Firmographics
Firmographics are descriptive attributes of a company, such as industry, employee count, revenue, location, ownership and age, used to segment and target organizations in B2B sales and marketing.
Also called: firmographic data, company data
Why it matters
Firmographics are to companies what demographics are to people. They are the first filter in most list builds: a team selects accounts in a country, within a headcount band and at a funding stage, then layers on other data. They come from company registries, LinkedIn company pages, websites and data providers, and they go stale as companies grow, merge or move.
Firmographics differ from technographics, which describe the software a company uses, and from intent data, which shows what a company is researching. Provider industry tags are a weak signal, because companies pick them from a short fixed list and rarely update them. For that reason many teams judge fit from the company's own description rather than from the tag alone.
Example
A company that sells HR software to mid-sized employers filters a database for UK companies with 200 to 1,000 employees, private ownership and an office in London. That firmographic filter returns a workable account list. The team then reads each company's description and removes recruitment agencies that the industry tag had grouped together with ordinary employers.
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