What is Firmographic Data?
Firmographic data is company information used to segment and target B2B accounts. Think of it as demographics for businesses instead of people.
You use firmographics to answer basic questions about a company: What industry are they in? How big are they? Where are they located? How much revenue do they generate? These attributes help you decide if an account matches your ideal customer profile before you spend time prospecting.
Core firmographic attributes:
Industry: Sector classification like SaaS, manufacturing, or financial services
Company size: Employee count ranging from small businesses to enterprises
Revenue: Annual revenue indicating budget capacity
Location: Headquarters and office locations
Ownership: Public, private, PE-backed, or subsidiary status
Modern firmographic platforms go beyond static company profiles. They combine firmographic data with technology usage, buying signals, and contact information so you can target accounts that fit your ICP and show signs of active buying interest.
Top firmographic data providers for 2026
Here's how the leading platforms compare:
Provider | Data Coverage | Key Strength | Best For |
|---|---|---|---|
ZoomInfo | 100M+ companies, 500M+ contacts | AI insights with intent signals | Mid-market to enterprise |
Apollo | 210M+ contacts, 30M+ companies | Prospecting workflows | SMB to mid-market |
Clearbit | 50M+ companies | Real-time enrichment | Marketing teams |
Lusha | 100M+ contacts | Browser extension | Individual sellers |
Cognism | 400M+ contacts | GDPR compliance | European markets |
Dun & Bradstreet | 450M+ businesses | Corporate linkage | Enterprise |
Demandbase | 100M+ companies | ABM intelligence | Marketing teams |
SalesIntel | 18M+ decision-makers (120M+ total contacts) | Human verification | Accuracy focus |
ZoomInfo
ZoomInfo gives you access to 100M+ companies and 500M+ professional contacts with firmographic, technographic, and intent data in one platform. The database tracks over 1B buying signals daily to show you which accounts are actively researching solutions in your category.
GTM Workspace brings prospecting, engagement, and pipeline management into a single environment. You can build target lists, launch outreach sequences, and track results without switching between tools. The platform integrates with Salesforce, HubSpot, Microsoft Dynamics, and sales engagement platforms like Outreach and Salesloft to keep your CRM current.
Copilot acts as an AI assistant that surfaces insights in real time and automates routine work like list building and contact discovery. You can set up custom intent topics to monitor when accounts start researching specific solutions or competitors. ZoomInfo maintains GDPR, CCPA, and SOC 2 Type II compliance while serving over 35,000 customers. Gartner and Forrester recognize the platform as a leader in sales intelligence.
Key Features:
Firmographic filters for industry, size, revenue, location, and growth stage
Technographic data covering 30,000+ technologies
Intent signals tracking topic research and buying committee activity
Organizational charts mapping reporting structures
Direct dial phone numbers and verified emails
Automatic CRM enrichment
Custom data requests through ZoomInfo DaaS
Advanced search with Boolean logic
Native integrations with engagement platforms
Apollo
Apollo combines a database of 210M+ contacts and 30M+ companies with sales engagement tools. You get contact data alongside email sequencing, call tracking, and meeting scheduling in one platform.
The search interface includes standard firmographic filters like industry, employee count, revenue range, and location. Apollo's Chrome extension reveals contact information while you browse LinkedIn or company websites. The platform syncs with Salesforce and HubSpot to push contacts directly into your CRM.
Apollo operates on a credit-based model where you consume credits for contact exports and email verification. The platform includes lead scoring based on engagement signals and firmographic fit. A free tier gives individual sellers and small teams access to test the database before committing to paid plans.
Key Features:
Firmographic search across industry, size, and location
Email sequencing with A/B testing
Call recording and local presence dialing
Chrome extension for LinkedIn prospecting
Email verification and deliverability scoring
CRM sync for Salesforce and HubSpot
Lead scoring based on engagement
Job change alerts
Clearbit
Clearbit focuses on real-time data enrichment for marketing teams. The platform automatically appends firmographic and demographic data to leads as they enter your system through forms or other channels.
Native integration with HubSpot, Marketo, and Salesforce means enrichment happens without manual data entry. Clearbit's API processes enrichment requests for form fills, email captures, and CRM updates. The platform shortens web forms by pre-filling company information based on email domain or IP address.
Clearbit Reveal identifies companies visiting your website even when visitors don't fill out forms. This enables account-based advertising and sales outreach to engaged accounts. The enrichment engine pulls from 250+ data sources to build complete company profiles with continuous updates.
Key Features:
Real-time enrichment API
Website visitor identification
HubSpot native integration
Form shortening to reduce friction
Company logo and social profile data
Technology install base data
Data normalization
Lead routing based on firmographic rules
Lusha
Lusha provides contact and company data through a browser extension and web platform. The Chrome extension displays contact information directly on LinkedIn profiles and company websites with one click.
The database includes 100M+ business contacts with direct dial phone numbers and email addresses. Basic firmographic filters cover industry, company size, and location for building prospect lists. Lusha verifies emails and validates phone numbers before you export them.
