kalkoWhat is firmographic data?
Firmographic data is a set of facts about a company, such as its industry, size, revenue, location and ownership. B2B teams use it to segment markets and pick target accounts. It is to companies what demographics are to people.
Key takeaways
- Foundry lists industry, revenue, employee count and location as firmographics that B2B marketers use to find target accounts (Foundry).
- US federal statistical agencies classify businesses by industry with the NAICS standard (U.S. Census Bureau).
- HubSpot says the value of firmographic data depends on its source and the date it was collected (HubSpot).
What are the main firmographic fields?
- Industry, often coded with NAICS in the US.
- Company size, as an employee range (HubSpot).
- Annual revenue, actual or estimated (HubSpot).
- Location of the headquarters and offices.
- Ownership: public, private or non-profit (HubSpot).
How do sales teams use firmographic data?
- Segment the market into groups that share size, industry or region (HubSpot).
- Build target account lists that match the ideal customer profile.
- Route accounts to the right team, for example by region or size.
- Score account fit in the CRM.
Where does firmographic data come from?
- Company websites, filings and press releases.
- Government registries and industry codes.
- Data providers that sell company records.
- Your own CRM.
What are the limits of firmographic data?
- Revenue and headcount are often estimates.
- Data from online searches comes with no guarantee of accuracy (HubSpot).
- Bought data goes stale, so cross-check it with public sources (HubSpot).
- It shows what a company is, not what it plans to do.
Firmographic data vs technographic data: what is the difference?
| Dimension | Firmographic data | Technographic data |
|---|---|---|
| What it describes | The company: industry, size, revenue and location | The software and hardware the company uses |
| Typical source | Filings, registries and data providers | Website code, job posts and data providers |
| What it answers | Is this company a fit? | Can it run our product, and what does it replace? |
| Main limit | Estimates and stale records | Not every tool leaves a public trace |
Where Kalko fits
Kalko uses firmographics to check fit, then ranks accounts by need. It reads job posts, filings and buyer posts, and puts the source and the date on every claim.
Questions people ask
What is the difference between demographics and firmographics?
Demographics describe people, such as age and job title. Firmographics describe companies, such as industry and size.
What is an example of firmographic data?
A privately owned software company in Austin with 200 employees, about $30 million in revenue, coded as NAICS 513210, software publishers.
Is firmographic data enough to find buyers?
No. It tells you which companies fit. It does not tell you which ones need your product now.
Sources
- Foundry: firmographics, checked October 28, 2026
- HubSpot Blog: firmographics, checked October 28, 2026
- HubSpot Knowledge Base: default company properties, checked October 28, 2026
- U.S. Census Bureau: NAICS, checked October 28, 2026
- Pipedrive Blog: technographics, checked October 28, 2026
Technographic data
Technographic data shows which software and hardware a company uses. See where it comes from, how sales teams use it, its limits, and how it differs from firmographics.
→Ideal customer profile (ICP)
ICP stands for ideal customer profile: the type of company most likely to buy and get value from your product. See what goes in one, an example and its limits.
→Fewer accounts. Better won.
Bring your ICP. We will return a sourced market brief your team can inspect, approve, and act on.