How to leverage your company's social graph

People respond to people they know. CEOs and sales team members work their connections, but how often do you tap into your CFO or head of engineering’s networks? Every company is sitting on a wealth of relationships that they don’t know how to properly and exhaustively mine.

We’ll outline how to use LinkedIn to scrape your company’s social graph and then push those connections into outreach campaigns.

Exhaustive approach

LinkedIn Sales Navigator has some great functionality. If you’re on the Teams/Enterprise level plan you get to assign “seats” to people within your company. The TeamLink feature then allows you to view the 1st and 2nd degree connections of anyone assigned a seat.

Here’s an example. Let’s say I’ve given a LinkedIn Sales Navigator seat to my CTO, my CFO, my CEO, etc. Then let’s say Pinterest is a target account. With the TeamLink feature I can see that my CFO and CTO each have two 1st degree connections at Pinterest and 8 2nd degree connections. I can pull those connections as leads and then reach out to them on behalf of my CFO and CTO for an introduction to the right decision-maker at the company.  

To speed up this process of mapping your network to your target accounts, you can hire an Upworker to scrape the contact info of all the relevant of the 1st and 2nd degree connections among your team. Make sure to provide seats to the team members with the largest networks.

The Upworker can filter in Sales Navigator by a list of your target accounts or by your ideal customer profile criteria (e.g. company size, geography, etc.). They can then apply the TeamLink filter on the search page, and, using a lead gen plug-in – like TryProspect, ContactOut, Hunter, etc. – pull the information into a spreadsheet, making sure to capture the relevant info: name, company, email address, and the name whoever on your team owns the relationship.

Hacky approach

Have each team member export their LinkedIn connections as a CSV. Consolidate all the LinkedIn exports into a spreadsheet. Create a column with the name of the person on your team the connection is associated with (e.g. John’s connection).

Book 20 minutes on each team member’s calendar. Sit down with them and MAKE THEM score their connection as someone who should or shouldn’t be contacted. For people who should be contacted, have the team member add an “intro line” to an “intro line column” in the spreadsheet. This will be used to personalize the email that will be going out.

Send emails out by having each team member temporarily change their email password and give the log-in info to you or an SDR you assign to manage the process. Log-in and send emails on that the team member’s behalf (use plug in like Yesware to easily populate templates)

Example email template:

Subject line: Quick favor

Hey {NAME} ,  

{INTRO LINE OR Hope you are doing awesome.}

I was wondering if you'd be up for a quick favor: would you be open to introing me to XXX person if he or she would be interested in learning more about {COMPANY}? It would be a big help!

Happy to share a blurb if that would be easiest.

Zero pressure either way, and I hope to see you soon!

-{Sender Name}

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