The platform integrates with Salesforce, HubSpot, and other CRMs to push contacts into sales workflows. Lusha operates on a credit-based model where you pay per contact revealed. Team management features let you distribute credits and track usage across your sales organization.
Key Features:
Chrome extension for LinkedIn prospecting
Direct dial phone numbers
n- Email verification before export
Basic firmographic search
Salesforce and HubSpot integration
Bulk enrichment for contact lists
Team credit management
GDPR and CCPA compliance tools
Cognism
Cognism specializes in GDPR-compliant B2B data with a focus on European markets. The platform's Diamond Data includes phone-verified mobile numbers for decision-makers, with human researchers confirming accuracy.
The database covers 400M+ contacts globally with particular depth in UK, France, Germany, and Benelux regions. Cognism combines firmographic data with technographic insights and intent signals through partnerships with providers like Bombora. The Chrome extension works on LinkedIn Sales Navigator and company websites.
Integration with Salesforce, HubSpot, Outreach, and Salesloft syncs data and tracks engagement. Cognism maintains compliance through consent-based data collection and automated suppression lists. The platform includes features for managing data subject access requests and maintaining audit trails.
Key Features:
Phone-verified Diamond Data
GDPR-compliant data collection
Strong EMEA coverage
Intent data integration
Chrome extension for Sales Navigator
Technographic data
Automated suppression lists
Native CRM integrations
Dun & Bradstreet
Dun & Bradstreet maintains a commercial database with 450M+ business records globally. The D-U-N-S Number system provides unique identifiers for companies and tracks corporate family relationships.
Firmographic data includes detailed financial information, credit ratings, and risk scores alongside standard company attributes. The platform tracks corporate linkage to map parent-subsidiary relationships, acquisitions, and ownership structures. Data depth includes employee counts by location, revenue by business segment, and executive leadership information.
Integration with major CRM platforms and data warehouses enriches existing records and maintains data quality. The platform includes industry classification using multiple taxonomies including NAICS, SIC, and proprietary codes. Financial services, supply chain, and enterprise sales teams use D&B for credit risk assessment and account planning.
Key Features:
D-U-N-S Number for company identification
Corporate linkage mapping
Credit ratings and risk scores
Global coverage across 200+ countries
Revenue and employee data by location
Multiple industry classification systems
Executive contact information
CRM enrichment tools
Learn more about Dun & Bradstreet
Demandbase
Demandbase combines firmographic data with account intelligence and advertising capabilities for account-based marketing. The platform identifies companies visiting your website and tracks engagement across digital channels.
Account Intelligence Cloud includes firmographic attributes, intent signals, and engagement metrics for target account prioritization. You can run account-based advertising by targeting specific companies with display ads, social campaigns, and personalized web experiences. Demandbase tracks engagement minutes to measure account-level interest.
Integration with marketing automation, CRM, and sales engagement tools orchestrates ABM programs. Account scoring models combine firmographic fit, intent signals, and engagement data to prioritize outreach. Website personalization features customize content based on visitor company attributes.
Key Features:
Website visitor identification
Account-based advertising
Intent data from multiple sources
Engagement minutes tracking
Website personalization
Account scoring models
Marketing automation integration
ABM analytics and attribution
SalesIntel
SalesIntel emphasizes human-verified data with researchers confirming contact and company information every 90 days. The platform includes 120M+ B2B contacts, including 18M+ decision-makers, with direct dial phone numbers and verified email addresses.
Research-on-demand service lets you request specific contacts or companies not yet in the database. SalesIntel combines firmographic data with technographic insights covering technology install base and IT spending patterns. Intent data identifies accounts actively researching solutions.
The Chrome extension works on LinkedIn and company websites to reveal contact information. Organizational charts map reporting structures and buying committees. Integration with Salesforce, HubSpot, and sales engagement platforms syncs data and tracks outreach.
Key Features:
Human-verified contacts updated every 90 days
Research-on-demand service
Direct dial phone numbers
Technographic data
Intent signals
Chrome extension
Organizational charts
Native CRM integrations
How to evaluate firmographic data providers
Your choice of firmographic data provider impacts prospecting efficiency and targeting precision. Balance data quality, coverage, integration capabilities, and cost against your specific go-to-market needs.
Data accuracy and freshness
Bad data wastes time on bounced emails, disconnected phone numbers, and outdated company information. Look for providers that explain their verification methodology and update frequency.
Key considerations:
Verification approach combining automated checks with human research
Update frequency for different attributes
Accuracy guarantees for email deliverability
Transparency about data sources
Coverage and depth
Database size matters less than coverage of your ideal customer profile. A provider with weak coverage in your target industries delivers less value than a smaller database with deep coverage where you sell.
Key considerations:
Companies and contacts matching your ICP
Geographic coverage including international markets
Industry depth with detailed classifications
Company size distribution across segments
Attribute completeness for critical fields
Integration capabilities
Firmographic data delivers value when it flows into your existing workflows. Native integrations with your CRM and sales engagement platforms reduce friction and keep data current.
