In this article we are going to discuss Data-Led B2B Branding: Using Firmographics to Build an Identity That Fits Your Real Buyers.
Data is increasingly used to inform many business and personal decisions. Collecting firmographic info can help a company conduct better marketing by using insights about target markets to inform their overall brand identity.
Table of Contents
What Are Firmographics?
This term incorporates all the information a marketing team has an AI agent data connector gather about an organization or business. Relevant data points start with the industry or sector the business operates in. For example, B2B marketing would definitely differ between a healthcare organization and a manufacturing one.
Consider the company size, which is usually measured by headcount or the number of overall offices and branches.
Firmographics also incorporate a company’s annual revenue. Geographic location includes the physical address, country headquarters, and all operational outlets in other locations.
When organizing data, check a company or organization’s legal status. In other words, is it public or private? Consider the hierarchy structure and whether it’s a subsidiary or the parent company.
How Can You Use It to Build Brand Identity?
The key in marketing is understanding your target audience. This involves knowing how big the company is, what their overall needs are, and whether they’re a small startup versus a multi-billion-dollar mega company. Having this and other information in mind should help your marketing team tailor your sales pitch and campaigns to catch their eye.
The company location matters as you must incorporate the changing needs of local cultures and regions. For example, if you’re targeting food, one region may be heavily focused on farm-to-table eating and farmers’ markets, whereas another area may have a huge food truck culture.
Learn the pain points of the company you’re dealing with. Their issues to solve can be money flow or how to better manage time.
When designing things like logos, typography, and overall tone, it should match the maturity and risk tolerance of the sector that you’re speaking to. For example, it is well known that children respond to bright colors and big bold typography. However, when speaking more to an enterprise finance company, you may want to incorporate conservative blue elements.
If you’re targeting a health food or nature company, using greens and other earth tones can create that natural feel. Understand who the decision makers are, whether it’s financial buyers or technical users, to market a message clear to them. Incorporate all your visual branding across your pitch decks, dashboards, and correspondence, such as email boilerplates.
What Are Some Good Examples?
When you think of Apple computers, it’s easy to envision a company that’s always looking ahead towards the future and constant innovation. That feeling compounds when you go on their website or in their stores, where you’re surrounded by a slick, minimalist product design and premium, elegant packaging. From the Apple Watch to MacBook Air, the electronics brand embodies a modern feel and tech-based luxury targeted to consumers who don’t mind paying $1,000 or more for a laptop.
Non-dairy lovers of the brand Oatly have likely noticed the use of hand-drawn fonts and a casual tone that sounds very earthy and not like some megagiant food corporation. The company knows how to speak to the average consumer looking for a brand like theirs.
Let the Data Speak for Your Brand
With so much information to sort through, it’s important to know as much as possible about the company and consumer you wish to connect to. Firmographic data gathering can provide what you’re looking for, from company size to who the decision-makers are. Use these tools to embody the voice and other brand emblems that connect you to this market.
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