What is Groovin?
Groovin is a Chrome extension that creates a real-time bridge between LinkedIn and CRM systems — specifically built for Attio and Affinity. It syncs LinkedIn conversations, connection requests, and contact data directly into your CRM without manual data entry.
For sales teams and VC firms that live in LinkedIn, Groovin solves the most common CRM hygiene problem: activity that happens on LinkedIn stays in LinkedIn, invisible to the rest of the team.
What Groovin does
Groovin sits as a side panel alongside LinkedIn and Sales Navigator. From there, you can:
Add a LinkedIn profile to Attio as a new contact in one click, with email enrichment included
Sync LinkedIn messages and InMail threads in real time to the corresponding Attio record
Use LinkedIn events — connection accepted, message received — as triggers for Attio automations
Detect job changes and update contact records instantly
Update company and title fields without leaving LinkedIn
The result is a CRM that reflects what is actually happening in your prospecting workflow, not just what gets manually entered after the fact.
How novlini configures Groovin + Attio
Installing Groovin is straightforward. Getting value from it requires configuration on the Attio side. We build the automation logic that turns Groovin's synced data into actionable workflows:
Keyword-triggered automations
When a prospect writes "send a proposal" or "let's book a call," we configure Attio to detect the phrase and automatically update the deal stage, create a follow-up task, or notify the assigned rep via Slack.
Message data as structured fields
We build workflows that extract information from synced LinkedIn messages and populate custom Attio fields — competitor mentions, project details, buying signals — turning unstructured conversation data into reportable CRM attributes.
Job change triggers
When Groovin flags a contact's job change, we trigger Attio workflows: update the company association, notify the account owner, and create a re-engagement task. Job changes are one of the highest-value prospecting signals available — Groovin surfaces them automatically.
Who this is for
Any B2B sales team or investment firm that uses LinkedIn as a primary prospecting or relationship channel and wants that activity visible in Attio. Particularly high-value for VC and PE firms where deal sourcing happens largely through LinkedIn conversations.
Book a discovery call to set up your Groovin + Attio workflow.