Demographic data includes measurable characteristics of a population, such as age, gender, location, education level, or income. While more common in B2C, demographic data still plays a role in B2B when combined with firmographic and behavioural insight.
For marketers, demographic segments help refine messaging, tailor content, and understand broader behavioural patterns across different groups of decision-makers. It can also support channel optimisation, particularly in social and content distribution.
When used responsibly and in context, demographic data strengthens audience understanding and enriches segmentation strategies without relying solely on functional attributes.
