Firmographics

Also called: Firmographic data, Company attributes.

Firmographics are to companies what demographics are to people. The classic fields are industry (often as a NAICS or SIC code), location, employee count, revenue, ownership and founding year.

For local businesses, classic firmographics are thin. Revenue and headcount are rarely public for a three-person plumbing company, and estimates are often guesses. The fields you can actually observe are more useful: Google Maps category, address and service area, hours, rating and review count, whether there's a website, which platform it runs on, and which social networks it uses.

Use firmographics to segment messaging and to filter. Category decides the trade-specific angle. Review count and rating say something about reputation and size. A missing website or an outdated platform is a direct signal for a web or marketing offer.

Be careful with inferred fields from third-party databases. If a field was estimated, label it, and don't build your qualification rule on it.

Example

Two salons in the same city: one has 412 reviews, online booking and Instagram; the other has 9 reviews and only a Facebook page. Same industry code, very different prospects.