What are firmographics?
Firmographics are descriptive attributes of a company, such as industry, size, revenue, location and ownership, used to segment B2B markets.
Why it matters for sales teams
Firmographics do for companies what demographics do for people. They let sales and marketing teams group accounts, define an ideal customer profile, assign territories and prioritize lists. A rep who knows a company's size and industry can tailor the first message before speaking to anyone there.
Common firmographic fields include:
- Industry or sector
- Number of employees
- Annual revenue
- Headquarters and office locations
- Company age
- Ownership type, such as private, public or nonprofit
Example
A team selling payroll software segments its market by firmographics: US companies with 50 to 1,000 employees in construction, healthcare and hospitality. Each segment gets its own messaging and its own list of accounts for SDRs. When a new account comes in, a rep can see at a glance which segment it belongs to and which talk track fits.
Firmographics vs technographics
Firmographics describe the company itself. Technographics describe the technology it uses, such as its software. Technographics are most useful when a product works with, or replaces, a specific kind of tool. Both are often combined with intent data to decide whom to contact first.