Key considerations:
Native CRM integrations with Salesforce, HubSpot, and Dynamics
API access for custom integrations
Sales engagement platform connections
Marketing automation integrations
Bi-directional sync capabilities
Compliance and security
Enterprise buyers need vendors that meet regulatory and security standards. GDPR and CCPA compliance protects your company from legal risk when using third-party data.
Key considerations:
GDPR compliance for European data
CCPA compliance for California residents
SOC 2 Type II certification
Data sourcing transparency
Suppression list management
Pricing and total cost
Firmographic platforms use different pricing models that impact total cost. Seat-based pricing charges per user while credit-based models charge per contact. Understand how your usage patterns align with each model.
Key considerations:
Pricing model alignment with usage
Minimum seat requirements
Credit consumption rates
Hidden costs for integrations and training
ROI based on time saved and pipeline generated
Firmographic vs. technographic and intent data
Firmographic data works best when combined with other B2B data types. Understanding how these complement each other helps you build precise targeting strategies.
Data Type | What It Describes | Example Attributes | Primary Use |
|---|---|---|---|
Firmographic | Company characteristics | Industry, size, revenue, location | Account segmentation |
Technographic | Technology stack | CRM, marketing tools, infrastructure | Solution fit targeting |
Intent | Buying signals | Topic research, content consumption | Timing prioritization |
You layer these data types to identify accounts that match your ICP, use complementary or competitive technologies, and show active buying signals. This narrows target lists from thousands of possible accounts to hundreds of high-probability opportunities.
How to use firmographic data to drive pipeline
Firmographic data forms the foundation for go-to-market motions that directly impact pipeline generation. You apply firmographic attributes across prospecting, targeting, and personalization workflows.
ICP definition: Build ideal customer profiles using firmographic patterns from your best customers. Look at which industries, company sizes, and revenue ranges convert at the highest rates.
Account prioritization: Score and tier accounts by firmographic fit before assigning to territories. Focus seller time on accounts that match your sweet spot.
Territory planning: Assign accounts to sellers based on geography, company size, or industry expertise. Balance territories using firmographic criteria to ensure fair distribution.
Personalized outreach: Tailor messaging and value propositions by company size, industry vertical, or growth stage. A 50-person startup needs different messaging than a 5,000-person enterprise.
**Lead scoring:** Weight inbound leads by firmographic match to ICP criteria for routing and follow-up priority. High-fit accounts get faster response times.
TAM analysis: Size total addressable market by counting companies matching firmographic criteria. This informs territory planning and quota setting.
Where does firmographic data come from?
Firmographic data providers compile information from multiple sources to build company profiles. Understanding data sourcing helps you evaluate provider quality and compliance.
Primary sources include:
Public filings like SEC documents and annual reports
Business directories including company websites and LinkedIn
Web scraping of job postings and press releases
Third-party data aggregation from commercial sources
Self-reported data from forms and surveys
Quality providers combine multiple sources and apply verification processes to resolve conflicts. Transparency about data sourcing helps you understand compliance posture and data freshness. Ask providers how they source specific attributes and how often they refresh different data types.
Find the right firmographic data partner
Your firmographic data provider impacts your entire revenue organization's efficiency. The right platform reduces prospecting time, improves targeting precision, and increases conversion rates.
Key decision factors:
Data accuracy matching your quality requirements
Coverage aligned to your ICP and market
Integration with your existing tech stack
Compliance with privacy regulations
ZoomInfo combines the largest B2B database with AI-powered insights and native workflow integration. The platform delivers firmographic data alongside technographic insights and intent signals to help you identify and engage high-probability accounts. GTM Workspace brings together prospecting, engagement, and analytics in one environment that eliminates tool-switching.
Talk to our team to see how ZoomInfo improves targeting precision and pipeline velocity.
Frequently asked questions
How does firmographic data differ from demographic data for B2B targeting?
Firmographic data describes company characteristics like industry and revenue while demographic data describes individual people. You use firmographics to target companies and demographics to personalize messaging to specific buyers within those accounts.
How frequently do firmographic data providers update company information?
Company data decays as businesses grow, relocate, or change industries. Look for providers with continuous or quarterly refresh cycles to maintain accuracy, especially for dynamic attributes like employee count and revenue.
Can you build account-based marketing programs using only firmographic data?
Firmographic data forms the foundation of ABM by identifying and segmenting target accounts. You use firmographic criteria to build account lists, but combining it with intent data and technographics improves targeting precision and timing.
Which firmographic attributes predict B2B sales success most accurately?
Industry, company size, revenue, and location typically matter most for ICP alignment. The specific attributes that drive conversion vary by solution, so analyze your best customers to identify firmographic patterns that predict success in your market.
How do firmographic data providers verify company information accuracy?
Verification methods vary across providers. Some use automated web scraping and AI validation while others employ human researchers. The best providers combine multiple approaches and update records regularly to maintain accuracy.
Does GDPR apply to firmographic data about companies?
Company-level firmographic data generally falls outside GDPR scope since it describes businesses rather than individuals. However, contact data attached to firmographic records may require GDPR compliance depending on collection and usage methods.
