By: Rudy Arnold (
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Firmographics are …Firmographics

Firmographics are cool.  Hey, what now? Firmographics are to businesses, what demographics are to individuals.  B2B marketers are all too familiar with this term because we struggle to segment our lists by types of businesses. Our content is driven to match these segments. You wouldn’t want someone from a retail industry touting increased ROI for donors, would you?  Firmographics help categorize the business in their target markets by industry type enabling you to market to each type separately.

Promotions Are a Pain

Hey now… Creative promoting, properly targeted audiences, allows you to customize messaging that aligns with the common pain points of each segments.  It allows the marketer to proceed with confidence in their marketing strategy by sending the right message to the right people at the right time. The holy trinity that marketers hope to achieve, and using firmographics helps to achieve that goal.

Don’t Miss the Boat

Optimizing marketing strategies and taking an informed sales approach that’s backed by data reduces the risk of missing out on opportunities for business. Grouping companies that are in the same industry together using firmographic segmentation allows businesses to focus the sales and marketing strategies to specific industries identifying common pain points, needs and interests of each specific industry.

Understanding trends in data when segmenting with firmographics allows professionals to recognize trends in the data more easily.  These trends can then be accounted for during marketing and sales efforts, ultimately boosting ROI and limiting Ad Spend to tactics that work. Marketing efforts showing a best-fit straight line that is used with simple linear data sets called a linear trend line. Your data is linear if the patterns in its data points resembles a line. A linear trend line usually shows that something is increasing or decreasing at a steady rate.

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