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Martin Boyle
Martin is the Director of Brand and Communications at Lead Forensics. He’s worked in marketing for 20 years in both B2B and B2C. Martin is a member of the Chartered Institute of Marketing and was also named an ‘Inspirational Square’ by Squared Online in conjunction with Google.
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Firmographic data gets referenced constantly in B2B marketing and sales, usually without much explanation. It shows up in conversations about ideal customer profiles, lead scoring, and account-based marketing, almost always treated as something everyone already understands. Here’s what it actually is, the attributes it covers, and how B2B teams put it to use.
Most lists of the best sales books are put together by someone who has read the blurbs. This one is different.
Think about the last time you went to the doctor. They didn't open with a slideshow about their medical school or the awards the practice has won. They asked why you were there.
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