Firmographics

What it is

Firmographics are the company-level fields you use to define and filter your ICP.

Typical firmographic fields:

• industry
• headcount
• revenue
• geography
• funding stage
• customer type (B2B vs B2C)
• ownership model (public, private, PE-backed)

Firmographics are the starting point for list building, but they are not enough on their own.

Why it matters

If your firmographics are wrong, everything downstream breaks:

• you enrich the wrong accounts
• you personalize to the wrong context
• you burn deliverability on low-fit outreach

Firmographics vs intent

• Firmographics = who they are
• Intent signals = whether they are in-market

Great outbound systems use both.

Common mistakes

• Using only industry (too broad)
• Using headcount bands that are too wide
• Assuming revenue estimates are accurate
• Not normalizing fields (different vendors use different categories)

Practical takeaway

Use firmographics to define your base ICP, then layer:

• persona mapping
• signal scoring
• enrichment waterfalls
• routing rules