data

Firmographics

Also called: Firmographic Data, Company Demographics, B2B Targeting Data

Definition

The company-level attributes used to segment and target B2B prospects — industry, company size, revenue, geography, founding year, business model, and similar characteristics.

Firmographics are the B2B equivalent of demographic data. Where B2C marketers target by age, income, and interests, B2B sellers target by company size, industry vertical, geographic market, and business model. Firmographic data is the starting layer of any ICP definition.

Core firmographic attributes

  • Industry/vertical: SaaS, fintech, healthcare, manufacturing, professional services
  • Company size: Number of employees and/or annual revenue
  • Geography: Country, region, metro area
  • Business model: B2B vs B2C, product vs services, subscription vs transactional
  • Funding stage: Pre-seed, seed, Series A–C, growth, bootstrapped, public
  • Company age: Early-stage vs established (relevant for buying behaviour and tool maturity)

Firmographics vs technographics

Firmographic data tells you what kind of company it is. Technographic data tells you what tools it uses. Together, they provide a much more precise ICP filter than either alone. Example: “B2B SaaS company, 100–500 employees, Series B, using Salesforce (firmographic + technographic)” is a far more actionable target than “B2B SaaS, 100–500 employees.”

Sources of firmographic data

  • LinkedIn Sales Navigator (company size, industry, geography, growth signals)
  • Apollo.io (company size, revenue estimates, employee count)
  • ZoomInfo (detailed company data including revenue, funding, tech stack)
  • Clearbit (real-time company data enrichment)
  • Crunchbase (funding stage and investor data)

Firmographics define the company-level filter. Technographics add the tool-use layer. Together they feed ICP definition and prospecting list building.

Related Terms

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