Firmographics

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https://en.wikipedia.org/wiki/Firmographics
https://blog.hubspot.com/marketing/firmographics
https://snov.io/glossary/firmographics/
https://www.surveymonkey.com/market-research/resources/ultimate-guide-firmographic-segmentation/
https://about.crunchbase.com/blog/firmographics/

Key Firmographic Questions
So how do you gather firmographic data that's relevant to your brand and can help drive corporate success? It all starts with asking the right questions. Commonly-used queries include:

When was the company founded?
How many employees in total does the company have?
How many staff at each office or satellite location?
What is the company's revenue per year?
What percentage of their target market share does the company currently have?
Are they currently in a growth phase, downsizing or remaining relatively consistent?
What does their organizational structure look like (flat leadership, standard hierarchy, etc.)

Why use firmographics
Using firmographic segmentation in your business can bring many benefits. Here are several reasons this is a great idea:

It reveals business insights into B2B marketing. Firmographics help answer such questions as what companies exist in the market, what products they launch, where they are located, and so on.
It helps understand trends. Evaluating firmographic information, your business can recognize trends in data, which will help you build your marketing strategy.
It enables you to save money. Implementing firmographics into your marketing process is a relatively low cost, so you can reach set marketing goals without having to invest tons of money.
It saves your time for better leads. Indeed, you will spend some time analyzing your metrics in the beginning. But in the long run, using firmographics will allow you not to waste hours on ineffective leads. Instead, you will focus your time and effort on more qualified prospects.
It helps you better engage your customers. 84% of clients say that being treated like a human is the key to making a deal. Firmographics will help you develop a more personalized approach to your customers, which will allow you to gain their attention.
It helps you retain your clients. Understanding what types of businesses purchase your product or service allows you to predict their buying behavior. You can then suggest other solutions that may cater to the needs of certain customers.
It keeps you from losing opportunities. Supporting your marketing and sales strategies by firmographic data reduces the risk of missing out on opportunities. It will allow you to see the scope of the market and find your potential customers.
It boosts your marketing ROI and sales. All the factors mentioned above make up another reason for using firmographics for your business. In particular, it will help you come up with an effective marketing strategy aligned with your sales efforts. This will increase your sales and revenue.

Firmographic data examples
The main business characteristics that make up firmographic data include:

Industry type: Classifies businesses into specific sectors such as healthcare, technology, finance, manufacturing or retail.
Company size: Includes metrics such as the number of employees, categorizing businesses as small, medium or large enterprises.
Revenue: Indicates the financial performance of a company, allowing for firmographic segmentation based on revenue brackets.
Funding: Tracks the financing history of businesses, including seed funding, Series A, Series B and subsequent rounds, reflecting their growth trajectory and investor interest. Take a look at this list of companies with recent Series A or Series B funding.
Geographic location: Specifies the physical location of businesses, including country, region, state, city and postal code.
Years in operation: Indicates the longevity of a business, which can be crucial for understanding its stability and experience in the industry.
Hiring and layoffs data: Offers valuable indicators of the company’s financial health, reflecting its ability to invest in talent and scale. You can get layoffs data from the Crunchbase layoffs tracker.
Leadership team: Indicates the composition of the company’s leadership, including executives, department heads and key decision-makers. The hiring of new leadership can signify new, strategic initiatives and indicate confidence in the company’s future growth and financial stability.
Organizational structure: Describes the hierarchy and structure of companies, including subsidiaries, divisions and corporate affiliations.
Ownership type: Identifies whether a business is privately owned, publicly traded, government-owned or a non-profit organization.
Customer base: Profiles the types of customers served by a business, including demographics, industries and purchasing behaviors.
Tech stack: Describes the technology and tools a company uses, such as CRM systems and cloud services, providing insights into its digital infrastructure and potential technology needs.
Market presence: Indicates the market share, competitive positioning and brand recognition of businesses within their respective industries.
Financial performance: Evaluates key financial metrics such as profitability, liquidity, solvency and growth trends over time.
Business lifecycle stage: Identifies whether a business is newly growing, maturing or declining, influencing its strategic priorities and resource allocation.

Why is firmographic data important?
So, what’s the purpose in gathering all this data? Public and private company data help you better understand your B2B customers, allocate resources more effectively, identify growth and revenue opportunities, and stay competitive. In fact, there are a huge number of benefits of gathering firmographic data:

Market segmentation: Collecting firmographic data allows for market segmentation based on industry verticals, company size, revenue and other parameters, enabling businesses to develop tailored marketing strategies for each segment.
Improved sales strategies: Understanding the firmographic makeup of potential customers allows sales teams to tailor their approaches and pitches to resonate more effectively with different segments, leading to higher conversion rates.
Enhanced lead generation: By leveraging firmographic data, sales and marketing teams can generate high-quality leads that match a company’s ideal customer profiles.
Competitive analysis: Analyzing the firmographic data of your competitors provides valuable insights into their strengths, weaknesses, market positioning and customer base, helping your business refine its own competitive strategy.
Risk assessment: Firmographic data allows you to assess the financial stability and risk associated with potential business partners, customers or suppliers, helping mitigate potential risks and losses.