What are firmographics?
The attributes that describe a company rather than a person: size, industry, location, revenue.
Firmographics are what you filter on when choosing which companies to approach. Headcount, industry, country, and sometimes revenue or funding. They are the company-level equivalent of a job title.
Their reliability varies enormously by field. Country and domain are nearly always right. Headcount is an estimate, often derived from profile counts, and can be out by a wide margin for companies that do not maintain their presence. Revenue for a private company is usually a model, not a figure anybody filed.
The practical consequence is to filter on the fields that are observed and treat the modelled ones as hints. A segment defined by industry and headcount band is sound. A segment defined by a precise revenue threshold is defining itself against somebody's estimate.
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- Observed fields such as domain and country are dependable; modelled fields such as private revenue are not.
- Headcount is an estimate, so use bands rather than thresholds.
- Industry labels differ between sources, so a filter that works on one will not transfer cleanly.
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Try it on your own ICP
Describe who you want and see how many match, before creating an account.
Try it on your own ICP