Survey · Marketing
Firmographics survey template
The company facts that give B2B research and sales conversations context: industry, headcount, revenue band, locations and business model. It also asks the respondent's part in buying decisions, skipping the budget question for people who are not involved, and anyone who wants a follow-up leaves their details and gets their own ending.
Try it live
Try it as a respondent
Every question, and where it leads
The conversation
What a respondent is asked, in order.
Hello! We're learning about the businesses we work with. A few quick questions about your company.
Which industry is your company in?
Roughly how many people work there?
Which band is your annual revenue in, in US dollars?
Where is your head office?
How many locations or offices do you operate?
Who do you sell to?
Which team are you in?
What's your part in choosing new tools or suppliers?
When does your company usually set budgets for new purchases?
Over the next year, do you expect your team to...
Would you like someone from our team to follow up with you?
Who should we contact?
Endings
Thank you for helping with our research
Thanks, we'll be in touch
The flow
Where each answer leads. Every route here is editable once the form is yours.
Dropdown
Single select
Dropdown
Address
Single select
Multi select
Dropdown
Single select
Single select
Single select
Yes / No
Contact info
What this template uses
- Dropdown
- Single select
- Address
- Multi select
- Yes / No
- Contact info
- 3 branches
- 2 endings
Questions to consider
- Which company traits actually change how you sell or what you build: size, sector, region or business model?
- Do you need a revenue band at all, or does headcount tell you enough?
- Which currency and revenue bands fit the companies you usually talk to?
- Do you want to use this for research only, or also to pass interested respondents to sales?
How to use the responses
Treat each response as a company profile and build segments from the combinations that matter, such as mid-sized B2B firms in professional services. Compare those segments against your other research or deal history rather than assuming every company of one size behaves the same. Send the respondents who asked for a follow-up to sales with their buying role, so the first call starts at the right level.
How to customize and share it
- 1Trim the industry list to the sectors you sell into, keeping an Other option, and set the revenue bands and currency to match your market.
- 2Remove the follow-up question if this is pure research, so nobody feels the survey was a sales form in disguise.
- 3Embed it on a resource or research page, or send it to an existing list, then export responses to CSV to segment them.
Frequently asked questions
What are firmographics?
Facts that describe an organisation, such as industry, size, revenue, location and business model. They do for companies what demographics do for people.
What firmographic questions should I ask?
Industry, number of employees, revenue band, headquarters location, number of sites and who the company sells to. Add the respondent's team and buying role if the results feed sales.
Should I ask for exact revenue?
No. Bands are easier to answer and just as useful for segmenting. Make the question optional, since some people cannot share it.
How do I use firmographic data in marketing?
Group respondents into segments by the traits that change their needs, then tailor messages, offers and sales focus to each group instead of treating every business the same.