What is firmographic data?

What does firmographic data include?

Firmographic data covers the facts a company shares with every other company, so that any two of them can be compared. A standard record holds:

• Industry: what the company does, usually as a label from a fixed list, such as “Software Development” or “Hospitals and Health Care”.
• Size: a headcount, a size band the company declares (51–200, 1,001–5,000), or both.
• Revenue range: an estimate in bands, to read with care, because private companies rarely publish their revenue.
• Location: the headquarters, and for larger companies the countries where employees work.
• Age and ownership: the founding year, and whether the company is privately held, public, a nonprofit or a government body.
• Workforce breakdowns: how many employees sit in each department and in each country. They tell you whether a company has a sales team worth selling to, or an engineering team in your region.

The record for Stripe above shows them on one real company, returned from its domain alone.

Why does firmographic data show several headcounts?

Firmographic data shows several headcounts because each one measures something different: the range a company declares on its own page, the approximate number of employees on LinkedIn, and the current jobs a data provider can sort into departments. The Stripe record carries all three:

Measure	Value on October 28, 2026	What it counts
Size band	5,001–10,000	The range Stripe declares on its own company page
Employees on LinkedIn	16,641	The approximate employee count on LinkedIn
Jobs in the department breakdown	12,273	Current jobs sorted into departments; a person with two jobs counts twice

None of them is wrong, and none of them is “the” headcount. A size band changes when the company edits its page; a profile count moves as people update their profiles. When you filter a market by company size, use one measure for every company, and say which one, or a segment drifts as soon as the source changes.

How do GTM teams use firmographic data?

Firmographics are usually the first filter of a go-to-market workflow: they split the market into segments, turn the ideal customer profile into filters, size the market, route accounts and score them.

1. Segmentation: split the market into groups that buy differently, such as startups, mid-market and enterprise.
2. Ideal customer profile: write the traits of the accounts you win into filters, then run them across the whole market to list every company that fits.
3. Market sizing: count the companies that fit to size a total addressable market.
4. Routing and territories: assign accounts to reps by region, size or industry.
5. Scoring and personalization: rank accounts by fit, and adapt the message to the industry and the size of the company.

Firmographic, technographic and intent data: what is the difference?

Firmographic, technographic and intent data describe a company from different angles, and they change at different speeds.

	Describes	Example
Firmographic data	What the company is	Software, 1,001–5,000 employees, headquartered in Austin
Technographic data	Which tools it uses	Runs Salesforce and Snowflake, hiring for HubSpot skills
Intent data	What its people are researching	Reading about data warehouse migrations this month

Firmographics change slowly and define the market; technographics and intent tell you which companies in that market to call now. Each has its own page in the glossary.

Which is which?

Six facts about the same company. Which kind of data is each one?

1. Software Development, 1,001–5,000 employees

2. Runs Salesforce and Snowflake

3. Its people are reading about data warehouse migrations this month

4. Headquartered in Austin, founded in 2012

5. Three open roles ask for Snowflake experience

6. Compared vendors in its category on a review site last week

Show the answers

1. Software Development, 1,001–5,000 employeesFirmographicIndustry and size say what the company is, and every company has them.
2. Runs Salesforce and SnowflakeTechnographicNamed tools are part of the stack the company works with.
3. Its people are reading about data warehouse migrations this monthIntentResearch behavior shows interest in a topic; it is not a fact about the company itself.
4. Headquartered in Austin, founded in 2012FirmographicLocation and age are firmographic: stable facts that let you compare any two companies.
5. Three open roles ask for Snowflake experienceTechnographicA job posting that names a tool shows the stack being built; it is also a buying signal.
6. Compared vendors in its category on a review site last weekIntentComparing vendors is research, read from online behavior: intent data, which a review site can share as second-party data.

How do you get firmographic data?

You get firmographic data from an API, starting from whatever identifier you hold. A domain resolves to the company page, and the company page returns the full record: Company Enrichment does it for one company at a time, from a CRM, a spreadsheet or a workflow tool. To find the companies you do not know yet, Company Search takes firmographic filters, such as industry, size band and headquarters, and returns every company that matches.

Because companies grow, move and change their pages, refresh the record on a schedule rather than once at import.