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TG3 SaaS/Glossary/Firmographics
SaaS metrics glossary

Firmographics.

Demographics but for companies. Here is what firmographics are, how technographics layer on top and how both sharpen SaaS targeting.

Definition
Firmographics are the company-level attributes, industry, employee count, revenue, location, that describe an organisation the way demographics describe a person.

Firmographics are the skeleton of every ICP and account list. They will not tell you who is ready to buy but they tell you who is even worth considering, which is the filter everything else builds on.

How firmographics work

How firmographics work.

Industry  +  size  +  revenue  +  region  =  firmographics
Industrythe vertical the company operates in
Size and revenueemployee count and revenue band, the proxy for budget and complexity
Regiongeography, which drives compliance, currency and channel

Firmographics bound the company layer of targeting, see ideal customer profile for the full picture.

Benchmarks

Firmographics versus technographics.

Firmographics describe what a company is. Technographics describe what it runs, the CRM, the cloud, the stack. For SaaS the second layer is often the sharper signal, a company already using a tool you integrate with is warmer than one that merely matches an industry code.

The strongest targeting stacks the layers. Firmographics to bound the universe, technographics to find stack fit, then intent signals to time the approach. Each layer narrows the list and raises the hit rate.

How to improve it

How to use firmographics well.

01

Start the ICP here

Industry, size and region are the first cut of any ideal customer profile.

02

Layer technographics

What a company runs is often a sharper buying signal than what it is.

03

Add intent on top

Firmographic fit without intent is a cold list. Stack the signals.

04

Keep the data fresh

Companies grow, pivot and migrate stacks. Stale firmographics mistarget.

Common questions

Questions about firmographics.

What are firmographics?+

Company-level attributes such as industry, employee count, revenue and location, used to segment and target accounts.

What is the difference between firmographics and technographics?+

Firmographics describe what a company is. Technographics describe the technology it runs, which is often the sharper buying signal for SaaS.

How are firmographics used in SaaS marketing?+

To bound the ICP and build account lists, then layered with technographics and intent data to sharpen targeting.

Where does firmographic data come from?+

CRM history, enrichment providers and public sources, kept fresh because companies grow and pivot constantly.

Ideal customer profileBuyer personaAccount-based marketingIntent data

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