Around 87% of B2B marketers say that firmographic data is their most underused asset. Despite access to rich company-level data, such as industry, size, location, and revenue, many teams underuse it, resulting in wasted budgets and weak targeting. Often, firmographic data is collected but not integrated into targeting decisions, or it is inaccurate and outdated. This can lead to missed opportunities and generic campaigns that don’t target your specific audience.  

In this blog post, we’ll explain what firmographic data is and how you can use it effectively to its full revenue-driving potential.  

‍

What is Firmographic Data?  

Firmographic data is the foundation of smart B2B segmentation. It enables precise targeting and personalisation. When applied strategically, it supports stronger campaign performance, better alignment with buyer needs, and more efficient resource allocation.

‍

How Firmographic Data Differs from Demographic Data  

Demographics describe individual traits, while firmographics describe company characteristics. The main difference is in how you use each to target and personalise outreach.  

Targeting Scope

• Demographics are ideal for crafting individual-level personas and personalising messaging to specific buyer profiles.  

• Firmographics guide account-level strategies; they identify which companies fit your ICP and should be prioritised.  

Campaign Application

• Demographic data powers ad targeting on social platforms, email personalisation and content recommendations.  

• Firmographic data drives ABM, territory planning and prioritisation of sales outreach by company segment.  

Measurements & Optimisation

• With demographics, you measure open rates, click-through rates and individual engagement to refine message tone.

• With firmographics, you track account progression, deal size by company segment, and win rates to optimise resource allocation and go-to-market motions.  

Data Fresh Cadence

• Demographic profiles require regular opt-in checks and constant management.

• Firmographic records need updates when companies merge, receive funding or change strategies, so you can ensure that your ICP remains accurate.  

By combining both data types - firmographics to choose which accounts to pursue and demographics to personalise how you communicate - you can create a fully informed, two-tiered approach that maximises relevance and conversion.  

‍

‍

Why Does Firmographic Data Matter in B2B Marketing?  

HubSpot's State of Marketing Report reveals that marketers struggle most with understanding their customers and managing low-quality data.

This disconnect slows down campaigns, weakens targeting and personalisation, and lowers ROI.  

Firmographic data provides B2B Marketing teams with a structured way to segment companies based on business attributes, such as revenue, growth rate, or ownership type. This leads to more targeted outreach, effective resource allocation, and shorter sales cycles.  

‍

Key Firmographic Data Segments You Should be Using  

With a clear understanding of why firmographic data matters to B2B marketers, let’s now break down the distinct categories you can use to segment and better understand your target businesses.  

‍

Company Size & Employee Count  

A company’s size is typically measured by the number of employees it has. This data helps marketers understand a company's organisational structure, resource capacity, and business needs.  

Common business groups include:  

• Micro-enterprises: Fewer than 10 employees.  

• Small businesses: 10-50 employees.  

• Medium-sized companies: 50-250 employees.  

• Large enterprises: Over 250 employees.  

Industry Classification & NAICS Codes  

Industry classification systems provide standardised frameworks for categorising businesses based on their primary activities.  

The U.S., Canada, and Mexico developed the North American Industry Classification System (NAICS), the most widely used standard for comparing business statistics across North America and identifying companies within relevant sectors.  

NAICS uses a six-digit hierarchical code structure:  

• First two digits:  sector  

• Third digit: Subsector  

• Fourth digit: Industry group

• Fifth digit: Specific industries  

• Sixth digit: National industries  

‍

‍

Location & Number of Offices  

Location data reveals where a company does business, including the HQ, branch offices, and operational facilities. This information helps marketers localise strategies and identify if target businesses are within the right geographic areas.  

The number of locations also signals market reach. Whether a company is local, national or multinational, this insight supports scalable outreach, regional prioritisation and smarter sales territory planning.  

‍

Ownership Structure & Years in Business  

Ownership structure refers to the legal structure of a company and who manages it.  

Common types are:  

• Sole proprietorships: Owned by one person.  

• Partnerships: Owned by two or more individuals.  

• Corporations: Private or public entities with a more formal structure.

• ‍Non-profits: Mission-driven organisations that don't focus on profit.

• LLCs: Flexible structures that combine features of corporations and partnerships.  ‍

‍Years in business reveal a company’s maturity, experience, and operational stability.  

You can segment based on age to distinguish between:  

• Startups: Agile and in an early growth stage.

• Established SMEs: Growing and open to new solutions.  

• Mature businesses: Stable, structured, and focused on optimisation.  

• Legacy enterprises: Long-established, prioritising risk reduction and continuity.  

Ownership and business age are crucial for positioning your solution in alignment with a company's mindset, buying behaviour, and decision-making processes.  

