In B2B marketing and B2B sales, understanding your target audience is crucial for success. Firmographic data has emerged as a powerful tool that empowers B2B businesses to make data-driven decisions and effectively reach their ideal customers.
In this article, we’ll explore the significance of firmographics and how 6sense’s firmographic data can dramatically improve your marketing and sales strategies.
What is Firmographic Data?
Firmographic data refers to the characteristics and attributes of organizations, such as industry, company size, location, revenue, and more. It is a key component of market segmentation, allowing B2B businesses to divide their target market into distinct groups based on shared firmographic traits.
By leveraging firmographic data, companies can tailor their marketing messages, sales approaches, and product offerings to specific segments, resulting in higher engagement and conversion rates.
How to Collect Firmographic Data
Collecting firmographic data involves gathering information from various sources, including public records, company websites, social media profiles, and third-party data providers. The process of data collection and analysis typically involves the following steps:
- Identifying relevant data sources
- Extracting and cleaning data
- Integrating data into a centralized database
- Analyzing and segmenting data based on firmographic variables
- Continuously updating and enriching data to ensure accuracy
Firmographic Data for Decision-Makers
Decision-makers in B2B companies rely on firmographic data to build a better pipeline and win deals. By leveraging 6sense’s firmographic data, they can:
- Identify high-value accounts that fit their ideal customer profile
- Prioritize accounts based on their likelihood to convert
- Personalize marketing campaigns and sales outreach
- Allocate resources effectively to maximize marketing ROI
Commonly used firmographic variables for targeting include industry, company size, revenue, location, technographic data, and the marketing technology stack a company uses.
| Firmographic Filter | Examples |
|---|---|
| Company Size | Small businesses (less than 50 employees), mid-sized companies (50-500 employees), enterprise-level organizations (500+ employees) |
| Industry | Technology, healthcare, finance, manufacturing, retail, education |
| Revenue | Startups (less than $1 million in annual revenue), SMBs ($1-10 million), large enterprises ($10+ million) |
| Geographic Location | North America, Europe, Asia-Pacific, specific countries or regions |
| Company Structure | Publicly traded companies, privately held businesses, non-profit organizations |
| Employee Roles | C-level executives, IT managers, marketing directors, HR managers |
| Buying Stage | Prospects in the awareness stage, consideration stage, or decision-making stage |
| Technology Stack | Companies using specific software or tools, such as CRM systems, marketing automation platforms, or cloud services |
| Growth Rate | High-growth companies, stable businesses, declining industries |
| Customer Base | B2B companies, B2C companies, government agencies, educational institutions |
Firmographic Success Stories with 6sense
6sense has helped numerous B2B companies achieve remarkable results by leveraging firmographic data. Here are a few success stories:
Hyland
Before using 6sense, Hyland relied on a traditional waterfall model for lead generation without leveraging intent data, which led to non-personalized campaigns. After integrating 6sense with their existing platforms and partnering with 2X, a 6sense services partner, Hyland aligned messaging throughout the buyer’s journey.
The results were impressive:
- 60% increase in account engagement and campaign click-through rate (CTR)
- 87% increase in engaged accounts
- 91% of accounts reached in marketing campaigns
- Six-figure reduction in advertising budget
Hyland’s experience demonstrates how 6sense’s firmographic data capabilities, combined with a well-orchestrated ABM strategy and the support of a skilled services partner, can drive significant improvements. This approach led to increased account engagement and reach and substantial cost savings.
DealHub
DealHub, a rapidly growing CPQ platform provider, implemented 6sense to gain visibility into their marketing attribution and measure the cumulative impact of their efforts. With 6sense, DealHub uncovered anonymous website traffic, tracked attribution across all touchpoints, and aggregated intent data to create an account-based scoring system.
DealHub’s adoption of 6sense’s firmographic data capabilities yielded remarkable outcomes:
- 80% of anonymous traffic identified
- Inbound attribution increased from 30% to 85%
- 80% of attribution for outbound from paid-media assistance recognized
By closing the attribution gap and understanding the “halo effect” of their marketing, DealHub reduced its overall attribution blind spot to just 15-20%. This enabled them to build a detailed picture of the customer journey, measure the cumulative impact of its marketing, and reallocate its budget for maximum effectiveness.
Future of Firmographic Data and Analytics
As artificial intelligence (AI) continues to advance, the future of firmographic data looks promising. 6sense’s AI-powered firmographic data is the most accurate and comprehensive in the industry.
With 6sense’s platform, B2B companies gain a significant competitive advantage as they can:
- Identify and prioritize high-value accounts that are most likely to convert
- Personalize marketing campaigns and sales outreach based on account-specific insights
- Align marketing and sales efforts to deliver a seamless customer experience
- Measure and optimize the impact of their ABM initiatives in real-time
Combining firmographic data with intent data and predictive analytics, 6sense enables businesses to make proactive, data-driven decisions that drive growth and revenue.
Unlocking Sustainable Growth with 6sense’s Firmographic Data
Firmographic data is a powerful tool that empowers B2B businesses to understand their target audience, personalize their marketing and sales efforts, and ultimately achieve better results. Leveraging 6sense’s firmographic data allows decision-makers to build a stronger pipeline, win more deals, and drive sustainable growth.
As the future of firmographic data continues to evolve, 6sense remains at the forefront, providing the most accurate and actionable insights for authoring your own B2B success story.
