Marketers use customer segmentation to better understand their prospects and develop targeted campaigns with strategic messaging that drives conversions.
Marketers use customer segmentation to better understand their prospects and develop targeted campaigns with strategic messaging that drives conversions.
Marketers can segment potential customers by their location (geographic segmentation), population-based factors (demographic segmentation), engagement history (behavioral segmentation), or personality and lifestyle (psychographic segmentation) – but for business-to-business (B2B) SaaS marketers, the most critical type of customer segmentation is firmographics.
Firmographics (a portmanteau of firm and demographics) is the B2B marketing strategy of describing and segmenting prospects (and customers) based on organizational attributes like age, size, location, and performance.
B2B SaaS marketers use firmographic segmentation to establish an Ideal Customer Profile (ICP), define their Total Addressable Market (TAM), augment buyer personas, and to inform the development of targeted marketing campaigns that drive conversions in each identified firmographic segment.
Firmographic variables represent the different attributes that B2B marketers can use to describe or categorize companies in their target audience. Below, we describe six of the most important firmographic variables used to segment customers in B2B SaaS.
B2B marketers can describe or segment prospects by the industry in which they operate. Traditional industries are codified under the Standard Industrial Classification (SIC), which includes categories for:
While our economy has shifted markedly from manufacturing to services over the past several decades, the SIC has been slow to update its industrial classification system to reflect the new environment.
When prospects can’t be meaningfully described or grouped by SIC codes, marketers can and should create new frameworks based on first-hand knowledge of their prospects and customers.
ScalixAI is a performance-driven Google Ads agency specializing in helping high-growth, AI-first companies scale with predictable, profitable customer acquisition. Founded by an ex-Googler with 9 years of insider advertising experience, we manage the entire Google Ads lifecycle—from campaign strategy and account setup to conversion tracking, analytics, and ongoing optimization. Our data-centric, AI-powered approach ensures you know exactly which campaigns are working, why they’re working, and what to do next to outpace your competitors.ScalixAI is a performance-driven Google Ads agency specializing in helping high-growth, AI-first companies scale with predictable, profitable customer acquisition. Founded by an ex-Googler with 9 years of insider advertising experience, we manage the entire Google Ads lifecycle—from campaign strategy and account setup to conversion tracking, analytics, and ongoing optimization.
Most clients see performance stabilize by month three. Google Ads isn’t a slot machine—it takes time to compound.
No. We work month-to-month. All we ask is that you give us three months to prove the results.
While Google Ads is our entry point, we also support LinkedIn Ads, Reddit, and X campaigns when needed.
The CRO audit covers your landing pages, CTAs, forms, and overall user flow. We’ll flag what’s holding back conversions and recommend fixes. If changes require design or dev resources, we’ll hand over clear action steps for your team, so you know exactly what to adjust.
As an ex-Googler, I know which recommendations are useful, and which are just there to hit Google’s internal targets. We’ll filter their advice for you, implementing only what actually helps us hit revenue goals.
Weekly reports show spend, conversions, CPL/CPA, and how we’re tracking against projections. “Good” means campaigns are meeting efficiency targets. “Scalable” means we can push budget and expect the same or better efficiency without breaking ROI.