Step 4 – Other Means for Data – Affinity Data
The one source of data we have yet to cover is LinkedIn. LinkedIn most likely holds the largest contact graph, but does not include an abundance of contact information. Nonetheless, there are a few methods to surface contact information given a LinkedIn account that proves helpful in pulling data.
Perhaps the most effective engagement technique we’ve found is to reach out is what we call ‘Affinity Data’. Every company has a unique set of networks that their employees are members of. Largely, marketing and sales teams do not take advantage of these networks. In many cases, there are people who are part of the same networks as you and your coworkers that are also members of your ICP. ScaleRep calls these “affinity groups.” Our data shows that outreach to affinity groups yield on average 6.3x more conversations than cold conversations. Furthermore, this knowledge graph is generally captured on LinkedIn.
A few examples of affinity groups include people in your ICPs that are alumni of the same schools as you/your coworkers, ex-employees of companies you used to work with, people in the same geographic location (if that location is not San Francisco or New York), and people of the same ethnicity. We also found that the more technical a product was and the higher seniority level the ICP (VPs, CXOs), the more effective affinity data was than cold outreach.
Figure 5: An example of a few Affinity Groups ScaleRep has used before
Figure 6: Internal ScaleRep data that shows how much more effective affinity prospects was than cold outreach prospects
ScaleRep would frequently source contact information within key affinity groups and reach out to folks from people in your company also part of that affinity group with a subject line of ‘Fellow X – Y intro’. In short, we found manufacturing connections through affinity groups lead to significantly better results in creating conversations.
To source affinity data, we utilized LinkedIn Sales Navigator and a tool called AnyLeads to find prospects that matched specific affinities.