# What is firmographics? Definition and examples · Leadraft

URL: https://leadraft.co/glossary/firmographics
Summary: Firmographics are descriptive facts about a business, such as industry, location, size and age, used to segment and qualify B2B leads.

Glossary · Lead generation · Last updated October 31, 2026

# Firmographics

Firmographics are descriptive facts about a business, such as industry, location, size and age, used to segment and qualify B2B leads.

**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 A missing website or an outdated platform is a direct signal for a web or marketing offer.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.

## Sources

1.  1.[US Census Bureau, North American Industry Classification System](https://www.census.gov/naics/)

## Related terms

-   [NAICS codeA NAICS code is a 2- to 6-digit number from the North American Industry Classification System that identifies a business's industry.](https://leadraft.co/glossary/naics-code)
-   [SIC codeA SIC code is a 4-digit Standard Industrial Classification number for a business's industry, an older US system largely replaced by NAICS.](https://leadraft.co/glossary/sic-code)
-   [Ideal customer profileAn ideal customer profile (ICP) describes the kind of business that gets the most value from your offer and is most likely to buy it.](https://leadraft.co/glossary/ideal-customer-profile)
-   [Lead enrichmentLead enrichment is adding missing data to a lead, such as emails, social links, categories or ratings, so it can be qualified and contacted.](https://leadraft.co/glossary/lead-enrichment)
-   [Lead scoringLead scoring is ranking leads by how likely they are to buy, using points for fit and behavior, so you contact the best ones first.](https://leadraft.co/glossary/lead-scoring)

## Further reading

-   [Leadraft for data teams](https://leadraft.co/solutions/data-teams)
-   [Industry lead lists](https://leadraft.co/leads)

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Last built: 2026-11-09