‍

Technographic & Market Size  

Technographic data reveals the technologies and tools a company uses, while market size indicates its potential customers or revenue.  

These insights help you understand a company’s technical capabilities and market position, allowing smarter marketing strategies designed to fit their existing technology stack and industry standing.  

‍

‍

Benefits of Using Firmographic Data  

Using firmographic data gives B2B marketers a strategic advantage. According to research, companies that apply segmentation strategically often see a 5-8x increase in ROI from personalised outreach and ABM.  

‍

Better Targeting & Personalisation  

Using firmographic data to personalise content is essential. In fact, 88% of B2B marketers who personalise messaging by industry, company size or organisational structure exceeded their revenue goals.  

To achieve similar success, your B2B Marketing team should build segmented campaigns and content that address each company’s specific challenges, positioning your brand as a thought leader and driving better results.  

‍

Better Lead Qualification & Scoring

Firmographic data is the core of B2B lead scoring. Your team can prioritise prospects by adding firmographic variables to lead scoring models that fit your ICP.  

33% of B2B companies attribute their sales revenue growth to marketing. That’s because they focus their resources on leads most likely to convert.  

A strong lead scoring system helps you:  

• Save time by filtering out low-quality prospects.  

• Align Sales and Marketing teams on what makes a quality lead.

• Predict revenue and forecast pipeline performance accurately.  

• Accelerate the buyer's journey with a more effective qualification experience.  

‍

Better Customer Segmentation  

Firmographic segmentation breaks down your B2B market into strategic groups, which helps you identify hidden opportunities and market gaps.  

Focus your marketing budget and team efforts on qualified leads, instead of trying to reach everyone. This targeted approach saves time and reduces wasted resources on unproductive prospects.  

Investing in firmographic data analysis improves marketing efficiency and leads to higher ROI.  

When Proofpoint needed to hit aggressive MQL targets and shorten lead cycles, they partnered up with MyOutreach to access fresh, compliant decision-maker data, resulting in outreach to 265 unique companies. Case Study →

‍

‍

Stronger Account-Based Marketing (ABM)

ABM campaigns backed by firmographic data deliver highly personalised messages to decision-makers in target organisations. This customisation works because firmographic data helps you understand both company traits and individual user data.  

Teams combine firmographic, behavioural, technological, and contextual data to generate detailed ABM insights. These insights help Sales and Marketing teams to identify prospects’ needs and purchase intent, improving win rates for ideal accounts.

‍

📖 Useful read: What’s Behind ABM Content Syndication Hype?

‍

How to Apply Firmographic Data in B2B Strategies  

Let’s explore how to transform firmographic insights into practical business strategies.  

‍

Creating Ideal Customer Profiles (ICPs)  

Start by identifying firmographic traits that define your most valuable customers. Attributes such as company size, revenue, industry and geography act as your starting point, helping B2B teams target prospects most likely to convert.  

Review your current customer base to recognise patterns among your top-performing customers. Pay close attention to:  

• Industry classification and vertical markets.  

• Annual revenue and financial stability.  

• Employee headcount (company-wide or departmental).  

• Geographic location and market presence.  

• Growth stage and business maturity.  

Your ICP becomes a powerful tool for qualifying leads and improving your messaging.  

Tip: Update your ICP regularly, especially as your business grows and enters new markets.

‍

‍

Personalising Content & Messaging  

Your content creation strategy should stem directly from your firmographic segmentation. Each audience segment benefits from personalised blogs, whitepapers, case studies, and emails.  

For example, large enterprise decision-makers usually expect detailed ROI analysis and long-term value. Startup founders, on the other hand, connect better with content focused on agility, ease of use, and quick implementation.  

Speaking your audience's language and addressing their pain points will drive stronger engagement and build trust faster.  

‍

📖 You might also like: SaaS Lead Generation: Personalisation Tactics for Success

‍

Segmenting Email & Ad Campaigns  

Divide your email lists by firmographic traits to create focused campaigns. This approach helps you deliver relevant content to each group, boosting engagement and response rates.  

Similarly, create ads that focus on specific industries, employee count, or revenue brackets. This ensures your ad budget reaches the most promising prospects and maximises ROI.  

Studies show that around 75% of marketers agree that personalised experiences increase sales and improve conversion rates.

‍

Using Firmographic Data in Sales Outreach  

Sales teams should review firmographic insights before reaching out to prospects. This helps them select relevant case studies, prepare for common objections, and refine their pitches.  

Firmographic analysis reveals valuable opportunities, such as companies that are expanding, moving, or upgrading their systems. These insights open doors to meaningful conversations about your solutions.  

The data also helps Sales teams focus on leads that match your ICP. This targeted approach allocates resources where they’ll have the most significant impact.  

