What Are Firmographics?

Key takeaways

• Firmographics are facts about a company: industry, headcount, revenue, location, age, funding and ownership type.
• They are the B2B version of demographics. You use them to decide which accounts fit before you look at people.
• Firmographics describe the account. Technographics, intent and job titles describe what the account uses, wants and who buys.
• In LeadOcean they are filters: industry, employeeRange, hqCountry, minFounded, companyType and more, on both people and company search.

What it is

Firmographics are the measurable characteristics of a company, such as industry, size, revenue, location, age and funding, that you use to group and target B2B accounts.

A marketer who sells to people asks about age, income and city. A B2B marketer asks the same questions about the business: how big, what sector, where, how old, how funded.

Firmographic fields usually fall into five groups:

• Industry: the sector the company sells into, such as Software Development or Banking.
• Size: employee count or a headcount bracket such as 51-200.
• Revenue: annual revenue in dollars, often a band rather than an exact figure.
• Location: headquarters country, state or city, and sales region.
• Profile: founding year, legal type (private, public, nonprofit) and funding stage.

How it works

Firmographic segmentation turns a vague market into a list of accounts you can name. You pick the traits of your best customers, then filter a database for companies with the same traits.

1. Look at your best customers. Find what they share. Most teams see a pattern in size and industry within the first 20 accounts.
2. Write the pattern as filters. "Software companies, 51 to 200 employees, headquartered in the US" is a firmographic filter.
3. Size the list before you buy or pull it. A count tells you whether the segment is 80 accounts or 80,000.
4. Add people filters last. Job function and seniority pick the buyer inside each account.
5. Check fit, then act. Review a sample, then export or enrich the full list.

Worked example. Say you sell sales tooling to small software firms. Your filters are industry Software Development, headcount 51-200, headquarters in the US. On 2026-10-02, LeadOcean's count_leads returned 272,418 mailable people at companies matching those three filters. Mailable means verified, catch_all_valid or catch_all email status. The count is free and spends no records.

Add jobLevel VP and jobFunction Sales & Business Development and the same count drops to 2,170 mailable people. That is the account fit narrowed down to the buyer.

Firmographics vs demographics

Firmographics describe companies and demographics describe people. Teams confuse them because the fields look alike, and because the words are often swapped. The table shows the split, with technographics included since it sits next to both.

Person-level fields in B2B (job title, seniority, function) are sometimes called "contact data" or "role data". They are not firmographics. They tell you who to write to once the account fits.

When it matters

Firmographics matter most at the start of a motion, when you decide who is worth contacting. They matter less later, when behavior and timing take over.

Keep one rule in mind when you build a segment. Firmographics tell you which companies could buy. They do not tell you which are buying now. Pair them with a trigger such as a recent funding round or a new hire, and fit becomes a shortlist you can act on this week.

Defining an ideal customer profile

An ICP is mostly a firmographic statement. "Series A SaaS, 50 to 200 staff, North America" gives a rep a clear yes or no on any account. Without it, every company looks like a maybe.

Building a target account list

Account-based teams start from a named list. Firmographic filters build it. You can sort by headcount bracket, drop industries you do not serve, and keep only the regions you cover.

Territory and routing

Location fields assign accounts to reps. hqSalesRegion gives NORAM, LATAM, EMEA and APAC. hqCountry and hqState split territories further.

Enriching a CRM

Most CRM records have a company name and domain and little else. Enrichment adds the missing size, industry and location so you can score and route. Run it by domain and fill the gaps in bulk.

Scoring and prioritizing leads

Firmographic fit is the cheapest score you can build. Give each account points for the right industry, the right headcount bracket and the right region. Sort the list by that score, then let timing signals break ties.

How LeadOcean handles it

LeadOcean exposes firmographics as filters on both company search and people search. There are 34 company filters, and the same traits work on the 693M people records. Each person is joined to a company record, so you can filter by the company and get people back in one call.

The filters that map to the five groups:

• Industry: industry (534 values) and excludeIndustry.
• Size: employeeRange (brackets from 1-10 to 10001+), minEmployees, maxEmployees.
• Revenue: minRevenue, maxRevenue.
• Location: hqCountry, hqContinent, hqSalesRegion, hqState, hqCity.
• Profile: minFounded, maxFounded, companyType, fundingType, minFunding, minLastFundingYear.

Enum values are exact strings. Resolve them with list_enum_values in MCP or GET /v1/enums over REST before you guess.

The call below sizes the worked-example segment. Note that count=true is a query parameter, not part of the JSON body. It costs nothing and meta.total is capped at 100,000.

curl -X POST "https://api.leadocean.io/v1/people/search?count=true" \
  -H "x-api-key: $LEADOCEAN_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{
    "industry": ["Software Development"],
    "employeeRange": ["51-200"],
    "hqCountry": ["US"],
    "limit": 1
  }'

To get the full companies instead of people, send the same filters to POST /v1/companies/search. To pull a file, use POST /v1/exports or the Exports page in the app at app.leadocean.io. It has a filter builder, a column picker and a price preview before you download the CSV.

One caveat. Revenue, funding and founding-year filters only match records where we hold the value. A company with no revenue figure on file is never returned, so a revenue filter makes the list narrower than the real market. Fresh data helps: the dataset is refreshed monthly and each record carries its own fetched_at date.

Pricing is simple. The Free plan gives 1,000 records one-off with no card. Pro is $499 a month. See pricing.

For related reading, see the best firmographic data providers, the guide to firmographic data and B2B segmentation and the providers ranked for B2B sales teams.

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