Definition
Firmographics are descriptive attributes of a company used to group and target businesses — the B2B equivalent of demographics.
Common firmographics
- industry or category
- company size (employees)
- revenue
- location
- years in business
- ownership (independent, franchise, part of a group)
- growth stage
Local-business equivalents
Small businesses rarely publish employee counts or revenue. Useful proxies:
- review count — roughly how many customers they serve
- number of locations
- rating — quality and reputation
- website and social presence — marketing maturity
- ad activity — marketing budget
Startup equivalents
- MRR and growth — size and momentum (TrustMRR)
- launch date and upvotes — stage and traction (Product Hunt)
Using firmographics
Turn them into filters to build segments: "independent HVAC companies in Ohio with 30–150 reviews", or "B2B SaaS between $5K and $50K MRR".
Related: lead list segmentation
Example
A B2B segment: "SaaS companies, $5K–$50K MRR, B2B audience, US-based." A local segment: "Independent HVAC companies, 30–150 reviews, website present, Ohio."
Key takeaways
- Firmographics describe companies.
- Local businesses need proxies like reviews and ads.
- Turn firmographics into list filters.