For example, MyOutreach partnered with Veeva to scale outreach to 489 unique companies, driving targeted lead generation and maximising campaign effectiveness.

Read full case study →

‍

How to Collect & Source Firmographic Data

Firmographic data is often accessible but difficult to locate.

If you plan to use firmographic data, it’s important to ensure that it’s handled and sourced in compliance with GDPR regulations.  

With that in mind, let’s break down the standard methods for sourcing firmographic data.  

‍

Public Databases & Government Sources  

Government databases provide verified, trustworthy firmographic information. Official business registries, company filings, and tax records offer essential business information.  

For example, the UK’s Companies House maintains detailed records of registered businesses, while the U.S. Securities and Exchange Commission provides extensive information on public companies.  

Annual reports from public companies serve as a valuable resource for financial and operational data, as well as future projections. Using these verified sources ensures the accuracy of firmographic data and supports informed business decisions.  

‍

Business Directories & Social Media  

LinkedIn is a key source for obtaining firmographic data. To use it effectively, search for companies using specific filters such as industry, location, and size.

Besides LinkedIn, business directories such as Dun & Bradstreet (D&B) and Hoovers provide detailed company profiles, including growth rates, industry classifications, and ESG rankings.  

Company websites often reveal helpful information about team size, customer base, and hiring plans.  

‍

‍

Surveys & First-Party Data

First-party data information comes directly from your audience, providing relevant firmographic insights; yet, around 32% of B2B marketers struggle to obtain these resources.  

Customer surveys help you get precise details that match your needs while collecting current information. Your CRM systems combine this data into one database, which removes information silos and makes access easier.  

Progressive profiling on website forms is also effective; each form asks different questions to build a detailed firmographic profile gradually.  

‍

Third-Party Firmographic Data Providers  

Third-party providers maintain large databases of firmographic details, providing verified company information at scale - 88% of marketers obtain data from third parties to enhance their firmographic data strategies.  

Although these are paid services, they deliver consistent, updated, and verified data.  

‍

Conclusion

Relying on outdated or vague firmographic data is inefficient and actively killing your pipeline. You waste budget and miss out on high-intent prospects.  

Without clean, current firmographics, Sales and Marketing teams aren’t aligned, and your campaigns never reach their full potential.  

The best performing B2B marketers know which companies to target, what messages to send, and when to act, but it’s because their data is complete, verified and focused on their ICP.  

‍

Trusted Firmographic Data from MyOutreach  

At MyOutreach, we provide verified, scalable datasets that help businesses identify, segment, and engage their ICP with precision. Our comprehensive data solutions support personalised outreach and optimised campaign performance, making us a trusted partner for over 100 B2B SaaS companies looking to generate high-quality leads and maximise ROI.  

Ready to turn your data into pipeline? Let’s talk.  

‍

📋 Featured Case Studies  

• Veeva: Before partnering with us, Veeva relied on a data vendor that delivered low-quality data. We replaced those leads with accurate, high-intent company data aligned to their ICP. Case Study ➝

• Twilio: We identified companies actively researching cloud communication solutions, ensuring Twilio engaged only with high-intent prospects. Case Study ➝

• More success stories ➝

‍

FAQs

Q1. What is firmographic segmentation, and why is it important for B2B marketing?

Firmographic segmentation is the method of categorising companies based on key attributes, including industry, size, and revenue. It’s important to B2B marketers as it allows for targeted and personalised marketing efforts, leading to improved lead qualification and higher conversion rates.  

Q2. How can businesses collect firmographic data effectively?

Businesses can collect firmographic data through various methods, including public databases, business directories, social media platforms (e.g. LinkedIn), customer surveys, and first- and third-party data providers. Each source offers unique insights that contribute to a comprehensive firmographic profile.  

Q3. What are the benefits of using firmographic data in B2B strategies?

The main benefits include improved targeting and personalisation, better lead qualification, scoring, and customer segmentation, as well as stronger ABM strategies. These advantages lead to a significant increase in marketing ROI and sales productivity.  

Q4. How can firmographic data be applied to create more effective B2B marketing campaigns?

Firmographic data can be used to create ICPs, personalise content and messaging to specific segments, segment email and ad campaigns, and keep sales outreach strategies informed. A targeted approach makes sure that your marketing efforts connect you with the right audience and address their specific business needs.  

Q5. What types of firmographic data are most valuable for B2B marketing?

The most valuable types of firmographic data include:

• Company size and employee count.

• Annual revenue and financials

• Industry classification, location and number of offices.

• Ownership structure.

• Technographic data.  

These attributes help B2B marketers gain a deeper understanding of their customers and their needs.  

‍

‍

‍

‍