Firmographics are the descriptive attributes of a company, employee count, industry, annual revenue, headquarters location, ownership type, and growth stage, used to segment and qualify B2B accounts. They are the company-level equivalent of demographics: where demographics describe a person by age and income, firmographics describe a business by size and sector. In outbound and account-based marketing, firmographics are the fields you filter on to decide which accounts match your ideal customer profile.
What attributes count as firmographics?
The common firmographic fields are:
- Industry classification, often a NAICS or SIC code or a vendor taxonomy like "B2B SaaS."
- Employee count, usually expressed as a band (11 to 50, 51 to 200) rather than an exact figure.
- Annual revenue, a figure or band, almost always estimated for private companies.
- Headquarters location: country, region, and city.
- Ownership type: public, private, subsidiary, non-profit, or government.
- Year founded and growth stage, from bootstrapped through Series A to D to public.
- Growth signals such as recent funding rounds, hiring velocity, or layoffs.
Why do firmographics matter?
Firmographics are how an ideal customer profile is defined. A filter like "private SaaS companies, 50 to 200 employees, North America, raised a Series A or B" is built entirely from firmographic fields. They sit at the front of every outbound workflow because you cannot target what you cannot see: firmographics qualify the account, and contact data (the person to reach) only matters once the account passes. Spending on contact lookups for companies that were never a fit is the most common way to waste an enrichment budget.
How accurate are firmographics?
Accuracy varies by field. Industry and geography are generally reliable. Employee count is accurate within a band but often off by 10 to 30 percent on the precise number. Revenue is the least reliable: for private companies it is almost always estimated, and estimates can vary three to five times between providers. The practical rule is to segment on industry, size band, and geography, and treat revenue as a soft signal rather than a hard gate.
Firmographics vs technographics
Firmographics describe the company's shape (size, industry, revenue, location). Technographics describe the technology stack it runs (CRM, analytics, cloud, security). Both feed account scoring: firmographics answer "what shape is this company," technographics answer "what tools is it using."
Getting firmographic data
Firmographics come either from licensed databases or from the open web. A large share, industry, size, location, funding, sits on company about, careers, and press pages, so scraping those pages and extracting the fields with AI covers most firmographic enrichment without a separate platform. See lead enrichment in Google Sheets for how to run that pipeline, or the home page for an overview of how ReplyLabs works.