How often should you audit and update your buyer personas?

[JorieMunroe]

Buyer personas can be created through research, surveys, and interviews — all with a mix of customers, prospects, and those outside your contacts database who might align with your target audience.

But like all data, even information you gather on your audience (your personas) can go out of date. After all, business models change, companies merge or shift direction, and your audience can (and likely will) evolve. In your professional opinion, how often should you audit and even update your buyer personas?

*To learn more about this, check out the Using Buyer Personas in HubSpot lesson via HubSpot Academy. 

[KNawkar]

Entirely depends on the industry you working for but, given the dynamic market landscape and rapidly shifting customer preferences, auditing every 6 months makes sense. It allows you to stay aligned with evolving behaviors, competition, and trends, ensuring your strategies remain effective.

[RRidzeviciute]

I'm all for quality over quantity, therefore, I woud audit the buyer personas once a  year with an extensive and thorough research.

[MSrivastava2025]

Depending on my industry that is the service industry, I think between 1 to 2 quaters should be enough. As any real time change can take that much time to make effects.

[MValdes0]

En mi opinión, los buyer persona deben ser auditados y actualizados en un periodo de 6 meses a 1 año, porque las necesidades de los clientes cambian, evolucionan, y por ende uno debe cambiar también el enfoque y cómo nos aproximamos a nuestros clientes

[JCordoba5]

Hey Jorie,

Great material in this HubSpot Academy and very interesting material for this HS Mktng Software.

Regarding buying personas, I lean with the ones that consider at least every year. But in this very fast-changing market, it´s not a bad idea to consider every 6 months to give an extra revision if what you defined in the beginning of the year, is still ok. It sounds like too much for I can tell you, I´m in a market in which the situation 6 months back it´s definitely not the same as now, so you need to revise your business and marketing strategy to be capable of attract, engage and delight.

[ARCAWorldWide]

In my professional opinion, buyer personas should be audited and updated once a year. However, this frequency can vary depending on the pace of change in your industry or company. For businesses in fast-evolving markets, such as tech or fashion, a biannual review may be more appropriate.

Auditing your buyer personas is crucial because audience preferences, challenges, and behaviors can shift due to factors such as market trends, economic conditions, or technological advancements. Additionally, internal changes like new product launches, business expansions, or strategic pivots may also require a reassessment of your target audience.

[ErnestIgbokwe]

Buyer personas should be audited and updated at least annually, but more frequent updates (e.g., quarterly or semi-annually) are recommended if significant market changes occur, such as new competitors, shifts in consumer behavior, or product updates. This ensures your marketing strategies remain relevant and effective.

[Chinedueguh]

It should be according to the line of activity or actions/objectives the organization wishes to achieve.

If it's lead generation, then it should be per lead or per a segment of the leads (in -batches). Same goes to other line of activity 

[BBrillantesJr]

To Auditing and updating buyer persona regularly to ensure alignment with evolving customer need, market trend and business objective.

[MLeonel]

It depends on a lot of things... Are you creating a new product? Are you implementing an existent service or product? It's something to keep in mind, and also to work together with the UX team. But I'd say at least twice a year.

[JHalp]

It depends on the company business, talk to Sales often to understand if you are heading in the right direction

[Shehan_93]

It basically depends on the existing and future campaigns. Normally, I believe once or twice a year

[Aayan69]

Buyer personas should be audited and updated at least once a year, or more frequently if there are significant changes in your market, product offerings, or customer behavior. This is important because your target audience's needs, challenges, and preferences evolve over time. Regularly reviewing your buyer personas ensures that your marketing strategies remain relevant and effective, helping you stay aligned with both current customer expectations and emerging trends. Additionally, collecting fresh insights through customer feedback, surveys, and market analysis will ensure that your personas continue to reflect the most accurate representation of your ideal customer.

[coryp]

In the B2B SaaS world (where I currently live), you should update buyer personas every 6 months, potentially sooner if something significant happens in the industry, such as new regulations or advancing technologies.

Company-specific developments, such as new product launches and updated market research insights, might also warrant a sooner audit.

[CSarmiento2]

Depending on the performance and feedback the company can have from analitics, Buyer personas should be audited and updated annually. However, if your market is  through significant changes (new products, shifting trends, etc.), more frequent updates (quarterly or as needed) will keep your marketing and sales efforts aligned with your audience's current needs and behaviors.

[AThomas2002]

It depends on the industry and also what is going on in the world around us. For example, if a country is going through and economic ression or depression, your buyer personas could use updating because prospects budgets could change. Or during certain seasons, people's needs and desires could change. I would say that there isn't always an exact time frame that indicates a need to update buyer personas. Rather, it is important to pay attention to social and political changes. 

[LSauls]

Buyer personas should be updated regularly to ensure they accurately reflect your audience's needs, behaviors, and preferences. The frequency of updates depends on several factors. My suggestion is that you perform a comprehensive review of all buyer personas annually to incorporate major shifts in market trends, business goals, or audience behaviors. 

[Vinaz]

For me, it depends on the nature of the business and how fluid the products/services are. However, I think 6 months should be cool.

[PSaldaña4]

It’s important to review and refresh your buyer personas every 4-6 months to ensure your marketing strategies remain aligned with customer needs

[TTopolinsky1]

THe frequency for updating buyer persona's involves the type of business you are in, what is happening in your business, and what is happening in your industries. Generally, they should be reviewed and updated every 6-12 months, based on various events.