Companies are still struggling to improve the reach and reliability of personalized data about potential clients and customers.
Part of the problem is supply — bigger data volumes offer greater insight around B2B and B2C buying preferences both immediately and over time.
But variety also plays a role. While information about individuals at a company (demographics) and the technology they use (technographics) can help enhance marketing and sales outcomes, there’s also a place for firmographics, which are datasets that help businesses effectively segment organizations into meaningful categories.
The challenge? Although this is a great high-level definition, it doesn’t offer much in the way of specifics or actionable strategies.
In this complete guide to firmographics, we’ll define firmographic data with a look at key forms and functions, explore how it’s used for segmentation, and dig into the types of questions that can help your company locate — and leverage — firmographic data.