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Concept explainersUpdated 5/13/2026

Firmographic vs technographic data: which to filter on for B2B targeting

Two main B2B data categories: firmographic (industry, employee count, revenue, location, founded year) and technographic (tools the company uses). They're complementary. Best ICPs use both.

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Firmographic — when it wins

For services that scale with company size (HR tools, accounting software, insurance). Industry-specific products (medical SaaS, legal tools). Geographic services.

Technographic — when it wins

For replacement-of-X products ("replace HubSpot"). Integrations ("works with Shopify"). Engineering tools (where stack reveals buying patterns).

Combine for sharper ICPs

"E-commerce stores using Shopify with 10-50 employees in DACH region" = firmographic + technographic + geo. Much higher fit than any single dimension.

Tools mentioned in this guide

LinkedIn Companies

Pay per result

Tech Stack Detector

Pay per result

LinkedIn Look-alike Discovery

Pay per result

How Kavex compares to alternatives

We don't hide from comparisons. Each link below is an honest side-by-side breakdown.

Kavex vs ClayKavex vs Apollo

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