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But like all data, even information you gather on your audience (your personas) can go out of date.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. 

[ANS007]

Every 3-6 months we need to update buyer's change of intends and activites

[STilghman]

The number of times you audit or update your buyer persona depends on your product or service. The frequency should be customized to fit the specific needs of your industry or niche, as not all industries share the same market or data. 

[GVicente]

Depends on the industry. Tech is going to have a faster change in audience expectations. 

[NAnderson32]

Depending on the type of business and services/products sold, I’d say maybe every 2–3 years or anytime there’s a big internal or external shift, like a change in business strategy, new product launch, or a major market trend. Personas should evolve with the business and the audience.

[AGatto4]

Auditing your buyer persona depends on the pace of the specific industry, but a typical pace would be every 6-18 months to ensure the business is keeping up to date on trends and opportunities. The ability to pivot has allowed for several businesses to branch into a new buyer persona, like Stanley. 

[WSexsmith]

At least once every six months. Motivations are always evolving, influenced by economic and political shifts. Regular updates ensure your messaging stays relevant, resonates effectively, and reaches the right audience.

[JArredondo]

Depends on the speed of the industry you are working in or the required response time. An optimal range could be every 3 - 6 months. 

[MJoseph83]

6-12 months, depending on how quickly the market you're in changes.

[AAspera]

fast moving industry every 3 months and littel slower not as many changes every 6-12 months.

[DPreciado]

It would be best to do so every six months or twice a year. This will allow for an accurate demographic of buyer personas.

[tt33]

I think it's important to audit and update your buyer personas at least once a year. Things change pretty fast in business — companies grow, shift focus, or target new audiences, so the personas you created last year might not be accurate anymore. If you're in an industry that changes a lot or if you've recently launched something new, it might even make sense to review them every 6 months. Keeping your personas updated helps make sure your marketing actually connects with the right people.

[GAdeniyi4]

it will be good to audit or update every 6-12 months. it will also be a good idea to review them frequently if the market is changing, you launch a new product or you receive a new data

[DArbelaez]

I believe you should update buyer personas every 3-4 months, with technology, the market is constantly shifting and changing. If a company is having less buyers, buyer personas should be updated every 6-7 months.

[SBlackshire]

i think you should update buyer persona every 6 months to a year due to the ever changing demographics

[Sasireka]

I think it is sufficient to audit and update Buyer persona yearly once unless if the company is not moving as per the plan or having less buyers. 

[KristinaNunez]

Buyer personas should be audited quarterly and or updated as soon as you notice significant changes in direction with the business goals due to ever-evolving customer behavior and or industry shifts/trends.

[RMarroquin2]

Every 6 months to a year. Unless something drastic happens or there are indicators we aren't marketing efficiently, such as low sales and engagement.

[NikkiSmart]

Depending on the industry every quarter, 6 months or year.

[Elena_Tilmaciu]

I think it should be done at least every 5/6 months (2 times a year)

[SIAFM]

At least every 6 months