Jul 11, 2021 7:26 AM - edited Aug 12, 2021 9:14 AM
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But like all data, even information you gather on your audience (your personas) can go out of date.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.
Jul 12, 2021 1:22 PM
I would say as often as necessary.
I think you have to contantly be aware of and assess your buyer personas as your company grows/changes. You can't assume that the persona you serve will always be the persona you serve. Even if you don't change, they do. Their companies, their growth, their needs.
Jul 12, 2021 12:06 PM
Depends on the industry. In healthcare, COVID has caused a change to Infection Preventionists and other around them, so that's prompting role updates that previously would be more static
Jul 12, 2021 10:40 AM
Jul 12, 2021 8:58 AM
In my opinion these personas should be re-evaulated yearly for updates; larger changes should be informed by brand research, which in our business will likely be completed in depth every 2 years.
Jul 12, 2021 5:05 AM
Personas should change when the business or industry have involved, the decision making and thought process of the customers could change as well. Thus reviewing the buyer personas from that perspective might be more effective, looking at search volume from the internet might give you an idea what is trending and how those trends changes the consumer behaviour
Jul 11, 2021 1:41 PM - edited Jul 11, 2021 1:41 PM
Heya! I have a question; how does Buyer Persona assists you with converting leads into a sale and what practical approaches are required to follow?