event Interviews:

Secure pre-event interviews with well-known startup media outlets such as Inc42, YourStory, and Economic Times Startups. These interviews should focus on:

• The power of data-driven sales in the Indian startup ecosystem.
• How LinkedIn Sales Navigator is becoming a pivotal tool for scaling businesses in India.
• Insights from key speakers on the future of networking and sales in a tech-enabled world.

Highlight real-world success stories where experienced professionals scaled using LinkedIn Sales Navigator. Interview industry leaders, such as the founders of RazorpayX or Zoho, and have them share their LSN journeys. The PR campaign should build credibility by positioning LSN as mission-critical for startups with serious growth ambitions.

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​Media Partnerships:

Forge media partnerships with leading business and tech publications. Collaborate with outlets like Business Standard, Mint, and TechCrunch India to create sponsored content that delves into the benefits of LSN for scaling startups. Position LinkedIn as the thought leader in helping startups navigate modern challenges, focusing on high-stakes sales and strategic growth.

Sponsored articles and native content in these publications should cover:

• How India’s Fastest-Growing Startups Use LinkedIn Sales Navigator to Find Strategic Partners.
• Scaling Sales Efforts with Data: What India’s Startups Can Learn from Global Success Stories.

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Post-Event PR:

After the event, execute a comprehensive PR blitz with media partners, summarizing key insights from the summit. This could include:

• Summaries of keynote sessions (e.g., growth insights from Zoho and RazorpayX founders).
• Exclusive post-event interviews with prominent attendees and speakers, offering commentary on how LSN has impacted their businesses.
• Highlighting specific case studies discussed at the summit.

Op-ed pieces from attendees or event speakers on platforms like The Hindu Business Line and Forbes India will further emphasize the event's authority and relevance for established professionals.

​Measuring Success & ROI

To measure the effectiveness of the summit, LinkedIn will track:

• New Sales Navigator signups from prospects attending the event.
• Customer engagement – How many follow-up meetings are scheduled post-event.
• Advocate involvement – Feedback from LSN advocates on the impact of the event on their networking and sales efforts.
• Attendee feedback – Surveys to gather insights on their experience and actionable takeaways.

A final report will be generated to assess how the event contributed to lead generation, customer acquisition, and overall business impact.

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