Introduction to Firmographics

Last updated: December 5, 2025

Firmographics is a comprehensive dataset containing key business attributes about companies, including revenue, employee count, industry classifications, locations, and corporate hierarchy relationships. You can think about them like demographics for businesses. With firmographics you'll learn about essential company information to help you accurately analyze your markets, conduct accurate territory planning, and target the right accounts.

The HG data team refreshes our firmographic data on a weekly basis, using a combination of company financial statements, publicly available data, surveys, government documents, external data, among other assets.

 

What's included?

Firmographics are matched to companies based on URL and normalized URL; normalization is done to standardize the many ways a company might format a URL, e.g. advanceautoparts.com is the same company as shop.advanceautoparts.com.

Additional supporting details about the company are provided in the form of:

  • Revenue
  • Employees
  • Industry
  • Hierarchy
  • Address

As noted about, firmographics includes company hierarchies. Account hierarchies represent the relationships between different entities within a large organization, reflecting the operational structure (not just legal) and show how subsidiaries, branches, and divisions connect to the ultimate parent company (GHQ - Global Headquarters). Different data providers have different approaches to defining structural relationships, which HG addresses in a few ways:

  • GHQ Consolidation: HG consolidates multiple legal entities into a single GHQ, ensuring a complete view of complex, multinational organizations.

  • Operational Hierarchy: HG focuses on operational structures, revealing the actual buying centers and decision-making entities within an organization.

  • Simplified Hierarchy Tiers: HG uses a simplified hierarchy structure: GHQ, Corporate Parent, Domestic Parent, and Lower Level Entity, making it easy to navigate and prioritize accounts.

Our hierarchy structure is defined as:

  • Global Headquarters (GHQ) - The highest level parent within a hierarchy. There is only one GHQ per organizational hierarchy, which can span several distinct URLs.
  • Corporate Parent - The highest level parent of all companies with the same (normalized) URL. There can be several corporate parents per GHQ.
  • Domestic Parent - The highest level parent within each country of all companies with the same (normalized) URL. This is a great way to view companies with unique product detections, since HG attributes installs to companies via URL/country.
  • Lower Level Entities - Any organization falling in a tier below a Domestic Parent.

How can I use firmographics?

Firmographic data is a cornerstone for most go-to-market activities, from strategic planning to tactical execution. Accurate firmographic data is crucial for:

  • Account planning to arm your sales representatives with accurate company context
  • Territory planning based on reliable company size and location data
  • Market sizing and segmentation analysis
  • Capacity planning for GTM teams