What is Firmographic Data and Its application to ABM?

Account-based marketing targets specific and applicable accounts rather than selling and marketing to your entire total addressable marketing (TAM). When you identify who the right companies are, you can target these companies with super-personalized messaging. Firmographic data helps find the right set of companies or accounts to target for different messaging.

In addition to better target segmentation, firmographic data can be used to create personalized content such as:

Relevant email campaigns and newsletters
Authoritative blog posts
Targeted ads and improved ad copy

Before diving deep, let’s quickly recap what firmographic data includes.

What is Firmographic Data?

Firmographic data includes both company-wide and user-specific data. As a result of B2B segmentation using firmographics, you may get a clearer picture of ideal client identities and target them with relevant information.

Firmographic data include details like:

Annual Revenue
Type of Industry
Number of Employees
Location(s)
Company Age
Decision-Makers

For your team to concentrate their time on leads and organizations who are qualified for your product or service, firmographic data is essential. It ensures your communication is as relevant to your target audience as possible.

Improved Market Targeting

You have to consider your audience. When it comes to the demands of startup firms, they are vastly different from those of corporations. Many SMBs seek standardized solutions to decrease complexity, while many enterprises seek custom-built tools and technologies for specific problems.

Suppose you are looking for companies:

With over $1 million in funding
At least 10 years old
Located in the US
Have 500-1000 employees

With a few clicks, you can instantly use SalesIntel to filter and identify companies that fit your requirements. This makes it easy for your team to focus on targeting your qualified prospects rather than a general list.

The next step is to extract validated contacts from within these companies that match your profile. So firmographic data helps account-based marketing (ABM) campaigns get started by finding the right set of companies or accounts to target.

Personalized Content Marketing Approach

77% of consumers have selected, recommended, or paid more for a brand that offers a personalized experience. Their experience starts right from your first marketing message.

Your research should contain company revenue, size, locations, and other essential data. This relevant data will help you tailor marketing communications to grab your prospects’ attention.

If their firmographics differ, they will have different obstacles to overcome and goals to attain. Why would they read and watch the same blog entries and videos?

Keep a specific firmographic segment in mind when creating a specific piece of content. Doing so may appear simple, but getting it correct requires experience, trial and error, and continuous progress.

Personalize Your Marketing Campaigns

Understanding how to reach high-value marketing segments with outbound and inbound marketing techniques is critical, and firmographic data can significantly impact your success.

Advertising based on assumptions is difficult. If you get stuck in the wrong approach, you will waste money advertising to uninterested audiences. Imagine seeing an ad in a language you don’t know or about software you’ll never use in your role.

Instead, by gathering as much information as possible about your ideal prospects, you can utilize that information to target your adverts better and effectively.

For example, if you run advertising on LinkedIn, you may target consumers based on various firmographic data points.

SalesIntel assists you in identifying accounts that meet your firmographic standards to qualify as a lead. This way, you’ll have all the information you need to focus your LinkedIn audience while creating your ad campaigns.

Focusing on Qualified Leads

Firmographic data is crucial to ensure your team spends their time focusing on leads and companies who are well qualified for your product or service and to ensure your messages are as relevant as possible.

SalesIntel tracks 22M+ accounts in 350+ metropolitan areas and updates our firmographic data every 6 months, so your teams can be confident in the quality of their leads.

Limitations of Firmographic Data

Firmographic data segments customers, but it cannot be used in isolation. It’s meant to start the ABM journey, not see it all the way through.

Firmographic data does not wholly depict a company’s requirements, desires, and purchasing behavior. Without this information, go-to-market teams may be forced to promote irrelevant advertising or make cold calls to unqualified contacts.

Firmographic data can create deep account-based intelligence when combined with behavioral, technological, and contextual data. Your sales and marketing teams will be better equipped to recognize a prospect’s demands and likelihood to buy – and will be able to begin implementing the appropriate strategies for gaining ideal accounts.

The biggest challenges with personalization are having enough data, having accurate data, and gaining insight quickly enough. SalesIntel plays a crucial role in overcoming these challenges for you.

Using Reliable Firmographic Data for Account-based Marketing is Crucial

Many B2B data vendors claim to give up-to-date firmographic information. However, when it comes to accuracy and dependability, their data can be lacking.

While using firmographic data, you need to make sure that:

The data is accurate and up-to-date
The provider includes supportive data with firmographics

SalesIntel provides access to millions of human-verified firmographic and technological data points in one place. We take data a step further by providing Buyer Intent data to assist you in identifying ready-to-buy prospects.