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Each company has its own personality with its economic, social, cultural and professional environment,...

An innovative approach that allows better understanding and development of B2B customer knowledge

Firmography identifies companies by the qualities of their business, expertise, affinities, environment, level of maturity, sensitivities,…..

Firmography

Firmography consists in understanding and modeling
the organizational dynamics of companies.

Firmography is for B2B marketers what demographic data is for their B2C colleagues. While demographic data reveals information about a person (age, gender, nationality, income, etc.), firmographic data expresses the same thing, but for a company.

Company size, location, turnover, sector of activities ... typically constitute firmographic data.

These variables explain how businesses work and evolve. They can be used for commercial enterprises as well as for associations or public entities.

Firmographic segmentation is most effective when other segmentation methods fail to identify significant differences between your target groups.

Segmentation psychographique
Urban
SOHO
SME
Start-up
Online
Beneficial
Increasing
Optimized
Growth
Organizations
Reflections
Supervision
Relational
  • Urban
  • SOHO
  • SME
  • Start-up
  • Online
  • Beneficial
  • Increasing
  • Optimized
  • Growth
  • Organizations
  • Reflections
  • Supervision
  • Relational

Never heard of?

Yet the concept was developed in the 70's and you know it.

FIRMOGRAPHY IS A B2B QUALIFICATION METHOD THAT CONSISTS OUT OF CHARACTERIZING COMPANIES AND ORGANIZATIONS THROUGH DESCRIPTIVE ATTRIBUTES THAT THEN ALLOW THEM TO BE SEGMENTED AND EXPLOITED ON A COMPARABLE BASIS.

Interest of firmographic data

The more accurate and complete they are, the better the databases and the more effective your marketing strategies and communication campaigns will be.

Optimized exploitation of firmographic data allows:

TO CHECK THE RELEVANCE OF YOUR B2B MARKETS

Where are the companies you are targeting geographically located? How many employees do they employ? What is the value of each company? You do not waste time trying to find out if a company can really afford your product or service or whether it even needs it.

TO OPTIMIZE YOUR COMMUNICATION CAMPAIGNS

With better targeted and personalized messaging, aligned with the needs of each market segment, you can boost your campaign performance by focusing your business communication on the most likely organizations to be receptive and willing to buy your products or proposed services.

TO CLASSIFY COMPANIES WITHIN THE SAME SECTOR

Firmographic data enables B2B companies to rank their target companies by type of activity.

TO AVOID LOST OPPORTUNITIES

Optimizing marketing strategies on data mining reduces the risk of missing opportunities for businesses.

TO DETECT EMERGING TRENDS

An analysis of firmographic data allows professionals to identify current trends and developments. These trends can then be integrated into marketing and sales actions, making them more effective.

EXAMPLE OF FIRMOGRAPHIC EXPLOITATION

Imagine you are selling a logistics program that is tailored to a particular sector (for example, small distribution companies).

A relevant exploitation of the firmographic data will allow you to identify areas of geographical concentration (useful to know by your sales representatives), to identify the companies in growth, to identify those with strong digital maturity, to exclude those of unsuitable size, etc.

Segmentation psychographique
Organized
Versatile
Independent
Innovative
Productive
Economic
Progressive
Accessible
Communicative
Leader
Flexible
Accurate
Autonomous
  • Organized
  • Versatile
  • Independent
  • Innovative
  • Productive
  • Economic
  • Progressive
  • Accessible
  • Communicative
  • Leader
  • Flexible
  • Accurate
  • Autonomous

Concentrate on the needs of your clients,
Consultant-BI will optimize your databases

THE BETTER YOU USE THE FIRMOGRAPHIC DATA OF YOUR DATABASES, THE MORE EFFICIENT IT WILL BE FOR YOUR MARKETING ACTIONS. BUT THE BIGGEST DIFFICULTY LIES WITHIN THE EXPLODED OPERATIONAL COMPLEXITY OF THE FIRMOGRAPHIC DATA DUE TO NEW DIGITAL PROCESSING CAPABILITIES.
And it is here that Consultant-BI intervenes to support your company:

On the one hand, by analyzing your databases and qualifying them according to firmographic criteria

On the other hand, advising you on optimal strategies for segmentation and targeting

The important thing is that you understand what you have to offer. We'll help you translate this into goals and identify the types of businesses that may be interested in your products or services .

RENEWED FIRMOGRAPHIC DATA

Of course, there are already market data providers, but these are relatively traditional and fall within the basic firmography.

Conversely, Consultant-BI intends to deepen the data approach by offering its customers a more complete and nuanced picture of reality, thanks to new forms of modeling and prediction methods.

Consultant-BI can help you enrich your databases on a dozen psychographic attributes, including:

The activity of the company
Location
Company size (number of employees)
Turnover/ revenue
Financing methods
Company growth
Financial health
The profitability
The age of the structure
Digital maturity
Presence on social networks
Etc.

CASE STUDIES

Here are two examples of psychographic descriptions that can be used in marketing campaigns.

1. Startup

A startup created in 2016 in Louvain-la-Neuve, by a former researcher, specialized in mobile technologies, in full growth. Its firmographic description will give the following profile:
Segmentation criteria
Psychographic extrapolation
Location
Peri-urban
Company size
SME
Revenue
Profit
Financing methods
Development
Growth
Positive
Financial health
Healthy
Profitability
Correct
Age of the structure
Startup
Digital maturity
Digitalised
Presence on social networks
Hyper connected
Etc.

2. Wholesaler

A SME created in 1974 in Lille and specialized in the trade of pork meat (market in stagnation), 25 employees. Its firmographic description will give the following profile:
Segmentation criteria
Psychographic extrapolation
Location
Urban
Company size
SME
Revenue
Balanced
Financing methods
Claim(s)
Growth
Stationary
Financial health
Constant
Profitability
Correct
Age of the structure
Mature
Digital maturity
Connected
Presence on social networks
Contact
Etc.

More info...